Professional Community for Car Dealers, Automotive Marketers and Sales Managers
"B2C businesses who blogged just 16 to 20 times per month got over 4 times more leads than those who didn't blog." - Hubspot
Blogging is an inexpensive way to bring more traffic to your dealership’s website and generate more leads for all of your departments. It can encourage shoppers to look around your site and influence their purchase decisions through education, rather than persuasion.
If you are ready to create a blog for your dealership’s website or just got started in the process, you’re probably looking for content that is recent, relevant and compelling enough to keep your readers coming back time after time. The key to deciding what content to write about comes from your target audience’s (or your buyer personas’) interests, as well as their problems.
In this two-part post, I’ve put together 5 general topics you can use to fuel the content creation for your dealership’s blog in 2014. You want to write helpful and interesting content for your readers, and these topics can get you started!
Many of your website visitors are in the market for a vehicle, and knowing the latest news about the vehicle(s) they are looking for can increase their future or current interest in purchasing. Write some articles about any recent news surrounding your vehicles - including awards, new technology, and improvements in fuel efficiency.
Also, we know that several shoppers use live chat to ask for release dates on new models. It would be smart to use your blog to keep them updated on when these vehicles will be out on the market and on your lot!
If you want an example of a dealership blog that does a good job writing about their cars, check out Planet Honda.
Note: This does NOT mean to use your blog for posting vehicle descriptions. That’s what your inventory is for. I’ve seen a few dealerships who use their entire blog to post descriptions and videos of the cars they have in stock. Don’t do this! It’s a bad practice that will not produce results!
Other dealerships may sell the same cars you have on your lot and offer similar pricing, but your dealership’s unique culture can make a world of difference in the customer’s eyes. The people and community of a business are important factors for some buyers.
Shoppers want to know:
What kind of programs and/or charities does your dealership’s staff support?
What does your team do to stay involved in those programs?
How can your customers join in your causes?
If you don’t want your shoppers clicking to a competitor’s website, then you have to tell your shoppers who you are and why they should buy from YOUR team. What makes YOUR team special? What makes YOUR dealership an essential part of the community, and not just a another company trying to take their money?
Having a caring culture plays a big role in loyalty. Having great people who care and create an atmosphere that your shoppers can trust, support, relate to is essential for a successful dealership. Telling your customers and prospects about your people and the community activities they participate in can foster more engagement (on and off your website), and will gravitate people to buy from YOU.
Here’s an example of a dealership blog that does a good job talking about their employees and their culture:
Longo Toyota’s Voice - they even have a community involvement tab on their blog!
Nissan helped the World’s Strongest Man achieve another Guinness World Record.
GM helped the blind experience nature.
Subaru of America supports a community of Motorsports.
BMW is donating to Team USA for every test drive.
What’s going on with your brand? You’ve got their support on your side to help you sell your cars. Tell your customers they are not just supporting your dealership, they are also supporting everything your car brand stands for.
In my next post, I’ll talk about two more topics you can use to peak the interest of your shoppers and customers and help generate more engagement on your website! I’ll also discuss effective calls-to-action, and some great ways to keep track of your content marketing efforts. Stay tuned!