page contents Automotive Thought Leader: Ralph Paglia My title page contents

Sunday, March 11, 2018

Use Instagram Marketing to Generate Business

How to grow business with Instagram marketing

Growing New Business with Instagram Marketing

Instagram may have started out as a humble way to get people together (like most other social media sites and apps), and to allow people a place where they could document their pictures and videos, but it is a well-recognized source of business nowadays.

From makeup brands to clothing stores, Instagram has allowed nifty entrepreneurs to find a way to sell their products to a global audience. As with any other business, however, you need to find new and innovative ways to keep your account in the loop with the other Instagram users and Get more Instagram followers.


One of the best strategies to build a business from the ground up is to reach out to customers and potential buyers. The line of communication between the two of you should be open. Of course, once established a proper customer care unit should be built to cater to customer queries and complaints, but till then, you need to attend to your followers yourself.
There are many ways to do this, apart from just answering relevant messages to your account of that of your brand. You could also host Q-and-A sessions by means of live videos so as to actually get a chance to interact with those interested in what you have to sell. You can also buy instagram followers cheap from smmpoint to attract your audience.

Sponsorships and collaborations

In order to expand your business, you need to make sure that you get enough time in the spotlight to advertise your products. You could enlist the help of celebrities to endorse your business, but that might be impossible if you are just starting your business from the grassroots level. The next best thing is to enlist the help of similar businesses and individuals on Instagram, who have a substantial fan following and asking them if they would be interested in collaborating with you on a project.
Don’t shy away from sponsorships either. Advertising products of big brands not only helps you earn good money, but also bolsters your popularity.

In-Instagram store

Of course, Instagram is an excellent tool for advertising your business, but there is so much more that you could do with it! For instance, you could directly advertise your products and set up an Instagram shop. Most Insta-based businesses are doing this of late. All you need to do is take pictures of your products from different sorts of flattering angles and upload them. In the description, list the product details, price, features and other things that you would like to mention.
If, however, you are selling services, you could design a virtual poster describing what exactly it is that you do and post them. Interested buyers usually message.

Increasing followers

Despite all the different methods, the one that is absolutely necessary is the number of followers you have on your Instagram account. Your business will not get the chance to develop if it does not get the exposure that it requires to become a household name. An increase in the number of followers is a sign that more and more people are interested in buying what you have to offer.
Of course, putting out good products consistently is very important as is keeping the customers satisfied as their reviews will be there in the comments section. You can also buy Real Instagram followersas that is the latest hype in the social media sphere.

Target your selected demographic

Every business must zero in on a target audience: a specific age range, gender, socioeconomic category, among others. This does not mean that people who do not fit into these boxes will not be buying your products, but your target demographic should reflect the kind of buyers who will make up the majority. Once you have figured this out, use it to your advantage by catering to that distinct category.
For instance, if you are selling makeup, your target demographic will most likely be girls between the ages of 12-30. Make your posts eye-catching and post pictures of women in that age range wearing them to make them more relatable.
Instagram marketing is all about being a clever businessperson, i.e., utilising the usual business strategies, but adapting them in a way that is suited for social media by combining them with trends and hypes. Knowing the basics of how Instagram popularity works will get you a long way.

