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In last week’s post, I talked about three blog topics your marketing team can use to generate more leads, more engagement and bring more traffic to your dealership’s website. I cannot wait to see an increase in blogs from auto dealers, so I hope you've already started writing an article based on those three topics!
To keep that blogging fire going, below you’ll find the final two topics your dealership should include in your content creation strategy. I’ll also talk about some tips on effective calls-to-action and a few mistakes others have made that you can learn from!
Some of the content on your blog should not just be informational to your current customers, but also helpful to your prospective shoppers who have to come to your website for the purpose of buying a vehicle. You want to grab the attention of shoppers at all stages of the buying cycle, so think about questions they might have during their research or even at the final stage of purchase.
A few common shopper problems you should blog about are:
Financing vs. Leasing - What are the differences and why do customers choose one over the other?
Insurance and Warranty - What are their options? What do they need to look for and why?
Not being able to find “The One” with all the right features or colors - Are there options for customizing a vehicle, or ordering one from another store (if you have a group) and having it delivered to your location?
...like Tire Birthdays.
Writing educational content geared toward the interests of your aftermarket customers can keep them coming back to your website after they purchase from you. You should educate your shoppers on the best auto care practices - including seasonal care, post tutorials about parts and DIY services, and any other fun advice that may encourage them come back to your website and keep your dealership at the forefront of their minds.
Morrie’s Blog wrote a great post about winter weather car care. They even provide the items for an emergency car kit! Excellent idea!
JT’s Kia of Columbia gave their customers a holiday gift guide to help them choose accessories for the Kia lovers in their lives.
Mac Haik Dodge Chrysler Jeep Ram posted a tutorial from The Ram Trucks School of Towing to help truck owners learn the ins and outs of connecting a receiver hitch.
Your blog should always have some kind of call-to-action to encourage your shoppers to move around your website. The CTA you choose will depend highly on what content topic your blog is focusing on.
For some extra tips on how to select the best CTA for your blog posts, check out this article from the Inbound Marketing champions at Hubspot.
I want you to have the best dealership blog possible, so I’ve included a few words of advice below about how to avoid making a bad impression on your blog. These tips are based on real mistakes dealerships make, which I observed while doing my research on dealership blogs. Please learn from these tips and do not make the same mistakes!
If you have a blog page on your website, make sure there is relevant and recent content on it! Clicking on a blog tab and finding an empty or outdated page will frustrate your visitors and make your dealership look lazy. If you have decided against writing a blog or your writer has since left the dealership, make sure you remove the tab on your site.
When you are optimizing your blog for Search Engine Optimization (SEO), don’t confuse your reader by including multiple area names in place of your dealership’s name.
For example, if I wrote “a Houston area dealership” and “a Pasadena area dealership” interchangeably without mentioning the dealership’s actual name, you would be very confused and think I was talking about two different dealerships. There are other ways you can optimize your content for location-based searches, such as putting a note at the bottom of your pages letting your readers know which areas your dealership serves: “ABC Dealer proudly serves visitors from Houston and Pasadena” or “ABC Motors is a dealership in Houston, TX, and proudly serves the surrounding areas of Pasadena and Westside.”
If you have a comments section, check to see if your shoppers are actually able to post! If this section isn’t working, get with your website provider on how to fix the problem. Your blog should be there to encourage conversations between you and your site visitors, and you don’t want to deter their efforts by having a feature that doesn’t work. You should also be set up to receive email alerts anytime a blog receives a comment.
Now that you are equipped with a plan of attack to make your dealership’s blog the go-to place for knowledge about cars, car brands, aftermarket tips, and common shopper problems, you only have one thing left to do…