consumers

One Isn’t Always the Loneliest Number That You’ll Ever See

by Tim James

In determining the effectiveness of video marketing, perhaps the metric most used is views – How many views did this video get? In fact, in a recent study by Yahoo-owned video platform Brightroll, 31 percent of polling respondents from over 70 ad agencies in the UK, placed completed views as the most important metric, followed by brand lift (28 percent) and a four-way tie between inventory quality, conversion, click-thru-rate and sales impact, which all came in at 8 percent. Hold on a minute. Does this mean that these marketers care about video views almost four times more than sales?

In video marketing, too much focus can be placed on how many people saw a video when, in fact, what matters is did someone watch the video and then buy the car. Yes, it’s important to have your videos on every touchpoint a buyer may visit in the purchasing process. It’s also important that your video is engaging enough that that individual watches it and decides that YOUR car is the one they want, versus the many others they may encounter. But make no mistake, car buying is an individual journey.

Our world is so noisy today that consumers go out of their way to be alone. Don’t believe me? Try to visit mostexclusivewebsite.com then come back to this blog. I dare you.

It didn’t take long for you to come back, did it? You know why? That website only allows a single visitor on its servers and then only for 60 seconds at a time. Once a person gains access, they can then leave a short message on the site to prove that they were there. Sounds kind of silly, right? I mean, why would someone visit that site? The fact is that so many people are trying to access the site that it cannot keep its servers up. According to the Washington Post more than 300,000 people have tried to access the website while only 55,000 have been successful.

People crave individual experiences. They want to feel special. Creating relevant and engaging video content can accomplish that. It can warm the customer up to your dealership as they make their way along whatever path they’ve chosen. On high funnel touchpoints, you want customers to find videos about your dealership’s value propositions and why they should consider purchasing from you, service and sales overviews, along with customer testimonials. These will start making an impression on your customer and plant a seed that you are the “good guys” and that they can trust you. As they move further down the funnel, they’ll be watching your inventory videos while searching for a vehicle. Once they are low funnel shoppers, that’s when you want to treat them like they are the only lead, the only customer, and the most important person in the world, by serving up personalized lead responses, vehicle walk arounds and appointment confirmation videos.  Video also gives you the ability to serve up custom content via your video players, throughout the entire buying cycle and specific to an individual shopper’s behavior and viewing pattern.  This makes the overall experience even more relevant and more personal to each shopper.

Stop thinking of video marketing as a numbers game. There is only one number that matters –and that is the customer that is watching your video… right… now.

Live Video Walkarounds: Are they Worth the Effort?

by Tim James

While most forms of digital marketing offer some value to dealers, the one constant has – and always will be – the better your inventory merchandising, the higher your sales.

In the digital world, your merchandising takes place on your VDP Pages, making your VDP Pages one of (if not “the”) most valuable pieces of digital real estate that you have today. The goal of the merchandising on your VDP Pages is to get a consumer emotionally attached to the vehicle, to take “mental ownership.” Or, at a minimum, to generate enough interest that the shopper will come to your store and take a test drive. If you can’t obtain one of these goals, then you hope that your presentation of the vehicle at least had a large enough impact on the shopper that they will remember one of your vehicles as they continue their shopping and bounce from site to site.

This is why you invest the time and/or money into your current digital marketing strategy: You have a website that gets good traffic and that has good flow to the Vehicle Details Pages (VDPs); pay 3rd parties for VDPs on their sites; have high quality photos for each vehicle on its VDP; use a good quality vehicle description for each vehicle; and even have all kinds of “conversion widgets” and such on your VDP Pages. You know how important your VDP Pages are. And you currently invest a lot of time and money into your efforts to have the “best” presentation of your vehicles as possible on those VDPs.

Now, up to this point, I haven’t told you anything that you don’t already know. But let’s consider this:

• People retain 20% of what they hear, 30% of what they see, and an amazing 70% of what they see & hear combined. This means that a shopper is at least 40% more likely to form an emotional attachment and remember “your” inventory if they are able to watch videos of the vehicles on your VDPs.

• More than 85% of today’s consumer’s say that they prefer product video over photos and a text based product description. Shoppers are significantly more likely to spend a greater amount of time on your VDPs — and more likely to return to YOUR website at a future time — if they know that they can receive their content the in the form in which they desire to receive it…video.

