Why Doesn’t Your Local Car Dealer Blog?
Whew!
This sure is a busy time for me.
One of the things on my to do list is to purchase a used car for my oldest who just graduated from high school. Naturally, I decided to look for auto dealerships that had blogs.
Sadly, I found that not many dealerships are making use of blogging as a marketing and communication tool.
The top listing in the Google search results for Auto Dealership blogs is nearly two years old, but this post from Jim Durbin at Durbin Media still appears to be relevant.
One statistic that Jim included really caught my eye - apparently the number of people who visit a website is two times the number of people who will view a print ad. (That was two years ago, the number is probably much higher now.)
In my geographical area, I visited the websites of over a dozen car dealerships whose products ranged from high end to economy, from new to used. If any of those automobile dealerships had a blog, it was not evident to me from visiting their website’s home page.
The lack of auto dealer blogs is somewhat confusing, since dealerships seem to use almost every other form of media for marketing. There are dealership websites, dealership television ads, dealership radio ads, dealership newspaper ads, and even dealership magazine ads in our city’s local newspaper.
You would think that dealerships would recognize what a bargain blogging is and jump on board.
What do you think? Why is there seemingly no auto dealership blogs when auto dealerships obviously have a marketing budget?
(I’d especially love to hear from you if you operate an automobile dealership.)
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Tags: Automobile dealership blog, car blogs, auto blogs, car dealerships, auto dealership, auto blogs, automobile blogs
10 opinions for Why Doesn’t Your Local Car Dealer Blog?
Brad Shorr
Jun 3, 2008 at 4:16 am
Laura, considering how well some dealers do with internet leads, you would think they’d take the next step and start blogging. I’ve talked to two dealers about it, and there are three problems. First, no staff to support a blog. Second, skepticism about what a blog can do for them. Third, the feeling prospects wouldn’t read a blog. In another year or two, the latter two issues may go away. I think a blog would work very well for a car dealer right now.
Laura Spencer
Jun 3, 2008 at 9:36 am
Thanks Brad!
It sounds like you’ve done research in this area. Thanks for sharing your findings.
I definitely think that auto dealers could benefit from blogs.
Calvin Warr
Jun 7, 2008 at 5:20 pm
I agree with Brad. The first reason “No staff to support a blog” would likely be the most relevant and important one. How many corporate blogs have you seen started up and then fizzle out? Employees have lots to do already without added responsibilities…
But there are ways to get around this… :)
Laura Spencer
Jun 7, 2008 at 8:19 pm
Hi Calvin!
Thanks for your comment. There are definitely ways to get around not having staff. Independent contractors are one way . . .
Sergey Rusak
Jun 8, 2008 at 1:12 pm
Many business owners don’e understand a real value of a weblog. By the way… some companies still don’t have a website :) there are to many people over there who still run their companies like it is 1986.
I always ask business owners if they need a blog (to promote my services) but many of them little sceptical… People afraid that there is noting to write about their business, some people don’t know what to write about, many business owners complain about lack of time.
Laura Spencer
Jun 9, 2008 at 12:44 pm
Hi Sergey!
Good insights.
Thanks for stopping by to share your feedback. It’s interesting that you have been asking business owners whether they need a blog. I say - keep it up.
Mike Richards
Jul 28, 2008 at 5:19 pm
Beyond the value that a blog can bring for positve marketing, it also opens the business up for being exposed when they mistreat customers. Most small businesses are not willing to air their dirty laundry to the internet. Considering that auto companies are reducing dealerships it may show the warts that they will try to hide.
Laura Spencer
Jul 30, 2008 at 7:16 am
Hi Mike!
I understand your point - but I don’t think blogging opens a dealership up any more than not having a blog. Remember, a blogger who is mistreated by a dealership can blog about the experience on their OWN blog - whether or not the dealership has a blog.
However, with a blog at least the dealership has a chance to respond.
June Blowsel
Aug 7, 2008 at 11:53 am
AutoFerret.com just launched a blog, for dealers. To coincide with the print advertising. The MetaSearch technology and lead generation system, might encourage car dealers to use the blog to move forward.
Laura Spencer
Aug 7, 2008 at 1:33 pm
Awesome news June! Thanks for the update.
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