By Mr Retail
As the business of mobile electronics continues to change, I submit to you that if you haven’t developed some strategies for advertising on social media, now would be a good time to do so.
In this article we will talk about some simple “best practice” ideas you can use to start gaining a larger audience.
First, let’s compare Facebook and Instagram. Both are valuable mediums, but there are some differences. Facebook attracts an older, higher income level client for you. Instagram is a younger audience and is more enthusiast based. Both can be beneficial to you.
Next there’s the difference between a post, boosted post, and an ad. A post is simply something you put on social media and hope it will attract lots of attention. The reality is that sometimes your post may only win 50-200 views as the social media companies really want you to spend money for advertising. In short, the game changed a while ago, so learning how to play it is important.
That being said, sometimes you may have an organic post that gets shown to loads more people. It is because Facebook (we’ll stick with them for a moment) feels the content is more worthy of a larger organic audience. Some examples of that may be if you worked on a new model vehicle that is really hot. A C8 Corvette or a Bronco soon after they came out would be good examples.
A boosted post is where you take that organic post and now add money to it for Facebook to show it to a much larger audience. The variable here is that many times the boosted post will work well for top of mind awareness for your company, but it might not make the phone instantly ring.
The last option is an ad. You can run them on either Facebook or Instagram. You can also pick the “audience” that it targets. My suggestion here is to NOT use the Facebook automatic audience option, but rather, spend some time drilling down your audience. You can select income demographics such as the top 25-50% of income earners. You can select a geographical radius from your store. Or you can choose particular towns, zip codes, cities, and your audience’s preferences, such as those who like trucks or Harley-Davidson motorcycles.
Lastly, you want an interesting image or video. I caution you to NOT randomly go pick images from the web and use them, because if they are licensed images and you didn’t pay for them, you may be liable for lots of money. There are places to buy “stock images” at a low cost and you can also create a library of your own images, which I highly suggest.
I would start with a small budget of $5-10 per day and run each ad for 5-7 days maximum.
How to best find your audience? If I have always wanted to work on Bentley’s and I spend $1,000 targeting them and see none of them in my store, that was a waste, right? So, you have to begin by understanding your current audience in your store and market to them. We call that low hanging fruit. If you do lots of trucks, then I would begin by targeting truck owners. How far of a distance will they travel to buy the product you are pitching? Maybe 20 miles? Then start there. A good piece of information is that some of your categories will draw from larger distances than others. An example might be a tint client will come 15-20 miles, but a higher end stereo client may come 40 miles.
We will talk again about how to really drill down and measure your social media ad’s effectiveness. Good luck!
About Mr Retail
Mr Retail offers opinions and information on car audio retailing for CEoutlook. He wishes to remain anonymous. He has owned a retail store in this country for over 20 years now. Mr Retail loves what he does and loves the 12 volt industry and is happy to share his hard won expertise.