Waiting on the Coronavirus won’t stop it. It will pass, and when it does will you be positioned better than before? What about your competitors? Will they be standing still during this time or will they be figuring out a way to take advantage of this time? This is really an extraordinary time and it can be seen as a tremendous opportunity to make headway on items that need some attention. Doing so will put your dealership in a great position come the middle of 2020.

Remember it definitely is better to lead, rather than fall behind. So, figuring out what actions you can take now is critical. The clock is ticking.

This blog post has very specific actions you can take now to be better positioned after the Coronavirus threat subsides.

Post Coronavirus Dealership Recovery – Content is Still King

There are things you can do during this time to set your dealership up for success when the cloud of Coronavirus passes. The centerpiece of our recommendation is content development. Relevant and helpful content serves many great purposes. But, the big challenge for dealerships is two-fold: (1) What content and (2) Who will assemble the content. We’ll tackle the former and believe the items we identify are achievable by those of you leading your dealership today.

Content Is King Crown Paper ConceptIt takes a little mental adjustment to think about what content is valuable for those visiting your dealership website, but it is not that hard. What do shoppers want to know, other than price and product information? That’s where we need to concentrate. It is really important stuff. When it comes to content development, If you can focus less on product specifications and details and more upon shopper curiosity you’ll be much better off.

There’s been a popular expression in digital marketing for years that “content is king” and this isn’t going to change anytime soon. There are many reasons that content is king, but it mostly centers on Google and the value they place on content in the search results they deliver. But it also applies to website visitors as there’s a preference for relevant and engaging content.

Evergreen Content

There’s a term utilized in marketing called “evergreen content”. It means that a piece of content can last for a long time, remain relevant, and do not need to be thrown away. Now is a good time to build a pool of evergreen content that can be slowly scheduled and released over time. Think about topical items rather than transitory ones (like this piece about the Coronavirus as it will become dated). For example, you can discuss how to shop for an RV, or what to look for, rather than about a specific unit. Just a quick aside, I find it interesting how the car industry has talked about safety and feature improvements for years. Yet, you don’t see anything like this discussed in the RV industry. Just because a technology has been Building evergreen content requires thinking about the broader needs of shoppers.

Ready, Get Set,….wait a second

marketing

Before we get started it’s a good idea to know the difference between various mediums and when to use each. I put together a little article on this. It can be helpful if you aren’t sure where to put different types of content. You can find it here: https://www.netsourcemedia.com/blog/what-marketing-content-goes-where/.

Ok – Now We Can Begin

Here’s a list of high-value category items we’ve identified along with some guidance.

  • Jump into video using a smartphone
    • It is incredibly easy to get intimidated by video. Yes, amateur video can be awful, but the good news is that it’s really easy to learn a few things to make your videos thousands of times better. Do not get overwhelmed by terms and concepts. Three quick pieces of advice:
      1. Slow and steady – don’t move the camera rapidly all over the place. You can use an inexpensive gimble (small device to keep your phone steady) for a smartphone.
      2. Landscape mode is for video, not portrait.
      3. “Point of Focus” is really important. In short, just get a good image. If you are too close back away. This is a typical problem when making a video of oneself (our arms aren’t long enough). However, if you are recording something just make sure you stand back and get a nice picture where the object of focus isn’t consuming the entire frame.
    • If you have not taken a video, now is a great time to start. If you can make a decent video, you put your dealership head and shoulders above your competitors. With a little planning about what you are going to say and show, your results will be better and require less editing. Just the same, video is just one of those things that you have to do. With each video you create, you will get better.
    • NOTE: We’ll be posting another blog shortly on tips. If you need a great little video editor use Filmora (available for both mac and pc).
  • Website content
    • The best thing you can do for your website is to differentiate your content from your competitors. It’s extremely likely you have a couple of interesting stories about the history of your dealership, growth, focus, philosophy, etc. (goes beyond just selling products). There has to be at least one story there. It can be helpful is to think about being interviewed or having to give a talk about your dealership. Interesting stories, not products should be the focus. This is a helpful mindset for creating content.
    • Remember, if your content is embedded into your website with no promotion, links, buttons, navigation, etc. then it’s unlikely anyone will find or know about the great stuff you created. Instead of being disappointed that no one notices it – promote it. Promotion must be a part of the game plan.
  • Blog content
    • Make a list of blog content ideas then start creating an outline for your top topics.
    • Again, centralize on interesting content.
  • Social media posts
    • Build a list of ideas focusing on helpful shopping information and interesting stories rather than products and features (unless there’s an interesting innovation developed).
    • If you do not have a blog, you can use your social as a type of blog. If you do have a blog, then use social to reference and promote your blog posts as well as any new website content you add.
  • Take pictures of your inventory
    • Having a variety of quality pictures is especially needed for used units but it doesn’t stop there. More pictures allow shoppers to truly shop online.
  • Product descriptions
    • Adding unique product descriptions to inventory is a lot of work. However, the benefits come in the form of improved SEO. If you want your inventory to be found by search engines this is the way to go. Now is a good time to build these out. Make the descriptions personal about what you like about that particular make and model.
      • Want a big tip/bonus? Utilize local search words in your description. For example: “Here in , <city>, <state> this <year> <make> <model> you’ll find …” (replace the brackets for actual words). Using a description constructed like this will increase your local SEO ranking for that make/model local associated with your dealership.
  • Improve processes
    • This means thinking through what you currently do, can do, and are willing to do. It’s a great time for building checklists and refining.
    • A good example is what we do for blogging. We build a list with ideas that are always being prioritized, added to and worked on. We have a schedule, so items are selected, an outline constructed, and writing is done. Editing takes place followed by posting. This is our process. We know who does each part and the timetables for distribution.
  • Build a digital shopping program
    • Shortly we’ll have a blog post specifically covering a digital shopping program but until then think about all the ways you can reduce physical engagement or make things as convenient as possible for your prospects.

A little tip about content is to read the blog at RVUSA.com. There is content on an array of topics that are of interest to shoppers. You can get ideas from there as well as any other business site.

By doing a little each day you will make tremendous headway. What’s nice is there is diversity in the task items above, so they won’t get boring. As always, if you need help or guidance reach out to us as we are happy to assist. Drop a line to sales@netsourcemedia.com as your first line of attack. The time is now – let’s take advantage of it.

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