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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
The American auto industry's sizzling sales pace this past summer shows no signs of abating, or having quenched car buyer demand. U.S. car dealers are generating record setting sales numbers without excessive rebates, no-gross giveaway deals or many of the other sins of the past.
Car Companies aren't making the old mistake of overproducing, hence the reduction in sales to rental-car fleets... And, there is certainly NOT a trend towards jamming dealers with excess inventory or…Continue
As usual around this time of year, I like to remind automotive industry professionals everywhere that Twitter is a GREAT learning tool during the conference season, thanks to so many attendees who tweet valuable information they learn during the speaking sessions. So if you missed this week’s Digital Dealer 19 conference, no worries, I put this recap together just for you!
So take a few minutes out of your busy day - sit back, relax, and review some of the best informational tweets from Digital Dealer 19 that can help you improve your dealership’s business! #StayCurrent #DD19
"If you don't use video to merchandise your vehicles and brand yourselves, you don't understand the data behind…
Last month, in an effort to maximize recall completion percentages, FCA US announced that it would offer $100 gift cards, or extra trade incentives, to owners of recalled vehicles if they come in and get the work done. This is the perfect opportunity for FCA US dealers to piggyback on this OEM program to increase service revenue and capture more business. Undoubtedly, customers have experienced frustration in past attempts to get the recall work completed, simply due to lack of resources and parts availability, that’s if they were even aware of the recall in the first place. Now that the parts are readily available, these same customers are ripe for dealerships to reach out to.
However, to make the most of this opportunity, it helps to know that OEMs can…Continue
Creating a culture of strong communication can make or break your dealership. And great communicators just seem to have a way with people. Strong leaders understand the importance of good communication for building strong partnerships and are able to authentically connect with customers. People gravitate toward people who are good communicators when it’s time to get information. Good communicators master the art of reading people, and understanding what’s driving their interaction.
Today’s consumers and employees crave communication and are looking for meaningful interactions in the marketplace. According to Mashable, 83% of people do online research before buying a car, with 81% of…Continue