Of all the businesses to dive into online videos, YouTube visitors are increasingly finding more engaging automotive videos coming from car dealers. While many car dealer videos are expected to be dull and overly salesy, YouTubers are instead seeing unique characters, humorous stories, and elaborate plots emerging from the minds of car dealers and their marketing agencies. With plenty of dealers getting thousands of views from their videos, the question is, where is your dealership’s video content?
It’s expected that Internet video is going to become increasingly important to car dealers by this time next year, with many dealers including online video prominently within their marketing mix. In many instances, video may require only a modest investment of time. For example, many dealers feature OEM templates that they can use on their websites and on YouTube. But this method lacks a dealer’s unique brand, and it opens up an opportunity for dealers to put their own stamp on video content that’s destined to be distributed on the Web.
Taking a chance and creating online videos that are creative and entertaining can go a long way when it comes to building an online presence for your dealership. Perhaps one of the best examples is Badger commercials from the Johnson Automotive based in North Carolina. The commercials feature a badger as a car salesman that pushes customers to buy a car for the price that he wants. What makes these ads successful and viral is that they embrace the stereotype of a pushy, unethical car salesman and lets customers know that you won’t find that at a Johnson Automotive dealership. On YouTube, these videos have already received hundreds of thousands of views, and have easily given the dealership solid brand recognition. The Badger not only can be visible online, but can also be found on television and in print. Even their website, NoBadgers.com, builds upon the character.
But having a commercial with a “Big Idea” such as repulsive badger is by no means a requirement. As we’ve stressed before, video provides many benefits, especially with the the ability to find its way into search results. Promoting your seasonal incentives is one of the easiest ways to come promote your dealership online. And while having a character like the Badger may be entertaining, just having something simple and honest can also make a huge impact as Jackson Honda customers have found with videos like the one below.
Dealers are discovering that having an online video strategy is one of the most cost effective marketing tactics available. Videos are relatively cheap to create, and quick and easy to distribute online. As we’ve already discussed, Universal Search also enables video content to grab exposure in the SERPs. While the biggest expense in running an ad on television is the cost of air time, running the same ad online costs nothing thanks to YouTube and other free video websites.
With increasing consolidation among car dealers, along with many dealerships closing their doors for good by year’s end, existing dealers need to find ways to build stronger relationships with their community and potential customers. Online video is a cost effective way to do just that.
* * *
Look for innovative search marketing tips? Look no further than Top Dealer SEO.
{ 1 trackback }
{ 0 comments… add one now }