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28 Nov YouTube for Car Dealerships

taaa_youtube_twIn this decade, by the time a potential buyer walks in the doors of your dealership, he or she has probably searched online for feature information, reviews, and deals. The buyer has compared models and knows what paint options exist for the vehicle he wants. And, most likely, the shopper has visited YouTube more than once to check out the automobiles in the running. Yes, she wants to come in and test drive a model or two and kick the tires, so to speak, but she has a head start.

Per a DMEAutomotive study, the average car purchaser today makes less than two visits to physical dealerships. Before he arrives, the shopper has made numerous digital and mobile visits to check out both you and the cars. And among these virtual experiences, YouTube holds an important key.

YouTube is the world’s second largest search engine and third most visited site after Google and Facebook. The channel gets over 30 million visitors per day, which translates to about 1 billion active users per month. That’s a giant chunk of internet users consuming video.

David Mogensen, Google’s Head of YouTube Ads Product Marketing, issued a report in which it was reported that 70% of people who used YouTube as part of their car buying process were influenced by what they watched. Further, views on YouTube of test drives, features, options, and walk-throughs have doubled in the past year; mobile searches from dealership lots increased 46% in the last year.

What this means is this: before buyers grace your showroom, they’re making decisions and forming opinions via online research. And here’s the question: where do you want your buyers to get their information: from your dealership or from someone else’s?

Per Google, car review videos on YouTube were watched for more than 3 million hours in the first 9 months of 2015, of which more than 1.2 million were on mobile, more than twice as many as the previous year. In general, research shows that people generally tend to search for 3 types of car video:

  • Test drives
  • Comparison videos showing features of different makes and models
  • Interior and exterior car walk-throughs

This is a great opportunity for your dealership to use video marketing on YouTube to reach potential buyers. How can you maximize your time and money investment in this channel?

Conduct an online audit.  Pretend you are buying a new car yourself, or hire a consultant to audit your online presence. Are you covering the channels that could be most advantageous to you? Is your brand consistent and professional?  Are you using all the right key words to attract the most hits?

Build your video library: Remember that customers are impatient and they want concise and informative video content. Respect their time and yours and create video that reflects your personality in a way that will bring customers to your door.

Be responsive: Modern society is impatient and expects to find answers very quickly. If you aren’t there with the right answer, the moment shoppers are looking, chances are someone else will be.

Dive in! If you’re not already creating content for YouTube and tying that to your other marketing and sales channels, you could be missing a critical outreach opportunity.

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07 Jun Now More Than Ever, Content Reigns Supreme

bloggraphic5FacebookThe need for compelling content and social media has been more vital for the success of your business. If you still haven’t gotten on board, I have two questions for you: Why haven’t you yet? And more to the point, how are you reading this?

In order to stand out from the crowd you should be generating original content and promoting it. Here at The Automotive Advertising Agency we extol the virtues of cohesive branding because all of your messaging should be consistent in targeting your clearly defined audience. The same principles should guide the content you produce.

Here are three reasons why you need to have powerful content.

1 – It builds credibility. Building a reputation as a thought leader can earn credibility even in the most crowded of spaces. Start a blog that shares your opinion on trends you think the consumer should know about. Or share a couple of case studies. Create a following and mine that following for topics they’d like to hear about. Maintaining a steady flow of content that is informative and not pushy on selling, will build the trust you need to get recommendations to boost your business profile.

2 – Search engines will love you. While your credibility starts to build and your reputation as a thought leader begins to spread, your SEO will begin to trend upwards as well. Google’s site ranking rewards those businesses with up to date content, even more so if that content is getting passed around. With just a few months of blogging you’ll see that consumers are landing on your page because you are not spamming them with out-of-date offers and deals. Instead of keyword stuffing, you’re providing fresh, relevant content.

3 – It will grow and target your audience. Thanks to powerful analytic tools, all of your hard work making content and building your reputation will unlock insights into your audience you never had before. By closely monitoring likes, shares, comments, and other actions you can learn more about your connection to current and future consumers. Likewise, some of these consumers can become a volunteer brand evangelist spreading the word of your services and further strengthening your presence online and in real life.

In a world that moves at the speed of a like on Facebook, a tweet, a snap, a pin, or any other type of social share, it’s abundantly clear that you need to be generating great content. Rest assured that if you’re not doing it, your competitors certainly are.

 

 

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