We’re not here to bash social media. In fact, we definitely know the merits of social media marketing and advertising.
With 70 percent of americans using some form of social media, along with the opportunity to share visual content of your products, it’s quite obvious why you would (and should) use social media as a marketing tactic to build your aftermarket brand. While it’s a strong tactic, it shouldn’t be the only tactic you employ.
In order to get the best results to build a strong brand, you need to employ multiple strategies.
If you’re looking to build a brand quickly and effectively, you need to create a strategy with multiple tactics, channels, and use all the data available to you. Here are 4 simple ways to build your automotive aftermarket brand without social media.
1. Really know your target audience
If you want to see a return on your investment, you need to know exactly who you’re selling to. You need to develop a persona of who your ideal customer is. Get detailed and specific. From where they live, age, other interests, everything should be considered.
While creating this persona, check it against data that’s available. Do you sell parts and accessories for Toyota Tundras and Tacomas? Use tools like SEMA’s Vehicles In Operation Counts to know where the largest concentration of Tundras and Tacomas are located. Use that data to inform your advertising.
By having a detailed understanding of your audience and ideal customer, you’ll be able to target them quicker through all of your marketing efforts.
2. Create a content library
No matter what you’re selling, you should have content that supports and supplements your products on your website. Whether it’s installation guides, wiring diagrams, user manuals, research, review videos, or highlighting user-generated content, the more content you have, the more you’ll relate to organic search traffic. Your customer will also come to view you as the authority in your space.
This is also where you’ll have more opportunity to develop your brand’s personality. If your brand was a person, where would they live, how would they speak, how old would they be? Take those thoughts and combine them with your business’s own unique voice and value.
Creating libraries like these can have zero to little cost upfront and have the potential to deliver huge value (and sales).
3. Focus on customer service
While this may seem obvious, it’s surprising how many brands think all they need to do is deliver a shiny product and then stop caring about the customer after the purchase. Poor customer service ends up costing you a lot more in the long run. Especially when the online reviews and a reputation begins to develop around your brand and products.
If you’re able to deliver a quality customer experience, product, and follow-up services, you’ll create brand loyalty. Brand loyal customers are also your brand evangelists that bring you more and more customers through their own shared experiences and stories.
Keeping your current customers happy directly translates to building and growing your brand.
4. Shopping and Search Ads
While everyone’s in a different boat when it comes to advertising budget, utilizing online ads like search and shopping ads have the potential to deliver more than just financial results.
People searching for products are warm-to-hot leads. They have intent. They are “in market” to purchase what you’re selling. By getting your website (or products) listed in their search results, you begin to create brand awareness and recognition. Not to mention, the opportunity to sell your product right away (that is, if you’re selling direct-to-consumer).