Blog Strategies For RV Advertising

August 25, 2010

The Blog really needs to be the center of your Social Media program.  

If you’re ready to integrate social media into your RV Advertising this video blog will help.

If you’d like some more ideas give me a ring or shoot me an email. 

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RV Advertising Can’t Ignore The Numbers From YouTube

May 25, 2010

If you’re wondering the impact YouTube has had on America take a look at these numbers.  

Remember, YouTube is just a tool and not a magic pill.  Posting a video, to just post a video will not help you obtain your marketing goals.   However,  put the right RV Advertising plan in place with the right videos……WOW!  What an audience!

Make sure your  Ad Agency  has a plan  to capitalize on the growth and power of YouTube.  

Let me know how you’re using YouTube.


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RV Advertising: 10 Things You Should Do In Social Media

May 14, 2010

Feel free to walk down this path.

 If you’re looking at social media you need to know when and where you should walk.  And yes you should walk before you run.   I’ve  attached a great list  of DO’s when joining the conversation.

This were provided by  Dave Nelson a social associate of mine.  He gave me his permission to share them with you. Take a look let me know what you think.  

DO:

Do the up-front planning as you would for any important new business or RV Advertising initiative.   Define your target audience, detail how you intend to create value for them, and map out how you expect them to create value for you. Document your approach and objectives per medium (blog, Twitter, Facebook, etc.).

Do read and listen first. In the beginning, listen and learn for a few weeks before responding. In general, spend twice as much time listening as responding.

Do display your Personality, and keep the content Interesting and Entertaining (the old radio adage “PIE”). Remember that people buy from people; show your professional self.

Do be authentic. Never before has a medium and its participants been more skilled at smelling a rat and turning against the perpetrator.

Do remember that social media is about two-way conversation. Conversation builds trust; trust leads to sales.

Do favor timeless content over the time-sensitive (note: this varies based on the medium and there are exceptions). We live in a time-shifted “Tivo” world and there’s wonderful leverage in creating a blog post (for example) that will have value to new readers weeks, months, or even years from now.

Do remember that “push” is out; “pull” is in. In today’s information-rich world, people want to opt-in, choosing where they spend time. Give them a reason to choose your content.

Do keep your eyes open. Use Google Alerts, search.twitter.com, Linkedin Groups, Ning networks, and more to listen to the conversation about your company, your competitors, and the best practices in your industry.

Do exhibit the patience of Job. As the party with more power (a business relative to a customer/prospect), attacking or being critical will frequently backfire and word will propagate quickly.

Do learn from your audience (as they will learn from you) and rapidly evolve your products and services to meet their needs. They’ll suggest valuable ideas you’d never think of.

This is a terrific list.  The last point reminds of a quote.

“Survival of the fittest.”  Not really true!  It just means you’ll last longer than others but in the end you’ll fade away as well.

You really need to think like this quote!

“The one’s that have the ability to change and adapt are the ones that survive!”

Let me know your thoughts.  Let me know which points you like the best!

 

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Relationship Selling Through On Line Communities

March 5, 2010

Social media reinforces the art of relationship selling.  

The RV market responds as well as any to relationship selling and social media is simply “relationship selling on steroids”.

I owe Mack Collier, author of the blog, The Viral Garden, for the inspiration for this post.  He provides some straight talk regarding the lack of growth to individual and company online communities.

Many dealership and RV Advertising agencies  struggle with building an online community.  I’ve discovered a number of them that have the attitude “if I build it, they will come” but that isn’t the case.  There is a lot of work involved to generate traffic to an online community.

Below are five pot holes to avoid on the road to relationship selling with online communities:

1. You are thinking of income first (and your prospective clients aren’t dumb, they can sense it.)

Many dealerships are anxious to sell.  Generating income for their dealership is first and foremost in their minds before paying their dues and earning their way with social media.

We are in a business where relationships are important.  People want to do business with people they know, like and trust. I’m a strong advocate that a dealership can build and sustain a pipeline of new business leads for their business  through social media, but it must be done the right way, with the right motive and with genuine transparency to be effective.  Be a friend first.

2. A lack of value/benefit to your audience.

Your audience will  let you know if your content  is beneficial and of value to them.

