In the rapidly evolving landscape of digital marketing, the types of content that captivate audiences change significantly from year to year. As we delve into the most engaging forms of content in 2016, it’s essential to recognize the strategies and platforms that drove this engagement. The automotive industry was no different, with dealerships needing to align their content with consumer behaviors, technological advancements, and marketing trends. This blog post aims to explore the most effective types of content in 2016, focusing on their applications in automotive dealerships while embedding internal links for further exploration.
The Shift Toward Visual Content
One of the most noticeable changes in content marketing through 2016 was the increased importance of visual content. Platforms like Instagram and Snapchat were rising in popularity, showcasing how audiences prefer video and images over text. For automotive dealerships, this trend could not be overlooked. Short videos demonstrating vehicle features, high-quality images of dealership inventories, and engaging graphics were key to drawing in customers.
1. Video Marketing Dominance
Video emerged as one of the most engaging types of content. According to statistics, consumers were 64% more likely to purchase a product after watching a video about it. For car dealerships, using video marketing to highlight vehicle features, showcase customer testimonials, or provide virtual tours of the dealership helped increase engagement significantly. Automotive businesses that leveraged video content experienced increased online visibility and improved conversion rates.
- Video Walkarounds: Detailed rundowns of vehicles focusing on unique features.
- Customer Testimonials: Videos of satisfied customers sharing their experiences with the dealership.
- Maintenance Tips: Brief videos offering valuable car maintenance advice to viewers.
2. Infographics and Visual Storytelling
Infographics became increasingly popular to convey complex information succinctly. Dealerships could use infographics to illustrate the difference between various financing options, showcase safety features of different vehicles, or provide tips on vehicle maintenance. By integrating these visual elements into their marketing strategies, dealerships could not only attract attention but also educate their audience effectively.
For example, implementing infographics in blog posts could provide a quick reference for customers, while also improving shareability across social media platforms.
Embracing User-Generated Content
Consumers’ desire for authenticity and personal experiences made user-generated content (UGC) a crucial element in engaging potential customers. UGC encompasses any form of content, such as videos, photos, and testimonials created by customers rather than brands. Dealerships that encouraged customers to share their experiences or car photos were able to build a deeper community connection.
Engaging with this content not only humanized the brand but also provided new marketing materials without significant extra costs. Encouraging customers to post using a specific hashtag helped dealerships create a repository of content. As seen in various industries, facilitating UGC can lead to organic growth and consumer trust.
The Rise of Interactive Content
As consumers became more accustomed to interactive experiences, content that encouraged engagement grew in popularity. Interactive content — such as quizzes, polls, and contests — is not only engaging but also serves to collect valuable customer data that can drive further marketing efforts. Car dealerships that implemented tools like interactive build-and-price configurators allowed potential buyers to create their dream vehicle while keeping the dealership’s offerings front and center.
3. Quizzes and Polls
Creating straightforward quizzes or polls can enhance engagement on social media platforms. For instance, dealerships could ask potential customers about their preferences regarding vehicle features or styles. This type of interactive content can help tailor future marketing efforts toward the audience’s interests.
Additionally, using interactive content to gauge customer satisfaction through fun polls makes customers feel valued and heard, thereby fostering a connection between consumers and the dealership.
The Importance of Blogging and SEO
While visual and interactive content surged, traditional content forms like blogging remained relevant and powerful in building authority and enhancing SEO efforts for automotive dealerships. Blogging on topics relevant to customers, such as vehicle maintenance tips, current automotive trends, or financing options, not only educates but also establishes the dealership as a credible source in the industry.
Optimizing blog content for SEO enables dealerships to attract organic traffic, which is crucial for lead generation. By incorporating relevant keywords throughout their blog posts, dealerships can increase discoverability on search engines, attracting potential buyers who are in the research phase. This aspect ties directly into the importance of local SEO for dealerships, ensuring their visibility in regional searches.
For further insights on optimizing digital strategies, check out The Ultimate Guide to SEO for Automotive Dealerships.
Maximizing Social Media Engagement
Social media emerged as a driving force in customer engagement in 2016. Platforms such as Facebook, Instagram, and Twitter became vital for dealerships to share their visual content and interact with customers. Through engaging posts, targeted ads, and community management, dealerships must harness the potential of social media to enhance their visibility while building brand loyalty.
4. Storytelling Through Social Media
Storytelling became a significant marketing strategy, enabling brands to connect with audiences emotionally. Car dealerships could utilize platforms like Instagram Stories or Facebook Live to share moments from dealership events, behind-the-scenes looks, or community involvement initiatives. This approach not only shows the human side of the business but also encourages engagement as followers feel part of the journey.
To learn more about driving sales through social media engagement, visit Harnessing Social Media Trends to Drive Sales.
Conclusion
As we reflect on 2016, it is clear that the most engaging types of content relied heavily on visual appeal and interactivity. Video marketing, user-generated content, and the utilization of storytelling were paramount to capturing consumer interest. For automotive dealerships, pivoting toward these trends while anchoring strategies in solid SEO practices and a robust social media presence was essential for staying competitive. The future of content marketing holds even more potential, and understanding and adapting to these changes will undoubtedly benefit dealerships in the years to come.
To explore more strategies that can drive engagement and sales in your dealership, check out our complete marketing resources at Shawn Ryder Automotive Blog.