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Want it – Read it – Listened to it – or How to Build Your Context Library
It hit me like a ton of bricks when Gary Vaynerchuk entered the stage during the Driving Sales Executive Summit in Las Vegas this week and shouted out “SEO and Content is Dead – Context is the new King” – and I believe he has a very valid point here.
With Google+ now open for everyone, Facebook announcing new changes on an almost weekly basis that allow fans to tell their friends not only what they “LIKE” but very soon even having buttons like “Want It” – have “Read It” and “Listened to it”.
Because of this extension of features we will have an enormous avalanche of CONTEXT rolling towards us. With Google+ circles for example, we see not only what our friends have eaten, but when, where and if it was great. I can see which book my closer circle of friends just finished reading (the book “Go Giver”) and their praise, triggering me to buy it instantly on Amazon’s Kindle store. (Brian Pasch what I am referring to;))
With this created context I as a consumer now have a much more pinpointed “search” result – even though I didn’t start my Google search engine at this point. The so-called Social Graph of immediate circles, friends or followers will be the new influential factors for checking out new businesses or weighing in on recommendations for which car to test drive or even to buy.
As Gary Vaynerchuck said, “The more we create context, the more our wallet is going to be decided based on our friends.”
Let’s face it: Isn’t Google feeling more and more cluttered and diluted when it comes to finding exactly what you are craving or searching for? Even the so-called long-tail search terms sometimes leave me frustrated on search engines. I believe that just an SEO strategy alone is not cutting it any longer for dealerships or any other business. The task for 2012 is to have a well-balanced Content and Context strategy in place.
So what would be my strategy in a dealership to build what I call a Context Index Library?
[Twitter search is next to Google, and YouTube the next "search engine" to consider to find context rich information]
Some Great Context Examples:
1) World Hyundai does movie reviews and movie ticket giveaways
2) Hare Chevrolet, who posted a “Favorite Things about Fall” poll and in no time received 10 comments.
Using techniques like these, you can then weave the fan responses into your next marketing gig, like hosting a “Warm Cider Tasting Event” or even a “Pumpkin Carving Event” with prices around the car…think about it!
Please let me know in the comment section how you introduce your context into your marketing strategy and what you found “really works for you”.
Happy Selling and of course do your context marketing constantly!