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October 15, 2019
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YouTube Strategy
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Car Dealerships and Automotive YouTube Marketing Strategy

What’s up everybody! By now, I’m sure you’ve heard of YouTube. The second largest search engine that reaches more 18- to 49-year-old’s than any cable network, on mobile alone. YouTube reaches 92% of the US mobile population buying a vehicle in the next 6 months. Why so many dealerships still do not have  an automotive YouTube marketing strategy ready for 2019, blows my mind! By combining Google paid search ads, Facebook and YouTube, I generated 2,267 leads to one of my automotive groups in November 2018. I know it works and have the case study to back it up. Subscribe to our newsletter.

DealerLeads: Get More Hooks In the Water

 

YouTube 92% graph 

 

I talk to so many GM’s and GSM’s who say, “We have videos on YouTube, what are you talking about Benny?!” You are correct, you do have videos on YouTube, however the pre-packaged, robot voice videos the manufacture gives you, does nothing to separate your dealership from the competition. Let’s do a side by side comparison, and you decide which type of video would be more beneficial for your dealership’s brand and more influential to shoppers currently in the market for a vehicle.

 

-Chevrolet Quick Tips

Local Dealership’s Safety Features 

 

YouTube’s reach is unparalleled and reaches more auto shoppers than streaming, cable TV, social media, and broadcast television. It’s all about reach and frequency, right? YouTube is uniquely positioned to help both brands and consumers with their experience, enabling them to connect in smarter, more meaningful ways.

 

YouTube reach is unparalelled

 

Video marketing is no longer a trend, it’s mainstream. Internet users spend an average of 15 hours each week watching digital video, and Cisco predicted that video will make up 82% of all internet traffic in 2021. If you haven’t started investing in video marketing, you’re already behind the top companies in your industry. Not only are internet users consuming more online video than ever, they’re changing the rules about creating video and content. If you’re still not sold on creating a video strategy for your dealership, keep reading. 

 

YouTube is the ultimate video shopping tool for auto shoppers. Over 75% of auto shoppers say online video has influenced their shopping habits or purchases. 97% of auto shoppers performed an action after watching a video, and 40% searched a dealership’s inventory! I’m sure you’re not going to be upset if you get a 40% lift in VDP views, would you? 43% of shoppers reported visiting a dealership after watching a video of a vehicle they were considering. These are powerful numbers! 

 

Ultimate Video Shopping Tool

The videos consumers are watching are created by brands just like yours. Life is about learning and experiences. People want to learn and experience your brand. Advertising and the car business have been a match made in heaven for many, many years. They go hand in hand, like cereal and milk! For years, dealerships and automotive groups have adapted their marketing mix to meet changing consumer behavior patterns.It’s time to put your car videos on YouTube and make that transition again! 

 

Adapt Your Marketing Mix

Automotive searches and sales are highly correlated. Are you showing up on Google every time someone is searching for priority models in your area? If you’re not sure, do a quick search on Google. Like I said earlier, YouTube is the second largest search engine behind Google and is owned by Google. What are the other benefits of having a successful video strategy? It allows you to increase your exposure and viewability across desktop, mobile, tablet and connected TV.  

 

The media world and platforms are ever changing, but one thing never changes, audiences. Identify your audience and own them! Yes, digital marketing is a complex eco-system, but you know your audience! It’s time to successfully capitalize on these opportunities and close more deals in an ever changing marketplace. Target your audience behaviorally and geographically by city, state, county, even down to the zip code. 

 

in 2018, several digital marketing trends, strategies, and platforms are still going through evolution and reaching customer engagement levels not possible before. Digital marketing is customer focused. There are only a few digital marketing agencies, knowledgeable and experienced enough to enhance your brand, generate a consistent flow of leads and help you achieve your goals in 2019. 

 

People In A Car

 

In closing, I’ve been able to create a winning digital marketing formula that helps your brand stand out, stay relevant, and move more units, among growing competition in automotive online advertising. Take your time, look around, research, ask a lot of questions, and learn all there is to know about new trends in digital marketing. 

 

I hope you found this piece informative and are able to take away some actionable tactics to drive more sales at your rooftops. Please let me know how I can be a resource for you in any way. I do this all the time and would love to show you exactly how! 

 

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1 comment

Ty Jacobb July 30, 2019 at 11:50 pm

This blog post is so true! I consume 11 hours of youtube on my phone ALONE add in my laptop and it’d be pushing at least 18-20 easy! Dealerships should definitely start marketing on youtube, Period.

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