You’re an expert in your space. Working in the automotive industry has afforded you the ability to be knowledgeable about all things related to cars. To the most popular car on the market to the ins and outs of getting your car inspected, those that work in the industry are in the know about all these things.
However, your average Joe – the customer – isn’t going to be as knowledgeable about automotive things as you are. That’s why it’s up to you to educate your customers so they can make the most well-informed decision possible. Whether they are buying a car, looking for an oil change, or getting new tires, your audience needs to know what you know to make the right choice. As the industry expert, you need to make sure customers have the right resources to learn from. This is why content and marketing are important aspects of the customer journey.
The role of marketing has shifted from a more sales-oriented point of view to more education-based. More and more companies are realizing that a more educated audience is beneficial to their position, especially if you are the one providing the information the audience is asking for.
Combining content and marketing (content marketing) is a valuable aspect of inbound marketing – the strategy where you educate your audience and build trust through providing information. This strategy allows you to establish yourself as an industry expert in the eyes of your customers, making them more apt to choose if for all their automotive needs because you have proven yourself to be knowledgeable in the field.
If you want to have an effective inbound marketing strategy, follow these steps:
- Write what you know: You’re the expert here, you know the industry inside out. Inbound marketing is about imparting your knowledge so don’t write about something you don’t know about: write what you know.
- Have someone else edit: There is no quicker way to lose credibility than by having a piece of content riddled with errors. Having someone edit your piece will limit your typos and increase its credibility.
- Share your content: If you’ve written a great piece of content that is sure to help a lot of people, share it. Put it on Facebook, Twitter, and LinkedIn, include it in your newsletter, and share it anywhere else you have access to. The more you share your content, the more it will get seen.
Your content and inbound marketing strategy will only be as good as the amount of effort you put into it. So, the more effort you put in, the more successful your strategy will be. It’s also important that you take advantage of tools that can help you distribute your strategies.
Marketing automation technology allows you to automatically send messages through different channels. If you want to share your post on social media while also sending it out in an email blast and SMS message, a multi-channel automation platform can help you accomplish this easily and effectively.
Author: Shawn Ryder
Shawn Ryder of DealerEngage works with the Automotive Industry to automatically send communication to customers based on their individual preferences and unique dates, vehicle type, service requirements or other available information. Previously, as Co-Founder of training and coaching organizations, Shawn worked with clients to ensure the training and coaching sessions meet requirements for Volvo North America, Ford Motor Company and retail dealerships using a variety of delivery channels – workshop and in-dealership implementation coaching. Email: Sryder@dealer-communcations.com