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Know Your Platforms

We’ve spoken recently about how you need to treat each platform differently to maximize the reach of that platform. We do this because people have different perspectives on each platform or channel and use them all differently.

But how do you do that?

It’s a daunting task trying to figure out what each channel is all about, especially if you’ve never used them before. Here’s the thing though; it doesn’t matter whether you have an agency that you work with or one that does it for you, knowing what each channel can accomplish and how to speak to clients through those channels is paramount for the success of your marketing plan.

You train operations people

You wouldn’t just send out the new guy to sell a car if you didn’t know what he was capable of, would you?

NO, they represent you and your brand. You’d figure out his skills and knowledge long before that.

Your marketing channels are the same. You want to know what they are capable of. Google for instance is behavioural based. It sees what you have clicked on or searched for. Facebook, on the other hand, is very different. You don’t just have to use Facebook for retargeting of an audience that has watched or clicked on an ad. With its powerful algorithm, you have the opportunity for client acquisition. You can create lookalike audiences that mimic the one that physically comes to your dealership. You can then parse those audiences by demographics and use language that resonates.

3 ways to learn the potential of each platform

Research

There is a lot of information on the internet. You can do your own research to determine what each channel can do and the demographics that use them. This can apply to digital or non-digital platforms.


Take a course

Whether you go yourself or send a representative, there are a lot of people teaching marketing online or in person and much of that is for free. Take every chance you can to absorb that information.

Try it yourself

There’s nothing like learning by doing. When it comes to each of the platforms, try them out. Obviously some are going to be easier to work with than others, but start. Set up a social media account. Build a Facebook account. Create a Google account. And then play with them to see what they are able to achieve. Don’t worry about missteps. Your first account doesn’t have to be branded, or for that matter, visible to the community.

Knowledge is power

Knowing what each channel is capable of will hone your message so you can maximize the value of each platform. Your marketing will become more cohesive and you will start to understand them better so you can build a better rapport and offer services THEY want. By exploring all of these paths, you will begin to align your media with your message.

It is important to note that digital platforms are dynamic and constantly changing so you must continue to learn about them and the opportunities they present. Make sure you have someone in your dealership who is always keeping up with the trends and rules that each media platform establishes. If you’re not using your platforms to their full potential then you are missing out on a lot of opportunities.

 

Thanks for reading! Stay tuned for more content.

Cheers,
Jason Harris

 

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