Poof! Your Last Excuse Against Blogging Just Vanished

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Poof Your Last Excuse Against Blogging Just VanishedI suspect you’ve heard it’s a good idea to blog for your store.  Your SEO guy is bugging you.  People like me, Social Media coaches, tell you how valuable it is to become the “likable expert”.  Nearly every customer service evangelist preaches the value of blogging.  You see others blogging about their business and generating leads. So what’s stopping you?

The #1 excuse I hear dealers and their staff say is, “We don’t know what to write about.” Of course not, this is all new and writing witty content has never been in the job descriptions of any dealership personnel.  Grab a cup of coffee.  Let’s talk about changing that.

You have, at your fingertips, a gold mine.  An untapped reservoir of not only outstanding stories and content but people to do it for you!  It’s your own employees.  They’ve been right under your nose all along and it’s time to unleash the Kraken!

Almost no dealership has a shortage of raw material for blogs.  It’s channeling the material that’s the hurdle.  In the dealerships of the future (read: 2013), every front line employee will be trained and be regularly submitting blog content.

In this post from Marcus Sheridan, he spotlights US Waterproofing and their team of bloggers, otherwise known as their salespeople.  You think blog content is tough for a car dealership? It seems like a walk in the park compared to a waterproofing company!

In just a short few months, US Waterproofing, by using their sales staff, has produced more blog posts than most companies will produce in a year. Furthermore, their web traffic is spiking, leads and sales are up, and the blog has already become the most trafficked page of the website.  It’s hard to argue with that.

For automotive Social Media marketing to reach its full potential, there are 4 success factors (in this order) that must be present:

  • Culture
  • People
  • Process
  • Technology

In the dealerships of the future (read: 2013), I see every employee being trained on how to use Social Media, produce content and the importance of the two within the daily dealership operation.

Changing culture is hard work.  This shift began with the customer and we must adapt.  Some of your salespeople will love the idea of creating content and you’ll get major push-back from others. Many will say, “I can’t write.” but writing is actually just writing down what’s in your head.  Start with customer FAQs–each one is a blog post.

Help your people remain aware of content opportunities.  Stories happen on the front lines where the customers are–in your showroom and service drive.  Education and training are in integral part of creating awareness.  Knowledge helps your people recognize an opportunity and not be afraid to use the tools to publish it.

Capture content in their format of choice. Make it easy for your people to be inspired.  Some prefer writing, some prefer video.  Some might just want to write you a long email.  Along the way, they’ll get accustomed to searching for content and with so many of them doing it, your blog will soon be generating traffic and leads in ways you never imagined.

Your Turn: What’s preventing you from shifting to this “all in” culture and getting more participation and results from employees?

The more we share, the more we have...
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  • http://humblemechanic.com Charles

    I think that they are scared. Scared that employees will say something bad, or wrong. Scared because they don’t understand the shift that we are in. Scared because change is hard.

    The reason that I hear most often is “The day just gets away, there is no time”. I totally agree with that, but we all find time to do the things that are really important. I LOVE the idea of rallying the troops and making blogging, FB, twitter, and culture, not just part of the job!

  • Lindsie

    Good post! And yes, there is really no reason not to do it.
    I think the biggest hurdle is the culture. People asking themselves if this is actually considered part of their job. I think it takes a few cross the organisation to start this internally to make it easier for people to understand the power. Then taking it external will be so much easier, because people are already used to spotting content.
    But that last part is very much a comment based on my big organisation experience:-)