Let’s face it, if you’re in charge of your body shop’s social media campaign, you’re not doing it to connect with people and feel all warm and fuzzy inside. You want to tell them about your business, get them into your shop, and capitalize on referrals. You have so much to TELL, but you have to remember to ENGAGE first, then when you have their attention you can slip in vital nuggets to help you reach your marketing goals.
Keys to Engagement….90% of the time
- Make them laugh. If you can make them laugh at something related to your industry even better.
- Enlighten them. Share an important safety tip, a new recall or safety warning, or something that YOU found informative that helped YOUR life.
- Be consistent but not overwhelming. Keep your posts short, and post somewhere between 2-5 times per week.
- Ask a survey question. But keep it fun – like who’s going to the playoff’s this year, or what color you should paint your reception area.
- Have a contest. From big ticket items (Kindle Fire, tickets to a cool event) to $25 VISA gift cards, contests engage.
- Be a good member of the community. LIKE your local police department, fire department, chamber of commerce, and LIKE and share their posts with your audience.
The other 10% of the time….
- Feature Employee photos, anniversaries, and group action shots. These have the added bonus of building momentum with the employee’s friend base.
- Talk about things that make your shop REMARKABLE. To be remarkable, they have to be selling features that none of your competitors can say those things 100% unique about your business.
- Announce a new partnership or DRP relationship. Add them to your timeline.
- Promote a special event. Going to a chamber event? Involved in a community project? Take live pictures at the event, then promote on Facebook. Remember to include captions with your photos.
- Showcase before/after pictures. But remember nobody wants to see post after post of wrecked cars. Look for vehicles that your team is really proud of, and that pride will shine through on your post.
By remembering to focus on your audience and not just promote your shop, you’ll engage your audience, be LIKED and shared on their timeline, and build relevance in the eyes of Facebook.
About Cheryl Senko…
Cheryl Senko is a 20 year veteran of the automotive collision industry who ignites passion and energy through interactive marketing, sales, and social media campaigns. Currently the marketing and relationship manager for MAYFIELD COLLISION CENTERS she is an expert capitalizing on current social media trends to benefit the auto body repair industry.