Capturing the growing DIY dollars
Bob McCann, Director of Education, ARI
April 12, 2013
Filed under Guest Blog
Can you cash in on your expertise by giving it away?
While it may sound strange, do-it-yourself boat owners hold a high potential of opportunity for you. And, not necessarily for the reasons you think. So, as a boat dealer, what can providing helpful — and free — DIY content to customers and prospects do for your business? And, why should you post DIY content on your website?
- It works. Anyone attempting do-it-yourself boat repair will need parts, repair equipment, and general project materials, all of which they can buy from you. Think about the last time you decided to undertake a home improvement project. You may have turned to stores like Home Depot and Lowes for how-to clinics or advice. And, as a result, you bought products you needed from those stores. You can do the same at your dealership to capture the growing number of DIY dollars.
- Helpful DIY content is a win-win-win. Customers complete small repairs with parts they buy in-store or online — a win for you. They may also turn to you for more complicated repairs, which is a bigger win for you, as it presents the opportunity to sell more parts. Plus, you build a relationship with these customers. They see you as an expert and turn to you for all their boating needs. This includes buying a new boat, completing more complex repairs, and becoming a loyal lifetime customer — a major win for you.
- Reciprocity is persuasive. It’s the old saying, “You scratch my back, and I’ll scratch yours.” So, in some cases you may set yourself up to field phone calls asking for free advice when DIY projects go awry, but you also build a relationship with that customer, which will pay off in the long run.
Do It Together: Help DIY customers find the information they need on your website.
- Google is smart. People don’t search for “boat repairs.” Instead they ask questions like: How do I change this? How do I stop that? How do I repair my fiberglass boat using epoxy resin? Helpful how-to content should use wording, often called Frequently Asked Questions, like this to help customers and search engines find your website. By providing how-to content, you will build your expertise, anchor your dealership in the minds of potential customers, and provide your website with important search engine optimization (SEO) content.
- Pictures of your service department, service team, and equipment are nice, but they don’t attract website visitors. You need to describe in words the services you provide and the expertise of your team, and you need to be as specific as possible. DIY content is excellent SEO content.
- Remember to include information about the services you offer. Doing this should be easy — you already have service menus available in your dealership. That way visitors can quickly decide to choose your dealership’s team of experts to get the job done right the first time.
In order for you to capture the growing number of DIY boat owners, you need to make sure your website helps them perform do-it-yourself projects. To do this, you should choose a website provider that makes it easy for you to post content to your website in a fast and SEO friendly way. Good DIY content will help increase your rankings in Google and other search engines, as well as help build a bridge between your website and your service center for prospective customers.
Bob McCann is Director of Education at ARI, a leading provider of technology-enabled business solutions for dealers, distributors and manufacturers in the marine, RV, powersports and outdoor power equipment industries. Products and services include eCommerce-enabled websites, lead generation, lead management, Search Engine Optimization, Search Engine Marketing, and eCatalogs (parts, garments, and accessories).
Contact: email@example.com 877-806-2150