ADM serves Car Dealers, Automotive Marketing Pros and Internet Sales Managers
More than 8 years of content is uploaded to YouTube every day. That's more video content in one month than the three major US networks created in 60 years. YouTube is owned by Google, and Google is attaching "search" relevance to video. The following chart from SearchMetrics illustrates the most recent trends in search showing that video is dominating every other catagory. Dealership marketing would fall under "Shopping".
So the obvious answer is to recognize the importance of video to SEO. Sounds good. So how does this all affect Dealer marketing? Should we all hire marketing companies to produce videos that we hope will go viral and draw traffic from all over the world?
First of all, dealer marketing is generally local in nature. That means that dealers first think in terms of "calls for action" and that's all right. But I saw a recent video by Paul Potratz that introduced dealer branding in "thinking outside of the box". Only a small proportion of consumers are in the market for a car at any given time, so shouldn't you make your marketing appeal to those who will remember you when the time comes? (Shades of Social Media) This brings a lot of the things into focus in a very broad spectrum and I'm only going to concentrate on one that ANY dealer can do without spending large amounts of cash.
If you have your sales staff make an admittedly unprofessional walkaround video for each individual Internet email or phone request, and you put it on YouTube, what have you accomplished?
What do you think? Can you think of other ways videos can assist you as a dealer?
The power of video is not a silver bullet. It is often over-hyped and at the same time under-utilized. Video is really just one (valuable) piece of a puzzle called multi-platform marketing. All elements in marketing should complement each other, feed each other, and lead ultimately to conversion. But in the end, where does that conversion come from? Does it come from doing one thing well? Or does it come from doing a variety of things well?
Below is a video I really like about SEO. I take no responsibility for it, and I am not an advocate for the company that has produced it. I just present it as an example of how video can be persuasive. Nah, actually I just present it because I love Bill Cosby! :-)