In the context of your dealership’s content marketing plan, keeping a pulse on what’s written in the big data stars can help you to keep your strategy in check, make sure that you’re maximizing customer engagement and reach, and ultimately help you to sell more cars.
Let’s take a closer look at how you should be using big data to support your dealership’s content marketing strategy.
You need content marketing
Next to a home, buying a car is one of the biggest investments that your customers will make in their lifetimes. And in today’s digital-driven realm, they’re going online to do their research.
How much research? A Cars.com study on digital’s influence on automotive shopping behavior found that although the average car shopper is swayed by six to seven information sources, that person relies on one or two at the most to make a decision. The resources shoppers consider most influential, helpful, and trustworthy are the ones that get the sale.
By providing your website’s visitors with the educational content they want and need at each stage of their car research, content marketing works to create touch points with your customers-to-be. This allows them to build trust in your dealership as a thought leader in the automotive space.
Take big data with a grain of salt
Big data can be summed up as: The industry-wide developments in consumer behavior that are going well right now.
What will work for one industry won’t necessarily work for another, and sometimes it can seem like big data scientists are getting carried away with their numbers. What’s realistic for your dealership may land far outside big data’s mark. Because of this, no matter what industry you’re in, big data shouldn’t be the be-all, end-all to your marketing strategy moves.
Instead, view big data as important, but don’t let it cloud your own judgment. It’s important to maintain perspective when major industry developments hit by applying your own data intuition.
Your digital marketing agency should provide you with steadfast monthly recommendations—a sound historical data foundation of its own firsthand knowledge of best practices that will work the best for dealerships like yours. Take this information and apply it in the scope of your dealership’s performance and goals, and keep big data sitting quietly in the background as a supporting information source.
Review your strategy often
Year after year, automakers refine and redesign models to keep up with consumer demand and advancements in technology. The same should be true of your content marketing strategy.
Each month, take a look at what content performs best, what pages on your website your buyers frequent the most, and what keywords they’re searching to help you create your strategy for the next month.
In day-to-day and big-picture strategy, big data is a tool that can be called on for strategy tweaks and changes.
You can’t expect your marketing strategy to reach its full potential without paying attention to its performance. Tune in to how these programs are performing, both month to month and year to year, and you’ll be able to see what areas are leading the pack, and which could use improvement.
Now is the time to gear up for next year, get reports on your marketing performance from all sources, and see how you can use your own data to make strategy changes moving forward.
|Marketing strategy temperature check|
|Do you see reports on a monthly basis that show results from your marketing agency’s efforts? If not, you should. You should also be kept in the loop about what actions come out of reviewing each area’s performance (SEO, PPC, and social). It’s up to your agency to actively apply its expertise in order to change direction, or press on and further embrace areas of opportunity.|
Content marketing: More than big data
More and more dealerships are realizing that their websites need a robust content marketing strategy. Finding the right marketing partner that’s forged its own knowledge base and proven its expertise is key.
In the scope of connecting with your customers and selling more cars, data of all sizes comes into account: big data, your data, and your goals. It takes all three working together to shape a comprehensive content marketing program that yields real results, a busier showroom floor, and more cars sold.
Jenny Prikockis is an inbound marketing copywriter at Stream Companies, a fully integrated ad agency located in Malvern, Pennsylvania, that specializes in driving customer engagement through content. When she’s not writing, you can find her exploring southeastern Pennsylvania’s hiking spots or trying new recipes she finds on Pinterest.
Latest posts by Jenny Prikockis
- How to Support Your Content Marketing Strategy With Big Data - October 11, 2016