Social media is a crowded space. It’s matured and more complex than ever. The effort required now to get found, followed and favorited is enormous. It all hinges on your social media content and how relevant it is with your customers and prospects.
Rel•e•vance: The ability to retrieve and publish material that satisfies the needs of the user.
One of the most common questions people have about social media content is, “How do I know if what I’m posting is resonating with my customers?”
The answer to this is actually quite simple. It’s in tracking certain metrics and adopting specific changes within your approach to constantly improve your content’s relevance.
If you’re a car salesperson, you know it kill or be killed. Why not take your destiny in your own hands and use social media to build rapport with your followers so they think of you when it’s time to buy?
If your content is not relevant, you won’t attract attention.
- Without attention, there will be no conversation.
- Without conversations there will be no leads.
- Without leads you’ll have nothing to convert into sales.
Here are 4 top metrics to judge whether or not your social media content is relevant:
1. Increased social traffic
How much time do you spend tracking the results of your social media content? I know from my current clients that it tends to not be a priority. They get busy with their day-to-day, which is normal and nothing new. Many salespeople spend the bulk of their time formulating where their next deal is coming from. However, if you don’t know where you’ve been, how will you know where you’re going?
Increased social media traffic is directly proportionate to how useful your content is. If you’re not seeing traffic, it’s time to change your social media content strategy.
2. Tremendous engagement
What is Engagement? It’s the amount of comments, likes (or reactions), and shares your posts are getting.
Engagement rate is more important than the number of likes on your Facebook page or number of followers you have.
It’s better to have a small group of engaged followers than a large group of random people who could care less.
If people aren’t connecting and engaging with your content, then it doesn’t matter whether you have 20 or 20,000 connections. No one will see your content because it’s not relevant.
High engagement means that your potential reach is much greater. Relevant content that followers engage with creates an atmosphere of community. When prospects see content that’s relevant to them, they connect with you on a deeper level. They think, “This person gets me.”
3. Higher quality leads
The result of expert-level social selling (leveraging social media to build rapport and sell more cars) is higher quality leads. When your followers have come to know you by the relevant content you post, they recognize you as helpful, trusted and easy to work with.
It’s a fact that warmer leads close quicker, easier and there’s greater opportunity for upselling because of the trust factor. Beyond the initial sale, further sales opportunities become more frequent and available. Your current customers share their experience with others and you can build yourself a valuable asset in your social media presence.
4. Appointments and/or closed sales
For most salespeople who are using social media to market themselves, getting the appointment is the goal. Everything you do everyday on social media, every little step you take, should be done with that goal in mind.
I have a client who had a prospect comment on their Facebook post, “How can I get out of my lease without hurting my credit?” That’s what we call a warm lead. They are clearly considering some form of movement on their current vehicle and they felt comfortable enough to reach out and ask a question. It doesn’t necessarily mean they are ready to buy, but this is a chance to help them when they need help the most.
Warm leads close easier and faster.
This particular client posts relevant social media content, has solid strategies to grow their network, they promote their specials, and get consistently high engagement. When all your hard work culminates into a warm lead, you have a much better chance of closing the sale.
The road to this sale was paved by relevant content. The customer felt comfortable enough to ask a pointed question. Helping your customers and prospects solve their problems is the key to getting appointments and closed sales. And what’s better than closing a sale from Facebook by simply being available with the right answers?
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