january-february

16 T hegoal of every shopowner is tobepart of the lifestyles they serve and engage with customers in the very areas they collaborate. “I grew up with street bikes and sport bike club racing. Back then, we had the local bike shop. Every morning, either before or after a ride, people would gravitate there to check out the products, find out what was new, and ask questions. You’d talk, joke, and ride—there was a community around that [bike shop],” said Patrick Wagenbrenner, Social Media Manager at Keystone Automotive. “Now, we have car and Jeep ® clubs, but they don’t converge to discuss the latest products at the local shop as often. They use their social media accounts to communicate and drive that sense of community. Forums still exist and are very powerful, but social media is where people are learning and engaging. And if you aren’t communicating in the space and way they are, then you’re missing out,” he added. You have to go where the customers are— they aren’t going to come to you. Rooted in Research Data and analytics are drivers for success in marketing, from identifying buyer personas to planning creative ways to close the sale. Before jumping into all of the tasks associated with managing an online presence, spend time reviewing social media accounts that serve as a gold standard. For automotive shops, that doesn’t just mean vibrant industry personalities, established trade organizations, aftermarket manufacturers, and retailers or restylers that sell and install similar products. “You’re in the business of retail, so look at the brands that succeed. As a social media manager, I’m looking at branding, copy, images, and overall flow for any company doing amazing things—like Bass Pro, Best Buy, Walmart, and Target. Analyze best practice standards across retail, not just automotive,” said Wagenbrenner. Next, think about your target audience from the same perspective. “I want to know everything about my customers, from what There are nearly 2.5 billion social media users across the globe, with more than 50% of small business owners in the U.S. relying on these platforms as their primary digital marketing tactic. Why? Because social media is a highly effective and relatively cost-efficient way for businesses such as yours to find, connect with, and retain customers. Helping Shop Owners Take the First Steps in Becoming Social Media Savvy they eat for breakfast to what they do in their free time,” said Wagenbrenner. Ask yourself what the customer demographics are, what vehicles they drive, what is their estimated income, where are they shopping, what goods are they purchasing, what tools are they using to do so, and what social media platforms are enriching their online experience? Once you know the target customers, and we mean really understand the ins and outs of those personas, then it’s time to ask “Why should they shop at my location? How can I entice them to do business with me? And what are the best methods for engagement?” To answer these questions, think about what separates your business from the next, begin to narrate your personal story, and open yourself up—online. Audiences Converge Online According to Pew Research Center, there are substantial differences in social media usage by age. Knowing your target customer base is