A content marketing strategy will help you captivate Internet users and attract them to your car dealership.
Unlike other strategies focused on promoting products and services (such as offering attractive discounts and plans), content marketing is characterized by informing, educating and entertaining.
In this way, you create a bond with the user, nurture it and sell.
In this article we provide ideas to design a plan that allows you to implement it in your business effectively and with good results.
Benefits of working with a content marketing strategy
Content marketing is a strategy that is hard to escape in 2024.
You see, consumer behavior has evolved over time. Thanks to the Internet, people have access to a lot of information before making a purchasing decision.
In this sense, users will be fed by content generated by your business, having the opportunity to channel their queries and desires towards your products; or, they will read about your competitors and, well, there is no need to mention how it will end.
But, in addition to not losing buyers and keeping up with market trends, there are other benefits to implementing this type of strategy:
Brand trust and authority (you become a market leader, even if you don’t have the most capital).
Interaction with the content (very valuable to achieve feedback without intermediaries).
Clients who prefer you over the competition (regardless of your price, because they trust you).
Quality queries with a high purchase intent.
Cost reduction compared to other traditional advertising tactics.
As you can see, working on a content strategy allows you to gain digital presence, attract users and convert them into customers in a more organic and less expensive way.
Content Marketing: What Elements Does a Strategy Include?
A content marketing strategy is much more than publishing an Instagram post, a blog article or a YouTube video.
The piece you will show to the user is the tip of the iceberg. Below that there must be a complete plan that allows you to focus on results and optimize efforts and costs as much as possible.
The elements that should not be missing in your strategy are:
Audience analysis : Identify market segments and understand the needs, preferences and purchasing behaviors of each one. Creating different buyer personas can help you in this process.
Objectives : Set goals that will drive the strategy . These should be consistent with the business objectives, for example, increasing sales of a certain car model.
Planning : Develop an editorial calendar that covers the different levels of knowledge that the user has about your product. This will allow you to create different pieces that take the user from a basic level to a decisive one.
Format of pieces : Consider different ways of presenting the content. Some of these could be: b2b email list video, infographics, articles, guides, etc.
Optimizing results : Based on data analysis, adjust your strategy to increase user engagement, conversions, and ROI.
No time to put together a marketing strategy? At Gali we can give you a hand.
You already have understanding the difference: proposals vs. contracts a strategy, so in this section we are going to give you content marketing ideas to apply in your car dealership.
Brand humanization
Brand humanization is a content india phone list strategy that involves establishing emotional connections with the audience.
To achieve this, your dealership must communicate as if it were a person, with values, beliefs and personality.
Some ways to create content with a humanized approach could be:
Tell a customer’s experience from their desire to buy a vehicle, the features they were looking for, the advice they received, and how long it took them to get it on the road. Ideally, this should be done in video format, lasting between 60 and 80 seconds. You can also interview people from different segments, such as a couple, a mother with small children, a retiree, etc.
Show the routine within the dealership. For example, the daily tasks of an advisor, sales manager or after-sales team. This allows people to find out about the different services included in the buying experience and what they can expect from it.
When posting on social media, use conversational language and always respond in a personalized way based on your brand’s values and character. It is also important to have a protocol in place to deal with crises , such as negative comments and complaints.
Educational content
Educational content is one of the most valued by users, as it allows them to make decisions and avoid making certain mistakes.
The formats that could generate the largest amount of data are:
Develop shopping guides (they don’t have to be long) with tips for choosing a suitable car or negotiating the price at a dealership.
Provide practical and useful advice on how to keep your vehicle’s mechanics, paintwork and cleaning healthy.
Make posts that indicate the safest way to travel on the road with children or pets. Another simple idea is to teach about the meaning of different road signs.
Create content that compares car models based on their features, performance, interior space, technology, safety, fuel consumption, and price.
Make videos that show highlights of the vehicles. You can also feature photos that show the dimensions of the car based on the number of people that can sit inside.
Industry News
Being aware of market trends and communicating them positions you as a leading company in front of your audience.
Some ideas you can implement with this approach are:
Keeping customers informed about new car model launches and their design, performance, technology and safety features.
Coverage of events, fairs and training in the automotive sector.
Sharing news from the automotive industry.
Showcase technological advances in driving systems, intelligent connectivity and safety assistant.
Raise awareness about environmental protection and promote nature-friendly technology.
Conclusions
Developing a content marketing strategy for your car dealership will grow your audience, database, and customers.
But before you develop your pieces, we suggest you get to know your audience, set goals, and work on an effective content plan.
Having established the strategy, the formats with the best results are:
Content that humanizes the brand
Educational and useful information for the buyer
Industry News
This way, you can channel your audience’s doubts into purchasing desires and preferences for your brand and cars.