Writing for the Automotive Customer

Engaging web content is one of the many important elements of digital marketing. It’s a tool that is utilized to help our clients grow their business and succeed in terms of leads. But, depending on the industry, the approach a writer takes when creating a piece of content should be different. This is especially true for the automotive industry. The tone our content writers take on is dependent on a few different elements, particularly the type of vehicle, targeted customer, and where the customer is at in the purchase funnel. With these ideas in mind, we’ll give you a glimpse into the thought process behind how we write for the automotive customer.

Type of Vehicle

A heavy-duty pickup truck and compact car are, at the most basic level, physically different. Compact cars are small and typically fuel efficient, whereas pickup trucks are sizable and provide a number of uses. As content writers, we approach each type of car differently than the next. We wouldn’t describe a large pickup truck as being great on gas just as we wouldn’t describe a small sedan as an ideal vehicle for hauling lumber.

In the same sense, we use different language to describe a luxury car than we would about an affordable model. In order to properly write about the vehicles our clients are selling, we identify how the vehicle is utilized and write about it by using the language and descriptions we find by performing detailed keyword research.

Targeted Customer

When writing vehicle description pages, we think of who would be buying the vehicle. For example, families are typically the target customer for a minivan or large SUV because of the cargo space and available seating. A sedan, on the other hand, is written for someone who commutes or a couple starting a family. Our content writing team approaches customer targeting by putting ourselves in the automotive customers’ position and thinking about what they’d appreciate with their next new car. We also use demographic data gathered from Google Analytics to find the ideal customer.

Placement in the Funnel

The purchasing funnel is a concept we use to help us write content. It allows us to determine what stage of the buying process a customer is at. How we write our content greatly depends on what point the customer is at in the funnel. Customers who enter at the top of the funnel are likely in the model research process. Here, we’ll provide information about the best type of vehicle for a certain lifestyle or explain how a vehicle brand’s technology features work. Customers who are in the middle of the funnel are more focused on their research. This customer will have already chosen the vehicle they’re interested in but are still in need of more details. Finally, at the bottom of the funnel, our content strongly encourages the customer to convert by scheduling a test drive or filling out a form.

Do you want to drive more leads and capture your audience through every part of their car-purchasing journey? Contact our marketing experts at Aronson Advertising today!