Jeff Kershner and I were having a great conversation the other day about why dealers don’t have a blog on their dealership’s website and for the dealers who do, how can they make the blog posts even more effective. We came up with a number of ideas and good shortcuts I wanted to share with the community.
Myth #1: Blogs won’t help my site performance.
Properly constructed blogs can help you incredibly with a number of factors on your site.
Tip #1: The trick is to blog well and blog often. Best practices suggest that 2 properly written blog posts be posted each week and be a minimum of 250-300 words with a good sized quality picture. (don’t forget the alt-text for the picture). We have seen the following metrics increase dramatically when blogs are employed; time on site, page views and an increase in conversions. It really works, but it takes time for it to develop. There is a saying I have heard, “most people stop blogging right before the real magic happens”.
Myth #2: I can just take information from the OEM and publish it to save time.
Don’t cut and paste information on your blog from other sites. You do not want duplicate content from another site anywhere on your site, period. It must be original.
Tip #2: Content for your blog is literally everywhere. Use the OEM site for motivation. Wouldn’t someone want to know that the 2015 make/model has 10 airbags? Or, that there is an an optional panoramic roof to enjoy the skies? You can simply pick 5 features about a car and write a great blog titled, The Top 5 Features of the 2015 (make/model). Then, list them 1-5. You’ll have 250-300 words in no time. Ok, you say I’m not a writer. Fair enough. I have to give Jeff credit for this amazing idea, Invest in a dictation program for your computer. Grab an OEM brochure and read it into the microphone. This content generally is not online and you can write 10 blogs in less than 20 minutes.