It's goal is not to promote a company explicitly, but to establish their status as 'expert' in their industry and stimulate interest in their products or services.
By Barry Alt
By Barry Alt
First up, let’s talk about what content marketing actually is.
Content marketing is a type of marketing that involves the creation and sharing of online material, like videos, blogs and social media posts.
It’s goal is not to promote a company explicitly, but to establish their status as ‘expert’ in their industry and stimulate interest in their products or services.
Content marketing can also help your search engine rankings, when done correctly.
For years, the auto industry has relied on placing ads in car magazines, directories and forums for car enthusiasts. With the shift from traditional to digital, you might have noticed a lot of the places you used to buy ad space with have now gone online.
The sales process for high performance parts and services has changed dramatically in the last ten years – car enthusiasts are looking online for info on how to upgrade their car’s performance and the products they need to do it.
What’s the first thing people do when they need to buy something?
They Google it.
They type in what they want, they look up the parts that can give them the best bang for their buck. They ask Google the questions they need answered.
Modern shoppers have the answers before they even step through your door.
On average, 70% of the buying decision is made online, before they even contact a business for the first time.
This is where Content Marketing comes in.
Think about the last big purchase you made, what did you do?
1. You searched online
2. You read reviews on the product
3. You compared prices, products and features
4. You asked your friends on social media for their experiences/opinions
…and you did all of that before even speaking to a company.
People can educate themselves online, with unbiased information, about enhancing their car’s performance.
The modern car enthusiast isn’t dependent on their mechanic and a sales person anymore.
Having a customer that already knows the basics will actually make your job so much easier.
When customers already feel secure in what they know, they come to you more trusting and with an open mind.
Simply put: they’re ready to buy.
So, how can you capitalize on your customers researching their next car improvement before they even call you?
Content marketing positions you as an expert in your industry.
When a potential new customer types into Google ‘what is the best…?’, your website will come up – with all the answers to their questions.
But let’s not run before we can walk.
To get to the top of Google, you need to have a website full of original, interesting and informative content. This includes blog posts, videos, infographics and links to your social media accounts (that are also updated with content on a regular basis).
So, how do you create this original, interesting and informative content for potential customers to find and enjoy?
Let’s look at how to create a blog post.
First, you need to know what your customers are asking, and then answer those questions.
A really good, easy intro to this way of thinking is to simply write down all the questions your customers ask you.
Ask your friends what would make them go to one shop over another. Ask them what would stop them from going to a company completely. Ask them why they keep buying from their favorite suppliers over anyone else…
Please head on over to the Motorhead Digital Blog for the rest of this article.
Barry is the founder of Motorhead Digital, providing signature Marketing Maximizer™ programs specifically developed for auto restoration, performance and restyling shops. These programs are geared towards customer acquisition and conversion to keep those project bookings coming. With over 23 years of experience in digital marketing and web development, Barry’s goal is to help clients market and grow their shops through strategic marketing practices. You can reach him at (585) 766-9785, email@example.com or online at MotorheadDigital.com