Monday, March 5, 2018

Dominion Now Offers Advanced CRM Applications

Dominion Dealer Solutions Launches New
Cloud-Based Automotive CRM Software

NORFOLK, Va.--()--Dominion Dealer Solutions announced today the launch of its new CRM, Dominion VisionTM. The most advanced automotive CRM in the market today, Dominion Vision combines the most intuitive CRM interface in the market with customized reporting and consumer-focused communication tools to create an easy-to-use CRM that will satisfy customers, sales reps and management. Powered by CRMSuite, Dominion Vision is the result of a business partnership designed to integrate CRMSuite's state-of-the-art CRM technology with Dominion Dealer Solutions' portfolio of high-performance digital marketing and data-mining software offerings.
"There are many CRMs in the marketplace but Dominion Vision is truly different. From our rich CRM legacy with AVV and Autobase, Dominion has always been committed to the dealer – using the latest technology to build simple and elegant solutions"
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Dominion Vision CRM eliminates conventional CRM thinking by combining ease-of-use functionality with user-tailored dashboards. Intuitive technology erases the need for traditional action plans and lineated work flows. Dominion Vision learns about your customers and their preferences – helping your sales people connect with prospects using the best possible method at the best possible time. With real data at your fingertips, Dominion Vision is a true business intelligence tool. Mobility for all users is available via both a tablet-friendly interface and a downloadable mobile app.
"There are many CRMs in the marketplace but Dominion Vision is truly different. From our rich CRM legacy with AVV and Autobase, Dominion has always been committed to the dealer – using the latest technology to build simple and elegant solutions," says Jack Ross, president of Dominion Dealer Solutions. "Now all of our tools, from DMS to CRM,  equity mining to digital products, can work together to help car dealers sell more cars."
Dominion Vision also includes proactive communication using machine learning to track consumer communications preferences in the form of a virtual, personal assistant, "Olivia." No longer will customers fall through the gaps. This feature will scan the customer database on a regular basis and communicate via email, text or voicemail with prospects who have not been contacted. Customer responses will be forwarded to the salesperson to re-initiate sales and service communication.
Get a firsthand look at our NADA Booth #3716C. To schedule a presentation of Dominion Vision, please call 877-421-1040 or visit

About Dominion Dealer Solutions

Dominion Dealer Solutions improves dealers' lives by developing advanced technologies including: reputation and social media management, responsive websites, digital advertising, SEO, SEM, multi-channel marketing, and custom market reports. Coupled with award-winning lead management, inventory merchandising, equity mining, customer relationship (CRM) and dealer management (DMS) solutions, Dominion redefines automotive retail by delivering first-class customer experiences for today's automotive dealerships. Based in Norfolk, Virginia, every OEM and more than 10,000 U.S. dealers depend on Dominion's foundation of innovation, integrity, excellence and teamwork to provide them with results at every turn. For more information, visit our website, like us on Facebook, LinkedIn or Youtube, or follow us on Twitter.

About Dominion Enterprises

Dominion Enterprises is a leading online marketing and software services company offering client solutions across multiple business verticals. Our B2B cloud SaaS solutions directly support clients in establishing their online and mobile brands, generating leads, and managing customer relationships. Our B2C web and mobile portals serve the housing, franchise and travel markets and include popular sites such as Dominion Enterprises is headquartered in Norfolk, Virginia and has offices across the U.S.


Dominion Dealer Solutions
Jennifer Sanford, 757-351-8183
Vice President of Marketing and Industry Relations

Thursday, March 1, 2018

Facebook Live Quick Tip: Gone in 60 days

Maryann Keller Calls Automotive Digital Marketing Shakeup Imminent

Automotive Digital Marketing Shakeup Imminent

Maryann Keller Calls for a Shakeup in the Automotive Digital Marketing Service Provider Space

Is a Shakeup Imminent in the Automotive Digital Marketing Space?

Maryann Keller - Not that long ago new car dealers relied almost entirely on Friday newspapers ads promoting weekend specials along with lists of new and used cars in stock. But the advent of the internet revolutionized how U.S. consumers researched and shopped for cars, shifting more than 50% of car dealerships’ advertising budgets to digital.*

Dealerships that quickly adopted digital advertising saw higher sales and lower per unit advertising costs…but that advantage disappeared when all dealerships subscribed to the same services. As one dealership owner told me;

“When I was the only Chevrolet dealer in my town on TrueCar, I was getting customers that probably would not have come to my store. But today, all the Chevy dealers in my town are on TrueCar, so all we are doing is paying a fee for people who would have bought from us anyway.”

