You’re selling cars, so why does your website need a blog? After all, your customers are going to visit your site to search for a car and maybe find out more about your financing options and other services – they’re not going to stick around to read articles about buying cars, right?
Many small businesses make this assumption that blogging, or “content marketing” as it’s often referred to in the digital marketing world, is simply not suitable or applicable to them - but 9 times out of 10, they’re wrong.
Here are five great reasons to publish a blog:
1. To improve SEO and make your site more attractive to search engines
SEO or Search Engine Optimization is the practice of making your site as relevant as possible to all the various search terms your customers might be using. Google and other search engines use the content of your site and inbound and outbound links to determine what it’s about, combined with various other parameters to judge its quality.
The Google algorithm is complicated and nobody from outside the company really knows for sure exactly what your site needs to do to ensure it’s getting full marks from the search engine, but we can make a pretty good guess.
Content is something that everyone has control over and it’s generally a case of the more content on your site, the better. If you have 100 blog posts about buying a used car, Google is going to be pretty sure your site is relevant to someone searching for “buy used car” – probably more so than a site that simply has listings of cars for sale and is weak in terms of written content.
2. To connect with and form relationships with potential customers
Blogging is not all about SEO and creating benefit for your company - it’s also about giving back to your customers and site users with helpful information. Of course, this also has an added benefit for you in that you’ll help to increase trust and build a relationship with visitors to your site, who may well end up becoming loyal customers.
For example, a blog post on "questions to ask when you’re visiting an automotive dealership" can be really helpful for those looking to buy a new car; and they’re likely to remember your business more after reading it.
3. To build your brand
Your blog gives you a deeper opportunity to tell the story of your brand and give visitors a peek into how you run your business. This helps to put more of a personal touch on your website and can increase brand awareness and generally get your business's name out there more.
People are much more likely to buy from a business with a human face of someone they feel can help them, and a relatable company history and philosophy, than just another generic website.
4. To gain insight into your customer base
Putting more content on your site will have the advantage of increasing the amount of data you can glean from analytics software. This means you can find out more about your site visitors and potential customers, such as where they are, what they’re looking to buy, and any questions or concerns they may have.
5. To promote your products and services
Your blog is a great place to highlight products and explain your services in detail. For example, if you’ve got a new model of car coming in, you can write a blog post with all the detailed specifications and photographs instead of just relying on your normal website listing. You can also bring more attention to special offers and any services you provide to help the customer, all of which can help to get more inquiries and increase sales.
I hope you enjoyed this installment of Marketing Bytes. Remember, if you have any questions – feel free to comment below or shoot an email to me at firstname.lastname@example.org. Oh, and make sure to bookmark this page and visit often for more tasty Marketing Bytes!
"AFC" refers to Automotive Finance Corporation, Automotive Finance Canada Inc., and AFC Cal, LLC in their respective jurisdictions. All California transactions are through AFC Cal, LLC. California loans will be made pursuant to Department of Business Oversight California Finance Lenders License. Canadian transactions are through Automotive Finance Canada Inc.
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