You can’t blame your audience if they don’t respond!  It’s your responsibility to figure out what is appealing and what isn’t. You have plenty of tools in social media to provide you the information just use them!

You will need to dig deeper to figure out how you can best be of value and benefit to them.   It’s not about you or your dealership it’s about them.

3. Don’t wait around and hope someone finds you

Your blog has to be well optimized for my target audience.  Search should be a distant third in generating traffic to your blog site.

First should be generating  most traffic from by repurposing your blog posts  through Twitter.

Secondly, I generate traffic with a monthly email newsletter and an opt-in strategy for sign-ups.    The point is, don’t sit around waiting to generate traffic to your blog through search.  Be proactive in reaching out into a number of online communities that target your audience.

4. Lack of appreciation for those that are helping promote you.

There are scores of people that are willing to be of help to you online but they’ll be quickly turned off if you don’t show appreciation. Your dealership’s credibility rests upon what others are saying about you.  Be sure to show your love to those who go out of their way to promote your company.  Always be willing to reciprocate.

5. You could care less about the prospective audience you are trying to reach.

Matt really hit the nail on the head when he wrote about the reason why many companies and individuals are having a problem building their online community,

“You don’t give a damn about the people you are trying to reach.”

Matt said it first and I totally agree,

 “The key to successfully building an online community is to genuinely care about the people that you want to reach.”

If all you want out of social media is to make money, then social media is not for you.  Don’t waste your time and effort.

But, if you are willing to be transparent, open, honest and caring then social media can teach your dealership how to do new business development the right way. The way we should have been doing it all along. 

Relationship Selling!


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RV Advertising: Technorati Will Add Value To Your RV Blog.

February 26, 2010

It’s time to think about TAG!

One thing for sure, social media is thriving in the RV space because RVer’s want to interact with RVer’s.  

We know RV consumers want to share opinions and experiences.

 Technorati will help you connect with people searching for content like yours.

What isTechnorati? ……..Technorati is a search engine for blogs.  

As your blogs are written and published  your key phrases need to tagged to the content of your blog.  As people search opinions on a given subject your blog has the opportunity to be discovered if  you have tagged it properly.

This will help you search out content for your blog as well.  Find blogs that spur your thought process. 

It is important to remember when writing  your blogs or if your RV Advertising agency is assisting in drafting your blog be sure key words are included in your content. If it appears in your content then it can appear as a tag.

To give you an idea here are the most popular tags for the letters A-C for a recent  month on Technorati.  

You can see the rest of the popular tags used on Technorati.com.

A

apple android amazon american league advertising australia aol adobe allen iverson arsenal africa al qaeda aids adam wainwright afghanistan army avatar andre iguodala

B

blogging business berlin barack obama browsers brian kelly blogging during crises brendan haywood bing baseball baltimore ravens barnes noble blogging and the bottom line bad ideas blake gopnik

C

celebrity christmas crunchpad cnn china charlie weis california carrie prejean cloud computing canada cyberbullying cricket children cleveland browns copenhagen charlize theron car crash chrome cincinnati crime college curtis granderson career search career search advice corporate blogging conspiracies cloud hosting

Technorati is another great tool for the RV social media space.  

What do you think are the best tag words for an RV dealership?  Let me know I am compiling a list to share at a later date.

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RV Advertising: 97 Articles On How To Write Your Blog

February 21, 2010

Don’t get frustrated with writing your own blog.  It just takes a little different approach.

Use these tips to ease the pain.

Rule #1: Never stop reading and learning.! 

Rule #2:  Content comes from reading and never forger Content is king!

Rule #3:  Writing style matters!  Write to your market and make it friendly.

To convert content to new customers you must learn to write effectively for the web.

Writing for blogs requires a different type of writing style.  

A lot of dealers,  RV Advertising agency and dealership personnel  have  difficulty with the transition from print to web.

Here is the most useful tip I have received:  Use the inverted pyramid style….taught to me by Michael Gass

He has pounded into me the most important information, the take-away or the benefit from your post should be in the first paragraph.

In searching for additional resources that help me to become a better writer for web, whether it is for my blog, Twitter or other social media platforms.