Today, it still costs a dealership more than $600 per vehicle in advertising expenses (nearly the same amount dealerships spent on traditional advertising before the advent of digital marketing – and when per unit front-end margins were much higher). Yet, many digital platforms offer little differentiation among dealerships than the ancient Friday newspaper. With profit margins under pressure from rising interest rates and plateauing sales, dealerships are beginning to evaluate the productivity of each of their digital subscriptions and are cutting those that fail to deliver actual car buyers.

The auto retail space is heavily populated with companies promising to deliver real customers for a fee. There are at least 112 vendors selling CRM tools, 87 offering lead management, 75 providing chat services, and 104 offering new and used car leads. There are also more than 300 marketing solutions, data mining, reputation management, e-commerce ‘shopping carts,’ and owner marketing/equity mining vendors with their own customer targeting and retention tools. For our purposes, I’ll focus on some of the larger vendors that car shoppers turn to initially. This list includes marketplace sites, like,,,, and many others that have added inventory listings and lead generation to their core businesses like Carfax.

All of these companies have business models that generate revenue from dealerships in hopes of intercepting car shoppers before a car sale. But growth has plateaued, as nearly all franchised dealerships and most larger used car dealerships are already listing their inventory on these marketplace sites, meaning that small (if any) incremental increases in dealership count won’t generate much in revenue. Moreover, despite traffic claims, over 90% of U.S. car buyers already use the internet to research a vehicle purchase. Consequently, these sites are not generating new automotive shoppers for dealerships (vehicle purchase demand is determined by affordability). Instead, they are battling amongst themselves for ‘screen time’ with the same car buyer who’s visiting multiple sites, a war being unwittingly financed by car dealerships.

Last year, approximately 17 million new passenger vehicles were sold in the U.S., an estimated 3 million, of which, were sold to fleets, leaving a retail market of 14 million (a third of which were leased). According to Urban Science, in 2017 there were 18,213 U.S. franchised dealerships as measured by rooftops. A simple calculation results in 2.1 new cars sold per day per dealership. Assuming that new car dealerships sell about 0.7 used cars for each new (likely greater than reality), that equates to 1.5 used cars per day, for a total of 3.6 cars sold per day in the average dealership – or roughly 108 units per a 30-day month. The average dealership in the U.S. maintains a 70-day supply, or 252 vehicles, which equates to a total of 4.6 million vehicles available for sale on an average day in 2017.
In the third quarter of 2017, noted 4.9 million average vehicle listings from 21,307 dealerships, illustrating that the overwhelming majority of U.S. dealerships’ inventoried cars are already listed on its site. is only one of many marketplace sites, and dealerships are discovering that when they also list their inventory on other sites, they are essentially paying for the same customers to view their inventory multiples times. A large dealership group recently analyzed its $2.5 million contract with a single digital marketplace and eliminated $600,000 in annual spend, after the group’s data showed the site provided decreased value. It plans to do the same with its other lead generator vendor subscriptions.
Every lead generator or marketplace site boasts unique visitor traffic in the high tens of millions, but these are meaningless in terms of actual sales. says that it had more than 100 million 'visits' in the third quarter of 2017. Depending on how many of these 'visits' were comprised of unique visitors, this could potentially equate to more than a third of the U.S. population visiting its platform in three months compared to new and used car purchases of only 7.1 million from franchised dealerships during the same period. And is only one of many such lead generating and marketplace sites, as well as the dealerships’ own websites and those of the automakers that they represent.
As these sites become saturated with commoditized inventory at symmetrical prices, coupled with a recycled pool of car shoppers visiting most of them, they prevent any single dealer from gaining a competitive advantage, and thus they become perfectly competitive marketplaces that cannot generate sustainable profits for their sellers (i.e. dealerships).
To this end, many dealerships claim that their only motivation to list their inventory on these sites is to simply make sure that their local competitors don’t gain exclusivity in searches.

