According to research on consumers’ buying patterns, the mean time spent researching a new vehicle is 12 weeks. Most of that research takes place online. Potential customers first develop a shopping list of brands and models, draw up their shortlist, consider their finances and research local dealers. In fact, today’s buyers may only visit your auto-dealership once they’re about three quarters into the purchase process.
What’s more, according to a study from international business consultants McKinsey, modern vehicle buyers visit just 1.6 dealerships on average when looking for their next car—down from five just a decade ago. The message is clear for auto dealers: if you aren’t putting the kind of content on your website that will put you in the forefront of your customers’ minds, when they’re ready to buy, it may be too late.
However, the news for dealerships who do start developing content marketing is good. The researchers quoted above report that 53% of buyers spend time on the websites of auto dealerships as part of their online research—second only to the actual website of car manufacturers.
The key, therefore, is to find the kind of content that people are searching for, and that will get clicks. The difficulty, of course, is standing out from the crowd in the search engine results list. Drawing on our experience helping Canadian auto dealerships boost their website traffic and leads, we’ve put together a list of the top five best blog titles to get people to click on your website.
5 Types of Blog Posts to Get Customers to Visit Your Dealership
1. The “how-to” guide
Your potential customers will turn to the internet for advice on all their burning questions. If your blog posts provide a useful answer, they will remember your brand. When writing ‘how-to’ guides, don’t be overly general (‘how to buy a car’ isn’t going to be very helpful). Instead, aim for helpful guidance on specific problems. If you sell used SUVs, for instance, write a guide explaining how to tell if a used SUV is running safely. If you specialize in vehicle finance, write a guide explaining how to draw up a budget plan for a new car.
2. Numbered lists
Listed blog posts are one of the most popular forms of content around. Why? People click on links to list articles because they know what they’re going to get. Compare: things to look out for when buying a used SUV with 7 things you must know about buying a used SUV. Nine times out of ten, people will click on the numbered list article: they immediately know what the article is going to tell them, so their time won’t be wasted.
Comparisons can be a very useful way of helping your audience decide which vehicle to buy. Say you sell the 2016 Ford Escape, a great comparison would be the Honda CR-V or the Toyota RAV4. It goes without saying that you need to be relatively unbiased here, otherwise readers will see through the article. Writing fairly and objectively actually helps build brand loyalty and establish trust with consumers.
4. Localized titles
It can sometimes seem like there’s a million articles out there about the latest vehicles, so how do you stand out? One approach is to write a hyper local article. This might catch people searching for dealerships in your area selling that car. For example: What’s the right SUV for the winter in Winnipeg? Or, What’s the most practical truck for Toronto?
5. Test-driving guides
The test drive is a big moment for any potential buyer. By the time they’ve made it this far, they’re close to making a purchase. However, unless they buy cars every few months, potential owners can be intimidated by the process. Providing a helpful guide on what kinds of things to look for, and questions to ask when test driving a new vehicle could be very helpful indeed. You can even ask your sales staff what should be included in the how-to blog posts. This will give customers and sales staff common ground and bridge the gap between website and showroom.
Contact Carbon Marketing today to learn more about the best kinds of blogs for attracting website visitors.