In the ever-evolving landscape of marketing, embracing social media can be a game-changer. It's a journey Club Car Wash has taken recently — and they've learned a few things along the way.
By Kendell Palmquist, Director of Marketing, Club Car Wash
1. Commit to a Strategic Shift
The journey into serious social media marketing begins with a commitment — and making sure you have someone on board who can manage the material and engagement. Club Car Wash hired a dedicated social media specialist to oversee this aspect, but it took a strategic decision made in July 2023 to see a significant turning point. They decided it was time to strategically prioritize content creation as the linchpin of their social media growth strategy, coupled with well-defined strategic initiatives aimed at expanding their online presence. They shifted away from posting for the sake of posting and now focus on purposeful, results-driven content development.
In the 60 days following implementation, which started August 1, Club Car Wash witnessed remarkable growth, gaining 450 new followers.
2. Know Your Cornerstones of Social Media Strategy
In the world of car wash social media marketing, three pillars stand tall: consistency, brand identity and community-building. Consistency ensures that your audience knows when and what to expect from your content. Your brand identity sets you apart and helps in creating a unique online presence. Lastly, building a community fosters engagement and loyalty.
3. Engage Content that Drives Interaction
Figure out what type of content appeals to your customers. Club Car Wash found that the most engaging content for their community came from two key sources: collaborations with content creators and free wash giveaways. These strategies not only increased Club’s reach but also encouraged interaction.
4. Explore Tools to Streamline Social Media
Simplicity is key. Try harnessing the power of AI and using a scheduling platform alongside Meta Analytics. At Club Car Wash, Hootsuite and Meta Business Suite are used to streamline social media efforts, making tracking and organizing content a breeze.
5. Timing Is Everything
Understanding when your audience is most active is crucial. Your analytics will reveal the optimal times to post. However, for special events or grand openings, consider scheduling posts early in the morning and supplementing them with trendier content during peak viewing hours.
6. Demographics Matter
Knowing your audience is essential. At Club, the followers are evenly split between males and females, with the majority falling into the 25-44 age group. Understanding your demographics can help with tailoring your content to better resonate with your audience.
7. Jumping on the Social Media Bandwagon
For car washes looking to dive into the social media space, start by investing in this role. Digital marketing is on a meteoric rise, and having a dedicated team — even if it’s just one person — to execute a winning content strategy can yield an ROI worth celebrating.
