Even if you have never heard of content marketing and don’t know what it does for your dealership, there’s a very good chance you’re already using it as part of your online marketing strategy.
If it’s not already feeding your dealership’s online reach, you’ll want to implement it after reading this blog!
Content marketing means creating and sharing digital materials such as blogs, social media posts, videos and so on that stimulate interest in your inventory and services without explicitly promoting your brand.
So, if you already maintain an active blog, social media account(s) or newsletter, you’re off to a great start with content marketing.
Additional content marketing strategies that you may or may not already be using include sending out emails advertising your latest inventory or seasonal promotions or releasing a video that takes viewers on a virtual tour of your dealership and introduces them to your different service sectors.
If you aren’t currently using any of these options, or you are looking to boost the reach of your content marketing, we suggest starting with these two foundational ideas:
- Build brand awareness
- Promote audience engagement
The underlying goal of content marketing is to increase your sales by driving more leads to your inventory and by keeping current customers interested in your brand. To ensure your content is reaching the ideal audience and driving the most optimal results, it’s important to first consider the following:
- Who is your target audience?
- What are they looking to achieve when they visit your website?
- What does your business have to offer them?
- How is your dealership unique compared to the competition?
Answering that final question should include these factors:
- Do you have a top-notch showroom?
- Are your promotions unbeatable?
- What’s the quality of your customer service?
These are aspects of your dealership that should be addressed in your content marketing to show prospects and customers alike that your business is the solution they’ve been looking for.
The next step is to use your content marketing to build a community with your audience. You can start by crafting a consistent emailing or posting schedule so that followers can learn to rely on your daily, weekly or bi-weekly messages for valuable information such as proper maintenance of their new unit purchase, the history of the industry involving the unit they’ve purchased or how to finance their next intended purchase. Customers and prospects alike are drawn to content that they can use.
In addition to generating content online, make sure you’re following up and engaging with your audience throughout the week. Post questions and surveys, promote upcoming events, share post-event photos and thank-you messages, invite people to share their own stories and respond to all comments. In essence, show your audience that you are just as excited to be interacting with them as they are to receive your messages.
Finally, continue to optimize your messages and your posting schedule based on which materials generate the most engagement and how often. Pay attention to which of your social media platforms receive the most traffic and which posts inspire lots of likes and comments. Review the open rates on your emails and track who follows through to fill out a lead form. The more you understand your audience and their preferences, the more effective your content marketing will be and the more leads you can convert into loyal customers.
Want more insights on content marketing? Contact ARI today!