How to Sell to Your Existing Customers on Facebook

As most motorcycle dealers across the nation, you probably have a substantial list of individuals who have purchased from or visited your dealership in the past; your customers. This is a sacred list. It is essentially a gold mine of future sales.

What if we tell you that you can utilize your current customer list to create super targeted Facebook Newsfeed ad campaigns with offerings just for individuals who have a relationship with your dealership? If that is not tempting enough, Facebook also allows advertisers to create “lookalike” audiences that are similar to their current customer base. This is great from advertisers who are interested in acquiring new customers.

Facebook Newsfeed ads then show in the target audiences’ Newsfeed on desktops and mobile devices. The ads are large and can contain a good amount of text. Each ad is also accompanied by a website link of the advertiser’s choice.

Below are two examples of Facebook Newsfeed ads. Ads similar to this can be created and shown just to individuals on your current customer list and/or a lookalike audience.

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facebook dealer ad 2

Feel free to contact us at info@chopperexchange.com, if you are interested in learning more about custom audience advertising on Facebook. We are always happy to help.

Use Instagram to Attract and Engage Customers

If you have not heard about Instagram by now, one may think that you live under a rock.

Instagram is a photo- and video-sharing mobile social network. It allows users to edit and upload photos and videos directly from their mobile devices, which can be viewed by their followers and non-follower Instagram users. Instagram photos and videos can also be shared on other social media websites, such as Facebook and Twitter.

Here are some very impressive facts about Instagram:

  • Launched in October 2010
  • Has more than 200 million active users
  • 70% of users log in at least once a day
  • 13% of Internet users have Instagram profiles
  • 25% of Fortune 500 companies have Instagram profiles
  • 43% of Top 100 Brands post daily on Instagram
  • More than 50% of U.S. retailers are on Instagram

The above facts are impressive and useful for businesses interested in “branching out” and reaching potential customers via multiple social media. Since it is never a good idea to “put all your eggs in one basket”, Instagram offers another powerful alternative to online marketers who are currently using Facebook, Pinterest or Twitter to market their products/services/brands.

More specifically, Instagram is a great platform to connect and genuinely engage with current and potential customers. It allows companies and individuals to interact via sharing authentic photos and videos. It is a very powerful platform for building brand personality and lasting customer relationships.

According to the May 2014 PowerSports Business / RBC Capital Markets Q1 Dealer Survey, majority (62%) of motorcycle dealers in the U.S. did not realize an increase in customer traffic during the first three months of 2014. During the same period, a large portion (60%) of U.S. motorcycle dealers did not realize an increase in profit margins compared to 2013. This alone indicates that motorcycle dealers have a decent amount of room for improvement, and Instagram can be part of such improvement efforts.

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For additional information about Instagram, feel free to contact me at mirela@chopperexchange.com or 1-800-523-7274 x210.

You can also see our Instagram profile here.

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Best Marketing Strategy for 2014: Storytelling via “Share” Media

Given the current smart technology use and rampant personal data sharing trends among consumers, companies are looking for effective ways to connect and engage with their target customer base without appearing too pushy, insensitive, or intrusive. This is a tricky endeavor since most companies are also starved for time and pressured to beat the competition in terms of financial performance. To add another layer of challenges, companies are also expected to deliver results and respond to customers’ issues within minutes rather than days. Simply put, industry environments are changing fast and companies do not have the luxury of sitting on the sidelines to see how things play out.

To truly succeed in today’s intensely competitive industries, marketers must shift their focus from traditional “push” and “pull” to “share” marketing strategies. Print advertising (“push” media) provides information about products/services, but does very little to engage with the target audience. Television advertising (“pull” media) entertains and evokes emotions, but does not enable the target audience to respond and engage. In essence, both “push” and “pull” media fall short of allowing the target audience to engage with the advertiser and build reciprocal relationships.