• Live Inventory Videos average 600% more engagement than stitched photo videos. This means that having a stitched photo video is better than not having a video at all; however, you will receive a significant boost in engagement if you are utilizing live inventory videos. This IS the best presentation of your vehicles (merchandising) possible for your VDPs.

The actual process of shooting a live inventory video only takes around 2 to 5 minutes per vehicle. Yes, it may take you a little longer in the beginning, when you first start shooting the videos, and before you are comfortable with the process. But, after you’ve shot a few, you should easily be able to get your process down to the 2 to 5 minute range. The actual process of shooting a live video is hardly an overwhelming investment of time, especially when considering the engagement and conversion benefits.

What DOES take time is everything else. You have to manually upload the video to a “host” (or multiple hosts), rename every file as you upload it, and then manually process the video URL to each location that you would like for the video to play. I’m sure there are plenty of you reading this who remember the days that this same “time consuming” process was at one time true for your photos. Shooting the photos was the easy part, but to get your photos to all of the various digital touch-points, you had to manually rename them and upload them touch-point by touch-point. Instead, many dealerships would either choose to not keep their photos current on the various digital touch-points, to outsource the photo process to a 3rd party, or would hire an in-house staff to do nothing but shoot and upload photos all day. As time progressed, and as dealerships started to realize how important the photos were to the merchandising process, more and more started investing in technology that made the upload and distribution process fast and easy. They still had to have someone shoot their photos, but that’s all they had to do and technology took care of the rest.

The great news is that this same technology now exists for your videos. All someone has to do is shoot the video (2 to 5 minutes) and technology will automatically name, upload, and distribute the videos for you (and often in real-time). In fact, you can even have your photographer shoot the video for you at the same time they are shooting their photos. And if you aren’t comfortable with your photographer talking about the vehicles while shooting the videos, then technology can even automatically add the audio layer to the video as it is being automatically uploaded. And you could even have one of your Sales or BDC Team members (from the comfort of their own office) re-record the audio layer of the video and instantly replace the automated audio layer on all of the digital touch-points (in real-time), if so desired. No more wind or highway noises, no airplanes flying overhead, and no worrying about the weather.

Even greater news is that these same videos can then also be utilized by your sales team and/or BDC team for personalized walkaround videos for lead responses. Instead of the time consuming, over and over process of shooting one video that would be seen by one person, of checking out the keys, finding the vehicle on the lot (in the heat, cold, rain, snow), pulling the vehicle out of the line, shooting the video, parking the vehicle, walking back inside, checking in the keys, uploading the video to a “host”, grabbing the URL and sending the video URL out in an email…the sales or BDC team member can now simply pull up the existing video (being used on the VDPs), re-record a personalized message as the audio, add background music (if desired), click save, and email out…all in less time than it takes to check out the keys and find the vehicle on the lot.

We used to find all kinds of excuses for why we didn’t keep our VDPs (across all of the digital touch-points) updated each day with 25, 35, 55+ photos. Excuses ranged from “it’s too much work” to “it costs too much money (if outsourced).” And I’m sure you can find plenty of new excuses as to why you aren’t shooting live videos for your VDPs and using walkaround videos for your lead responses…but the fact is that “it’s too much work,” is no longer a valid excuse, especially when you consider the impact that it will have on your sales.

Consumers Like Video So Much They’re Paying More To Watch It

by Tim James

Video, and especially mobile video, is fast becoming the media of choice for consumers of all ages. From the cable-free movie, to online streaming services, to the latest and greatest phone apps storming the scene, we are all consuming data at a record pace. According to a white paper by Cisco, mobile data has increased in size nearly 30 times since the year 2000. And mobile video accounts for 55 percent of all data traffic.

Today, consumers are increasing data plans with their cellular phone companies so as to consume more video – and they’re doing so willingly — according to a recent article on Mashable. The article reports the massive growth of the mobile live-streaming app, Meerkat. With Twitter entering the live-streaming market Monday via their recent acquisition of Periscope, smartphone users are finding more ways to share video with each other than ever before. In fact, in less than 24 hours, Periscope broke into the top 50 apps on the iTunes app store illustrating the remarkable demand for video content. And, according to the article, “wireless carriers have invested more the $1 trillion in the last few years to build out networks capable of serving massive amounts of data and high speeds.”

And as far as video itself — Almost every major social media application has integrated video into their platforms. Why? Because that’s what their users want. Videos are given more organic reach on Facebook. Platforms are opening up their APIs to allow for video embedding. User-generated video content is exploding. And consumers have made it very clear that they like video content so much that they are willing to increase their cellular phone budgets so as to consume more of it. If this is the case, then why not market to them in their format of choice?

