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Okay, check it out.

In my last article I wrote about how most dealerships come across a little conceited online, but say that they are a customer-centric organization.

I mentioned that it's alright to talk about yourself, but ONLY in a way that demonstrates maximum benefit to your customers.

Well now I'm going to reveal how to kick your website up a notch and dominate the web, (and your market).

Like I was saying, people don't care about you nearly as much as they care about themselves.

That means that the name of the game is presenting information on your website that people care about.

But how can you produce content and information that EVERYONE will find interesting?

It's more simple than you think.

Unlike traditional media, your website has the power to cover a wide array of topics that address the needs and wants of different customer segments AT THE SAME TIME.

How do you get started? Fhugetaboudit, it's easy peasy. 

1.) Look at your current customer portfolio and identify the variety of customer segments that you already serve.

These could include Seniors, Young Families, Bachelors, Bachelorettes, College Students, Union Workers, Military/Veterans etc.

2.) Create a list of topics that those various segments would find interest. Use logic and common sense. 

What I mean by that is this:

If you want to create content topics geared toward Seniors, think about the things that they are interested in. 

a.) Vehicles that are easy to get in and out of (maybe just had a knee surgery or something)

b.) Vehicles that can tow a travel trailer

c.) Vehicles with a little more luxury (they're done raising children and have a little more money to keep for themselves etc.)

Do you see where I'm going with this?

Once you've identified the topics for each segment do this:

3.) Identify the objectives for each piece of content that you want to create.

If it's a video, figure out what the call-to-action will be so that you can track the effectiveness of it.

If it's a blog, think of the path you want that customer segment to take and what action you want them to complete.

Here's why this is important:

Everyday, millions of automotive shoppers around the globe go online to find information that addresses their concerns or answers their questions.

Right now, there aren't really any dealer websites that provide the content that automotive consumers are looking for.

You're giving the OEMs and other third party websites the power to scoop up qualified vehicle shoppers and distribute them how they please. Most of the time, to your competitors.

By segmenting your content, you're empowered to reach various people with the topics that they care most about. 

In my next article, I'm going to reveal why this strategy works so extremely well and why you HAVE to start doing it.

Want help identifying your customer segments? Send me a friend request and we can set up a time to get connected.

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Comments

  • I tend to be easily confused so it most likely won't be the last time.
  • Thanks for reading, Seth! Sorry for tricking you...
  • Just realized this is from May, your twitter feed tricked me. I'll dig through the archives for your other posts.
  • Thank you for pointing out this common sense approach Michael. Looking forward to future posts about this from you.
  • Thank you Diane. I appreciate you reading!

  • Thanks Michael. I appreciate your feedback.

  • Thanks for reading Richard. I have a whole series that I am going to be posting on this topic and will get deeper with each article on how to attract the RIGHT audience to the pages on your site. Stay tuned!

  • Relevant and timely!

  • Excellent Post Sean....having content that is timely and targeted is always better than a shotgun approach.

  • I like where you are going with this.  What is the strategy to get the right audience to your page?  

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