Face-to-face and social media interactions are forms of “share” marketing tactics that facilitate two-way, reciprocal interactions between marketers and their target audience. Such efforts foster empathy and build trust, and therefore prompt the target audience to engage with the advertiser and emulate specific (“advertised”) behavior. In the “share” marketing realm, customers are not viewed as targets, but rather as partners who are there to help the company achieve its goals (introduce or sell products/services, promote various causes, or expand its customer base) and provide feedback. “Share” marketing strategies focus on storytelling and effectively using stories to connect and build long-term, “We” relationships with customers. Neither side has the upper hand. Instead, marketers and their target audience are equally needed to tell a complete story. Without either side, the company’s story is incomplete.

push media

Aside from face-to-face interactions with customers, social media websites, such as Facebook, YouTube, Instagram, Pinterest and Twitter, are the next best vehicles for effective customer engagement. Such websites blur the lines between producer, seller and consumer, and enable all three groups to connect and share common interests and experiences. This mutual exchange helps companies appear more humble and human, and also gives a powerful platform for consumers to voice their opinions. Furthermore, with the help of storytelling, companies gain valuable insight and build long-lasting relationships with customers, and customers gain access to brands they like, as well as the opportunity to influence those brands.

The beauty of storytelling as a marketing strategy is two-fold; it inspires companies to share what is special about their brand(s) and it brings consumers closer to the brands they follow. Companies’ stories do not have to rival those of professional storytellers either. The most important ingredients are thoughtfulness, genuine want to interact with the audience, and encouragement of the audience to respond. A story can be five paragraphs, five sentences, or five words long. Each company’s stories are unique and therefore do not need to conform to any cookie cutter rules. There often is a lot of beauty, spontaneity and genuine value in messy stories. The overall goal is to share and engage, and not to publish award winning essays.

Here are a few types of stories that companies should share with their customers:

  1. Historical/Timeline. Retelling the company’s history or the history of its products/services in form of a timeline is a great way to convey longevity and credibility. For example, a photo status update on the company’s Facebook Page can show some type of a timeline and ask its Fans to share what they remember about a specific time on the timeline.
  2. Testimonial/Proof of Recovery. It is never a good idea to shy away from sharing negative customer service scenarios, as long as the company can show that the customer’s grievance was resolved and the customer was made whole. Such stories show that the company does not pretend to be perfect and that it works hard to correct imperfect customer experiences. Positive customer feedback stories show that the company can be trusted.
  3. Humor. This type of storytelling must be extra scrutinized because it lends itself to potentially offending customers. Funny stories that are too sexual, have heavy religious undertones, promote specific political views, or carry any other offensive connotations should be avoided because they can alienate certain customers and devalue brand equity.
  4. Special Cause. Generally speaking, consumers like to do business with companies that support various charitable causes, especially if such causes are close to their own heart. Such stories show the public that company management “has a heart” and also encourage customers to get involved.
  5. Celebratory. People like to be happy, and happy stories make people happy. Sharing videos and photos of various celebrations, especially if they include the company’s customers, is a perfect way to re-live such events and also include those who were not in attendance.
  6. Biographical. It is true that most people are looking for their fifteen minutes of fame. What is even more true is that social media websites allow companies to make their customers feel famous, even if it is just for a few minutes. Companies should profile customers on their social media pages and encourage others to submit their own information to be featured in future posts.
  7. Nostalgia. Sharing photos of celebrities, famous quotes, or pop culture events awakens nostalgic feelings and prompts customers to associate such feelings with the company’s brand(s). This is a great way to tell customers that the company know what they like and value, and also that those things also mean something special to the company itself. This creates a sense of “we are the same”.
  8. Special Announcements. Whether it is a new products introduction or new employee hire, customers like when such information is shared with them. It makes them feel like they are “in the know”. It also helps them get to know the company better and encourages them to offer their own feedback.
  9. Solicitation for Help. Asking customers for help does not mean that the company is not capable of solving its own problems. Instead, it means that the company values its customers’ opinion and wants to hear what they have to say. This is a very powerful way to introduce new products or ideas, and also get fast customer buy-in.
  10. Exclusive Offers. Posting an online coupon is not a good example of storytelling, but posting a story about a special offer that helped a customer save money and accomplish his/her goal with the help of the company’s product/service is a brilliant way to use storytelling as a promotional tool. Such stories can be cheesy, but they should not be too gimmicky. Customers will pick up on stories that are not genuine and may revolt as a result.

The bottom line for marketers in 2014 is to focus more on sharing and caring than on preaching and teaching. Companies must go the extra mile to be perceived as genuine, caring and authentic. Storytelling helps them do just that. Once the company has captured consumers hearts, it is much easier to capture a share of their wallet.

Please contact me at mirela@chopperexchange.com with any questions.

3 Marketing MUST DOs for 2014

This is the time of the year when it is nearing its end, holiday shopping season is on its last week, and marketing professionals are planning for 2014. This brings us to the big question; what will 2014 look like in terms of companies’ marketing efforts?

