Content Marketing for Dealerships - How Your Dealership Can Stand Out | Fullpath (2024)

As a dealership, your goal is pretty simple: to sell more cars. Your staff is divided into teams and departments, each playing a role in order to accomplish this goal. The marketing team attracts people to your dealership, the BDC guides them down the funnel, the sales team meets with them to close the sale, and the F&I department works out all of the details. While the structure and process might differ from dealership to dealership, the objective is the same: use all of your resources to sell your inventory.

With this lofty goal in mind, it can be difficult for a marketing team to decide what is the most worthwhile use of their limited time and resources. Between radio, television, and print ads; social media; PPC advertising; content marketing; lead gen campaigns and tools; and more, dealership marketing has become a lot more vast and potentially overwhelming than ever before. Whenever considering a marketing tactic, the question the members of the team ask themselves (or, perhaps, get asked by their GM) is: how is this selling more cars?

While some marketing activities might more directly lead to a sale, others have different outcomes. Maintaining a blog on your dealership website does not necessarily drive a customer straight to your store like a print ad about a new offer would, but it is monumentally important nonetheless.

First, SEO. We don’t need to tell you that in today’s day and age, being found is half the battle. Dealerships find themselves at the mercy of Google’s algorithm, and hope to appear towards the top of search results. To do so, their websites need to be filled with helpful dealership content. Blog posts, videos, podcasts, and more can do just that. Your site becomes visible to the right people. Your customers will find you, and begin interacting with your dealership.

Beyond getting found, your dealership also gains credibility and trust. If a car shopperreads a blog post on your site about keeping their car safe in a big storm, or one that compares two similar models that they’re interested in, they begin to view you as their local car expert. The trust they gain can then translate into a call to your dealership, which, down the line, might end in a sale.

That’s the important thing to remember when thinking about content marketing for dealerships: the point of the blog isn’t to sell a car right now from your content. You want to give people free resources now, so that they will pay you for them later, in the form of a new vehicle. Content marketing, especially for dealerships is a marathon, not a sprint: position yourselves as the people who inform instead of sell. Give people the opportunity to find you, instead of seeking them out. You’re helping them, in their own time, instead of forcing a possibly poorly timed or irrelevant ad into their living room.

With all of this in mind, there are certain characteristics that every blog post, podcast, or other piece of content should have. We like to call them the 4 U’s:

Content Marketing for Dealerships – The 4 U’s


Your dealership has a niche: there are things that distinguish you from the rest of the dealership world in the minds of your audience. Tap into these things every time you create a piece of content. Maybe you have a salesman who is particularly well-versed in a new technology– conduct an interview with him or her about it. Other pieces of content can be tailored to your audience and their community. By publishing things that relate to your neighborhood, you demonstrate your expertise not only in cars but also in your customers and their lives. Try to create a lasting impression on shoppers by being their go-to source of everything auto-related.


It’s easy to be tempted to publish content just for the sake of having an active blog. There is no content writer in the world who hasn’t felt this way. A blog that doesn’t actually add value to a shopper’s life is unlikely to entice them, though. At least every other piece of content that you publish should contain advice and tips, that tell a reader or viewer something they didn’t know before, but are interested in. Try to make the content as helpful as possible for your dealership’s clientele. After all, people will come back and reach out if they feel like they’re getting something out of their “relationship” with your dealership. The relationship may be built off of reading content, but it can be the start of something much bigger.


The process of writing or creating a piece of content should always start in the same way: ask yourself, who is my audience and what are their problems? How can we help them solve these problems? Not only will the actually content of the piece be highly-tailored to your shoppers’ needs and interests, your tone will also be understanding and sympathetic. Think about what they need help with or are missing, and try to address it. Put yourself in their shoes to truly grasp their pain point, even if that is something as simple as not knowing about snow tires, and speak to them in their language.


You’re a car dealership– stick with the content that you know and are comfortable with. While content about local news and happenings do help your customers relate to you, it also might come across as strange if you almost exclusively post about topics completely unrelated to auto. You don’t want to confuse customers– they expect to get certain news and information from you, and might be turned off by too much off-topic content. Before creating a piece of content, ask yourself: is this piece going to instill trust, and draw people to my dealership?

A Summary of Content Marketing Strategies for Dealerships

Your content might not directly sell cars, but it does build relationships. It allows shoppers to gain a level of trust with your dealership and staff. As we know, customers are spending even more time online before visiting just 1-2 dealerships. If, during this research stage, your dealership becomes a source of information for them, it might also be chosen as the dealership the shopper decides to visit. The buying process is just that: a process. Position your dealership for success by optimizing every stage of that process, beginning with your content dealership’s content marketing.

Content Marketing for Dealerships - How Your Dealership Can Stand Out | Fullpath (2024)


Content Marketing for Dealerships - How Your Dealership Can Stand Out | Fullpath? ›

According to the report, “Customer loyalty and personal experience in dealerships proved critical in a shopper's decision of where to do their wheeling and dealing. Note that 10.6% of vehicle buyers are loyal to a particular auto dealership.

How do you stand out in car sales? ›

In this article, we share car sales tips on how to be a good car salesperson in today's market.
  1. Learn your customers' names and remember them. ...
  2. Know what your customer wants. ...
  3. Avoid misleading customers. ...
  4. Treat every customer equally. ...
  5. Don't disparage other dealers. ...
  6. Mention price last.

