How to Create Tailor-Made Content For Your Dealership (Part One)

| Posted on | Content Management, Just The Tip

I’m here to talk to you about your content.

Now, previously we have talked about making content to build your authority, tips for improving your content, and even types of content that your website needs. Today we are going to focus on refining your content into something people actually want to read and interact with, starting with determining your audience.

Now, I know what you might be thinking. “My audience is anyone who I can sell a car to.” While this is a great starting point, I’m afraid your content needs to go a little deeper than that. It should be more targeted.

Luckily, finding your target audience can be easy, especially for automotive dealers.

When considering what kind of content you are going to write, ask yourself these three questions:

  • What are you selling?
  • Who is going to buy what you’re selling?
  • What is your buyer looking for?

These three easy questions can help you narrow down your content to reach the people who are actually interested in buying what you are selling.

What are you selling?

This may seem like an obvious question, after all, you know what products you have to sell, but bear with me.

Does your dealership focus on selling luxury models? Performance vehicles? Environmentally friendly EVs? Family rides and commuters? How about work trucks?

Chances are, your dealership has a vast combination of these things, which is why when you create content you need to narrow your focus.

What you are focusing on selling matters because that is how you will answer question two:

Who is going to buy what you are selling? (aka who is your target)

Your target demographic is who you are writing for. The person looking for a Ford F-350 for construction work is not the same kind of buyer who is looking for an environmentally friendly Prius and they are not the same buyer as someone looking for a Cadillac Escalade.

Someone with a lot of money to spend is not the same as the broke college student who just needs an A to B car.

This leads us into the last question:

What is your buyer looking for?

You need to look at who you are selling to and what they will find important.
– The buyer of the F-350 wants to know about the payload and towing capacities.
– The buyer of the Prius cares about the fuel economy and safety features.
– The buyer of the Cadillac Escalade wants to know about all of the luxury interior features and upgraded technology.

You can also reverse this, who is buying and what can you sell them?
– The broke college student needs something affordable or used.
– The person with a huge budget wants all of the extra features and upgrades (or at least you want to convince them that’s what they want).
–  thrill seeker wants an adventurous ride like the Wrangler or a sports car like the Camaro.
– The contractor wants a reliable truck with good towing capabilities.

Once you have answered these three questions, it becomes easy to create focused, targeted content that will have a better chance of reaching the person who is going to connect with your product. Once you gain that connection, the sales will follow.

And that’s what this is all about. Finding your target audience and crafting content that appeals to that audience is the easiest way to make a sale, because your readers are already interested in what you have to say.

However, finding your audience is just the first step to creating tailored content for your buyers.

How do you continue to refine your content and make it something that will lead to sales? Well, you’ll have to join us next week to find out.

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