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10 years ago when my band was only a few months away from going on tour, we needed a way to get the word out. As an independent artist I quickly realized nobody cared about our original tunes. When people are at the bar they want to hear "Sweet Emotion" and "More Than A Feeling".
I decided I had to make people care if we wanted any success at all. I started a chat forum and began posting lyrics. Then, I shared the links on other music related forums in the cities we were touring. Before we knew it, we had people asking questions and posting comments. This forum was basically a way for us to get noticed through engaging content. The tour was successful for many reasons and the forum definitely helped.
I can closely relate this to auto marketing today. We all know digital has interrupted the path to purchase, why isn't creating web content a priority for our dealership? Just like popping hoods, updating POP and covering the showroom in balloons, creating content for the web needs to be in the daily work flow of our business (Sales Consultants, Service Advisiors, General Managers). It should be ingrained into our culture, for this basic reason:
Content = Web Visits = Leads = Appointments = Sales
If you are interested in learning more about how I am integrating #TheShift into 6 dealerships every day, I will be expanding on this topic at #DSES in October.
Rock On :)