It is no wonder that dealerships are questioning the value of paying high monthly fees to list inventory on sites that have diminishing conversion rates, commoditized inventories, and soaring costs. Some dealerships are shifting more to traditional media while others are looking at services that provide them with the data and analytics to engage with their customers more profitably. 
The automotive digital marketing space is saturated, and a shakeup among the undifferentiated listing services seems imminent as dealerships’ front-end profits continue to decrease.
Written by Maryann Keller, who is principal of Maryann Keller & Associates, a Stamford-based automotive strategy consultancy.

*We’ve obtained this percentage from our own surveys of franchise dealerships. We’ve subsequently confirmed our measurement with NADA, which will publish a similar percentage in its next version of NADA DATA.

Saturday, February 24, 2018

Who Are The Ten Sexiest Women in Social Media

Who are the ten Sexiest Women in Social MediaOptions

Ten Sexiest Women in Social Media

Posted by Ralph Paglia

Fuchsia McInerney's Roster of the Top 10 Sexiest Women in Social Media

Shown below is Cyan Banister

CEO and Entrepreneur, Fuchsia McInerney, names the top ten women in social media who are pioneering the industry and making a name for themselves.

Sexy and technology aren’t always two words you hear together. In fact women and technology aren’t two words you hear together that often, unless it’s highlighting the overwhelming lack of the former within the latter. That said, these ten women represent high-powered entrepreneurs, executive, artists and techies who are defying statistics, pioneering the industry and making a name for themselves. 

From ecommerce to marketing to blogging, spanning from corporate to indie, our top ten have taken the high-tech industry by storm, and quite frankly, they look good doing it!

As an update, I would like to point out that each of the women whose bio's and images appear below, selected the images for publication and wrote the information paragraph about themselves. As each of them have requested that images or descriptions be updated, we have been pleased and eager to do so...
"Exploitation?" I think not...
Savvy marketing professionals who know the value of "Personal Branding? I think so.
below: Veronica Belmont
"sleeps rarely and caffeinates often."
(My kind of lady! - RP)
Cyan Banister
1. Cyan Banister, Entrepreneur & Artist: Cyan was born into a family of artists and grew up around paint, photography and music. From these beginnings, she developed a life-long appreciation for the arts that eventually inspired the Zivity platform, an ad-free social network for models, photographers, and video artists. This platform she created is a new way for artists to profitably connect directly with their fans in the rapidly changing digital media landscape.Cyan has held many leadership roles throughout her career, from leading technical operations teams in an enterprise software company to helping women master technology as CTO of a nonprofit organization. She is also an angel investor and has invested in Facebook, EQAL, Mimoco, OtherInbox, Thumbtack, Tagged, Hot Potato, Powerset, Topsy and others. Cyan is also an event and portrait photographer and enjoys jugglers and magicians.
Heather Meeker
2. Heather Meeker: Heather brings over 13 years of experience working in communications, marketing and sales for technology companies. She started her career working in public relations for EarthLink and held similar positions at start-ups including and After Sept 11, Meeker transitioned into an entirely new career in pharmaceutical sales at Pfizer, selling blockbuster drugs including Zithromax, Lipitor and Viagra. Despite success, Meeker decided her passion was communications and took a role as PR Manager for Yahoo Search Marketing followed by Manager of Burson Marsteller’s Consumer Technology Practice. Today, she holds the position of Director of Marketing and Corporate Communications for geo-location start-up Pelago – makers of Whrrl. In addition, she volunteers as an Advisor for the LA Chapter of Girls in Tech.

Melissa Salas
3. Melissa Salas: Melissa is the Marketing Director at That’s right. The Director. Of Marketing. At Talk about a power player. She has also been the host of BuyTV for four years. She is the recipient of the 2008 Affiliate Summit Pinnacle Award Winner for Affiliate Manager of the Year. She joined in 2000 & manages various online marketing campaigns as well as their Affiliate Program. Born & raised in Southern California, she attended Long Beach State University & graduated with a BA in Communications & minored in Interpersonal Communication & Business Organization. She lives in Orange County & her hobbies include traveling, kickboxing, dance, going to live shows, concerts, the beach, Angels, Lakers, Chargers and of course USC FOOTBALL games! Check out Melissa on Twitter: @MelissaDSalas
Jolie O’Dell
4. Jolie O’Dell, Social Media & Tech Reporter: Jolie O’Dell is a journalist and startup veteran with a decade of experience in writing and editing the news. Formerly a writer and community manager for ReadWriteWeb and a freelance writer for tech blogs and various print publications, Jolie now writes on social media and technology for Mashable. She graduated from Shenandoah University with a B.A. in Media Studies in 2004; as a student journalist, she won state and national awards, helped teach and manage a team of reporters, and made it out alive with high honors.