Take a look at this photo, as prepared by Pew Research Center and Deloitte in March 2013, and let your mind make some assumptions:

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If you assumed that marketing is going to be even more social and mobile in 2014, you are spot on. More specifically, consumers are expected to use mobile devices, such as tablet and smartphone to consume online content and make purchases, a lot more in 2014 than during any previous year.

To succeed in 2014, every business must do the following three (3) things:

  1. Invest in social media ads in an effort to capture consumers’ attention while they are checking their personal accounts from their mobile devices.
  2. Create a mobile website to make sure that customers can easily view their products/services and make purchases from a tablet or smartphone.
  3. Genuinely engage with customers via social media websites in an effort to forge long-term, meaningful relationships that will weather any market storm.

If you have any questions about getting ready for 2014, feel free contact me at mirela@chopperexchange.com. I will gladly answer any questions.

Happy 2014!

The Best, FREE Site To Find Biker Friends & Events

If you’re looking for biker events to attend in your area, looking for more riding buddies, or even looking for a single man/women who shares your love of riding, BikerOrNot.com is the best, FREE place to meet other bikers online.

BikerOrNot.com is a FREE social networking site for motorcycle enthusiasts worldwide. By creating a profile, each member has the option to let other bikers know their relationship status, if they ride, what they ride, their location, interests, and even photos. You can then search for other bikers to befriend on the site.

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BikerOrNot.com is also a great way to find out about rides and events in your area. You can also create your own rides and events and invite other members to join.

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There’s also a FREE BikerOrNot app available in the GooglePlay store for Android devices. Click on the photo below to install the app.

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Visit www.BikerOrNot.com to create a profile and start meeting other bikers today.

Facebook Advertising and Content Management for Motorcycle Dealers

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As we approach the holiday season, we are also approaching that time of the year when marketing budgets are reviewed and set. Many small businesses, including motorcycle dealers, are wondering how much time and money they should dedicate for social media marketing, such as Facebook. Not only are such websites often too complicated to master in order to realize a positive return, but they can also be time consuming.

This is why we have decided to offer a quick fix for motorcycle dealers who want to make Facebook part of their daily routine, but do not necessarily have the expertise or time necessary to effectively use Facebook for business purposes.

Our Facebook Advertising and Content Management Services for Motorcycle Dealers explains how businesses of all sizes can conquer Facebook and make money while doing it. Please take a few minutes to read it and let us know if you have any questions and if we can help you with your Facebook marketing efforts.

If you are unable to open the link above, please click here to download the full PDF file.

Pin and Facebook Your Way to Record Holiday Season Sales

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Whether exciting or stressful, the 2013 holiday season is upon us. It is also a short holiday season; with just 26 shopping days between Thanksgiving and Christmas. For retailers, this means more scrambling to sell as many products as possible within a shorter period of time than during the previous year. For shoppers, it means fewer holiday shopping days and less time to find the best deals available.

Given the time constraints, both retailers and shoppers are expected to turn to online shopping options this holiday season. Retailers are rolling out their holiday campaigns earlier and banking on social media, such as Facebook and Pinterest, to boost their holiday sales. Motorcycle dealers should follow suit, especially in terms of apparel, gift card, and accessory sales.

According to Internet Retailer, 65% of U.S. consumers will search for products/services online and make their purchase in store during the 2013 holiday season. Half of the surveyed shoppers said that they will also shop at online-only retailers, such as Amazon.com. Furthermore, eMarketer predicts that 16% of this year’s holiday season purchases will occur on mobile devices, such as tablet and smart phone.

Since most shoppers will enjoy a long Thanksgiving weekend and will then return to work on Cyber Monday, it is a smart strategy for retailers, including motorcycle dealers, to offer online deals which can be redeemed between November 29th and December 2nd. Not only will shoppers spend quality time with family and friends during the Thanksgiving weekend, but they will also spend a lot of time on Facebook and Pinterest, and most likely spend most of Cyber Monday shopping online rather than being productive at work.

