Challenge
Create an engaging social media campaign to educate consumers on the latest vehicles, and nurture leads along the buyer's journey.
Solution
Sharing local news, educational posts, industry news, new-vehicle announcements, and reviews from trusted authoritative sources.
The campaign included:
- Sharing content every business day
- Publishing a variety of content to appeal to the brand's diverse personas
- Promoting content to their target audience
Results
The numbers show the results of using a content marketing strategy for two years vs. the previous two-year period.
The dealership was already established in the local area, with a solid reputation and a 57 year history, and so any increase in brand awareness was going to be difficult to achieve. This is why our initial goal was to focus on engagement and education. The 28.65% increase in brand awareness was an added bonus.
We also wanted to focus on targeting the right people instead of just getting more people to the website. This is why we focused on post engagement and website traffic from social channels. On almost every post we received some engagement, whether it was a like, a share or a click. A few posts each month will really connect with our audience and gain high levels of engagement. However, even the ones with only a few clicks are worthwhile, especially ones that are model specific, because of the opportunity to educate car buyers, and start a relationship with someone who is interested in that model.