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Automotive OEM and dealership based bloggers are relatively in agreement when it comes to the most effective ways to drive traffic to their blogs, both citing frequent updates and promotion on social networks as their top 2, per an Overblog study released in June 2012. Yet, when it comes to what defines the ultimate success of an automotive blog, auto industry OEM focused professionals are most likely to cite genuine content, while dealership based marketers stick with frequent updates.
Roughly 3 in 10 OEM and Dealership focused bloggers said that updating their blog frequently was the most effective way to drive traffic. OEM focused marketing professionals were more likely than dealership based marketing managers to say that promoting their blog on social networks was a key driver (28% vs. 20%), while more dealership based marketing professionals see value from contributing to other blogs or sites (14% vs. 8%).
Data from the study indicates that a plurality of Automotive OEM's (33%) and Dealership (31%) focused bloggers update their blog (or main blog, if they run many) 2-3 times a week. A significant proportion update every day, with Dealership focused marketers slightly more likely than car company based marketers to do so (29% vs. 24%). Dealers also have an edge when it comes to updating more than once a day (7% vs. 4%).
For all automotive bloggers, recent research has demonstrated that blogging frequency certainly has a positive effect on customer acquisition. Data from a HubSpot e-book released in March 2012 found that 92% of blog users who posted multiple times a day acquired a custom..., a figure that decreased to 66% for those who blogged monthly and 43% for those who posted less than monthly.
The Overblog study finds that social networks are a critical aspect of blog promotion and syndication, to the extent that car company bloggers spend 64% of their time publishing and managing their communities on social networks, compared to just 17% publishing their blogs and reading and responding to blog comments. Of note, roughly two-thirds of professional OEM bloggers publish other content on social platforms that is not on their blog, as do half of professional car dealership based bloggers.
Car Company marketing professionals leaning towards social networks results in their adoption of newer networks, at a greater rate than dealership based bloggers. For example, 3 in 4 are members of Pinterest (compared to 13% of dealer based social media marketers), and 48% use Instagram (versus 11% of dealer based marketers).
About the Data: The Overblog data is based on an online survey of more than 5,000 professional and part-time bloggers conducted in May 2012 in partnership with BlogWorld and NEw Media Expo 2012.