Leveraging Social To Drive Gender Specific Sales
All businesses need to attract new customers. You can’t rely on your existing customers forever. People move away, find new auto repair shops, or give up driving. Marketing the business is essential. In fact, it’s almost as important as taking out a traders insurance policy to protect your equipment, stock and premises. So, what do you need to do to attract more elusive female customers that need auto repair?
Female customers are often uncomfortable visiting auto repair workshops. Since garages are usually male dominated, women can feel intimidated. Some disreputable places will take advantage of female customers, charging them extra and carrying out unnecessary work on the basis that women are less likely to know about cars. As a result, it can be hard for auto repair shops to come up with effective marketing strategies that appeal to females. However, social media does make it easier.
Create An Inclusive Environment On Social Media
To make social media work for you, it’s important to create an inclusive environment where people want to visit your pages and leave comments and feedback. First, you do need to have a social media presence. It might sound obvious, but plenty of small businesses don’t bother creating a Facebook page or Twitter account. If you don’t bother with social media, you are seriously missing out.
Set Up Branded Social Media Accounts
Once you have set up your social media accounts and added essential branding, it’s time to work hard at creating a place where women will feel comfortable. Endless posts about complex mechanical problems and muscle cars are unlikely to appeal to women. Most women are not interested in this type of content. Instead, focus on curating a wider range of content, such as safe driving tips and advice on everyday car maintenance. It’s a good idea to ask women what they want to see, and use this as a starting point. Better still, ask a female member of your staff to manage your social media accounts so that they provide better, custom responses.
Be More Approachable
All businesses benefit from being transparent. Customers like to see what goes on behind the scenes. Consider adding photos of your team members and share stories about funny issues that happen on a daily basis. Women will feel more comfortable visiting your business premises if they can see you have a sense of humor. Businesses come across as more sincere when you show off a more human side.
Give Something Back
Use your social media channels to shout out about your community work. If you’re involved with local charity fund raising efforts, tell your fans on social media all about it and ask them to help out. Women respond well to this type of community effort, as they are often in the front line when it comes to community fund raising activities.
It’s important to be consistent when running your social media accounts. You can’t afford to ignore your followers, and you must be proactive at dealing with queries and complaints. The more active you are on social media, the more appealing it will be to your customers.
