Importance of a Documented Content Management Strategy
Many automotive dealerships do not appreciate the true value of a purposeful strategy when it comes to content, and one of the challenges Customer Scout SEO faces is demonstrating to businesses that investing in a personalized strategy is worthwhile. While the return on investment can initially be unclear, the value of attributing more marketing budget to content becomes more tangible over time.
There is no universal template for an effective content plan. Each business—even among organizations that seem very similar and are in the same industry—are unique. The process must therefore be unique, and the plan must become more intricate as the business grows and the content expands.
Create a Checklist to Answer Critical Questions
An effective initial phase for planning content marketing for an automotive dealership or any business is to create a checklist of questions that need to be answered. What are our challenges that require solutions? What is our budget? What is our risk if we fail? What goals are we aiming to achieve with our content? What is the individual story of our business? Where do we intend to tell this story?
Such a plan is not only valuable in the early stage. It will continue to evolve. You will add new questions over time, and sometimes, answers will change. The value lies in answering these questions the best you can at that time, and doing so will provide you with the foundation for your content strategy.
Agree to Innovate and Build a Plan
Content marketing is an innovative process. A business must agree to innovate—in other words, give itself permission to fail—and develop a plan to do so. Proving ROI prior to innovation is not possible. Once again, we can begin with a checklist of questions with the goal being that the collective answers will make a case for innovation and provide pillars for both your creativity and versatility.
Know Your Customers and Map Your Content
Customer Scout SEO cannot stress enough that knowing your customers goes far beyond demographics that inform you of age, gender, race and so forth. When it comes to a content marketing strategy, it is important to think of customers as actual people. We call these personas, and the personas of customers in the market for a crossover are quite different than those shopping for a sports car.
Once we have identified the persona or personas that are relevant to the products you are marketing, we have a much better idea of the information those customers seek and what will engage them. What will they hope to get from this content? Where are they most likely to consume this content? Are there blind spots in your content portfolio that we could fill to meet the needs of these customers better.
Developing Your Story
The goal of publishing content is more than just informing the potential customer. It is about telling your unique story—a compelling story that serves as the basis for a relationship between you and the client. Automotive dealerships often have an easier time with this than other businesses. After all, you already have the makes and models you are associated with. Customers know those stories, and you can intertwine your unique local story into those through your content marketing strategy.
Work Out Your Channel Plan
Success lies not just in the story you tell but where you tell it. Channel is the term used for the platforms where you post your content. Your website is a channel; a blog is another as are the various social media platforms. Choosing channels is an integral aspect of any content marketing strategy. Channels should help you tell the story you are trying to tell. You should also adjust the story to each particular channel, and you should appreciate the metrics associated with your chosen channels and set appropriate goals.
Think of your content marketing plan as a living document. You will continue to adapt it, and it will need to change as your business grows, as the customer changes and as other aspects of the market evolves. Customer Scout SEO can attest that while this may seem like a simple and uncertain document at first, it will develop into a knowledge base that supports your innovation and provides you peace of mind.
Automotive Marketing Content Writing
When you want your car dealership to stand out and get the recognition it deserves in your community, you need to create a unique and original marketing campaign. Unfortunately, however, the marketing content prepared by professionals about different car dealerships often sounds stale and repetitive. This can work against your dealership because it does not differentiate or brand your dealership. More than that, it is certainly not memorable to consumers. Even the search engines may ding your online text by giving your website lower rankings if the text is too similar to other content already online. Customer Scout is an SEO marketing company that specializes in providing services for automotive dealerships like yours, and you can rest assured that all content we create will be personalized specifically for your business.
Understanding How Content Writing Works
When search engines analyze the information on your website to determine rankings, they look for keywords and phrases that you have targeted in your text. The text surrounding the keywords and phrases should be relevant and even important to the user, but it also should be very unique from anything else already posted online about the subject. You may be well-aware that many car dealerships use similar words and phrases in online text. After all, how many different ways are there to talk about new cars and low prices?
If you want to enjoy the highest possible rankings for your website, you must have original and creative wording on your website. Even off-site marketing material, such as articles that direct visitors to your website, should be unique if you want to enjoy the best overall results from your online marketing efforts. Remember, using copied or unoriginal text can backfire and may cause your search engine rankings to plummet.
Value Content That Aligns With Your Brand
Many consumers believe that the car buying experience they will have at one dealership is similar to the experience they will have at any other dealership. One reason for this line of thinking may relate to stale and unoriginal marketing efforts. However, you and your team may go a step above and beyond in specific areas to improve the experience your own customers have. At Customer Scout, we take the time to learn more about your brand or image, and our creative team creates original text that is customized specifically for your business. This is text on your website as well as in off-site locations that drive traffic to your website. We want to give your potential customers an excellent representation about what they can expect when they choose to buy their next vehicle from you, and we go the extra mile to help your website get the search engine rankings you desire.
The text that is posted on your own website as well as in off-site locations is designed with SEO strategies in mind. Search engine optimization is critical if you want to enjoy great online rankings when your target audience searches for specific keywords and phrases. The text is also oriented around your brand to help you define and boost your image in your market.
Some car dealerships will create their own online text, and they will often look at other dealerships for inspiration. As you can see, this strategy can work against you in your efforts to get results from online marketing. You must have original text on your website as well as in off-site locations. This wording must define your brand image and properly describe the services and experiences you provide to your customers. More than that, it must be optimized with SEO strategies in mind. As you might imagine, creating truly individualized and creative text that is properly crafted to accomplish all of these goals can be challenging. At Customer Scout, we specialize in online marketing services for dealerships. More than that, we only work with one dealership within a specific market to ensure that our services are as effective and beneficial for you as possible. If you are ready to learn more about how we can take your online marketing efforts to the next level, contact us to schedule a consultation with our team.