Veronica Belmont
5. Veronica Belmont: Veronica is a technology and gaming-centric video host based out of San Francisco. Currently her projects include Qore (a monthly interactive magazine about the PS3 for Sony) and Tekzilla (a weekly tech help and how-to show on She has also written for Slate, DoubleX, MaximumPC and PC Gamer. Veronica initially made her mark as a producer and on-air talent for CNET Networks (now CBS Interactive). She worked on such shows as Buzz Out Loud, MP3 Insider, Crave, and Prizefight. In 2007 she left CNET to host the eclectic video show Mahalo Daily, which was named one of the top new podcasts in 2008 on iTunes. An avid gamer and social-networking junkie (with over 1 million Twitter followers), Veronica often speaks about her interests at conferences and panels. She has also been the emcee at events for companies such as gdgt, Boxee, MacHeist and RiffTrax. In her spare time, she co-hosts the science fiction and fantasy podcast The Sword and Laser with Tom Merritt. She lives with one technology writer and two cats (and too many gadgets). Veronica graduated from Emerson College, B.A. in Audio/Radio, focus in New Media studies.

Deirdre Breakenridge
6. Deirdre Breakenridge: Deirdre is President, Executive Director of Communications at Mango! Marketing. Deirdre is the author of four Financial Times books. Her most recent book, “Putting the Public Back in Public Relations,” co-authored by Brian Solis and published in March 2009, is available in major bookstores and online. She has also authored: “PR 2.0, New Media, New Tools, New Audiences,” “The New PR Toolkit” and “Cyberbranding: Brand Building in the Digital Economy.” Deirdre is an adjunct professor at Fairleigh Dickinson University in Madison, New Jersey where she teaches courses on Public Relations and Interactive Marketing for the Global Business Management program. Deirdre speaks nationally and internationally on the topics of PR and social media communications.She was named Woman of the Year in 2009 by the National Association of Professional Executive Women (NAPEW). Deirdre is a contributing editor of TechConnect, PRSA’s technology newsletter. She blogs about PR 2.0 strategies and is the co-founder of #PRStudChat, a dynamic Twitter discussion scheduled monthly for PR students, educators and PR pros.
Jenn Allen
7. Jenn Allen: Jenn’s a search technology geek, artist and musician. She is the CEO and founder of, a free, real-time, no-commission online marketplace and social meeting place for artists, art lovers and everyone else who enjoys immersion in a positive, humanistic art experience. Artists and art lovers are free to buy, sell, make conversation, chat, critique, ask questions, make recommendations, discuss art and artists, list shows/events, identify favorite artists, art buyers and art enthusiasts; and search for art by artist, rating, price, keyword and tags such as medium, color and texture. – basically a utopia for artists. When you think of sexy what comes to mind? How about someone who is rocking the web right now with a site that is only 8 weeks old? How about someone who is confident and self motivated? Jenn Allen is an entrepreneur and not just any entrepreneur either. She is the Sexiest Female Entrepreneur of 2010 according to (if you don’t already know).
Joanna Lord
8. Joanna Lord: Joanna is the VP of Growth Marketing at SEOmoz, a SEO and social media software company out of Seattle. She is East Coast born, but did a five year stint in LA tech, before settling into the Seattle startup scene. Joanna is a well known customer acquisition expert and well versed in Internet marketing, PPC, SEO, social media and traditional media. She is a regular fixture at industry conferences, speaking all over the world. She “sleeps rarely and caffeinates often.” It also appears that Joanna has been known to sing a song or two on karaoke, but if asked, she will deny it ever happened.
EDITOR'S NOTE: Joanna Lord's photos and bio were updated at her request on 2/27/2013... We appreciate any opportunity to update this article.
Leah Culver
