Dealership Employees Blogging in the Land of Unicorns and Rainbows

[Alex Snyder (blog)]

If you're a writer, you'll write a lot.  You'll take the time to improve and adapt to new methods (SEO writing for example).  If you're not a writer you're not going to pick up a pen nor peck on a keyboard.  
 
The vast majority of dealership employees are not writers.  I have found that most are scared to communicate with another human being in any other way than in person.  Pasch mentioned dealers struggling with updating specials pages, about us page, etc...  I'd just be happy if we could get them to send a meaningful email or pick up the damn phone! 
 
Jeff - great article.  You're spot on with the idea of hiring an outside agency.  It is a great way to get over the blogging hump and then transition into using something in-house.  hmmmm......I think a know a blogging dealership who did that

 

[Alex Snyder (blog)]

And thanks for finally getting the unicorn with the rainbow.  That is a worthy image.

 

[Jeff Kershner]

 @tuneyfish  No - "4 Ways Your Staff Can Contribute To Your Dealerships Blog"   is the optimized title. The 4 ways for your dealers employes to help contribute content is something all dealer employees should be and can be doing with little to no difficulty. 
 
If it's going to take editing, then just hire someone to get it done from beginning to end. Waiting around for your employees to contribute to your blog or even your dealers newsletter on a monthly basis isn't going to happen 99% of the time. Some dealers might have that one or two individuals that are willing to help contribute some raw data. If you're lucky.

 

[Jeff Kershner]

 @VelocitySales  you said "Jeff it sounds like you want to set up yet another silo within the dealership." Not at all. Content marketing is for the marketing department. Sales people are not being paid to market for the dealership as a whole. Siloing the "internet department" isn't the same as outsourcing your content marketing / blogging. I'm not viewing the writing of articles for your dealers blog as something we do for the "interent". It's marketing - no matter the channel. 
 
As I pointed out, I'm not saying they can't be involved on some level but writing content isn't one of them. As I explain in my article - keep it simple.
 
Photos of happy customers beside their new car.
Positive reviews from sales and service customers.
Video testimonials from service and service customers
Walk around videos
 
If you would like your marketing department (outsourced or internal) to have a relationship with some key individuals at the dealer to help gather and structure content, then have it. But as soon as you ask these individuals for pen to paper - forget it! 
 
My main point here - it's a waste of time and resources to try and orchestrate a content / blogging strategy around your sales and service staff. I'm telling you to save your time and energy and find another way of getting it done.  
 
 

 

[Jeff Kershner]

 @tuneyfish It sure is - but don't expect your sales and service employees to write about it. 

 

[Jeff Kershner]

 @alex Snyder You're very welcome. I know how much you like unicorns. 

 

[dealerrefresh (blog)]

@EleyDuke thanks Eley. Unless you've "been there and done that" it's hard to understand. You know what I'm talking about.

 

[EleyDuke]

@Dealerrefresh oh yes, I know all too well. Service doesn't have time, sales people, LOL! Better off having 1 person do it= better control!

 

[Tom Kelly]

Jeff, Good post...Stealing time from day jobs without compensation does not work with social...dealership employees will only do well what they are paid to do. Finding an employee who is able to walk the line, keep good content flowing and interacting with the public without stepping into a pile would be rare in my opinion...I agree totally with you, it is a hired position.

 

[BradleyAchard]

Microsoft has been giving their boots-on-the-ground employees blogs for more than 10 years and they've pumped out millions of pages of additional useful content while also answering questions and comments posed by the public. There are no additional compensation incentives, this is all done because they're passionate about their work. (blogs.msdn.com)
 
While the culture among vehicle salespeople and dealerships may not allow for this, I just wanted to take a moment to point out that other businesses in other industries have had employees blogging to great effect. In 5 or 10 years, I wouldn't put it out of the question that a lot experiments with HR and includes written communication as a hiring requirement in an effort to change the culture gradually to where this sort of thing is common.