Community

Share your automotive expertise

2 Write a Blog Post

Filed in: Marketing, General Mgt

Lure Leads to your Dealership Website by Creating Searched Content

By Justin Braun on Dec 14, 2011

 

What’s the first step an automotive consumer takes most often toward making a vehicle purchase?  If you answered conduct a Google search, you are correct!  For automotive consumers, this search is conducted to determine which car and dealership is right for them.

Dealers, do you know what your prospective customers are searching?  Will your dealership website or online content be found?

Research by HubSpot, an inbound marketingthought leader, primarily shows that websites that create lots of content, build activesocial media profiles, and blog regularly are much more successful online than their peers.  In short, if you create the content your customers are searching, you will drive more of them to your dealership website and boost your online lead generation.

The following is a brief, step by step guide to the creation of content that will transform your dealership website into a lead magnet.

1.      Determine what your customers are searching

A good place to start is by asking your dealership salespeople what their top 10 most frequently asked questions are.  Once you’ve developed a good list of questions, expand upon it to encompass frequently asked questions by anyone interested in buying a new or used vehicle.  The answers to these questions are perfect topics for online content.

2.      Pick the online media format that best suits your content

If your customers are interested in vehicle specs, a video walk-around on YouTube is a great way to showcase your inventory and automotive knowledge.  If prospective customers are concerned with pricing and their ability to negotiate price, your best bet would be to answer these question on your dealership blog.  An eBook is also a highly effective form of content.  A great idea would be for Dealers to create an eBook available for free download on their dealership websites that details the proper car-buying process at their dealership.  Leads generated from consumers reading this book will come into your dealership knowing what is expected of them and what questions to ask, thus make the path to your sale much smoother.

3.      Optimize your content for search

Inbound Marketing content is most easily created with desired keywords in mind.  Your initial keyword or keyword phrase should be the central theme for the content.

For Example: If your content is about the Toyota Prius and why it is a great car for commuters in your region, relevant keywords would include:

  • Toyota
  • Prius
  • geographically-relevant names & terms

In order to truly optimize your content, desired keywords should be used:

  • At the beginning of the Title
  • At the beginning of or within the first 165 characters of the content or description
  • Frequently throughout the body of the content

The goal of SEO is to provide information-rich content that follows the “rules” of the search engines.  If you create content with high keyword density (the number of times a keyword or keyword phrase appears in a particular piece of content in relation to the total number of words), it will rank highly in the search results for your keywords.

4.      Don’t talk about yourself

Nothing turns automotive consumers off more than blatant self-promotion.  Prospective customers will have difficulty believing in the validity of your content if you’re pitching to them.  Keep the selling subtle and you will achieve better results.

5.      Edit/proofread

This is the most important step in the content creation process!  Personally re-read or watch your content with an editor’s eye before publishing.  If available, have a coworker do so too.  Nothing is more potentially damaging or embarrassing for dealers than having content full of errors consumed and shared by prospective customers and industry peers across the web.

6.      Publish

Do it! Publish your content and share it.  Share it via social.  Link to or create a dedicated page on your dealership website for your content.  Then monitor how it performs online and start all over again!

Dealer takeaway

The more content a dealership is able to create, the more inbound traffic its website will receive.  Dealers who practice inbound marketing and content creation will position their dealership websites to be more easily found online by consumers searching for their vehicles and service.

Keep in mind that content alone won’t boost your lead generation.  That’s the job of your website’s conversion funnel and online sales process.  Ask yourself, “Is my dealership website able to engage and convert a majority of its visitors?”

Learn how to double your Internet leads with live chat! 

Comments

It is always nice to read someone talk about the basics and I feel like everyone expects their web provider to create this type of content.

Dec 14, 2011

Thanks for your comment Tyson! Sometimes the basics are the hardest to grasp. In the case of inbound marketing, dedicating time and resources to it and getting into a routine is the hardest part. From there, dealers can measure results and determine what's working and make educated decisions.

There are many tools available to assist with this practice, but dealers must take it upon themselves to create the compelling content that will turn visitors into leads.

Let me know if you have any questions about inbound marketing and I'll be happy to help answer them.

Jan 20, 2012

Comments 1 - 2 of 0

You must be logged in to comment

Login Create an account

Add your comments:

   

Justin Braun's Recent Posts

Related Posts

  • 5 Reasons Our New Vehicle Merchandising SUCKS Online!

