Most Motor Factors now have a social media presence. At the very least, a Factor Facebook page can let people know contact details and location. However, to make the most of Facebook or other social media potential, the key is to post regular updates that potential customers can engage with.

When many businesses set up a Facebook/Instagram page they tend to start with a flurry of posts and then quickly run out of steam. The key is like anything in business, plan ahead, know what your objectives are and communicate on a regular basis. Remember, it is better to post consistently with less frequency than to be hit and miss with communication.

When it comes to what to post, most motor factor operators do not realise that they are actually a walking encyclopaedia of the aftermarket knowledge and as such, are in a unique position to create original content. Here are some simple suggestions.

- Tell people about the latest technical issues that customers are encountering and of course what the solutions are. Link to videos if you can.  

- Highlight new parts that you have available, particularly those that might be perceived as dealer only.

- Talk about seasonal products. For example, at this time of year car care and leisure batteries.

- Explain the benefits of particular products in simple terms, for example, “Cabin filters transform in-car air.”

- Highlight problem solver products such as additives, stop leaks etc.

- Promote special offers you may be running, or create a simple competition to get some interaction.

- Highlight alternative uses for products. For example windscreen water repellent, is useful for keeping showers screens clean.

- Ask enthusiast customers that make full use of your products, for pictures of their car and post with product information.

If you are posting regularly, make sure that someone has responsibility for monitoring comments and responding where required. Lastly, there are some things to avoid such as personal views on subjects such as sport and politics. Also avoid any viral videos doing the rounds, as the chances are people have already seen them and they are not relevant to your business.