S
SALES+MARKETING
GET THE MOST FROM SOCIAL MEDIA
How to post (and what to post) to engage your audience BY NOAH BROWN
SOCIAL MEDIA HAS BECOME ONE OF
the most ubiquitous communication platforms across the world and an essential part of a business owner’s daily operations. A June 2021 report from German social media analytics firm Statista shows more than $2.25 billion was spent globally on advertising on Facebook alone in 2020, almost 17 times higher than the amount spent in the middle of the decade. A Pew Research Center study shows that investment in social media advertising can be lucrative; more than half of Americans are more likely to get their news from social media, and an
overwhelming 86 percent do so from digital and mobile devices. Social media is a key pillar in modern-day marketing, but a shop won’t be successful just by having a Facebook account or a Twitter profile and posting aimlessly. Digital marketing has to be planned out and executed strategically for shops to see tangible results. Start from the ground up. As reported elsewhere in this issue, a strong digital presence starts with a solid website. Dave Schletewitz, a digital marketing specialist for Chevron Global Lubricants, says having a strong, mobile-responsive
website optimized for SEO helps your business to be more searchable online and gives potential customers “digital visibility” into your shop. “What we see is too many quick lube operators, for whatever reason, don’t do those basic things, and that’s just an excuse,” Schletewitz says. “They need to eliminate the excuses and get it going.” Once a website is optimized for the modern internet, Schletewitz adds creating at least a Facebook and Instagram account is essential. “That allows businesses to connect with their local customer base,” he says. “It’s employees that will typically get their friends and family to follow, and then it expands from there to the rest of your customer base.” Stephen DuPont, vice president of public relations for Minneapolis-based ad agency Pocket Hercules, says that most transactions—whether directly or indirectly—start with a Google search. Having a strong social media and digital presence could be the difference between a customer choosing your shop or going down the street to a competitor.
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