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 15, 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

  • The Long Arm of Loyalty

    In the decades I’ve been in the automotive industry, I’ve rarely seen a dealerships compete on anything other than price.  After all, it’s pretty easy to compare pricing, especially with the advent of the internet.  Today, more than ever, the consumer has the ability to shop faster, further and with all the tools that strip leverage away from the dealership.  Frankly, we’ve done this to ourselves and, at the same time, failed to address the other differentiators, namely the product.   Really?  The product?  Sure, we’re all pulling from the same OEM lineup, but dealerships are selling more than cars and trucks – we’re selling relationships.  And these relationships aren’t limited to “Year-End Clearances” or other seasonal promotions.  The relationships with customers extend beyond selling a car.  They’re about multiple cars over many years to one or more members of their friends and family.  Sell a car, service that vehicle, sell them another car.  W...Read post

  • Two Skills To Keep With You Throughout Your Automotive Career.

    The strong appointment builds a solid rapport with the consumer before they even come in. You know their name, they know yours (sometimes even have written it down), you have already validated that the vehicle they are calling in about is an excellent selection, you know about their trade-in, you have given them a couple of options on your availability to come into the dealership, and have given them directions to your store.Read post

  • 15 Tips to Make Blogging Easy

    I've said it before, and I'll say it again. Blogging is one of the most powerful things you can do for inbound and content marketing. Effective blogging can increase organic traffic to your website, but can also generate high-quality leads for your dealership. That's because people are going online every day (multiple times per day) to find information that will enrich and empower them. Whether they are looking for answers to questions or trying to decide on a place to eat, the whole idea behind the internet is to gain access to information. But despite its importance, many businesses find it to be a daunting task. If you're one of them, I understand the struggle. It's real. I've spent countless hours watching the cursor blink on my word processor hoping that a spark of inspiration would help me pound out two thousand words of genius. While those strokes of genius didn't happen very often, I've learned some tips about blogging along the way that have streamlined the process for ...Read post

  • Show Love to Build Loyalty

    Earning, maintaining, and fostering relationships with customers is a large endeavor. You have to find new and inventive ways to keep your dealership top-of-mind to ensure they return to you for future vehicle needs. This month, OneCommand is promoting many ways to show love to customers. Here are three simple ideas for you to demonstrate your thanks and appreciation to customers to build loyalty. Make Your Dealership Personal Has anyone ever told you that it’s the little things that count? When building customer loyalty, it is absolutely true. Find ways to motivate your employees to make every interaction with customers personal, from how they approach a new customer on the lot to greeting a customer driving into your service drive, from spending time explaining a specific service to a customer to having fresh coffee in your waiting lounge. Each time there is an opportunity for your dealership to make a positive impression on a customer, encourage them to do so. It will go a long w...Read post

  • Recalls and the Connected Car: Is In-Vehicle Technology the Answer?

    Today’s cars come with very sophisticated technology, including live navigation with traffic and obstacle reports, collision avoidance systems, cell phone integration and wireless connectivity. Automakers are now investigating how they can leverage this technology to communicate any vehicle issues to vehicle owners. The OnStar system already reports vehicle concerns. These are collected from the vehicle itself and relayed via e-mail to both the owner and the dealership. These reports serve as a warning device to vehicle owners that their vehicle needs attention. Typically, these notifications revolve around regular maintenance, triggered by odometer readings, tire inflation pressures and other common indicators. But what if these connected cars could actually serve as notification centers? Or, better yet, receive actual updates to correct problems? The answer is -- they can. Tesla already does this.   One of the biggest challenges in implementing a recall is identifying and noti...Read post

  • News for the Week of 2.4

    Consumers want to engage with brands they share a connection with. Just like forming any relationship, we gravitate toward those who share similar interests, likes, and causes—and that means your dealership will need to open up and show its personal side in order for consumers to get a sense of who you truly are. There are a few things you’ll want to keep in mind as you reach out to online consumers and share your dealership’s personality...Read post

  • Know your Competition! What Independents Are Doing to Retain Customers

    There is a constant stream of advice from industry experts concerning customer loyalty and retention. While most of the advice is on point, a large piece is typically missing in the bigger picture. In order to increase market share, businesses must be aware of what their competition is doing. Turning a blind eye to pricing and marketing tactics of the dealership down the road can easily cost sales or service business. Savvy dealers check out what their competition is doing. But, these mystery shops or research data is usually limited to their franchised competitors, not independent repair facilities, which is a mistake.   A recent roundtable discussion published by Loyalty360 included key executives of some large independent repair franchises. It provides interesting insight into the mindsets and strategies they are using to build customer loyalty and keep customers coming back.   The roundtable included Robert Falconi, CEO and John Wiegand, SVP of Operations with Precision Tun...Read post

  • How Lexus Gets Results Using Big Data

    Big data. Big deal? You bet!! Advertising technologies can enable greater alignment between OEM’s and dealers. That’s not in question. When used correctly, these technologies can create a more seamless, personalized, and differentiated brand experience in a very competitive marketplace. Just ask Lexus.Read post