Content Marketing in 12-volt: What Really Drives Sales
The stories about leveraging social media are getting old. It’s not that they are not correct or relevant, but leveraging social media has many well-documented articles and tutorials. If you want to learn about it or enhance your efforts, there are plenty of resources out there. If you are already a diehard social media proponent, you probably have someone earmarked to oversee those duties in your business to handle the outreach on Twitter, Facebook, Instagram and others. What metrics are you able to definitively collect from the social media alone, though? You should have an additional effort that drives prospective customers back to your website where the real meat and potatoes of your content exists. This is where you get to leverage your largest marketing asset: your content.
Websites Generate Store Traffic
Just having a Facebook page is not enough. Sure, if you’re a one-man operation, that might suffice, but it lacks the power of the greater web and organic search that comes along with a well-executed website. Mitchell Schaffer, founder of 1sixty8 media, says his clients (which are exclusively 12-volt retailers specialists) routinely provide feedback that clients visit them based on finding their website. “I have a number of retailers who say new customers sometimes drive from quite far distances just to come and see them, because they feel their own area lacks a qualified retailer,” says Schaffer. Even if that’s not the case that a town may lack a qualified retailer, if that’s the consumer perception, the retailers in that town are clearly leaving money on the table by not being present with a robust website.
Schaffer has become one of the 12-volt industry’s foremost experts on website design and development for specialty car electronics retailers. His own path to 1sixty8 media was by learning and refining his web development and SEO skills for his retail store, Mobile Edge in Lehighton, Pa. His media company has become so in demand that he has stepped into a full-time role managing the daily business of helping retailers with their website presence. “We’ve helped many retailers over the past few years enhance their business with more traffic in their stores, more informed customers and a methodology to track all of their marketing efforts so that they know what is working,” continues Schaffer.