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Dealership Employees Blogging in the Land of Unicorns and Rainbows

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#23
Jeff, couldn't agree more. Having just left the automotive retail world after 20 years, I can emphatically state that this is not going to happen anytime soon. The fact that companies that blog get 55% more web traffic and 70% more leads doesn't track with decision makers when it comes to producing compelling consistent well optimized writing. At least not when it comes to paying a dedicated employee and FICA, FUDA, SUDA, benefits, ad nauseum...
 
While I haven't found an abundance of companies that provide high quality content writing, we do exist. Outsourcing works when companies provide quality through passion.
 
Sorry Kathi, I too enjoy most of your stuff as well!
 
#24
As an SEM/SEO consultant/internet manager for a major car leasing website, I must admit that I am asked to put testimonials on our website pages. This is not a believable forum that I would think our customers would trust in the least. 
Unfortunately, if I am to entertain the thought of even mentioning a social media blog, the owner would throw whatever was close to him at me.
At least people trust other previous customers comments socially, that is if they bothered to check.
 
I agree, it's going to take years more before dealership mentality changes in this regard. Oh well....
 
 
#26
There are lots of reasons (excuses) why we CAN'T do something, rarely are they anything more than a lack of will. I'd submit that the reason here, is top management doesn't see / understand the value of the thing. Much like some still don't understand the value of the Internet in general.
 
Socialmediaexplorer.com has a great post today entitled; How to Get Content Marketing "Buy-In". It looks at some concrete, actionable ideas to get buy-in.
 

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www.socialmediaexplorer.com
 
#27
This is a great post. It is obvious that consumers are hungry for more information. They constantly google "how to buy a car at the best price" and similar terms. The problem is many of the people providing the info are not dealership personnel. For example, a Kia dealership should be blogging about what to bring in to take advantage of the competitive bonus. If dealerships stepped up and began to provide information openly on blogs/Facebook, a trust begins to be established that breaks down initial barriers that occur on the lot. The dealership should have a sole person doing this. This person should market the dealerships personality, and not try to sell cars. That is why your average car salesman can't and won't participate in this, because it is hard to turn off the switch of selling the car.
 
#28
 @dealerrefresh  I love that video.  
 
I think it's exactly what may happen if you push your people to blog, so definitely, outsource it, but use the agency as the extraction team to get the right stuff on the blog.  That ensures authenticity and accuracy in what people will expect when they visit in person.
 
For example, Barry loves selling MB and I thought the detail about being able to put a MB next to a BMW and educate the customer about the differences could be an interesting content strategy.  
 
 
#29
I read this article the other day and Kathi does have valid points as she always does.  I will agree with you Jeff that it is reaching for the stars.  It would be difficult to have a manager or salesperson contribute consistently on a weekly basis.  We do have an outside source a local writer do our blog and does a great job with it.  We do all brainstorm the ideas that are to be written about.  
 
As far as doing it in house, it is possible. I will say that Jeff Cryder and the Lebanon Ford store do an outstanding job in doing in on site with employees there at the store.   
 
#30
Almost anything is possible... That doesn't make it a good idea. If it isn't duplicatable, then it isn't a business model. Jeff is amazing. What happens if Jeff get's hit by a bus? Now I know his very small family store happens to have great culture that comes from a very engaged owner. 
 
But what about a dealer group of 7 stores where no one has ever met the dealer principal? What about stores that are run via committee who never engage with customers? 
 
The car business is too diverse for this to be a sustainable business model. It falls on vendors to provide service alongside great products.
 
Something I wrote about after being inspired by this post. See that here: Automotive Digital Marketing for Car Dealers: SEO, PPC, AI and Growth
 

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