As a dealer, agent or franchisee, you may wonder whether blogging should have a place on your already long to-do list. Even if your company maintains a corporate blog, there are benefits to having your own localized blog.
In fact, a recent study conducted by HubSpot revealed that “companies that blog have far better marketing results.” According to the study, the average company that blogs has:
- 55% more visitors
- 97% more inbound links
- 434% more indexed pages
In addition, a blog leads to higher search engine ratings due to the ongoing addition of fresh content.
So what do all those statistics mean to you? Basically, more potential customers will be able to find you, which hopefully will result in more qualified leads and conversions.
In laypersons’ terms, a local blog gives you the opportunity to showcase your industry knowledge and affiliations and to convey your personality. It also can be a way to encourage discussion about your corporate brand. Ongoing discussions can garner the attention of both customers and potential business partners, or centers-of-influence, which can lead to increased revenue for your dealership, agency or franchise.
If you’re convinced that blogging is for you, you’re probably saying “It’s easier said than done.” The good news is that you already may be half-way there.
Many companies have pre-designed, pre-branded Web pages, linked from the corporate Web site, that allow dealers, agents or franchisees to plug-in customized information, such as photos, information on special promotions and events and local or regional policies. Some pages may even have built-in bulletin boards or blogs. If that’s the case you just need to start adding content.
If your company does not have a system in place to get you started, it’s important to check with your corporate management team before starting any Web site or blog to make sure you maintain brand consistency and meet all corporate guidelines. Straying from the corporate brand can cause confusion and potential loss of customers.
Another way to gain credibility and visibility for your business is to blog on the corporate blog, if available, or become a guest blogger on industry and association blogs in your region.
Before long, you’ll be part of the blogging brigade. Do you blog? Let us know.