Back in the day, most people read physical newspapers and watched local television… and that’s where car dealers advertised. For lack of subscribers, newspapers moved online, or went out of business. And then, as streaming video services became a more popular (and less expensive) alternative, people started ditching cable.

None of us knows what the future will bring. Change will come, but we don’t know what or when. All we do know for certain is that right now… video is where consumers have placed their attention. And not just video, but especially in mobile format. If only for that single reason, that’s the content car dealers should be producing. Take a look at your marketing and see how you can improve on your video content. It would also be wise to ensure that your web content and any video is mobile ready, so this new generation of consumers can access and even share your content.

Personalized Video on Bottles of Beer?

by Brian Cox

While QR codes haven’t exactly gone mainstream for a variety of reasons, one company has found a creative way to use them. Argentinian beer company, Andes, has started incorporating unique QR codes onto its bottles that allow buyers to record video messages through an app. They can then pass along the message to whomever they wish, simply by giving them the bottle.

 

 

QR codes are simple and easy to make. In fact, you can generate one online for free. The reason they may not have caught on is because the user needs to download an app to scan them with. If and when cell phone companies integrate this scanning capability into the native operating system, they could easily become more useful and popular.

However, this new video capability adds a whole new level of creativity. Businesses could use this in many creative ways to better connect with customers. As an example, car dealerships typically attach branded keychains to the keys of a vehicle before delivering the car to the customer. Oftentimes, those keychains get discarded when the customer finds a personalized keychain more to their liking. Imagine, however, if the dealership’s keychain happened to have a video message via a QR code printed onto the keychain. It could offer something such as instructions and information on available manufacturer vehicle roadside assistance for new or CPO vehicle sales. The consumer may find value in keeping the keychain in the event of emergencies. This then increases the exposure and life of the keychain itself for the dealer. Or perhaps the dealer principal could record “Thank you” messages to every customer that purchases a vehicle. Salespeople could record video messages with their contact information and, perhaps, a referral offer.

Video marketing for dealers seems to have been pigeonholed into inventory marketing and branding. The point is that video can be used in many creative ways to offer value to, connect with and stay top-of-mind with your customers. I guarantee that the customer stuck on the side of the road in need of assistance would appreciate the ease with which they could use the QR code video to access information to get help.

If you get more creative incorporating brand, product and personalized messaging into your video marketing, consumers will pay more attention to them. While QR codes and this new form of video may not end up taking off, there will always be ways in which to distribute videos conveniently. Be creative. Think outside the box. Don’t limit your video marketing to just inventory. Generate video content that will continue to offer value to a consumer beyond a transaction. You will find consumers appreciate your efforts and thereby reap the benefits.

Using Emotions To Excite Customers: Honda’s Brilliant Holiday Marketing

by Tim James

To promote their brand this holiday season, Honda is pulling out all of the stops by incorporating just about every feeling and sentiment it can into a series of commercials featuring toys. Consider their “Happy Honda Days” commercials that published around Thanksgiving. Every one of them featured a toy covering many demographics – including He-Man & Skeletor, Stretch Armstrong, Strawberry Shortcake, G.I. Joe, Jem and even Little People. These commercials were designed to evoke a feeling of excitement and nostalgia that, they hoped, would then be associated with Honda vehicle — and Honda isn’t afraid to tell consumers that is exactly what they’re up to.

Take a look at this commercial featuring He-Man’s arch enemy, Skeletor, which begins:

Salutations. It’s me Skeletor. Remember the exultation you felt when you got me for the holidays? Well, feel that again with a new Honda CR-V…”

Or this commercial featuring another popular toy from the past, Stretch Armstrong:

Hey, I’m Stretch Armstrong. Remember how pumped you were when you got me for the holidays? You tried to pull my arms off. Didn’t happen. Well, feel that excited again with a new Honda Accord…”

That’s about as in your face as you can get, folks.

Honda’s December holiday campaign features a series of videos titled “Toy Tunes,” which up the ante by adding in popular (and created) holiday songs sung by some of those same nostalgic characters from our past. This is all tied in with a contest that awards several charities $50,000 for the most watched video – the Urban Little League Initiative, the Children’s Hospital of Orange County and the Pediatric Brain Tumor Foundation.