    Is it just me or are we missing the boat on how we present our vehicles online? Especially in the new vehicle inventory department. Check out this quick and dirty review on why we SUCK at marketing our new vehicles online!Read post

  • Common Sense about Inventory Management

    Inventory management systems should be about helping you maximize profit and minimize risk, car by car and store by store. That’s it. But the problem is that a goal like that can seem confusing. There are so many trendy, overly complex methods being promoted and sold, so many “better and new ways,” that it’s hard to know what’s right. For managers looking to change inventory management software , it turns a relatively straightforward choice into a scary proposition. What’s more, today’s systems have grown to the point where they do almost everything, from pricing to transportation. Heck, there might even be a service out there that does your laundry. Choose the wrong software and you may lose tens of thousands of dollars and the shirt right off your back! The truth of the matter is that it’s not that complicated. Amidst all the talk, the basics remain:  Understand how a vehicle might perform at your dealership. Optimize your price to the market. Perfect your mer...Read post

  • Fall into Customer Loyalty with an Event

    Can you feel it? Autumn is in the air. For some of the country, it is starting to get cooler and even the leaves are beginning to change. If you aren’t experiencing the spirit of fall yet, you can still celebrate the official start to the autumn season on September 23rd. Regardless of your climate, fall provides a perfect opportunity to market to customers. Here are three ways you can drive traffic and build customer loyalty with a fall event. Support Local Sports The autumn season is synonymous with football and soccer. If you are a dealership that is actively involved with your local school district or sports organizations, think about hosting a tailgating party at your dealership. You could have food, music, and even a car decorating station. This type of fall event shows your commitment to the community, provides additional foot traffic to your lot, and builds loyalty for your dealership. Eat Pumpkin and Apples People love fall because of the food and nothing brings people toge...Read post

  • 3 Reasons Responsive Websites are Better for SEO

    Web developers started touting the benefits of the responsive website content since the dawn of smartphones, but it was more for functionality rather than increased visibility. It wasn't until 2011 and 2012 when large companies like Google started promoting the concept that the SEO world opened their eyes to the search ranking benefits. We believe wholeheartedly in responsive websites for dealers, not just because Google likes them, but because they present a better experience for your customers. Still, the SEO aspect cannot be ignored, so I've put together a small list of reasons that responsive website design is a strong play for improving your organic search engine rankings. Every Page Visible Dealers and vendors can debate about whether Google is truly "promoting" responsive website design or if they're simply listing them as the first option when discussing mobile website interfaces, but one this that Google and Bing have said that cannot be debated is that they like a 1-to-1...Read post

  • The Two Sides to Social Media

    Everyone knows about the front-facing part of social media. Some of us use it every day. Whether we're checking updates, following a story, or simply looking into what our friends are doing, we go to our favority social media app on our phones or visit the sites on our computers and explore the world socially. The other side of social media is more mysterious. It's not that it's a secret; many discussions have been had about it right here on Driving Sales. It's that few dealers are talking about it, fewer vendors are offering it, and the social media sties themselves are doing a terrible job at getting the word out. That's fine by us. The longer that it's a secret, the better it is for our dealers. This other side, the "dark side" of sites like Facebook and Twitter, rely on their number one asset to help businesses spread their message to the right audience. That asset is targeting, and the methodology that these social networks employ are can be downright powerful. Let's take a...Read post

  • The Trick to Increased Service Revenue Is Keeping Your Bays Full

    All too often, dealerships have technology in place that allows sales managers to monitor what’s going on in their departments. CRMs and phone call recording services are used by sales managers to ensure that Internet leads are being followed up with promptly and salespeople are following up with customers who have visited the dealership but did not buy. Many dealerships, however, don’t take advantage of these technologies to monitor what’s going on in their service departments. Most dealership service advisors are paid according to the amount of work they write in a given month. The more costly a repair is, the more they get paid. Sometimes that leads to missed opportunities as service advisors give preference to larger ROs. How many times do you think customers call your dealership in an attempt to schedule an appointment just to be told that they will have an extended wait until next available appointment? What do you think those customers do? People have busy schedules an...Read post

  • Change the Game with Special Finance

    ~~In today's technology driven, high speed, high cost, velocity environment in which we live there has to be more than the race to the bottom to sell new and pre-owned vehicles. There has to be more than just the "best" price, and the "best" customer service. There has to be more than just the "free" oil changes, and "free" tires. Listen....same is lame! There has to be more.... Well… I am pleased to announce that there is certainly more for those Dealerships that have moved beyond the mere commodity side of this business to master and leverage the opportunity to sell solutions. Of course, I am referring to Special Finance. But wait... what is Special Finance exactly? Special Finance is creative solutions to everyday problems such as poor credit history, no credit history, limited income, limited work history, negative equity, and limited cash down. Dealerships that excel in Special Finance solve everyday problems, set customers up for future success, and dramatically change lives! ...Read post

  • Testing Every Component of Websites and Tools is the Key to Maximizing Leads

    There are three rules when it comes to properly A/B testing the various components of your website and the tools that drive it. We use them and we know there are a handful of other vendors who use them as well, but you don't have to be a vendor to take advantage of them. Dealers can do this type of testing as well. ...Read post