Deep in the dark recesses of your website, there’s a page that people in the limo industry seem to have forgotten even exists: the blog. We have a tendency to forget that it doesn’t matter what kind of business we’re in, content is still king.
Now, we know what you’re thinking: "We use content all the time. We’re really active on social media and we have a good following." And you know what? That’s great. We hope you are keeping up with social media and keeping things fresh. The problem is that the purpose of your social media accounts isn’t to keep people on those pages. Their purpose is to help drive traffic to your website and get conversions. In our case, those conversions come in the form of bookings.
One thing that most marketers learn over time is the value of consistency and congruency. That means that your content has to have a sense of flow that winds through everything you do online, from social media to email to your website and anything else you put out there for public consumption. That includes everything from landing and squeeze pages to ads content, images, and videos.
So how do you create that sense of consistency and congruency? Here are a few tips.
#1-Stick with one identifiable branding scheme.
Don’t constantly re-invent yourself. If you did your research before launching into your brand, you need to make sure that all of your content aligns with your brand image. Starting over with a new logo or color scheme or any other major change starts you at square one every single time. It will eventually become necessary to revamp your branding strategy to account for changing times, tastes, and buying habits, but take a tip from every major corporation: They change their branding after years or decades, not moths or weeks.
#2-Maintain a consistent message in your content.
If you haven’t done so already, it’s a great idea to map out the things that are most important to your ideal avatar or buyer persona, and build a content strategy around those things. Notice we didn’t say hype up how great your service is. You won’t have to do that if your content communicates that your brand understands its customers. When people see themselves in your product or service, it already has a high enough perceived value to drive sales.
#3-Maintain a good mix of relevant content.
Make better use of the resources already at your disposal, specifically your blog. Develop some good evergreen content with topics like "How to Choose a Limo Company for Your Next Event," as well as seasonal content revolving around significant areas of your business like weddings, corporate transportation, proms, and funerals. Have a good mix of long-form and short-form articles and inundate your copy with visuals.
Great content that offers a sense of congruency with your brand is a vital part of the equation when it comes to your marketing strategy. Don’t downplay its effectiveness or neglect it if you want to maximize your success.
The DriveProfit Advantage
The senior marketing team at DriveProfit has the limo marketing experience and knowledge necessary to help you develop effective limousine marketing programs geared specifically toward the chauffeured ground transportation industry. If you are launching a new limousine marketing campaign, or are not satisfied with the results you are getting from your current efforts, our team is here to help. To learn more, please contact Pat or Jennifer at DriveProfit today at 203-426-7780, or email us at firstname.lastname@example.org.
Posted on Dec 10 2015
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