Back in 2017, we created a list of the 4 Reasons Why Your Dealership Needs A Blog, but in the digital space, things change rapidly. While the basics are the same, online marketing has become much more complex in the last 3 years.
Even though the Internet is overflowing with content, Google still cares about blogs – which means you should too!
Read ahead to find out 7 reasons why your dealership should blog.
7 Reasons Why Your Dealership Should Blog
Blogging is really just one strategy in your dealership’s overall marketing efforts. Many are tempted to cast it aside because it doesn’t usually lead to direct sales. It still takes resources, so you need a return on your investment, right? When it comes to implementing blogging for your dealership, it’s important to know that just slapping a poorly thought-out post together isn’t going to get you the same results as crafting a blogging strategy. When organizations make blogging a priority, they find they are 13x more likely to obtain a positive ROI (Hubspot) on their blogging efforts.
1. Generate More Leads
Companies that publish 16+ blog posts per month generated 4.5x more leads than companies publishing 0-4 per month (Hubspot). Posting frequently can be a great practice for success! But posting that many blogs requires dedicated commitment, and if you’re just starting out, that may feel overwhelming. Before getting disappointed and giving up, you should also know that even 4 blog posts a months makes a difference when it comes to generating leads. High quality blog content adds value for visitors already on your website and also helps your site show up in search results related to your business.
2. Build a Lead Pipeline
Many leads come from people who are shopping around and not quite ready to purchase. Even if they’re not signing papers today, you still want them to know who you are. Thoughtful blog topics that engage customers earlier in their buying journey can draw these shoppers to you. The blog can answer questions and address concerns that shoppers have throughout their shopping experience. This builds trust with your potential customer and makes them more likely to return.
When you feature your blog on your website, visitors tend to look around because of your engaging content, which reduces bounce rates. Early buying cycle content also provides you the time and opportunity to develop digital relationships which often eliminate competition and expedite sales.
3. Expertise, Credibility, and Rapport
Your dealership’s blogs allow you to demonstrate your value by providing prospects with insight into your industry knowledge. It doesn’t require a huge lift because your thoughts, experiences, and opinions you already have in your line of work are valuable to researching shoppers. Talking about new models, industry trends, news, etc. are all excellent blog topics. By building an array of content, you are showing potential customers why you should be their dealership of choice – all before a single face-to-face happens.
4. Differentiate from Your Competitors
It can be difficult for dealerships to differentiate themselves from their competitors. However, a blog can help immensely with that. First, blogs provide shoppers a library of content to assist them in decision making and understanding. Second, it provides you a platform to discuss how you deliver what others do not. Often it isn’t even necessary to compare yourself with others when you can simply declare your benefits. It’s unlikely your competitors are announcing all the things they do online. Frankly, it’s unlikely you are currently doing so yourself, and this is why a blog is essential.
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5. Information & Communication
Where on your website do you place information and updates for potential customers? Most dealerships never thought they needed to make announcements, explain a situation, or elaborate on how events are affecting shoppers’ experiences… until COVID-19. Blogs are an excellent way to provide information and communicate. It’s never a good strategy to place long popups or multiple popups (as some agencies have done on dealership sites) to deliver information. You don’t want your site to feel like you are yelling at your potential customer – you want to present information in an orderly way so they can find what resonates with them.
A good blog allows you to carefully organize information and announcements on your site with clear and helpful headlines. You can also use blogs to present different kinds of information such as photos, videos, links and more. Whether a customer is looking for information on how to decide between two different manufacturers or what to expect from your dealership’s COVID-19 safety measures when they visit the lot, the goal is to have content to match their needs. Anything from research or to finance and purchase, you have it on your site.
Blogs provide an environment where someone can explore without sales overload.
6. Education & Knowledge
How much time do your salespeople spend educating customers? Wouldn’t you rather them be spending their time selling? Let your blog help you out. By posting videos, audio, images, or detailed descriptions of what you offer, you can educate customers before they even step foot in your dealership. Many shoppers like to be prepared before they arrive, and even more of them like to continue to educate themselves after going home from the dealership. Remember: the more time they spend going to you for information, the less time they go to competitors.
With a blog, there are no limits to the types of unique content you can create. You can post about anything from research to maintenance to the buying process, to financing approval, and more. Videos are a great tool to use for training and educating customers about your products. A blog is a great way to elaborate on the things your salespeople spend lots of time teaching customers about.
7. Traffic & SEO
SEO or search engine optimization means making your web content easy to find for search engines. Blog content is a great way to make your site more SEO-friendly and assist in increasing website traffic. There’s no guarantee blogging will increase your web traffic by a certain percentage, especially because not all blogging efforts are equal, and success rates can vary from industry to injury. With that said, one study by HubSpot found that companies that blog have a 126% better lead growth..
Here’s a hidden gem on why you should blog:
Google prioritizes local search results first. Try creating blog content with a local focus for better results. For example, if you make a page titled “Ocala used RV buying tips” it will rank (all things being equal) higher than a generic “Used RV Buying Tips” when searched in Ocala, which is where your target audience is.
Persistence & Thoughtfulness
Like everything else, success with blogs takes persistence and thoughtfulness. At NetSource Media, we write blogs for ourselves and also for many clients. Our experienced writers can create cohesive content that’s relevant to shoppers at every stage of their shopping process so that you can reach the largest audience possible. We identify and target keywords that people use in online searches and use marketing integration and lead generation to give you maximum results.
The Bottom Line on Why Your Dealership Should Blog
Blogs are an incredibly flexible and powerful ally for dealerships. They can deliver valuable content to site visitors as well as attract new ones. There is still a lot of room for dealerships to capture audience share, especially with locally oriented content.
Why should your dealership blog? By now it should be clear that blogging is a very valuable component of a successful marketing effort. Blogs give your website visitors quality content in exchange for leads and eventually business through increased traffic, reputation enhancement and engagement with your dealership.
Interested in Blogging but Still Aren’t Sure Where to Begin? Contact Us!