Use the 70-20-10 rule to make social media work for your company

More than 72 percent of adults are active on social media outlets like Facebook, Twitter and Google+ — if you’re not, you’re missing out on a valuable marketing platform capable of reaching a wide range of buyers.

Showing what your business has to offer is important, but pushing sales too hard through social media can scare away buyers who simply want to browse options before making a purchase. When dealing with social media, a good rule of thumb is the 70-20-10 rule.

• Seventy percent of the content you post to social media sites should build on your brand. This is your chance to show off new product lines, service awards, safe boating guidelines and boat maintenance tips.
• Twenty percent of the content you post, tweet or share should be devoted to tips and ideas that will educate and entertain your customers. This information does not have to come from you. Sharing relevant information from outside sources is a great way to provide your customers with fresh  ideas or exciting videos and images related to the boating scene. This is a great way to show customers you are in tune with the industry.
• Ten percent of your posts should be devoted to direct promotion of your business. Use social media to promote new products, specials deals and other promotional events with links back to your website. Use humor and creativity, just like you and your team would use with customers inside your store.

Make social media work for you

• Post regularly. Frequency is the key to staying relevant on social media — just make sure you aren’t posting information your customers don’t care about. Think before you post. You know your customers well, so use the 70-20-10 rule to post content you know will grab their attention.
• Keep it clean. Using all caps gives the impression you’re yelling at your fans, which you certainly don’t want to do. Stick to proper grammatical rules and keep your writing style in a casual tone.
• Share the good. There’s nothing wrong with showing your social media followers the achievements you and your store have made and the positive feedback you’ve received. Post awards, reviews and recognition related to your service.

Make your social media efforts worthwhile by implementing these tips, which are sure to increase your brand visibility on social media.

Bob McCann is ARI’s director of education. ARI creates award-winning software solutions that help equipment manufacturers, distributors and dealers “Sell More Stuff” — online and in-store. ARI removes the complexity of selling and servicing new and used inventory, parts, garments and accessories for customers in automotive tire and wheel, powersports, outdoor power equipment, marine, RV and white goods industries.