Oct 222013
 

What Does Content Marketing Mean for Your Dealership?

Content marketing is the elephant in the room. Most everyone knows they need it. Many don’t understand it, and don’t know how to execute it. So they avoid it for the most part, or hire someone who can do it. Larger corporations with marketing firms in the know, understand it’s value and hire teams to keep their content fresh and engaging. It is now, and always has been the foundation of a website’s ability to draw traffic and engage the potential customer. If you don’t make an effort to market content, your website will never perform as well as it could and should. It is “online currency”. You pay visitors with it in exchange for their patronage.

Why is it Important?

Content is the foundation of all inbound marketing efforts. Why have a Facebook account if you aren’t marketing your on-page content and bringing traffic to your website? That is the point of social media. And many are missing the point. Engage, develop a relationship, offer them something that helps them understand that your business has the answers, products and services they are looking for. What helps them understand who you are, and what sets your dealership apart from your competitors is the content you provide on your website.

So you list your inventory…. Who doesn’t? You may even have pages that talk about the manufacturers you represent and the models you carry. If you do, good for you. But many other dealers do the same. Where is the content that says “we care about our customers”, “we meet our customers needs before, during and after the sale”, “we’ll help you enjoy the RV lifestyle”? Brands and inventory don’t say that. Content does.

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What Makes a Difference When Developing Content for Our Clients?

Input. The input we need from dealers, is an answer to the question “what do your customers need”? We know you’re selling RVs, service, parts and accessories, of course, but that isn’t the end of the story. They need much more than that.They need to understand RVing if they’re new to the lifestyle. They need information about RV parks, RV travel, safety issues, driving laws, winterizing and the list goes on and on. Why send them somewhere else to get their questions answered.

Simply look at it like this: Your website is a mirror image of your dealership. The questions customers routinely ask, and the services they walk through the door for, as well as the items they purchase in parts and accessories — that’s what your customers need, along with information to help them utilize what they have purchased. And each of those things (especially the answers to their many questions), all require a website counterpart.

Whether it’s how to change a tire, or what type of braking system is best, only the dealership can answer those questions. And if you answer those questions online, that is content gold.

Ever notice how many websites have a Q and A area? All of that content shows up in search. Posting answers to these questions that people actually enter verbatim in search engines, mean those potential customers, had to go online to find answers their dealer should have provided, but they found them on your website. So now, it’s your turn to be the hero. Answering common questions along with providing downloadable content like videos, e-books, even infographics… that is golden; primo; über valuable.

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I Want Golden Content!

Get your whole team involved! Think of 5 common questions from each department that get asked over and over again. Post those questions along with the answers on your website. Send an email to your customers to let them know the info is available. Post it on your social media accounts. Be known as a resource, an authority…. an RV dealer who cares about customer relationships.

Dan Ball