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Five Types of Video to Include in Your 2013 Marketing Plan

It’s pretty well known that YouTube is the second largest search engine with more than 4 billion views per day.

While your dealership isn’t likely to produce the next “Gangnam Style” YouTube sensation, your presence on and use of YouTube can be part of a successful online strategy.


If you allocate a significant budget towards SEO and SEM, you may want to think about allocating a percentage of it to increasing the number and types of videos on your dealership’s YouTube channel. Videos have been proven to engage customers, boost credibility and drive traffic to websites.

If you’re not already incorporating these five types of videos into your Internet marketing plans, consider adding them in 2013:

  1. Inventory. Posting inventory videos on YouTube is very effective when a link to your website and relevant search term keywords are included in the description. Also post the videos on your website and Facebook page. Then, post links from classified ads sites like Craigslist. Craigslist gets more than 50 billion views per month, and can drive traffic to both your website and Facebook page from customers wanting to view your inventory videos.
  2. TV commercials. Most dealers at some point or other have spent a significant amount of money on creating commercials. Are you maximizing that investment by uploading your old commercials to YouTube and posting them on your website? If a commercial was to promote a specific event such as a Labor Day sale, you may want to include something in the description that encourages customers to keep in touch for news about this year’s Labor Day sale.
  3. Videos that brand your dealership. Customers want to feel good about who they are buying a car from. Whether you brand yourself as the price leader, the honest, no-haggle dealer, or the small, family-owned dealer, have a professionally produced video that reflects this. Highlight your involvement in community service or incorporate humor if you can, and include your service departments by weaving in expert technician interviews or service advisor maintenance tips.
  4. Customer testimonials. Word of mouth and online reviews have tremendous impact on customer consideration. Potential customers want to know what your current customers have to say. What better way to advertise than combining both of these effective marketing methods in a series of testimonial videos? The key to making this successful is to keep testimonials current. If a customer sees that your last testimonial was posted more than six months ago, they may wonder if your service has been slipping.
  5. Personalized videos for lead follow-up. Have you ever received a personalized video message in your e-mail? I did recently and it got my attention. If you want a customer to think, “Wow, this person actually took the time and effort to create this video just for me,” then you may want to consider this idea. If you are a salesperson who is comfortable and personable on camera, sending a customized video to select Internet leads is a surefire way to outperform your competition.

Which types of videos have you found to be the most effective in increasing traffic to your dealership website?

Are you able to track leads that come in as a result of your videos?

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Views: 714

Tags: Autousa, Internet, SEO, Video SEO, YouTube, leads, marketing, video


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Comment by Roosevelt Gist on January 3, 2013 at 9:12am

I've been live webcasting since...many years and you wouldn't believe me if I told you with a dial up modem. Any way currently live webcasting some of the new car introductions I'm invited to cover. If you are a YouTube partner live webcasting is available. Here are a couple of webcasts and

Comment by Josh Vajda on January 3, 2013 at 8:47am

Good point, Michael - I know I get frustrated when watching low-quality videos. Andrew, I've used live-stream presentation tools to present our products/services, but not in the way you've mentioned.

Comment by michael goldstein on January 3, 2013 at 8:13am

I agree with the types of videos and you make a good point. I think an important aspect is the quality of the videos. People get frustrated viewing grainy or low quality video content and are more apt to tune out of them. If the video quality is good, then the videos become very effective.

Comment by Andrew Compton on January 3, 2013 at 7:05am

Josh have you tried live streaming.  We can stream live video to your web visitors from your smart phone. On demand live video is now available that allows live walk around videos while you are talking to you prospects in real time, visitors can view while on your website, from any device they are browsing with.  Yes the video is recorded, compressed and can be sent with dealer branded email.  We can also send a push notification to activate the video stream via email. 

Comment by Ken Beam on January 3, 2013 at 6:27am

@ Josh - there probably aren`t any/or many ways that I have not utilize videos in our digital marketing strategies. Some of which are very successful and some which don`t always "Burn the Barn" down. It`s all about timing too. Overall......... it`s safe to say very effective. I use a mix of templates and/or landing pages/microsites that I create, which I tie back into Google Analytics to measure different ratios. 

Comment by Josh Vajda on January 3, 2013 at 5:50am

Thanks, gents. It's just a starting point - glad to see so many taking it to the next level. Great job on the videos, Ken. Do you promote them through email campaigns at all? If so, how effective has that been?

Comment by T. Lavon Lawrence on January 3, 2013 at 5:43am

Thanks for the great advice!  I'll start integrating a couple of the suggestions that I'd not considered last year.

Comment by Big Tom LaPointe on January 2, 2013 at 10:50pm

This is a great piece. Vid seems to demand more labor resources than just shooting photos for the web - oh yeah, don't use an ugly guy LOL. I did some work with a few years back on a test market, and it adds up quickly - especially if you want strong keywords - the dealeship actually used it to lure competitors with comparison notes in the text

Comment by Tom Rocha on January 2, 2013 at 8:09pm

Ken,  Nice presentation of a Testimonial page.  Clean and informative. 

Comment by Tom Rocha on January 2, 2013 at 8:03pm

Josh,  Great post.  Inventory videos on YouTube has some obvious benefits and the dealers we have that post on Craigslist have really high view counts.  Dealers should have full motion videos of all their inventory available for shoppers to view any site they offer their cars for sale.  There are links to some of the various places that dealers can post on like, YouTube, DailyMotion, Vimeo, MetaCafe,,, and more.  As you can see there are also some fantastic SEO benefits.  Like Ken and others have been preaching for years:  video is where dealers should be.  Thanks for the informative post.

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