Revving Up Sales: How the Motorsports Industry Can Use Social Media to Sell Bikes
Motorsports have a rough time revving up sales. It seems everyone ogles the bikes on the floor and wishes they could own one, but few buyers are confident enough to make the leap. The good news – BusinessWire has predicted strong sales growth for the motorsport industry and much of this is thanks to social media tactics.
Photo credit: zeitfaenger.at / Foter / CC BY
A well-rounded social media strategy for your motosport brand can do wonders in increasing sales for your business. Just ask Motoped, a client of Jennings Social Media & MarTech that saw great increases in sales thanks to JSMM’s social strategy. In their testimonial, one of the many successful tactics they mentioned was, “We had a tremendous response the first day we issued a Facebook post about accepting online orders and sold several bikes in just a few hours.”
Besides Motoped, there are numerous motorsport brands finding success in using social media to sell their bikes. What works for the industry is slightly different than the average Business-to-Consumer (B2C) social media strategy.
As Mike Lee, vice president of GE Capital, says in BusinessWire, “Social media is a great source of free market intelligence.” Social listening allows you to see what your customers are saying about you online. By monitoring common review sites, signing up for social listening tools and keeping a close eye on your social media presence, you can find a real-time feed of what consumers actually think of your motorsport brand. From there, you can craft strategies to improve on weak areas and keep doing the things that customers love.
Brand Reputation Management
Now that you are listening to what people are saying about your brand, you need to come up with a strategy that encourages your customers to review positively. You want loyal or happy customers to increase your five star digital word-of-mouth by leaving constructive reviews.
There also needs to be a social media policy in line with your customer service policy when it comes to responding to positive and poor reviews. You want to stay active as a business on these review sites. On really great five star reviews, thank them for taking the time out to write about your business and encourage them to come back if they need anything else.
If someone complains about a bad customer experience or the price or quality of your bikes, you want to respond immediately and offer a solution. According to Search Engine Land, 88% of consumers will value an online review as much as a personal recommendation. If you are responding to negative reviews and show you are actively trying to solve the problem, potential consumers will trust your brand more.
Cultivating Customer Relationships
Social media isn’t only about managing what people say about you! While online reviews are going to help sway potential customers, you also need to keep your current customers satisfied with a well-rounded content strategy. These customers have decided to follow you on social because your brand has already given them value. Continue to give them value with your content, such as:
- Reviews on the various types of motorbikes you sell.
- Vintage pieces that stir up nostalgia and show how cool your products are.
- Any sales or specials that you are currently running, including exclusive specials only for your social followers.
- Contests and giveaways to local events your audience base is interested in, common parts or service packages, accessories, bikes, etc.
- Notification of events your motorsport brand will be attending.
This is just a starting place for your motorsport brand’s social media strategy, but with monitoring, creating and analyzing you will start to see an increase in your bike sales.
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