Dealerships who blog instill credibility with car buyers because they bring value to their customers, something that all dealerships want to do but struggle with how to do it in today’s Social Web. I recently had a conversation with Scott Golembiewski, founder of The Dealer Blog. Scott’s company does amazing things for dealers: They create, edit, host and promote dealership blogs.
What’s a Blog? It’s an online journal on your website that creates and maintains valuable customer connections. It’s an additional marketing channel delivering relevant information that enhances your customers’ online experience. The most immediate use of a blog is to talk about your products and services. With every post, there’s an opportunity to initiate a conversation and engage your audience. The conversation benefits not just your existing customers but also potential customers who might have questions or interest in your dealership.
Blogs also provide “Google Juice” for search engines. As you update your blog frequently with new and interesting information about your store, all the search engines (Google, Yahoo & Bing) take particular interest in blogs because they’re updated often and include keywords that they deem relevant to current searches. Google ranks fresh content higher so a Blog generates additional high-quality traffic to your website: Your store shows up in more searches!
Scott’s goal is to seek out those dealerships who do extraordinary things. His background is in OEM parts and he intimately knows the challenges dealers face in today’s market. His blogs are packed full of great content about your store and he wants to help dealers seize the opportunity to leverage their story and their blog to build very solid relationships with their customers.
How do blogs sell cars? I’m asked this question frequently because blogs are a new marketing medium. Simply put, we don’t have the luxury of buying people’s attention anymore. We must listen and attract the buyer with solid information they can use. Blogs deliver appealing content that customers find value in and they come back for more. Every time they do, it’s a lead with an opportunity to convert them.
Additional Benefit: Blogs enhance your Social Media presence. Social Media is Inbound Marketing. Seth Godin calles it “Permission Marketing”: By liking your fan page or following you on Twitter, your customer gives you permission to market to them. It’s low-cost marketing that develops relationships with customers BEFORE they hit the lot. We’re no longer in the world of “transactional” relationships folks. With 96% of customers under 30 on a Social Network you need to be a “good member of the community” on Social Media. People buy cars from dealerships they know, like and trust. Considering their low-cost and high-value, why wouldn’t you blog for your dealership?