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Tag Archive: Paul Potratz

Paul Potratz

Why You Need a Facebook Live Strategy


“I want to wait until I get a new iPhone; I still have the 6S.”

“I will as soon as I get a haircut.”

“I want to build my followers first.”

“I don’t have enough likes.”

“My wife will get mad if I am on there.”

“I don’t really want people knowing my personal business.”

“My followers aren’t car shoppers.”

“I tried it and it didn’t work.”

“If I do it, how much of a return can I expect?”

This is just a small list of the excuses I have received from salespeople at a dealership when I asked why they are not using Facebook Live (and Facebook in general). Before you continue reading, I encourage you to reread the list above and ask yourself: Are these the types of excuses you would expect or want from a salesperson?

In this article, I will provide strategies you can use to increase your sales using Facebook Live.

Here’s your first tip: Just do it. Putting yourself out there might be the hardest part, but it’s also the most important part.

Keep this in mind, using Facebook Live is just like having your own TV station. Don’t go into it thinking you’ll just be able to broadcast infomercials or nonstop sales messages and succeed. You will need a variety of engaging programing. In other words, provide information that is helpful and that your audience actually wants to hear.

By now you have probably heard that if Facebook were a country, it would be the largest country in the world. In fact, one in seven people are on Facebook daily (which equals one billion daily users). Plus, Facebook Live has now surpassed even YouTube in video views. Hopefully that got your attention.

What is the secret to selling on Facebook Live

I am often asked, “Should we promote our low prices on Facebook Live?” Well, the answer is no. Like I said earlier, the point of Facebook Live isn’t to film a TV commercial. There’s a reason it’s called social media. Would you go to your son’s football game and try to sell tires? Would you tell the other parents that they must take delivery by Saturday to receive 3.9% APR and $0 down?

On a similar note, Facebook Live is also not the platform where you should selfishly broadcast how great your cars are. The secret is simple: Be a resource. You’re probably wondering what this means. Well, all you have to do is ask your staff this simple question: “What questions do shoppers ask us that don’t have to do with price?” For example, it might be, “Should I lease or buy?” or “Why does it take so long to do the paperwork?” Or maybe it’s, “Do I really need that repair?” Answering these questions and many more will give you the opportunity to be a resource. The secret is to build relationships, awareness, and consistency.

Facebook Live will increase sales the same day

Of course, the chances of this are slim, and that is why many individuals don’t feel Facebook Live is worth their time. We all want instant gratification, and unless you are downloading a song or a movie, there is usually no such thing. Building relationships takes time and work, and I’m sorry to say there are no shortcuts if you truly want valuable payoff. In other words, there is no such thing as a silver bullet, a secret formula, or a “get rich quick” scheme. Nothing worth having comes overnight. Sometimes it doesn’t come in a week or even a month.

If you start today, though, you can start to see that success grow. If you get on the phone today and make 50 calls and continue to do that every day for the next 12 weeks, wouldn’t you start to see the fruits of your labor? Facebook Live is the same way: It’s a marathon, not a sprint.

How many videos should you post each day?

The answer is simple: It depends on how many platforms you use. In other words, are you also using Snapchat, Instagram Live, or YouTube? If not, that’s okay— before you get ahead of yourself, you can work on mastering Facebook Live. In that case, I suggest one or two videos per day, but don’t forget about weekends. Also, switch up the time of day you film videos to see what works best for engagement.

Another piece of advice: Don’t start out trying to have conversations with your viewers, but do acknowledge them. It can be very discouraging if viewers don’t engage, so have an idea of how you will share information with or without that engagement. If it makes you feel more comfortable, pull in a coworker and have a live conversation.

Once you commit to doing these videos at least once a day for a month, then you can add more social platforms.

Final thoughts to ensure success

When you’re live on Facebook, don’t just broadcast. Engage with your online audience the same way you would in an in-person conversation.

Paul Potratz is the COO of Potratz Advertising, a digital agency and website provider. Paul is also the host of the weekly Internet shows Think Tank Tuesday and the Growth Mindset, which are also available on iTunes and Google Play.

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Paul Potratz

What Black Friday Taught Us

Close up hands holding credit card and using mobile smart phone outdoor, Online shopping, woman happy.

Online sales for Black Friday topped out at $3.34 Billion; up 21.6% since 2015. Let that sink in for a minute. The prediction was $3.05 billion, which would have been just an 11.3% increase over 2015. This means sales were up almost 10% from what was predicted.

What does this tell you about today’s shopper?

It certainly does not say we are in a down economy or that consumers are scared to spend money. However, these Black Friday record sales provide a vital perspective that most are ignoring. In fact, I am willing to bet the majority of you reading this blog are ignoring the telltale signs of what’s happening. Don’t stress—you still have a few weeks to catch up. Yes, only a few weeks—I can assure you we are going to see a major shift very soon.

I am referring to mobile. Wal-Mart attributes mobile devices to driving 70% of its Black Friday traffic. Other retailers also received significant mobile traffic that accounted for increased sales on Black Friday. The wake-up call is that retailers saw a 33% increase in mobile traffic over last year, which is a $1 billion increase for one day!

These numbers are nothing to be ashamed of—or are they?

The fact is, the numbers could have been much higher … and when I say much, I mean much, much higher! Let’s be honest, we now live in a society in which we don’t even have the patience to wait 30 minutes for a pizza to be delivered. The same goes for mobile experience: Shoppers have no patience for a poor mobile experience.

Case in point: 55% of all 2016 Black Friday website traffic came from mobile devices. In that same amount of time, mobile conversions (or sales) were at an average of just 2.4%, while tablet conversions were at an average of 4.6% and desktop conversions were at an average of 5.5%. As you can see, a lot of opportunities and sales were lost due to poor mobile experience.

The Drunk Person Shopping Test

So my question is, what can you do as a dealer so you do not miss opportunities due to a poor mobile experience? The answer is simple. See if your mobile site will pass the “drunk person shopping test.” The next time you’re out playing golf or having a few drinks with non-automotive friends, ask them to visit your website on their mobile phone and ask them to do the following tasks:

-    Find a specific car by year, model, trim level, and color

-    Compare two models based on trim levels

-    Value a trade

-    Schedule a service appointment

-    Find used car specials and new car specials

I also encourage you to videotape them navigating your website and share that with your team.

Don’t stop with just one friend testing your mobile website—have several non-automotive friends use your site and film them all. I can assure you it will be one of the most valuable and insightful actions you take to ensure 2017 is a record year for your dealership. And remember: What you learn from your “drunk person test” must be fixed. 2017 is the year that every marketing effort should start with a mobile-first strategy.

Final thought: Apple iPhone is expected to lose market share to Google’s new Pixel phone in Q1 and Q2 of 2017, then gain it back in Q3 and Q4 with the new iPhone 8. The result will be that 75% or more of all website traffic will be mobile.

Think Mobile, My Friends!

Get more insights on how to improve sales at your dealership with NCM Associates’ 20 Groups and Training.

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