Honda’s marketing team has produced clever film and video content for quite some time now, including the Honda “Hands” and “Illusions” commercials that won big in the 2013 Automobile Advertising of the Year Awards, presented at the Detroit Auto Show last January. They know what they’re doing.

Building an emotional connection with your customer – whether that’s excitement, nostalgia, charity or simply a “feel good” type video – creates a connection in the customer’s mind – even if they aren’t aware of it.

So take notes from Honda’s marketing playbook when considering your marketing strategy. Emotions sell — and that’s exactly what you want to do.

Can Anybody Find Me Somebody To Love?

By Tim James

That classic line from the song “Somebody to Love” by legendary band, Queen epitomizes the destination for consumers and the goal of all salespeople. There’s not a doubt in my mind that you’ve heard the phrase “People buy from people they like.” In the past, a consumer had to come into a dealership to start the car shopping process. This is where the important skill of “building rapport” came into play for salespeople. Great salespeople learned quickly how to find common interests and develop relationships with their clients, while assisting them to find the right vehicle.

Fast forward to today. Consumers now have the option of car shopping anonymously. Dealership Internet and BDC departments are inundated with leads arriving from countless sources. Consumers chose to share some or all of their information after narrowing down their online research. They’ve engaged with you to some degree and have given you the opportunity to earn their business. You must remember, however, that to the consumer, you are only a car dealership. Chances are also good that you are not the only car dealership who they (or a third party) has given this opportunity to. All dealerships have auto-responders and the standard “Why Buy From Us” email templates are sent to leads pretty quickly. Because the consumer is inundated with these templates, they are meaningless.

The fact is that people buy from people they like. So, how do you make that emotional connection with a lead? It’s certainly not through e-mail templates.

Consumers like to be treated as if they are special. They can smell an e-mail template before it even hits their in-box. While it’s fine to tell your dealership’s story, don’t forget the importance of building rapport — it will go a long way towards winning the sale.

Highly successful dealers have started sending out individualized “Why Buy From Me” type videos in their e-mails. These videos are personalized to each and every customer. These are not just a homogenized blanket “one size fits all” type of message. The reason this works is because of a very simple concept known to salespeople. By saying someone’s name, you recognize them as a person… and individual. No longer is your video message “My name is Tim. And I would like to earn your business… Mr. Blank.”

Instead the message is directed to the individual as … “My name is Tim and I want to earn YOUR business, Mr. Smith.” — That’s a very different message.

What do you do if you see someone you know walking nearby, but out of reach? You yell out their name! Why? Because it gets their attention! And that’s exactly what personalized video responses accomplish.

The bottom line is that the possible touch points on the consumer’s online car shopping path are increasing at an incredibly rapid pace, almost daily. It is becoming more and more difficult to stand out and claim a customer’s attention. This very simple technique can make your interactions more personal and help to gain the customer’s attention. I am sure you will find that more people appreciate, respond and give you the opportunity to earn their business.

After all, we all simply want to find somebody to love. Make sure that somebody is you.

Car Shopping: The Dating Game

by Tim James

For many car owners, their vehicles become an extension of their lives, a partner, and something that they have a true emotional bond with. In most places, cars are necessary to life. We use them to get to work, visit friends and family and take our kids to football practice. According to an article on the Tempo blog, a study done by Harvard Health Watch found that, on average, a person spends 37,935 hours driving during a lifetime – over 4 years of their lives. It’s no wonder that consumers build an emotional connection with their vehicles.

A time will come for nearly every consumer when a new vehicle is necessary. Perhaps because of an expanding family, an accident, or the fact that the age and condition of a current vehicle necessitates it. These can be emotional times for people, and can be an important thing for us to consider in the buying process — the fact that some consumers have emotional attachments to their current vehicle and are looking for their next “partner,” if you will.

Brands lure consumers to their vehicles with original content designed to generate interest in their make. It is then your job to take that and transition it to interest in a specific vehicle. Think of it like speed dating. The car lots of the world are now represented online with every dealership of every make representing potential suitors. However, few do a good job of representing their potential “dates.” The consumer wades through countless profiles and descriptions trying to find their next “partner.” The process becomes frustrating as the consumer’s search narrow in, become more specific, yet they are met with numerous profiles that all virtually look the same. You have the same 35 to 50 photos as everyone else, the same list of features, and the same buttons with the same calls to action as everyone else. Why should the shopper choose you?

The point is that successful dealers make it as easy as possible for a car shopper to start the love connection with THEIR car by telling the vehicle’s story through images, narratives descriptions and, most importantly, a good unique video.

