I’ve been noticing a small buzz here lately around dealers and blogging, or their lack of.
Omuoto over at vFlyer wrote an article "Auto Dealer Blogs Where Art Thou?". The article was pointing out the lack of Automotive Dealers blogging, especially when compared to the Real Estate business.
"While the number of Real Estate blogs continues to grow, auto dealers are simply not making it to the blogosphere".
If you read the comments, you will see I shared 5 reasons why car dealers do not blog:
- Most dealers don’t even know what a blog is.
- Most dealerships still don’t view the Internet as an integral part of their business.
- Most dealers usually do not have right personnel on staff for consistent postings.
- Blogs will not sell you a car this month (that would be the perception).
- Blogs are too much work for most dealers; dealers have enough problems just keeping up with their website.
Then I stumbled across this article "New Kids on the Blog" in Wards Dealer Business. A quote from the article reads;
"The question is should you consider blogging, not why don’t you," – Brian Epro, director-Automotive Services Group for iMakeNews.
I totally agree with Brian. Blogging is not for everyone or every dealer and if a dealer does consider to blog, what exactly are they looking to get out of out? In the world of blogs and websites, it is said that content is king. What content does a dealer include in their blog and how do they stay consistent with it?
Consistency could be the key word here. I started a
Mercedes Dealer blog several months ago and I have yet been consistent with my postings. I know what I want to do and where I want to go with it (mostly for SEO purposes) but at the end of the day, it’s not a top priority and I don’t always have the time to keep up with it.
There are a few companies trying to make a go out of providing blogging services for dealers. Could outsourcing your blog efforts be the way to go? I’m not sure if I agree with this. Being a blogger myself, I know a blog has to have "a voice" and if you outsource your blog postings, I think it could become very stale to the reader. Not to mention, with time, I have no doubt these companies will eventually duplicate information across blogs as filler posting and this could have eventually have a negative impact for SEO.
Then you have to ask..how much time and money should a dealer place into having a blog? Will consumers actually take the time to read it or are they just looking for your inventory? But then on the reverse, a blog could help build with branding and your message to your consumers.
I’m not sure where I stand on this subject and it sounds as if even Brian Epro questions dealers joining the blogosphere.
"Do I think consumers will be actively looking up blogs from their dealer website?" he asks. "I’m not too sure. Blogging that helps with search-engine optimization is good. Blogging for the sake of the sake of blogging – I tend to question whether it has any validity to the dealership."