Muhammad Saad Khan 🐬
Published Sep 19, 2017
I opened my Quora profile today and I found an interesting notification.
A person named Alberto Garcia asked a very interesting question about how he can create content for his commercial truck dealership business.
So, first I want to thank Alberto for asking me to answer this question.
I have never worked on this kind of project before but as soon as I saw the question, I started articulating my thoughts around it.
So, what we can do?
We can start producing content in three categories.
TOFU Content (Top of the funnel)
Create these articles with all your experience to provide value to your prospective customer.
People search in these patterns before they tend to buy a truck from any dealership. And as you defined that your target audience is small to medium businesses.
Connect the articles with a lead magnet, an ebook.
MOFU Content (Middle of the funnel)
Create a ebook guide to download using a simple form by which a buyer can opt-in using the email address, phone number etc.
BOFU Content (Bottom of the Funnel)
Create case studies/stories of the existing customer base or buyers. These case studies can be based upon different types of customers. Like, someone buys trucks for milk delivery and someone buys for garbage pickup.
You can create separate case studies by looking at your customer base.
Send these case studies to the people who have opted in for the ebook.
Also create battle cards to mention your uniqueness and benefits of your dealership in comparison to your competitors. And email them as well.
Bonus Tips
- Use retargeting in every stage of the funnel. To get your readers back to the funnel if they drops out at any stage.
- Follow-up with a call to the people who have downloaded your ebook. Don’t pitch anything. Just ask them if they need any help in understanding the content.
- Ask, whatelse they wanted to know which can help them make a buying decision. Listen and note it down. These questions will become your TOFU content again.