Blogging – Your Online Soap Box

In New Zealand, reading Blogs and uploading videos are categories grew more than 35% in 2010.

 

Matthew DeBord from Shifting Gears, CBS says: “Almost no one has gotten more real bang out of the Blogging revolution than automakers (sorry, Charlie Sheen). Yes, tech companies also “do” Blogging, but car companies urgently need to understand — or just hear — what their customers think. Blogging is an ideal framework...car companies now have the opportunity to capture what was always elusive to them: chatter about their products and brands. ”

Several local automotive identities regularly write Blogs within the industry. Currently there are 34,217 New Zealanders Blogging about products and services, but a massive 279,225 read their comments and opinions. More dealers are realising the value in Blogging to reach their customer and build brand loyalty and reinforcement. Latest research tells us that consumers are having conversations about your brand while you’re not in the room by heading to Blogs, forums, review sites, social networking sites. Kiwis are increasingly using Blogging to interact with brands, and to support their purchase decision making by comparing vehicles by reading reviews and other peoples’ experiences or opinions. Currently over half of all online New Zealanders over 18 have read a Blog.

What is a Blog?

A Blog is like your own soap-box - a website forum that is sorted by date which provides interactive commentary or news e.g. latest announcements from your manufacturer, dealership news/promos. There is also room for visitors to leave comments providing an interactive element and link to your customers. A good writer will gather a following and is great advertising for their dealership. You can talk about and promote not only your business and vehicles, but review vehicles and discuss industry news, community events and views.  Being personal builds trust with your audience and gives your site that human touch. This can add value to our business by creating a personality and brand that people can identify with, and relate to - look at The Mad Butcher!

To keep up to date with your favourite Blog, you can get updates when a new Post is done by using RSS feeds.  (Really Simple Syndication – a signal from a favourite blog telling your computer that it has been updated). You can also utilise Blog Gadgets such as Facebook and Twitter links, add a list of your favourite websites or links to your own website, start a poll, or have a list of Blogs sorted by subject. Many of these Gadgets are free to download or add to your blog. 

Why Blog?

Blogs are free of charge and you can start one from a website such as www.Blogger.com. Blogs need ongoing monitoring and participation to guide those conversations onto the right path, respond to comments and questions and able to and quickly take action if need be. All you need is time. Blog software is easy to use, quick to update and a low-cost alternative for a web presence. More importantly, it is a way to stay connected with your customers and put a face behind your business and brand.

Use a Blog to:

·    Share your expertise, knowledge and experience to a large audience

·    Create a direct link & dialogue with your customers

·    Promote specials and send traffic back to your listings and website

·    Personalise your Blog to promote local charities or community events, or events    that you as a business sponsor

·    Link  to your readers with RSS feeds

·   Link Blogs to your Twitter and/or Facebook for extra ‘arrows’ and exposure to your stock and your brand

Is a Blog right for me?

It is sometimes hard to know where to start and what to use that’s why it is important that you have a solid digital strategy and establish the medium that best suits you and your business. Some people love making videos of their vehicles and have the charisma to be in front of a camera. Others enjoy writing so may start a Blog to post articles about their dealership and products, or review vehicles.

Top Tips for Bloggers

1.  Blog regularly, at least every week.

2.   Use an RSS Feed to remind your readers every time a new Post is published

3.  Be Personal - let your personality shine through. Use staff names, share personal experiences about running your business and being involved in your industry.

4.  Promote your stock and services. Feel free to talk about your vehicles & tell your readers why your product can benefit them. You can add links to the vehicle listing.

5. Link your Blog to your website or Blogging site

6.   Use Multimedia - it adds interest to your Blog. Most people are visually oriented and images and video make Blogs more interesting to read, and most people will click on a You Tube link.

   

In a nut shell, if you have someone in your dealership who is are keen on writing and telling a story, Blogging gives you the opportunity to further reach you customers.  Ask your Marketing or IT team about this. Blogging is an opportunity!

Interested in social media but not keen on Blogging? For  information on what Twitter and Facebook are all about, click here.