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

  • Who You Don't Target is as Important as Who You Do Target with Advertising

    The automotive industry has always been one that focuses on volume. Even those who do not consider themselves to be "volume dealers" still perform better when they are increasing the total number of units sold and service customers hitting the racks. We've grown accustomed to the concept of "bigger is better". In today's competitive automotive advertising and marketing arena, the dealers who are finding the most success are doing so by being smart with their targeting data. The free-for-all days of the past that used bulk-strategies have been replaced by hyper-targeting, improved data, and the type of business intelligence that can only come through careful examination rather than hitting it with a sledge hammer. Today, dealers need to be selective. You customers are selective. You need to be as well. What I'm talking about specifically is the trend of blasting out marketing and advertising messages where size matters more than targeting. This is a mistake. You can actually do mor...Read post

  • Autosoft Certifies Traffic Cop as First CRM/ILM Provider to Integrate with FLEX DMS

    Autosoft, Inc., a leading national dealer solutions provider, announces that Traffic Cop LLC has earned certification for integration with the FLEX dealer management system (DMS) as part of Autosoft’s FLEX Connect program. Traffic Cop is the first customer relationship management (CRM) and Internet lead management (ILM) showroom-to-shop management software to earn this certification. The certification process required collaboration and development between Autosoft and Traffic Cop, resulting in a more integrated CRM solution for FLEX DMS dealers using the Traffic Cop solution. Autosoft’s Executive Vice President and Chief Technology Officer Mark Hellbusch views the integration as an additional value for Autosoft’s FLEX DMS dealers. “This certified integration provides our valued customers with a tested, secure, and verified means for further developing their relationships with customers and prospects,” Hellbusch said. Among other features, this integration allows dealership users to send deals from the desk straight to Autosoft’s FLEX F&I, and refreshes the record in Traffic Cop after delivery to the business office. Users will be able to view full customer service records in Traffic Cop to optimize customer relationships throughout their lifecycle.Read post

  • Autosoft Announces New Nissan Integration

    WEST MIDDLESEX, PA – July 17, 2014 – Leading dealer management system (DMS) provider Autosoft, Inc., (www.autosoft-asi.com) has announced that the Autosoft FLEX DMS has been approved for integration with the new dealer communication system that Nissan is rolling out to dealers. "Our goal is to offer the advantage of strong integration between Autosoft’s FLEX DMS and the systems our customers use to manage a successful business," said Mark Hellbusch, executive vice president and chief technology officer for Autosoft. He stressed the integration approval’s strategic value to Autosoft’s Nissan dealership customers, saying, "We are pleased to be approved by Nissan for integration with their new dealer communication system and are committed to aligning with their roadmap so Nissan dealers will experience the most efficient processes possible."Read post

  • Leadership Lessons from a Car Dealership?

    W When I walked into the MINI dealer to buy a new car, the last thing I expected to find was a great example of leadership, but that is exactly what I found. It took a while for my early observations to draw the conclusion that the secret sauce of this dealership was the Sales Manager. This busy, almost chaotic dealership was full of energy and organized. We were approached immediately by a salesperson who was quick to tell us that this was her first week, and she’d just moved from Pittsburgh. After a little hometown sharing (I grew up in Pittsburgh), she showed she knew her stuff. Turns out she transferred from Pittsburgh MINI. What she was unsure of were some Florida-specific/dealership-specific processes, so she checked periodically with the Sales Manager. That’s what got my attention. He gave her the information she needed, but let her work; he didn’t hover as I might expect with a new employee. Long story short, we spent two days with her, traveled to a remote site to se...Read post

  • Spark Additional Revenue with Reputation Management

    It’s no secret that auto buyers are turning to online resources before making an in-store purchase. Today’s buyers are more informed and ready to purchase when they walk into their dealership of choice. This is because these internet-savvy shoppers are researching their favorite model, including options and availability, examining local dealerships to see who carries the model of their choice, and visiting review and social sites to gather other consumers’ opinions to solidify their decisions. Once this extensive research is complete, then buyers go to the dealership to test drive the vehicle. Sound about right? With these types of buying patterns, it is more important than ever for your dealership to make a good first impression. But, how do you make a good first impression on the internet? Believe it or not, there are plenty of ways to accomplish this, but today we’re going to focus on upholding a positive online brand image through reputation management of online reviews. ...Read post

  • Is it time for an individualized CRM for Internet leads?

    After working with my dealer for 3 years now I have come across an issue that seems to rear its ugly head quite often... the problem is that my co-workers and managers alike just don’t seem to we willing to embrace the idea that customers are coming from the internet. Because of this we are always spending our entire marketing budget on print ads, "Beacuse thats whats working!" "I have set to see google bring me a deal."  I would like to get some input on my thoughts out-side of my dealer. It seems that we are now entering of not already head deep in the world of online. But the leads that come in via online sources are non-emotional. We have no way to gauge their interest beyond the words they surrender to us in their inquiries and I feel that it is unfair to simply place these leads as part of a dealers active CRM lowering the stats of a dealer. I feel that if possible Internet leads require a CRM outside of the current systems dealers have in place, as we still cannot con...Read post

  • Sometimes It’s Better To Cut Your Losses

    I am sure many of you have heard about the recent customer service debacle involving Comcast over the past week. In case you aren’t familiar with what happened, a customer called into their service center attempting to cancel his service after almost a decade. He was transferred to a customer retention department and, unfortunately, was connected with a person who did the exact opposite. The customer’s patience during this call is amazing. The Comcast representative hounds him for almost 18 minutes (only 8 of which were recorded) repeatedly asking the same questions in his efforts to either keep the customer or understand why the customer was leaving. The customer eventually succeeded in getting his services cancelled, while the Comcast employee succeeded in doing more harm to his company than good. You see, this customer recorded the conversation and posted it online. Since July 14, over 5 million people have listened to this recording. Countless articles have also been written ...Read post

  • 19 Tips & Tricks to Prepare for #DSES2014

    The DrivingSales Executive Summit 2014 is less than 80 days away, and Vegas can be an overwhelming experience if you aren’t prepared. After attending for the past several years, I wanted to share the best tips and tricks I have accumulated. Whether this is your first DSES or you are a Vogelheim Veteran, hopefully you can use this advice and benefit from my experiences.Read post