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There was a promise made when the automotive industry started embracing online marketing ahead of traditional advertising, when dealerships started hiring internet managers with marketing experience or making them pure marketing managers altogether. This was the promise of the last two years and many vendors have done their part to try to give the appropriate tools to help this new generation of dealership employees.
One of the most important things that dealership marketing employees can do to move the needle is to take advantage of their content management system (CMS). I’m not going to go too deeply into the importance of having a true CMS other than to make this one statement: if your website platform is not geared to allow you to easily create marketing pages for search and social, your competition has a huge advantage over you.
Assuming that you have a proper CMS and full access to it, it’s time to generate content. One of the myths that has been spread through the industry is that content should be designed for Google. That’s absolutely not true. In fact, Google uses social signals, inbound links, and engagement on the pages to help determine if a website should be ranked higher in their search results. Translation: if your content is designed for Google, it’s really not designed for Google at all.
Google wants content designed for people. Trust me – they can tell the difference.
Take advantage of your CMS regularly. The term is a very loose one – you can use it however best suits you. Regularly may be a couple of times per week or it could be a couple of times per month, but as long as you can stay consistent and make it happen on whatever regular basis fits your schedule and resources, you will have the upper hand on your competitors.
In future blog posts we’ll go over some content ideas that will help. It’s not just about building pages like “Milwaukee Ford Dealers” that are designed to go after specific search terms. It’s about building pages like “2014 Chevrolet SS is THE Performance Sedan” that are designed to be engaging and encourage interaction with the pages themselves.
In the meantime, try to determine how much time you can dedicate to this. It truly requires dedication. You can’t just try it and let it go. Remember, content is king.