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Editor, From The Trenches
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Editor, Content Marketing
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Content marketing helps your dealership turn consumers into customers. Content answers the questions shoppers ask, connects consumers to your dealership brand story and reveals the ways your dealership works to make one of the largest purchases a consumer makes easier to manage. One of the first and most important things your dealership needs to do when it comes to content marketing that works, is to create a plan. As previously mentioned in part one, finding your target audience and content mapping work together to form the foundation that will put you on the right path.
Content marketing is a broadly-used term, but for the purposes of your dealership, its helpful to view content marketing as the best strategy for keeping brand top of mind in and adding…Continue
Viral content has been the subject of constant attention. Business, marketers, and the media are fascinated by videos and other types of content that spread like wildfire and generate attention (and business) for the creators.
And while viral content sounds great when thinking only about the success, you also need to understand the pitfalls. It's easy to get caught up in the planning and production of potential viral content, which will hurt your ability to view things realistically.
In this post, we'll go over five hard truths about viral content that will introduce you to the other (dark) side to this popular form of marketing.
The problem with viral marketing is…
I sat down recently with one of our Digital Performance Managers, Kelly, to get an inside look an inside look at her daily life and best practices.
Kelly was asked what she feels as the most important aspects of her job, which she stated, “I think the most important part of my job is helping our clients. We play a role in generating leads for them. It's just as important to follow through and help them with their processes so they can close the deal. At the end of the day, leads won't do much if the dealership doesn't handle them correctly.”
In order to properly help our clients Kelly and our other Digital Performance Managers have instilled best practices, which they follow on a daily basis. “The big picture of best practices for digital is to have an…Continue
Loyalty programs surround us. We live in a world filled with keychains on which multiple little plastic mini loyalty cards dangle. There aren’t many places where we spend our money that don’t offer a rewards program or, at the very least, track our purchases via a quasi-rewards program that only allows us to purchase items at the “loyalty” price, versus the normal price (think grocery stores). While adding a loyalty program into your offerings is certainly something you should consider, keep in mind that not all customers are created equal. Blanket offers to everyone enrolled in your loyalty program could actually cost your dealership some business. Let me explain.
Almost every business has their own version of a “best customer.” These customers…Continue
Knowing your target audience is essential to squeezing the absolute most out of your dealership’s marketing content. It’s often even more important than the product or service you provide. Your content can easily get lost if you aren’t targeting the correct audience, or content mapping efficiently.
“Content mapping is the process and strategy of creating and publishing the right content, to the right people, at the right time.” -Ryan Edwards, Digital Strategist
Once you’ve defined a target audience, your dealership is able to make your content work for you efficiently. Your target audience, customers, and potential clients want to be the wants to be the hero of your brand story. It’s your job to craft relatable,…Continue
Why Is Telling a Great Story Important?People remember stories. In fact, even before writing was a preferred mode of communication, stories were being told and passed down from generation to generation. And people remembered them because they were interesting, captivating, and they left pieces of themselves behind to be told again and again. Even with all the modern technology and communication tools of the moment, it’s still important to remember how to tell a great story—especially if you’re talking about your products and services. The way you tell your dealership story determines whether or not your message will stick with consumers.
The marketplace is crowded; in fact, it’s teeming with dealerships just like yours that are trying to be seen, heard, and understood by potential customers. While anyone can hop online and attempt to woo consumers, the most convincing businesses are the ones with compelling stories to tell. For this reason…Continue
You already know you need your brand advocates. In fact, in today’s market, their participation with your brand is absolutely necessary in order for others to recognize and engage with your products. Chances are, you have several strong brand advocates working on your behalf on your various social media sites, but how do you go about branching out and growing a more diverse group of brand advocates? How do you find your strongest brand advocates in an increasingly multicultural market?
Your Hispanic brand advocates are important to your dealership for many reasons. They are the key to reaching an entire audience and cultural segment that relates to them and trusts their judgement regarding products and services. In fact, as active as brand advocates are in the marketplace, Hispanic brand advocates have been shown to be even more active…Continue
As more content is posted online, in emails, and presented in webinars to clients every day, it is becoming quite a challenge to reach and create an impact on any target audience. Companies need to work closely with their communications teams and agencies to make sure the solutions they implement are right for their particular needs.
We would like to share with our readers some of the new functionalities that are emerging in the market.
In this issue we highlight five interactive content components:
* Interactive White Papers