Utilize the Concept of Social and Interest Groups to Grow Your Shop's Business - Engine Builder Magazine

Utilize the Concept of Social and Interest Groups to Grow Your Shop’s Business

The ability to graph peoples’ interests through social media networks allows users to tap into potential relationships that they might never have been exposed to.

Word of mouth is the most powerful stamp of approval for any business.  If a company goes out of its way to serve you, you sing their praises. If a company bombs in your view, you scream it from the rooftops.

Our personal opinions can be expressed on a global scale or on a micro-local scale, reaching hundreds if not thousands of people with a click of a button. This is scary and exciting, but if you educate yourself about our social driven culture and invest in it heavily, you will come out on top.

This is not a new phenomenon. The “new” aspect is how connected we are and how fast the information moves along what are now referred to as social and interest graphs. For example, when a new engine design hits the new vehicle market, those first purchasers are texting their opinions before the OEM even has a chance to kick their marketing efforts into full gear. The early adopters “like” it, or not, which sets the tone for the entire launch of the product.

The Interest Graph
The interest graph consists of the network of people who share interests, but don’t necessarily know each other personally. It offers powerful insight into who someone is as a person and allows others to instantly connect based on exactly the same interests, regardless of knowing them or not. I personally have very strong friendships across the Web with individuals I have met through my blogs, but that I’ve never met in “real life.” The strength of these relationships is rooted by our common interests and mutual life passions.

The ability to graph peoples’ interests allows them to tap into potential relationships that they might never have been exposed to. Before, a person could be in a room with five other people who love the same bikes as they do, but they’d never know.

By mapping and connecting people’s interests, however, people can immediately identify those connections. As more companies begin to take advantage of the interest graph, people are more capable of connecting with like-minded people.

The Social Graph
The social graph is the representation of our relationships defining our personal, family or business communities on social channels; all of which are intertwined like never before. It is about people discovering and inventing new ways to share relevant knowledge about brands they care about and relate to in their personal lives.

A social graph allows us to see visually how our business’ social world is connected, which spurs conversation about us and with us at blinding speed. Vendors are talking to employees, customers are talking to bloggers and one another. Journalists have Twitter feeds and Facebook pages where they ask questions openly and directly. Are you listening?

[inpost_gallery post_id=4130 group=”1″]

How to Utilize These Graphs for Your Marketing Efforts
Businesses can utilize the concept of social and interest graphs in a number of very powerful ways:

• Specials and discounts: Develop promotions on your most popular products to garner attention and expand your customer base.
• Targeted advertisements: Launch ads directed at particular customer group(s) to greatly increase the success rate when compared to general advertising.
• Product development: Interest graph data can be useful when it comes to developing new features or offerings for your customers; you will know precisely what your customers want and need.
• Email campaigns: You can turn wide and general email campaigns on smaller, more precise ones, increasing conversion rates.

All of these ideas are within your reach if you make a commitment to invest the time and budget into planning campaigns designed specifically for your customers. The days of spraying ads out there and seeing what sticks is over — it’s lazy marketing that produces lackluster results. If you want ROI — drive it yourself.

You May Also Like

HP Academy Teaches EFI Online

The HP Academy was started to fulfill the need for some sort of formal training for EFI tuning. Two New Zealanders, Andre Simon and Ben Silcock, founded HPA in 2010.

With the ongoing COVID-19 situation, classrooms, as we know them, are not in session. You can’t physically distance in a small class in real life, but you can online. Virtual learning is now the new norm across the country. The racing industry is getting a leg up thanks to one school that is dedicated to online education. 

Utilizing Instagram

“When we started, we had no business at all… that’s when I started using Instagram,” Yaghoubian says. “Back then I didn’t know a lot about social media, but it works for business really well, and especially the automotive industry on Instagram.”

Higher Revving Education

We’ve all seen the ads in magazines and online for schools, classes and seminars on tuning an ever-increasing number of engines and even transmissions in today’s cars and trucks. The better ones will include the use of a chassis dyno to show real-time results of the step-by-step methods they teach.

Chassis vs Engine Dyno

We spoke with a couple shops that utilize both dyno types to get their take on the advantages, disadvantages and reasons to have one over the other or both.

Tradeshow Season

While the rest of the world tends to slow down in the fourth quarter, our industry is starting to rev up. That’s because it’s tradeshow season, and the excitement for next year is always palpable!

Other Posts

OE Parts vs. the Aftermarket

Many of your customers believe that OEM parts are better than aftermarket parts. We wanted to dispel some of the myths once and for all. Without getting into the mud about which brands are better. It is important to note that not all parts are created equal, and this includes both aftermarket and OE replacement parts.

Setting Up an Instagram Account

The old saying goes, “A picture is worth 1,000 words.” Well, in the world of social media, that same picture is not just worth 1,000 words, but could also be worth thousands of dollars in new business for your engine shop. By now you’ve likely seen our features on setting up and utilizing Facebook for your business. Next on our ‘to-do list’ is an introduction to Instagram for those of you who haven’t started utilizing this social media platform.

The Potential in Differential

Is growth part of your business strategy? It comes in a lot of different forms, but when it’s adding a new service offering or product for your customers, it can be nerve-racking at the very least. The additional investment in tools, equipment, training or people weighed against the unknown outcome leaves you holding all the risk, unless there is something that’s a perfect fit.

How To Put Your Facebook Page To Work

A couple months ago, we walked you through the setup of a Facebook business page. Hopefully you’ve gone ahead and created that page and took some time over the last couple months to play around with ways to engage with an audience. If not, go back and check out the February issue. It’s worth your while to do so!