What do customers look for when deciding which dealership to engage with? ›

According to the report, “Customer loyalty and personal experience in dealerships proved critical in a shopper's decision of where to do their wheeling and dealing. Note that 10.6% of vehicle buyers are loyal to a particular auto dealership.

How do I get more customers to my dealership? ›

>> 7 Proven dealership marketing strategies
  1. Choose the right marketing campaign.
  2. Use paid advertising for dealership marketing.
  3. Reach out to existing customers.
  4. Give customers an omnichannel experience.
  5. List your business in online directories.
  6. Optimize your website for search engines.
  7. Create business cards and flyers.

What is the key to successful upselling a customer in a car dealership? ›

The first step to effective upselling and cross-selling is to have a thorough knowledge of your products and your customers. You need to understand the features, benefits, and drawbacks of each product or service you offer, as well as the needs, preferences, and budget of each customer you serve.

What makes you stand out sales? ›

Confidence. This is perhaps the most essential sales skill of them all. Trust in your product, and stand by your facts and experience. Eliciting confidence in your credibility does not mean you are relying on your ego to fuel the sale.

What makes a sales person stand out? ›

What makes a good salesperson? A good salesperson has more to offer customers than an exciting pitch —they're enthusiastic individuals with resilience and they take the time to get to know their customers' needs, show empathy, and deal in a product in confidence.

What do customers want from car dealerships? ›

Additionally, the ability to define the purpose of the visit, have an attentive/informed salesperson who can answer questions, perks such as free oil changes and car washes, the ability to walk the dealership by themselves, and the ability to bring their own financing are also essential to consumers.

Who is the target audience for car dealerships? ›

The most commonly used customer demographics that automotive dealers use for targeting include age, gender, household income, marital status, and geographical location. Another demographic that dealerships target is recreational use versus commercial.

How do car salesmen find customers? ›

Here are a few auto sales marketing ideas to help get your wheels turning:
  • Encourage customer reviews on website / Google / Facebook.
  • Ask for referrals – word of mouth is one of the most powerful car sales marketing methods.
  • Use social media.
  • Give unique offers/deals.
  • Update your website regularly.
  • Use video.

How do dealerships attract and retain customers? ›

Building a Robust Digital Reputation

In today's connected world, a dealership's online reputation can significantly impact customer retention. Engaging with feedback, addressing negative reviews, and showcasing positive customer stories help curate a reputation that attracts and retains customers.

How to drive traffic to your dealership? ›

Provide food and refreshments and maybe hold a raffle for some prizes. Even if guests don't purchase a car that day, you have made a potential connection for a future sale. You can even have guests sign a guest book to acquire their contact information to notify them of future sales or events.

What is the best advertising for a car salesman? ›

We're bringing you 10 auto sales promotion ideas that you need to put to work right away.
  • Get Active in Your Community. ...
  • Host a Giveaway. ...
  • Celebrate Your Previous Customers. ...
  • Use Social Ads to Target Individual Customers. ...
  • Offer a Price-Match Guarantee. ...
  • Give an Incentive for Referrals. ...
  • Advertise Where Buyers are Already Searching.

What are the 4 stages of upselling? ›

What are the 4 stages of upselling?
  • Focus on the original purchase,
  • Find a good upsell,
  • Introduce the upsell, and.
  • Follow-up after the sale.
Sep 19, 2023

What are the three keys to upsell success? ›

Here are three tips to upsell your customers:
  • Identify additional products or services you can sell. Start by thinking about your customers—what additional products or services could you offer that would be valuable to them? ...
  • Think through cost. ...
  • Communicate what you are selling.
Mar 31, 2021

How can I improve my upselling skills? ›

Here are some of the best upselling strategies to help you enhance that value.
  1. Understand Customer Needs, Recommend Upsells of Value. ...
  2. Don't Oversell. ...
  3. Build Trust and Develop Rapport. ...
  4. Preach Benefits, Not Features. ...
  5. Be Quick to Pivot Your Upselling Strategies. ...
  6. Before the Sale. ...
  7. Upselling at Checkout. ...
  8. Upselling After Purchase.
Dec 11, 2023

What not to say to a car salesman? ›

Eliminating the following statements when you buy a car can help you negotiate a better deal.
  • 'I love this car! ' ...
  • 'I've got to have a monthly payment of $350. ' ...
  • 'My lease is up next week. ' ...
  • 'I want $10,000 for my trade-in, and I won't take a penny less. ' ...
  • 'I've been looking all over for this color. '
Feb 14, 2021

How to beat a car salesman? ›

Stick to your budget and not be swayed by add-ons or extras the salesperson offers. To give yourself more leverage, research the vehicles you're interested in, know the value of your trade-in and secure financing beforehand.

How to increase sales as a car salesman? ›

10 Car Sales Tips to Get and Close More Customers
  1. Build strong product knowledge. ...
  2. Establish a strong online presence. ...
  3. Develop excellent customer service skills. ...
  4. Be responsive and follow up. ...
  5. Offer competitive pricing and incentives. ...
  6. Create a positive showroom environment. ...
  7. Utilize referrals and customer testimonials.
Sep 12, 2023

How do you stand out for a sales position? ›

7 Ways Sales Reps Can Stand Out From the Competition
  1. 1) Don't Talk About the Competition. ...
  2. 2) Ask One Question at a Time. ...
  3. 3) Talk About Benefits, Not Features. ...
  4. 4) Add Value With Every Interaction. ...
  5. 5) Be Yourself. ...
  6. 6) Show Up On Time. ...
  7. 7) Become an Industry Expert.
Oct 12, 2016

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