To improve the website’s online presence many dealers try to find additional instruments for their SEO, advertising, marketing, and dealer software implementation techniques. Some car sellers think of launching a dealer blog which can be of sufficient help in the website promotion but hesitate if this job is worth doing. Thus, before making such a serious and responsible step as blogging, all website owners should ask themselves and answer the following questions:
- What will the dealer blog give to my business?
- Will the blogging provide me with a competitive advantage?
- What problems may arise with blogging?
- Many dealers don’t take a chance to launch a corporate blog. Why?
Autoxloo, in its turn, tried to find the possible answers to these questions and would like to share its views on blogging.
- What will the dealer blog give to my business? A dealership which blogs on a regular basis, posts interesting and relative articles will always have its audience and thus, customers. Other bloggers can talk, quote and reference to it in their posts. A distinguishing feature of blogging if compared to mass media is the possibility of linking to other websites. Media organizations can’t afford to advertise or even mention their rivals. But a corporate blog is not a personal one where authors can make faults. A dealer blog is the face of your dealership and any faults may have a negative effect on your business. A corporate blog makes your dealership wide open, vulnerable and unprotected because customers can read the articles about your inventory, services, dealership, etc. and make their own conclusions about you. Your competitors may fish out a word from the text and give it a quite different meaning. A blog should be optional and passive instrument or a service presentation of your dealer business. It can contain the questions to which car sellers have to answer every day.
- Will the blogging provide me with a competitive advantage? If you compare dealers who do not have a blog to those that do, you will see that the latter have more customers. Why? It’s because dealers who operate blogs show such benefits as the knowledge of the market (they monitor and publish statistics, surveys, etc.), dealership’s working efficiency (a customer sees the professional touch there), articles about vehicles and services (they explain why people should buy these cars and be their clients), and reviews or recommendations from existing customers. If people subscribe to the blog, that is an evident advantage of blogging. A potential customer may only think about buying a car, but after reading several posts in your dealer blog a person can be 100% sure whether to choose your dealership and its vehicles or not. And naturally a car purchase from the blog owner is more expectable in this case. Thus, the involvement of blog users at the early stages of the sales funnel is achieved.
- What problems may arise with blogging? The main problem about blogging is periodicity. One person should not work on the corporate blog. It should be a team cooperation, team efforts. The second problem is editing. Each post should be approved by an authoritative who will smooth out rough places in the text and edit the content for a target audience. And the third problem is a reader’s’ interest. People should widen their horizons with the blog posts. If customers get interested in your dealership’s life, why would they unsubscribe from a blog which they like?
- Many dealers don’t take a chance to launch a corporate blog. Why? Almost every second sales person agrees that blogging is a good chance for your dealership to stand out from its competition. However, not every dealer is ready to launch a blog because posts take up time which can be spent differently. The blog content should be written professionally by devoted writers and copywriters. Besides, it’s not easy to find topics and case studies to involve readers.
So here are some pros and cons of blogging:
- Your dealership stands out from the others.
- You attract customers with interesting information. It’s the same as advertising in the mass media.
- You can tell a wide audience why your vehicles are better than others and refer them to your buyers’ recommendations.
- Blogging has a positive effect on the dealership’s reputation. Customers have such a feeling that the dealership that constantly communicate with them won’t cheat.
- A blog helps you get quick feedbacks on some of the dealership’s actions.
- A blog gives you an opportunity to attract attention of mass media because it is convenient to quote a corporate blog.
- It is necessary to keep blogging all the time.
- It’s hard to quit it if you started.
- It is vital to find interesting topics.
- A blog is your dealership’s face. Blog posts influence the business reputation. If a post is inappropriate the reputation may be ruined.
If you feel that you are ready to launch your dealership blog and all of the difficulties don’t scare you, follow some simple tips to make your blog effective to its maximum potential:
- Before starting a blog find good writers. It’s essential to have high quality content to satisfy your readers’ needs and to get top SERP positions by keywords.
- Find out whether your target audience reads blogs and surfs the web for target information. If not, there is not much use of blogging. Though you can always interest people and involve them into your business with impressive posts.
- Consider if your SEO campaign gets profit from blogging. A blog shouldn’t be the main SEO tool for your dealer website promotion. It can give you leads as well as push you aside from stronger marketing and SEO techniques.
- Work out the content plan. Your posts shouldn’t be random or focused on your dealership. Make your customers recognize themselves in all of your articles.
- Monitor the statistics of your blog. Track the metrics of views, traffic, comments, shares, time on page, etc.
If you make a decision to start a blog, Autoxloo has prepared a special module for dealer websites which allows you to breathe life into all of your ideas, simply and easily. Contact us for details.