Creating an Online Voice | A marketing expert shares her social media dos and don’ts for attracting millennial customers
“Every shop’s goal is to have generations of growth,” says Jennifer Filzen, owner and operator of Rock Star Marketing.
Whether a shop’s target demographic includes young customers or not, filling the business’s pipeline with future lifetime regulars includes reaching out and connecting to millennials. And no surprise here, the most impactful and fastest way to build a relationship with a millennial is through the phone in his or her pocket.
According to Filzen, the generation of adults born in the ’80s and ’90s tends to be an overlooked demographic within the industry. With less money at their disposal, millennials are not targeted as heavily as Generation X or baby boomer clientele. But through ramping up a shop’s online social media presence and visibility, more young adult customers can be attracted and converted into life-long customers.
Social media knowledge and her marketing expertise are partly what makes Filzen a “rock star”. Two-time VISION educator and longtime marketing expert, Filzen has helped repair shop owners master their marketing and social media for over 10 years. By sharing each shop’s unique story, she gives an online voice to the over 600 repair shops she has worked with over the years.
Filzen shares her social media dos and don’ts for attracting millennial customers with MWACA Magazine.
DON’T limit your presence to one or two social media platforms.
“The more places you are online, the more people can discover who you are,” says Filzen.
Being in the know of which social media platform is “cool” at the moment can feel daunting, and with new apps popping up as online fads change can make knowing which ones to be on, difficult. But according to Filzen, shops should be present and active among multiple platforms on the web.
“If you’re not findable [online], you don’t exist,” Filzen says.
Out of the current social platforms, she recommends shops to have accounts on Facebook, Twitter, LinkedIn, Instagram, Google My Business, and YouTube. YouTube is particularly helpful because of the extreme age range of users.
“Everyone is on YouTube,” Filzen explains, “it’s the second largest search engine behind Google.”
DO POST consistently on each profile.
Having a plethora of social media accounts is only worthwhile if the accounts are active. Leaving “dead” accounts up can reflect poorly on the business, and can even give the impression that the shop is no longer open.
Filzen recommends that shops post two times per week at a minimum, as well as keep up with a monthly blog. This constant activity not only showcases to viewers that the shop cares about interacting with customers, but also keeps Google search bots indexing and promoting the profile to a wider audience, creating a larger online promotion for the business.
It is also important to use the online profiles to communicate directly with customers, says Filzen.
“Respond to both the good and the bad, but avoid getting into arguments,” she says.
This communication fosters relationships between the shop and its customers through connection and education. It also works as a visual representation to new potential customers of how the business approaches customer service.
DON’T post a lot of technical information.
Chances are, a majority of current and potential customers are not interested in shop talk. Filzen says one of the largest social media faux pas that owners make is posting technical photos, videos or jargon on their shop’s profiles.
“When coming up with social media posts, ask yourself what your clients care about,” Filzen suggests.
Each post should be curated carefully and purposely. Instead of showing technical steps along the way of a repair, show off the finished product—that is what customers want to see, she says. More important than finished jobs and pictures of vehicles is showcasing to the potential customer that they can trust the shop and the individuals who work there.
Try to include some fun and humor in the posts, and avoid constant promotional sales pitches, says Filzen.
DO reach out for help, if needed.
Social media is not everyone’s forte. With new platforms constantly being created, understanding the best way to utilize each site can be overwhelming. Filzen suggests that owners who may not be comfortable running their shop’s social media presence to find someone else who is more comfortable and knowledgeable to take on the role.
A younger technician or staff member might be a good choice to take over the shop’s social media. Someone else outside of the business could also be a good option, like a child or family friend that has marketing knowledge and social media skills. But make sure to oversee what they are posting.
Outside marketing companies can also be a good fit for shop owners looking to go in that direction.