Content that drives traffic, the opportunity
Growing fixed Ops with online content, part 1
Dealerships have many opportunities to invite visitors to their website to do more than buy a car. Consumers already have many ways to buy a car that do not include a dealer. However, servicing a car cannot be done online, but online you can find customers who need their cars serviced. It all starts with a digital content strategy that helps drive repair traffic to your site and eventually to your store.
You can begin by publishing blogs or vlogs (video blogs) about the types of services you offer, what the services entail, and how you approach the repair. You can also publish DIY (do-it-yourself) informational content. Some customers may want to do the basics themselves and bring you the more complicated stuff. You can be the expert adviser for this type of customer.
The key to successful content marketing is to make the content easy to understand and put it from the customer’s perspective. Whether you are talking about a repair you complete or one the customer handles, the focus is on making the repair process simple to understand. If you don’t know where to start, here are some ideas for writing a blog or recording a vlog.
First, create your content and then publish it online. You can publish a blog/ vlog to your website and then post a tweet that links back to the article/video. You can also post it on Facebook and upload it to YouTube. For additional impact, you can record a 6-second teaser video clip that visitors can click to watch the full video. You can post the teaser clip on Twitter and link it to your YouTube video. Finally, to drive the most traffic, make sure to use keywords in the text, video description, and alternate text.
Whether you decide to do a blog, vlog, or a combination of both, the key to a good content strategy is to keep it fresh and relevant.