Social Media Part II: How to connect with customers on Facebook

A tool dealer's guide to using social media


Phil Sasso is the president of Sasso Marketing (www.sassomarketing.com), a technical marketing agency specializing in tools and equipment. Subscribe to his free marketing tips at philsasso.com./blog. I read your column in the last issue of Professional Distributor and was sold on the benefits of using social media for my business. I’ve been monitoring social media from my flag and my manufacturers like you said. Now I’m ready to do my own thing. Where should I start?   It’s best...


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O’Hara also suggests posting photos of your customers holding a new big-ticket purchase or that week’s drawing prize. Caption it with their names and shop names so your customers feel special and Facebook will alert them of the photos.

“You could have pictures of yourself with your customers,” says O’Hara. “Maybe a shot showing off some guy’s great new toolbox that he bought off you... other customers will ask about the box and maybe want prices. Who doesn’t want to quote on a new toolbox?”

And also consider sharing YouTube videos. Many manufacturers have YouTube channels. Subscribe to their channel and you’ll get an alert when they post something new. If you think it’s interesting, Facebook or Tweet a link to it.

Make it easy to follow you.

Hand out business cards with your Facebook and Twitter page link. You can even put a QR code on the back of the card - you know those barcodes that look like they have measles. Anyone with a smartphone and reader can scan the code and instantly go to your page.

“I’d buy some new cards at Kinko’s or something,” says O’Hara. You can also create magnetic cards, stickers or sticky notes. And put in on every piece of literature your hand out along with your phone number and email address.

Inspire customers to make the time to follow you.

Give customers an incentive to join you by giving a special one-time discount to new Facebook “fans.” Get them to stay with you by having exclusive online-only drawings and offers. If they get the same stuff online they get when you show up at the shop, they don’t need to waste their time online with you.

Using social media as a dealer may seem a little overwhelming at first, but take small steps. Facebooking and Tweeting can be a good way to stay connected with your customer even when your truck isn’t parked outside their shop.

Phil Sasso is president of Sasso Marketing Inc. (www.sassomarketing.com), a technical marketing agency specializing in tools and equipment. Subscribe to his free marketing tips at philsasso.com/blog.

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