I recently came across a post written by  Robin Broitman, chief internet and social media strategist for Interactive Insights Group, IIG,  titled: HOW-TO: Write Effectively for Twitter & The Social Web.

This post contains a collection of 97 articles that are a tremendous resource for your online writing. If you want to make social media work for your dealership and drive traffic this is a must read.  The articles are conveniently organized in the following 4 categories:

  • General Web and Social Media Writing Principles
  • Writing Strong Headlines and Titles
  • Writing for Twitter
  • Writing for Search Engines

Click Here for the links to Robin’s collection of “how to” articles for writing effectively for Web.

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The RV Blog Is Now Key To Your RV Advertising

February 9, 2010

It’s time to turn the key when it comes to social media.

We’re beyond wondering if social media is going to have an effect on  your dealership. It’s time to step up and make some money through social media.

Dealerships  need an integrated social media strategy  to see a social media payoff.  The payoff will be big but it won’t happen by accident.

 Don’t be fooled thinking a facebook page is social media.  A dealership’s  blog should be the central component. It’s the relevant content you provide your prospects  that drive’s dealership traffic in the social world.  .

Don’t forget this!  The blog is the front door to your dealership.   As important as it has  been to have a website,  it’s now equally important to have a dealership blog.

HOW SHOULD YOU BLOG?  HERE YOU GO.

10 blogging Tips For The Social Media Dealership:

  1. Your first goal sounds simple but must be discussed in detail, “Who is your  target audience?”  Without answering this question you will find it extremely difficult to generate traffic. If your blog has no traffic, no audience, no community …you’ll have no ups.
  2. Descriptor Statement: Clearly state what your dealership’s blog is about. Go ahead and be creative with the title, but not with the subtitle, the descriptor statement. It needs to tell your target audience exactly what the purpose of your blog is.
  3.  Someone has to be responsible for keeping the blog’s focus, generating blog content and repurposing that content through other channels.  This is where you need to choose between someone in the store, your RV ad agency or a third-party that can execute social media specifically for you.  Someone  has to be responsible!
  4. The less people you have to depend upon the better.  When the dealership gets busy Social Media can’t take a back seat.  So keep it simple,  you want to be able to make changes easily and quick. As much as possible keep sales and the internet departments out of the process.  I recommend you get outside help here to make sure you stay on top of it.
  5. A successful blog is going to require you set a goal to post a minimum of 3 times per week. It’s preferable to post each week day.  This is why you need to have someone responsible that can  be consistent, where writing  becomes a ritual. 
  6. Repurpose blog content. You can easily repurpose your dealership’s blog content through Facebook and LinkedIn using special applications available in each platform. You can create an Excel spreadsheet of your blog post titles and URLs and upload those into a special 3rd party application called Social Oomph to repurpose blog content through Twitter accounts.
  7. Focus on Customer Benefits. Blogging keeps you focused on what’s important to your target audience. It requires you to focus on their everyday needs. Don’t  fall into the natural tendency to sell your dealership.  Once you do this you lose your credibility.  
  8. Write to Scan. This is the Social Media style of writing. This may be difficult for a lot of automotive ad agencies.  Nielsen Norman Group ’s research found that 79 percent of their test users always scanned any new page they came across online; only 16 percent read word-by-word.“How do users read on the web? They don’t … they scan,” is a good resource article for writing your dealership blog.
  9. Be Transparent. You won’t appeal to everyone but those that you do it will be strong. People want to work with people they know, trust and like. Social media, blogging in particular, can create a strong relationship with thousands of people each day.  
  10. You must give to get. Show that you have a genuine compassion for your audience and a willingness to help with their automotive ownership challenges.  You give away valuable information.  Your ups in the future will be drawn by the helpful content. If they understand how you think, your points of view, you’re going to create dealership traffic.  When they’re ready, you’ll be the first one they contact.

DON’T GET LEFT BEHIND!  .  

If your not involved in social media you may not see the power.  Don’t make this mistake.  It’s time to step up. Make sure  your RV advertising agency is on top of this.

If you have any questions or additional tips, please don’t hesitate to share them in the comment section below or email them to me at   rwheeler@wheeleradvertising.com

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