It won’t surprise most of my readers that an auction company hired me to design more than 120 different postcards last year or that the people on their mailing list purchased millions of dollars’ worth of assets from them in 2016. What might surprise you is that this client mailed each postcard to less than 1% of their mailing list database—or that this same customer spent at least three times as much on Facebook per auction than they did on that very successful direct mail.
That’s true, whether the asset is a $3,600,000 home or a rental house, a $350,000 combine or a twenty-year-old manure spreader, Marilyn Monroe’s $4,800,000 dress or a collection of Beanie Babies. While consumers might have to be convinced of a price point, they already know whether something appeals to them or not.
As a vendor, I’ve learned the advantages and disadvantages of the five different ways you can outsource your Facebook marketing. I’ve assembled a brief overview of each here, in case you’re wondering which option is right for your business.
No matter how the transaction is conducted, the marketing that brings the buyer to an auction or to a listing or to a dealer is pretty much the same. Savvy marketers know to determine the likely buyer and then build a campaign of the multiple media, public relations efforts, and/or interpersonal interactions that are most likely to attract those potential buyers.
You know who doesn’t use #AuctionsWork? Ritchie Brothers, Christie’s, Barrett Jackson, Sotheby’s, and eBay. They don’t need it. Neither do we.
Whether “fiduciary duty” can be found in our auction contract or not, it’s in our best interest to act as if it is. That will lead us to make decisions that may not be easy but will be the right thing to do. Surprisingly, some of those decisions will be in our marketing plan.
This doesn’t mean that we abandon unpopular opinions or that we avoid sharing them. It just means that we express them differently. Proselytizing or personal growth is more likely within the contexts of face-to-face conversations, book club discussions, thoughtful letters, careful essays, well-researched & sourced infographics, etc. Raise a hand if a Facebook, Twitter, or Instagram post has ever changed your political stance on anything. If they’ve never worked on us, what hubris or ignorance does it take to assume they’ll sway others?