There’s a lot of talk about Web 3.0 and the metaverse in the car business, but what does that really mean for your dealership in 2022 and beyond?
Google lists content as one of its top three ranking factors, which means that dealers who create and share more content are going to have a better chance of showing up at key moments of the car shopping journey.
Let’s take a look at three reasons why your dealership needs more website content.
1. They Ask, You Answer
If you think about it, every google search is an implied question. Google has two key purposes. First, to present people with the most relevant search results and, second, as close to their physical location as possible.
You can use Google’s auto-suggest algorithm as a digital crystal ball to find out what people are searching for, and then use that information to write relevant blogs that answer their questions.
Our friend Marcus Sheridan wrote an amazing book with the same title (They Ask, You Answer) which digs into the concept of transparently answering people’s questions that you should definitely check out (#notsponsored).
In addition, FlexDealer’s very own Whit Norrad predicts that content will re-become King in 2022 and beyond.
Answering consumer questions on your website leads to the second reason you need more content on your dealership website.
2. Brand authority and humanization
Wait, is “humanization” even a real word?
Standby… checking…
Yup, it’s real and fits the context of what I’m sharing here.
Think about it — when you’re the only one answering people’s questions with as much in-depth information as possible, it strengthens your brand’s authority in the market.
Over time, the equity you’ve built up will pay back dividends because the content you post on your site is evergreen, meaning it can live on your site forever and continue to rank for relevant searches.
It’s no secret that people do business with other people they both like and trust. A key ingredient to building trust is being upfront and transparent. Giving them the information they are looking for when they are looking for it.
Since very few dealers dive into the content arena, this is a clear opening that will help your store stand out into perpetuity.
Content is also a great way to humanize your dealership. Humanization is defined as the process of making something less unpleasant and more suitable for people.
Our pal Nathanael Greklek, the Chief Digital Branding Leader at Mohawk Chevrolet is an amazing example of this. Their store sees the value of content creation so much that it is a front-runner in their outreach. Their Facebook page is full of amazing work.
3. Metaverse will be powered by content
Sure you might have an avatar sitting in a digital showroom somewhere in Decentraland, but I believe most of the research will still happen the way it does today.
For example, it’s unreasonable to believe that we’re all going to be 100% in the metaverse all of the time. I’m sure there is a fringe group that thinks it’s possible, but my human body needs fresh air and food and many other things that can’t be achieved in a digital world.
Human beings find room for new tech amidst the tech and information mediums they’ve already come to enjoy. Look at how radio was supposed to kill the theater, television was supposed to kill the radio, and the internet was supposed to kill them all. That didn’t happen. Instead, we made room for everything we enjoy.
Consumers will still continue to research information about vehicles and the content you produce can be the key driver of that. Car shoppers will start on one channel, move to another, and to another, and perhaps end up in your digital showroom for a viewing of their new ride before it gets delivered to their house.
Conclusion
There are many more reasons why your dealership needs more website content, but that’s where I’ll leave it for now.
The TL;DR is this: create more content that answers car shopper questions and you will stand up and stand apart from every competitor in your market.
The Pitch: FlexDealer has been helping dealers produce high-quality content since 2006 and we're pretty dang good at it. If you're ready to take your brand authority, sales opportunities, and community relationships to the next level in 2022 and beyond, let's chat!
