Editor’s Note: The following blog is authored by Lauren Labunsky, public relations manager for Dealer Spike, a company that provides websites as well as a suite of online advertising solutions designed to help dealers increase sales and service profitability.
There are several online tools outside of your website that can help your RV dealership thrive. Even if you haven’t implemented any of them for your own business, you’ve most likely heard of them – search engine optimization and marketing, e-newsletter campaigns, social media advertising, reputation management software, and the list goes on.
Today we’ll narrow in on two of these important methods of increasing visibility online: social media marketing and search engine optimization (SEO). These strategies are highly relevant to each other, and work most strategically when employed together. While written content on your website and internal keywords make up your organic SEO, the content that you share on your social media pages also attracts attention from search engines. Both tools are working toward the same common goal, but in very different ways.
Best practices in SEO call for marketers to research hot keywords for their business. It will always benefit your business to know which RV industry keywords are trending in search queries. But beyond using these buzzwords to increase SEO results, you can also let them guide you in creating successful content for social media posts. The most successful posts drive engagement through “likes,” comments, and shares. The more engagement your posts receive, the more other people will see them, and the more likely that traffic will lead to your dealership website – the ultimate goal of both SEO and social media advertising. You can now direct traffic through traditional search engines like Google as well as social media platforms like Facebook, which often act as search engines themselves.
Keeping keywords and content themes consistent between SEO and social media content can greatly benefit your dealership’s online presence. At the least, information gathered through SEO research creates a great jumping-off point for social media post ideas. At most, you’re able to strategically match content on both your website and social media pages to drive customer traffic back to your site, or even back to specific RV units that a customer is interested in.
While you are unlikely to receive feedback from customers about your website’s SEO content, social media is a different story. Potential customers are likely to take your social media presence into consideration when deciding to make a purchase, especially reviews and comments left on your pages by other customers. Do you have an open and friendly relationship with your followers? Do you answer questions and respond to comments in a timely manner? If not, you may want to start – the content within your responses to customers could also get picked up by search engines, and help others discover your dealership via social search.
Today’s customers are using social media platforms like they would a search engine, and smart marketers need to prepare for that. On the other hand, search engines are getting smarter – they recognize the content that you deliver on social media, and it makes an influence on your rankings. Using the same high-performing keywords and similar content across social media platforms and your website is both smart and effective – good results in one can only help increase the success of the other.