Archives For November 2011

All Automotive Marketers Are Publishers; Learn How To Do It Well!

If you sell cars, then you need to either become a great story teller, or figure out how to survive by selling at the cheapest price!

If you are going to be a Publisher (story teller), then you should learn how to do it well.

In 1999 I was using “Geocities” to create web pages with instructions and files for downloading that were designed to assist dealers, as well as myself and the consultants I worked with to set up Internet Sales processes and lead management follow-up activities… As part of making my Geocities publishing efforts effective, I would write and publish “Best Practice” examples… Stories about how the tools I was providing were being used in various dealerships to sell more cars.

A few years later, in 2005 I started using various blogging website platforms to create “Microsites” that were used to publish stories and images about vehicle models, customers, people I worked with, how financing and leasing works and anything else I could think of that might be of interest to people I wanted to connect with in my business activities… Which were primarily selling cars and trucks to people.  I never really thought of it at the time, but over that siz year period, I became an avid story teller that published my stuff (content) to the web using a variety of publishing platforms.

 

Now, I would love to say there was a method to my madness, but the truth is that during that development period, from 1999 to 2005 I would use just about ANYTHING I could find that would let me create and publish my stuff… Geocities, Tripod, MySpace, Blogger, WordPress, and anything I could leverage to publish a good story, and hopefully insert some photos while creating links to my eCommerce sites, including inventory, specials pages, etc.

 

For many of us who have been at this for awhile (selling cars using the web) it may be useful to remember and consider that a mere five years ago Twitter was just coming into existence (three months old), while Facebook had only just started accepting non-student member profiles. Neither of these social media upstarts had any type of revenue producing business model.  Heck, Digg was considered the dominant social news service, and the real monster of social media in 2006 was MySpace, which became immensely popular with hundreds of millions of people.

 

Source: Automotive Digital Marketing Professional Community.

This image serves as an effective Social Media Marketing Hub and Spoke Infographic and illustration f how the strategy works.