The Secrets to Writing Great Content for Your Automotive Online Marketing Campaign

1. May 19, 2017 The Secrets to Writing Great Content for Your Automotive Online Marketing Campaign Image 1Letting Content Shine in Your Automotive Online Marketing Strategy Everyone knows that content may just be the one of the most essential components of a sound online marketing strategy. After all, in spite of a creative and eye-catching website design, the lack of good content can keep you from converting cold leads to sales. Producing content, however, can be quite a challenge, especially now that the attention span of online shoppers is shorter. In fact, the average American’s attention span has dropped from 12 seconds to P a g e 1 | 3

2. 8.25 seconds. Basically, you have less than 10 seconds to grab the prospect’s attention and encourage him to stay on your website. Of all the things your visitors can see in your website, a great online copy may just be the thing that will convince them to stay. Here are some of the tricks to writing excellent content that not only educates customers, but also engages and entertains them. Plan the Structural Design Car shoppers don’t often have the luxury of time to read through all the text from the top of the web page. Some even just scan the page to see if there’s something they find interesting. Given this, it’s best to ensure that the post is in a place easily viewed by visitors. Apart from making it accessible, make it easy to read and understand as well. This means formatting the text in the right manner and removing unnecessary elements that draw the focus elsewhere. Write Your Copy As you plan your content, put yourself in the shoes of your target client. What particular topics on cars will spur their curiosity? Having an interesting topic on a popular car model might make it more likely for them to click. Creating a copy that’s concise and informative might keep them engaged even longer. Just because you’ve captured their interest doesn’t mean you’ve already won them over. Yes, they may like what they’ve read, but they are probably thinking if they can get these services elsewhere. Your copy should then drive your readers to get in touch with you through an effective call-to-action message. Evaluate Your Copy Remember that the process of producing content doesn’t end once you post it on your website. You still have to check and improve on it to make it more effective. For starters, check if your article titles or headlines incite curiosity and readers’ interests. You can also install programs that can help you evaluate the behavior of your customers in response to your content. P a g e 2 | 3

3. Google Analytics, for instance, can keep track of bounce rates, which indicates how long the reader stayed and at what page they decided to leave the site. A heatmap, on the other hand, lets you know how visitors are reading the copy. It tracks where they scroll, pause, and hover, so you know which parts draw the most interest. When it comes to content, quality trumps quantity. Make sure that you’re posting relevant content so that you can earn your clients’ trust. If you’re not sure how to go about it, you can work with an automotive online marketing company that can create a content strategy for you. About DealerRank: We at DealerRank offer comprehensive digital marketing solutions aimed at helping auto dealerships gain customers and establish a strong online presence. Equipped with experience and latest technology, we tailor our services to your needs. Whether you need support in SEO, PPC, website design, or online reputation management, we’re ready to help you. Source: How to Write Effective Online Copy for a Dealership, Dealermarketing.com A Year’s Worth of Article Ideas to Stock Your Dealership’s Blog, Marketpunch.auto P a g e 3 | 3