Content-As-A-Service is just that, content provided to you that will help you reach the objectives and goals while building relationships with customers.
Creating written content that will drive traffic and engage an audience isn't necessarily at the top of every dealers priority list.
They may be more concerned about design, layout, navigation or images but the most important piece that gets set aside is the content.
Content is the main ingredient. If you strip away all the flash, bright glossy buttons, you'll see that what's left isn't much.
Content is a story, a written article, an experience, a testimonial, or simply something that describes what is special about this place. People are drawn to human experience because they want to find similarities and a comfortable enviornment. You can print all the ads you want, drop your prices and still wonder what it will take to get some attention from your target audience. Its not until you really listen to what they care about, and decide that building a relationship and helping them regardless of whether they intend to buy is more important than any campaign.
The industry is changing, evolving, and in order to reach your customer you must stay relevant to them. If you think about the way people communicate today, via social networks, and applications like Twitter, its obvious that the attention span has become so tight that opportunity can slip away before you even have a chance to say a word. On the other hand this also provides you with incredible insight into what people want right now. A simple search on Twitter can reveal things about how a conversation goes from casual discussion to increasing the level of interest where it might be a point where a consumer would take action.
For example, Joe's car keeps breaking down, he's posted on Twitter out of frustration and in one of his tweets he indicates that soon he plans to replace the car with a new one. Joe might not be ready to drive down to the dealer today, but he's indicated that this is his intention at some point in the future. It would be the perfect opportunity to connect with Joe and learn about his interests and offer to send him some information or invite him to an event.
The fact is, whether you are doing these types of things internally or not, having a service provided to your dealership that identifies these types of opportunities and helps with keeping your content relevant will ensure that you are getting noticed and standing out from the rest.
The content is the last thing you may think would help generate leads, but in actuality its right in the path of your customers and will peak their interest into learning about your business. They are already bombarded with ads, so those are increasingly becoming an irrelevant tool. The customers enjoy reading about news and new products that solve problems they have. By putting content out there that they are currently searching for means they will look to you as a source of information rather than feeling lured into the showroom.
Publishing articles right now about studded tires is relevant. Providing tips on getting ready for winter, new wiper blades, coolant change, lock deicer, are all topics that they would find interesting. Perhaps an open house to provide a demonstration of proper driving in the snow, what you can do if you are stuck, etc.
In addition to publishing written content on your site, there is also becoming engaged in your social network. Trying to connect to at least one new person a day on Twitter, by simply answering a question or retweeting a post they had written that is relevant to your business. These are all examples of bringing value to the table as opposed to simply sending messages that are intended to advertise a product.
TuneyFish Inc. can help with all of this, and put together a strategy of content creation, community engagement and measurable performance. Our service is a subscription model, where we provide one-on-one assistance to enhance your presence in terms of new content and reaching out to your audience to interact and build relationships.
Contact me to discuss what we can do to help -
Scott Golembiewski
Founder & CEO
Seattle WA
206-856-2891
Posted via email from DIY Car Repair Blog
