Content Marketing – even if you don't know exactly what that means, you're likely already doing it for your dealership. And if you aren't/then you should definitely start!
Anything that is created, designed, and/or written and is then shared with your dealership’s audience (past customers, current customers, prospective customers) would be pieces of content marketing. This could be an email advertising your latest promotions on trailers, a social media post providing details about your weekend sales event, an online article or blog post about the history of your business/and much more.
If you haven’t already considered a strategy to boost your dealership’s sales using content marketing, allow us to help you.
Your strategy should be centered around 2 things:
- Creating awareness for your dealership.
- Building customer engagement.
The goal that you are hoping to achieve through your strategy should be to sell more trailers to those aware and engaged customers.
Makes sense, right?
You need to answer a few questions first, in order to create value in your content marketing – who is your target customer? What kind of need or fulfillment are they looking for when they go to make a purchase from your dealership? Going a little further into the profile of your target customer, what connects them to your business and the bikes you have to offer?
Next, determine what is unique about your dealership, compared to your competitors. Why should customers purchase from you instead? Is your showroom top-notch? Do you offer specials that beat any other in your service department? These aspects of your business that make you stand out and that make you superior are key points that you should be advertising to your audience members.
Build a community with your efforts in content marketing. Create a schedule and be consistent, so that your followers can count on you for that weekly email or daily Facebook post. Teach them things – share the specialized knowledge you have in the history of the powersports industry, or maintenance tips for your bikes. Provide them with something they can use.
Engage with your customers and potentials through content marketing. Easy ways to do this on social media platforms are with questions, surveys, contests, etc. Stir up excitement about your dealership and what you have to offer. These people follow you for a reason – they’re interested!
Hold events that you can advertise through content marketing, then utilize materials from the events in your content marketing after the event – share pictures, customers’ quotes about their experience, and more. This can be done through social media or your website. Connect your “real world” event to your online marketing efforts.
Create buzz through content marketing for things like holidays and special promotions. These are easy opportunities to connect with customers on a personal level and are no-brainers to help draw them in.
Last but not least, invest your time and effort wisely – do you see more leads coming in from emails you send out, or through lead forms on your website? Do you receive more comments and messages about your powersports units on Facebook or Twitter? Every dealership’s audience is different, and every audience member is different, so keep that in mind as you form and adjust your content marketing strategies over time.