But that’s not all. Let’s take the dating analogy again — Perhaps match.com isn’t the ideal place for you to meet that next special someone. It’s certainly not the only dating site in existence. To position your dealership’s inventory to have the best chance of success, you need to make sure that you are on as many dating sites as possible. Ensuring that your car has the best chance of getting chosen involves developing a strategy that reaches the right shopper on the right touch-point at the right time in their buying cycle. With the right strategy, you will appeal to the fundamental emotional relationship that most shoppers are searching for (it’s not just a car to them) and successfully match more shoppers with their next “partner” than you will by simply trying to motivate the shopper with “price”.

Why Video Is Important For Your Marketing Strategy

by Brian Cox

When businesses ponder how to increase their presence on search engines, they typically turn to SEO strategies. Content marketing has always been a large part of any SEO strategy. It’s a given that the more fresh, relevant and unique content you produce, the better chance your online properties will have of showing in search engine results. According to an article by Search Engine Land, in the past, when considering an SEO plan, the primary type of content marketers thought of was text. As consumer behavior changes, however, visual content is becoming increasingly important.

According to the article, a Google study that tracked consumers’ points of influence on their path to purchase, found that 64 percent of consumers were influenced by video they saw on YouTube – 2/3 of which were “how-to” and “product visualization” type video. These videos match the content type that auto dealers use. In fact, according to the study, 60 percent of consumers reported that online digital marketing factored into their path to purchase. And a recent article in the Wall Street Journal reported that experts are now advising marketers to move 10% to 25% of TV ad dollars to online video.

Today’s vehicle shoppers have many decisions to make along the path to purchase. A consumer who visits an online shopping portal will typically be presented with a list of vehicles that meet their criteria in order of price, lowest to highest. They will then start filtering out vehicles from those results based on such things as mileage, condition, vehicle descriptions and pictures and video provided by the dealer. Vehicles with no (or poor) descriptions or ones that lack photos and video have a greater likelihood of being passed over. Vehicle description pages that contain rich details including images and video stand a far greater chance at seeing customer engagement. It’s hard to believe that anyone would disagree with this very basic assessment.

The same idea translates to search engine optimization. The goal, obviously, in any search engine optimization strategy is to be found whenever a consumer makes a relevant search. According to Search Engine Land, however, that’s not what the real goal is (or should be). Simply showing up does nothing except satisfy a marketer or SEO practitioner’s ego. The true goal is click-through-rate. The more opportunities you can provide a customer who is searching for a vehicle to find your dealership and/or vehicle (i.e. the more times you appear within a given search), the greater the likelihood will be that they will click on a link to your content versus your competition. To accomplish this, you must have a presence on all the consumer touchpoints in every medium possible – video, images and text – thereby offering more content for a search engine to crawl and deliver within the results.

The bottom line is that consumers are using more resources than ever before when shopping for a vehicle. Ensuring that the type of content a consumer wants to see is present on every touchpoint is essential to increase web traffic and consumer engagement. Don’t get me wrong, simply throwing money into video marketing is not what I advise. You would be wise to invest in a comprehensive video strategy that maximizes the exposure, quality and effectiveness of your video content. It will make the difference and allow you to dominate all of your online marketing channels.

In Marketing, New Trumps Used Every Time

by Brian Cox

Bob visits a website searching for a new vehicle. As he filters down to the model he is considering, he is confronted with a seemingly endless list of stock photos with similar prices. Frustrated at the lack of information, he leaves and attempts his search on another site just to get the same results.

Suzy is in the market for a used vehicle. After comparing vehicles by prices and mileage, she finds one that fits her needs and her budget. The vehicle doesn’t have a very good description, however, and she has questions about the vehicle’s condition. She fills out the form and asks for more pictures of the vehicle. All she gets in return are repeated invites to schedule an appointment while being bombarded with phone calls from salespeople.

Joe is shopping for a new vehicle also. Joe is a very meticulous person. His house is always in order. His DVDs are alphabetized. He refuses to buy anything used. He knows that he wants the new Mustang. He also knows that he wants it to have as few miles as possible and, if feasible, to never have even been test-driven. He visits his local dealer’s website and all he sees are stock photos. He resigns himself to the fact that he is going to have to physically go to the dealership and inspect vehicles, which he does not have time for.