As a motorcycle dealer, here are some ideas for reaching your customers online during the Thanksgiving weekend and Cyber Monday:

  • If you have a significant follower base on Pinterest, create a Black Friday Deals and Cyber Monday Deals boards, and then pin 5-10 great deals to each board. Make sure that you pick popular items and that your deals are better than than your usual deals on such items. Focus on items that make great holiday gifts.
  • Take each of the Black Friday and Cyber Monday deals that you selected for your Pinterest boards and create a status update post for each of them on your store’s Facebook Page. Make sure to schedule the posts for different times and days to avoid cluttering your fans’ Facebook news feed.
  • To get even more exposure and sales, create Facebook ads to promote each of your Facebook Black Friday and Cyber Monday status update posts. Facebook allows you to set up a budget that is comfortable for your store/department, which means that you do not have to spend crazy amounts of money on Facebook ads. This is a great option for attracting Cyber Monday shoppers while they are checking their Facebook activity during work hours. Please visit Promoted Page Posts page to learn how to promote your status update posts.

As always, please do not hesitate to e-mail me at mirela@chopperexchange.com, if you have questions about this blog post. I am more than happy to help at no cost to you.

One Very Important Reason to Be Interesting on Facebook

Businesses are always walking the fine line between selling too much and posting interesting content on their Facebook Pages. Both are important, but too much of either one is not a good approach to social media marketing.

One of the biggest negative consequences that can result from selling too much and posting boring/irrelevant content on Facebook is loss of Page likes (fans). If your fans (likes) do not enjoy what they see from your Page in their Facebook feed, they will most likely tell Facebook to hide your posts. Even worse, they will unlike your Page.

Here is what typically happens:

You post a Facebook status and it appears in your fans’ news feed. Your fans then have the option to comment, like, or share the content you posted. Facebook also gives them the option to opt out of seeing your posts.

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If your fans decide that they do not like what you are posting on your Facebook Page, they can hide it from their News Feed with a couple of clicks.

News FeedThe scariest part is that your fans will most likely Unlike your Page if they do not like the content that you are posting. They can do this without even visiting your Page.

unlikeThe bottom line is that Facebook Likes are not free and every business should post content that will increase its Pages’ Likes and not encourage the current ones to Unlike its Faacebook Page.

5 Free Tools to Help You Manage Your Social Media Presence

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If you are responsible for managing your company’s social media accounts, you are most likely looking for ways to save time and determine how successful your current efforts are. The bottom line is that you want to figure out what content is most desirable by our followers and how to spend less time on your social media management efforts.

Here are five FREE tools that will help you improve your social media management and save time:

  1. Hootsuite allows users to schedule content posts on Facebook and Twitter ahead of time. It also offers enhanced analytics reports for social media profiles.
  2. PicMonkey enables users to edit photos and create cool collage images, which can be shared on social media profiles. This is a great way to personalize your social media content and engage with your followers.
  3. TweetBinder gives social media content managers the ability to figure out the most popular terms and hashtags on Twitter.
  4. SemRush gives marketers the ability to find out what keywords are generating the most organic and sponsored traffic for their competitors.
  5. Canva is a brand new website (still in the beta mode) that allows users to create cool and catchy graphics for their social media accounts.

All of the above mentioned tools (websites) offer free options and are very easy to use.

If you have any questions about any of these tools, feel free to send me an e-mail at mirela@chopperexchange.com.

 

The Best, Free Place to Meet Other Bikers Online

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BikeOrNot.com is a social network for motorcycle enthusiasts worldwide. The website can be used to find friends, riding partners, events, dates, and just about anything biker related. You’ll find all the standard social networking features like adding friends, wall posting, messaging, “liking” photos and posts, and some special features built just for the biker. You can also add what bikes you ride to your “garage” along with photos of your beauty.

Each BON member is able to create a user profile where they can list their username, relationship status, whether or not they’re looking for a riding partner, whether or not they ride, if they own a motorcycle, their location, and interests. Members are also able to upload profile photos and create photo albums to share their pictures with their friends.

Some of the BON features include:

  • Chatroom  Users are able to join different chatrooms to communicate in a live-chat with other members on the site.
  • Events  Users can create event pages to share with other members. It’s a great way to promote rallies, rides, benefits, biker-nights, and other events to other bikers in your area.9-25-2013 2-33-16 PM
  • Garage – You can add photos of your motorcycles and leave each other comments about their bikes. You also search other users that ride the same type of bike as you.BON
  • Fan Pages – Users can create and follow fan pages of various interests. On these pages they’re able to post comments and photos as well as reply to other users posts and “like” their posted content.
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  • FREE Mobile App.
    Available in the Google Play store for Android devices.
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If you are interested in connecting with your local, national or international biker community, I recommend that you create a FREE BikerOrNot.com profile.