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One critical best practice that helps drive more traffic to your website is to continuously create new content. Google crawls websites to find relevant content to provide more accurate results to searchers. However, it is sometimes hard to come up with content ideas that will be of interest to your audience.
Pounding your head against a desk, trying to think of good content ideas simply makes it more frustrating. Ever heard of writer’s block? It’s the same thing. Even bestselling authors experience it.
But the best thing about providing new content on the dealership side is that there are so many possibilities. The trick is to ensure that it is content your consumers want to read or watch.
Sure, you can create all of the “Why is a radiator flush important?” or new model reviews and all sorts of other information. Don’t get me wrong, these topics are a great start. However, you want your website to stand out. The problem is that many of these topics are already employed by your competition. At least those dealers who are actually trying.
So, how do you know what type of content will set your dealership apart from your competition?
Listen to your customers and prospects!
Your prospective and existing customers will give you a roadmap showing you all the relevant topics you should create content around. And the way to discover the information they want to know is to listen to the questions your customers most frequently ask.
Your customers are your most valuable source of content inspiration that you have. And in many cases, the questions you are receiving are also questions that other consumers are searching for.
An article in Search Engine Journal shared a couple of good ways to identify the best questions to ask.
1. Call Tracking: Many dealerships employ a vendor for call tracking. These services also record conversations which management and employees can access and listen to. These recording can provide a wealth of content ideas. And they are easy to identify. You know, the ones where you roll your eyes and cry out, “Not this question again!” These are the EXACT topics which make the best content ideas!
2. Your CRM: Your dealership likely gets a constant stream of questions from consumers that are in contact with you. Whether those communications are via website leads, chat conversations or some other source, they should all go into your CRM.
Take a look at your CRM conversations, and you should be able to find some handy repetitive questions.
3. Your Employees: If you have a BDC, Internet Manager, or someone in your dealership responsible for handling customer communications, ask them for the top 5 questions they continuously have to answer. If they created a template because they are so tired of answering them, that’s an even better indicator that content on that topic is needed.
Providing fresh, new, relevant content consistently, helps you answer those questions consumers most want answered. It also helps you attract more eyeballs to your website through relevant search results. Your website becomes an information source to your existing customers. And, prospective customers are more likely to find you simply because you have answered the questions they want to be answered.
Also, that is what search engines will recognize. It is also why they will deliver your content to searchers first and how you will get more people on your website. This can only result in more sales and service revenue.
Stop banging your head against the wall in search of content ideas and start listening to the questions people ask. As a result, you should attract more customers, increase your organic search page rank, convert more site visitors into customers, and increase customer retention.