9. Leah Culver: Leah Culver was a co-founder and the lead developer of the social network and micro-blogging website Pownce, which was acquired by blog juggernaut Six Apart in November 2008. While creating the Pownce API she co-authored both the OAuth and OEmbed open API specifications and now maintains the popular Python OAuth library. Leah promotes open source, APIs, and the Django web framework on her blog at In her free time she likes to play around with new technology and try new restaurants near her home in San Francisco.We recommend checking out her official blog.
Amy McInerney
10: Amy McInerney: Amy is the co-founder and C.E.O. of Social Focus Marketing, Inc., an Internet marketing company specializing in social media and search engine marketing. After spending two years at the helm of the marketing department at Pearse Street Consulting, Inc., a social networking software development company, Amy spearheaded Social Focus as a sister company (literally, her sister-in-law is the C.E.O. of Pearse Street) and since then, has been launching her clients’ online campaigns to the top of Google searches and driving traffic through innovative social media marketing strategies. In her rare downtime, Amy enjoys wine, concerts and spending time with her niece and nephews.
EDITOR'S NOTE: The message reposted below was sent to Keith Shetterly by the original article's author in regards to several ADM Member comments in the thread below:
"I had difficulty posting on the thread, but you are welcome to quote my thoughts below if you'd like."
"As the author of the original post, as well as an alum of the largest women's college in the United States, a mother of three, and a CEO running a company predominantly staffed by men, managed by women, in an industry dominated by men, I would never post something that I felt disrespected or objectified women. Conversely, this piece was designed to attract publicity to prominent women in this field and their projects, all of whom agreed to participate with enthusiasm, provided photos, bios, etc., with a catchy headline and a light-hearted twist. Overwhelmingly and with very few exceptions, this has been the result.
Depending on a multitude of circumstances, it's justifiable enough to jump atop the soapbox and protest the objectification of women. In this case, however, what is sexy? Is it their success, their high-powered positions, their innovation in the industry? I think those things are likely far sexier than the photos that they submitted, and I think that the vast majority of people who read this can appreciate that as well. This, ultimately, is why they were chosen for this piece.
I can't speak to the automotive industry personally and I haven't read the entire comment thread here, but hopefully, some of the commentaries were productive, progressive and educational, if a little controversial."

Fuchsia McInerney
C.E.O. | Creative Director
Pearse Street Consulting, Inc.

Friday, February 23, 2018

Communicate Effectively in Service with…Snapchat?

Communicate Effectively in Service with…Snapchat?

Communicate Effectively in Service with…Snapchat?

The dealership service experience doesn’t end when the customer picks up their car from the cashier. 

For the next three to six months, the service department needs to communicate with their client, ensuring their satisfaction and solidifying they return for their next maintenance appointment.
Email campaigns are still effective, but so much email is deleted before it’s read. Is there a better way to engage service customers between in-store visits?
Perhaps it’s time to go where the customers are. As of February 2018, 187 million people are active on Snapchat daily. Yes, your customers are on Snapchat.

What Should You Snapchat?

If it’s something you could email, there’s a good chance you could Snapchat it instead, AND have it opened.
•    Do you have a promotion running on synthetic oil upgrades or there’s a manufacturer sale on air filter replacement? Put it in a Snapchat message.
•    Do you have a really bad case of worn-out brakes in the shop? Snapchat a quick video for your customers on the effect of ignoring brake noise.
•    Your customers want to know how to take care of their car. Perhaps send a Snapchat on how to check the cabin air filter, or how to know when the transmission fluid needs to be changed.
The messages should be concise and valuable, ensuring your customers engage in them time after time.

