Digital Dealer - February 2018 - 42

By Kathi Kruse
Founder,
Kruse Control Inc.

COMMUNICATIONS

APRIL 21-23, 2015 * TAMPA, FL
APRIL 21-23 * TAMPA, FL

10 Reasons Every Dealership Needs
a Written Content Strategy
If you're a dealership
marketer, chances
are you've heard a lot
about content marketing.
Well, be prepared
because it's going to be
even more important in
2018.
The term "content
marketing" covers a lot of
territory within marketing
strategy from blog posts
and website content to social media and, of course,
SEO.
Content marketing has
become a buzzword,
which can be dangerous
because jargon doesn't
produce results. I'm not
a fan of buzzwords so I
want to define exactly why
content marketing is the
nerve center of a company's digital reputation
and how it grows your
revenue.
The goals of content
marketing are to:
 Grow a community of
interested buyers
 Build trust
 Boost engagement
with current customers
 Establish relationships with prospects
 Generate leads
 Increase sales
Whether you're a
beginner, intermediate
or advanced, a comprehensive written content
strategy is the only way to
truly succeed with content
marketing.
It's similar to building a
42

FEBRUARY 2018

importance and influence
of content marketing.
10 REASONS WHY
EVERY DEALERSHIP
NEEDS A WRITTEN
CONTENT STRATEGY

For those commitment-phoebes out there,
perhaps I can lure you
over to the light with these
very compelling reasons
to take action now.
1. PROMOTE YOUR
BRAND.

CONTENT MARKETING IS ABOUT
GETTING THE RIGHT MESSAGE
TO THE RIGHT CUSTOMER AT
THE RIGHT TIME.
house - without the plans
first, you end up with an
unstable, discombobulated mess.
Starting off with a solid
written strategy builds
your online presence and your store's authority
and 'likability' - with content that attracts prospects, engages buyers
and ultimately converts
them into leads and sales.
Content marketing
is the kingpin to your
online marketing and it
requires...oh, dare I say
it?...commitment.
This is tough for many
people because they're
expecting immediate
results from their efforts.

D I G I TA L D E A L E R . C O M

The truth is that while
expert content marketing
can lead to increased
sales, there is no magic
potion that lets you skip
over laying the groundwork to attract and convert
target customers.
Unfortunately, many
dealers still experience
difficulties with creating
a written content marketing plan. They start out
with the old-school tactic
of blasting messages
to strangers - expecting
them to respond.
Regardless of how
many challenges your
business faces, the fact
remains that you can no
longer afford to ignore the

The choice between
brand awareness and
lead generation can feel
like a boxing match.
'Awareness' fights to
increase the size of your
audience, while 'lead generation' limits your audience to a group of people
who are willing to trade
their contact information
for your follow up.
The good news is your
store's brand doesn't
have to let awareness and
lead generation duke it
out. With a potent written
strategy, the two goals
can complement each
other. Brand awareness is
often necessary for lead
generation to be effective,
and content used for lead
generation can reinforce
customers' awareness of
your brand.
2. GIVE PROSPECTS
SOMETHING OF REAL
VALUE - EDUCATION,
ENTERTAINMENT, AND
INSPIRATION.

Everything you do
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Table of Contents for the Digital Edition of Digital Dealer - February 2018