In all of these situations, the online shopper could have converted to a lead or sale. The friction point that stopped the customer from converting was very simple – lack of information. Humans are all different in their peculiarities, but do have one thing in common; they want to get the best value for their dollar. Had any of these dealerships taken the time to enhance their VDPs with dozens of photos and videos, these shoppers may have taken the next step towards the sale. Instead, they are left with frustration and no information.

Imagine if, while searching, Bob had encountered a listing that had actual images or video of a real vehicle in stock at a dealership. Or if Suzy had seen a video walkaround of the used vehicle that caught her eye. Maybe actual images and video of a specific new Mustang would have allayed Joe’s concerns of its condition and he would have reached out to the dealer to start the buying process.

Sadly, many dealers fall short of what is optimum – they have their DMS push out their inventory the instant it’s stocked and then distribute it to all of the touchpoints a consumer may visit. When a consumer finds that vehicle they are poorly served and presented with a VDP that has no description, images or video, and sometimes not even a price.

Most dealers recognize the impact that great image and video marketing can bring to their used vehicle inventory marketing. They know that the faster they get those images and video onto their VDPs, the faster they will see interest by consumers, and the faster vehicles will sell. The one thing that most of the automotive industry neglects, however, also happens to be the thing they have the most of: new cars. Perhaps dealers feel that there is no point taking pictures and video of each individual new vehicle as they are all the same at every dealer. The fact is that marketing your new vehicles may prove to be more important than marketing your used vehicles.

Including images and video of actual vehicles will make you stand out from your competitors in search results on the many consumer touchpoints.

Most dealers have 4-5 new cars for every single used car in inventory. Chances are that your competitor isn’t taking pictures or video of their new cars either. We all know the value SEO has in gaining new customers. By marketing your new vehicles with descriptions, images and video, you stand out from your competitors and increase your content within search engines by 4-5 times! This could easily help you dominate search engine results and every other touchpoint a consumer visits.

If you are not shooting photos and video of your new car inventory, you essentially have no marketing for the largest segment of your inventory. Start taking pictures and video of your new vehicles and you’ll achieve maximum exposure, which will lead to more leads and, ultimately, more sales.

Using Moneyball Strategies to Win the Content Marketing Game

by Tim James

In a recent article published on Marketing Land, an author used the famous concept of Moneyball and applied it to content marketing. If you aren’t familiar with the Moneyball concept, it began when Billy Beane became manager of the 2001 Oakland Athletics. Mr. Beane hypothesized that a team doesn’t necessarily need a superstar to win games. The key to winning in baseball is scoring. To score runs, a team must have players that can get on base. Rather than allocate millions of dollars (which the organization couldn’t afford) for superstar players, Mr. Beane used data and algorithms to identify players who may have been considered sub-par, but had high on-base percentages (i.e.: they could hit and get on base consistently). Using this strategy, he was able to put together a team that went on to win against stacked teams of superstars.

The author of the Marketing Land article went on to explain how successful content marketing paralleled the Moneyball strategy. Marketers shouldn’t be spending tons of money in an attempt to hit homeruns with one great viral video as their only piece of content. What they should be doing is building better “team members” by consistently creating high quality content of interest to its audience. In the automotive space, many dealers believe content creation is anchored in their inventory. While inventory is certainly the most important asset a dealer has, there are many other types of content that dealers can produce easily and with low expenditure.

Car buyers are seeking different types of information at different points in the buying cycle, whether that information is about a new vehicle, the reputation of a dealership, or if a used vehicle is a good value. Dealers that consistently produce a variety of high quality content have more opportunity to get on base. Using the analogy of Moneyball, think of a blog post or walkaround video as being “at bat”. The more times you’re up to bat, the more chances you have of getting on base with a consumer. Success in content marketing begins with eyeballs on your content. Peaking a customer’s interest enough to submit a lead gives you the opportunity to advance them around the bases. Dealers don’t need to hit homeruns to score. They simply need to get on base through a lead submission, phone inquiry or dealership visit. Get on base enough, and the runs (sales) will happen.

You cannot score runs, however, if you never try to hit the ball. Content marketing can be simple and affordable but it’s a long-term commitment to taking as many swings at the ball as possible that will yield the greatest return on investment. Instead of allocating large amounts of money in an attempt to hit homeruns, consider changing your focus to one of getting on base more often through the consistent creation of content. You never know which piece of content will produce the homerun for you but I guarantee that you’ll never hit one if you don’t swing the bat. The sooner you step up to the plate and start swinging, the sooner you will begin to see shoppers moving around the bases and your runs starting to increase.