Get Connected with Customers

The challenge will be establishing a Friends list with as many customers as possible. Unfortunately, you’ve sent them too much junk mail, so you’ll need to prove its worthwhile to connect with you on Snapchat.
It might seem ironic, but an email blast is a great way to connect with a bunch of customers. Then, when your customers are in for a visit, establish a routine requesting a Snapchat connection by either the service advisor or the cashier. You’ll need to ask for at least six months to gain a healthy following on Snapchat.

The moral is this: communicate with your customers where they are. In today’s changing market, that’s Snapchat. 
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Tuesday, February 20, 2018

Are You An Automotive Content Marketer?

What is Automotive Content Marketing?
Sara Callahan of Carter-West PR
Sara Callahan

Car Dealers Have Created Content Marketing Across Every Major Brand, Make and Model

Automotive Content Marketing

Content Marketing has become an Automotive Buzzword Recently
With developing technology and the Internet taking over our lives, PR and marketing terms constantly develop and shift in meaning. So, I thought a little primer on content marketing might be useful!

The classic definition of marketing typically involves activities such as ads, coupons and direct mail pieces, both digital and in traditional media. Add the word “content” in front, however, and things get a little fuzzy for some.

What exactly is content marketing?
                               And, do you need to be involved in it?

We send messages to our customers, clients, and our readers. The messages we relay, regardless of the form it takes, is our content.

Content marketing is using that content to meet a marketing goal.

Perhaps it is the acquisition of potential customers, retention of existing ones, or making more people aware of your brand or products.

You’re probably already doing some of it.
Content marketing includes any piece of content you put out via any platform that does NOT involve direct selling. “Why would I not want to sell directly with ALL my content?” you may be thinking. Because sometimes, your audience is more willing to listen to and interact with you if you’re not shouting, “buy something from me!” in their ear.

Content marketing can include blog articles, social media posts, trade magazine articles, images and anything designed to engage your audience OTHER THAN your traditional advertising and direct marketing efforts.

What are the Benefits of Content Marketing?

  1. It keeps you top-of-mind – Whether you’re a dealership selling to consumers, or a vendor selling to dealerships, not everyone buys immediately. In addition, those customers who did purchase, and your current clients, may be ripe at some point to repurchase. A great content marketing strategy keeps your business, product and services in front of the customer without being intrusive or in-your-face salesy.

  1. It can lead to indirect exposure – Blog and magazine articles are an excellent way to position executives as thought leaders, and your business as a source of helpful content. People like educational material that is relevant to their needs.

    Dealerships can provide information on vehicle service, or how to synch your smartphone with your in-vehicle entertainment system, for example...

    As a vendor you could focus on some key pain points dealers are faced with daily. By providing that material, you can easily get exposure through comments, sharing and just plain curiosity. Perhaps the person reading the blog doesn’t need your product or service right now. By adding them as an audience member, positioning your company as a thought-leader, they could easily consider you first when the need arises.

  1. It drives engagement and builds relationships – Content marketing can increase exposure through engaging the audience with relevant, thought-provoking material. I’m not talking about click-bait or pictures of puppies and kittens, but rather helpful information that is welcomed by and, eventually, looked forward to by the audience. This promotes a sense of relationship and begins the process of trust.

  1. Search engine optimization – Google looks for relevance in content. It crawls sites and includes you in its search results when it finds new content. The more often that new content is added to your website, the more likely you are to appear in a relevant search on the topic, increasing organic exposure to your website. Without content, there would be nothing to optimize for search engines. Every link earned by every marketer points to a piece of content, and the keywords that people type into search engines are an attempt to find that content.

  1. Web site traffic – The more eyeballs you have on your website, the more likely you are to get leads and sales. A good content marketing strategy will push people to view that content on your website which could then lead to further exploration and conversions on your website CTAs.

The Bottom Line Is This

If you create great content that targets potential customers, you can shorten the distance between these customers and your products, increasing the chance that they'll make a purchase later.