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

  • Consulting Conundrum: “You can do whatever you want, as long as…”

    Yes, this is opinion. However don't take it as fable. It’s the consistent vicious circle in consulting: do it all as long as it’s what is wanted at that moment, backed up by someone else, doesn’t bite back at the factory stance, mostly makes sense and when you can grab the proper attention. And don’t blink because all of that can change with one call or a visit from a nice set of pearly whites with a tan and a low-slung top. In a dramatically fluid world, all of that is a constant. Meeting with a dealer the other day, their factory (only) site has issues, their SEO/SEM isn’t close to completely transparent in work, reporting or results, their new CRM isn’t installed properly or completely and their sales team can’t seem to do their job. And the store is doing, what most would consider, fine. In less than five hours, a solution to every hole that was shot in their operation was provided, a path to resolution (in some cases multiple) was drawn out and improvement benchm...Read post

  • Natural Unselection (It Takes Time…)

    Yes, it is getting more and more difficult for business owners to make decisions today that will positively impact their business, especially in the arena of digital marketing. You might say “bull hooey” and protest that it has become easier. And you’d be half fright… Nothing is more frustrating to a business owner that not understanding something that should otherwise be “easy” to do so. That’s where misguided trust and blind recommendations become so darn appealing. Attend a 20 Group and you just might be amazed as to how eloquent an otherwise inept presenter can be. We live in a world of regurgitated content, many times so prolific that anyone can claim it to be theirs. Car dealers and executive management, typically, know what has been and possibly what is happening now.  They’re still overwhelmingly blind to what is going to happen, even though it’s in front of their eyes. And smartphones. However, the chasm that exists does so simply because the dots aren’...Read post

  • What Tough Times Have Taught Us About Digital

    Money. Lots of it! Tons and tons and tons of it! So much that for the first time, we're witnessing dealers that have been hands-on since 2008 starting to slip away a little from the stores and enjoy "away" time again. And that's great. Until, at least, you think about the last seven years again. If "Digital" has taught us anything, it has demonstrated that small can become bigger faster, the big ones often look like Swiss cheese and that up and down markets don't care about much besides presence. After the last fourteen years around the Automotive Web and six and a half in dealerships, what is striking is that digital has shown ambivalence and opportunity at undeniable levels. And most still ignore the power and upside. Making money can make us stupid. Even with sales up 3% so far in 2014 and last year's finish around 8% over 2012 (our average client was up over 30% last year and tracking again), there still is a strong desire not to change anything. And most of what we see is sti...Read post

  • Don't just Capture the Leads in a Different Way. Get More.

    Website chat is viewed by many dealers to be an alternative method of communication, as it should be. There are some who view it as a lead generation tool and they can look at numbers to show that they're getting more leads, but to truly test their results that must take a closer look. Properly positioned and managed chat on dealer websites can definitely be great for getting more leads. However, there are passive services out there, the ones that are pretty much contact forms with different branding, that are not generating more leads. They're simply capturing the leads from people who would have used a different method of contact whether there was chat on the website or not. As we detailed on a post we titled, "A Great Automotive Chat Solution Will Increase Leads", one of the primary goals of website chat should be to give more of your website visitors a reason to make contact with you and become a lead as a result. Reports from any chat provider will show you how many leads th...Read post

  • What Is a Customer’s Location Data Worth?

    Geo-targeting and geo-fencing technology has been around for many years. Some social networks use it and provide businesses with ways to show customers offers and specials based on their current location. However, for the most part, these are application-specific. An individual would need to download an app, join a social network and opt-in for push notifications from the service to receive any ads on their phones. That may all be changing. On July 24, according to an ABC News article Verizon Wireless became the first wireless carrier to launch a rewards program. While on the surface, it would seem that they are just joining the thousands of businesses across the country in rewarding customers for using their service, Verizon’s program has a different goal altogether…. collecting consumer location data for advertising purposes. This, in itself, is also not new. Verizon launched Verizon Selects in 2012, which is an opt-in program that uses subscriber surfing and location data to ...Read post

  • 4 Phrases Your Online Shoppers DON'T Want to Hear

    Have you ever sat down at a restaurant, looked at the menu, decided what you wanted to eat, and then as soon as the waiter comes by to take your order he tells you that the restaurant ran out of the main ingredient in your favorite dish on the menu? That’s strike one - you expected them to have the food they advertise on the menu. You’re not happy, but you decide there are other things you might be hungry for, so you look again and find something that you can tolerate. Meanwhile, you’ve ordered drinks. However, the drinks are taking a very long time to get to your table. You see the waiter near the adjacent tables, and someone who came in after you already has their food. Strike two - you don’t feel like priority. You try to flag down the waiter, but now you’ve waited way too long and you’re hungry, and pissed off, so you tell the waiter that you’d like to leave. It’s strike three - your patience is gone from waiting too long, and you’re out of there. Just like th...Read post

  • Auto/Mate to Host First User Summit for Auto Dealership Executives, Highlighting DMS Features & Best Practices

    ALBANY, N.Y. – August 25th, 2014 – Auto/Mate Dealership Systems announced today that it will be hosting its first annual User Summit for auto dealer clients on Friday, September 19th in Albany, NY. More than sixty dealers and managers from dealerships around the country are scheduled to attend, where they will learn the newest features of Auto/Mate's dealership management system (DMS) along with best practices associated with implementing the latest technologies into dealership processes.   "Our clients consistently tell us about the cost savings and increased efficiencies achieved with Auto/Mate, so we thought it would be a great idea to host a summit where they can share tips and network with peers," said Mike Esposito, President and CEO of Auto/Mate Dealership Systems. "Additionally we look forward to sharing our DMS's newest features in a format that's interactive, so we can see reactions and hear constructive feedback."   Auto/Mate's User Summit is geared toward dealers...Read post

  • Tim James, VP of Sales with Flick Fusion, to Present "Video Marketing Tips, Trends, & Practical Uses" at Digital Dealer 17

    Urbandale, IA--August 25th, 2014--Flick Fusion, the industry's leading video marketing provider, announced today that Tim James, Vice President of Sales with Flick Fusion, will present "Video Marketing Tips, Trends & Practical Uses" at the upcoming Digital Dealer Conference & Exposition in Las Vegas, NV. Auto dealer sales and Internet marketing staff are encouraged to attend and will learn multiple strategies that can be used to design an effective video marketing plan that will increase traffic, conversion and sales.   "Dealers can get overwhelmed when creating a video marketing strategy, so I always recommend a walk, don't run, approach at first," said James. "It's important to realize that one size does not fit all and how essential it is to keep your video marketing strategy aligned with your store's current processes."   In his presentation, James will review the current trends in video marketing, what type of videos are best for engaging and influencing in-market...Read post