Dealer Video Marketing Profile—A.J. Maida
For this month’s dealer video marketing profile, I interviewed A.J. Maida, director of digital and marketing at Papa’s Chrysler Dodge Jeep RAM SRT, the number one sales volume CDJR dealer for both new and CPO, as well as the number one commercial truck dealer in Connecticut. He is known to be an innovator who is always trying new ideas and strategies. Below is a transcript of our conversation:
AJ-Will you give us a brief overview of your basic marketing strategy and philosophy?
AM-Our strategy is mainly online through our websites and a heavy social media presence. We do use newspaper, radio, and television, to push people to our site. We do a lot of “cause” marketing. We are heavily involved in running events to support local charities, which lends itself to the social media aspect. As you’ve heard me say many times “It’s about the people, people” and our cause marketing allows us to connect with many people on a face-to-face basis, which we, in automotive, have somewhat gotten away from. As you would guess, because so many of our eggs are in the online basket, we have a heavy focus on SEO complemented by some SEM.
AJ-What type of marketing efforts do you implement in the stores on a consistent monthly basis?
AM-We are a big “specials” store. We will have 16 to 20 vehicles with custom designed “Specials” on them, as well as for service and parts. We tend to put a lot of emphasis on our fixed ops marketing efforts.
AJ-Why is it important for a dealership to have video SEO as part of an overall marketing strategy?
AM-As I said, we have a heavy focus on SEO, and to not complement that with video would mean that we are not giving it our maximum effort. My goal is to be able to ask my competition, “How’s the view from page two?” Video SEO helps rank me above them on page one.
AJ-Can you explain what Video SEO does for your dealership?
AM-Considering there are eight CDJR dealers within a 30-mile radius of our shop, I doubt I will ever get my wish of page one domination, but through the use of video SEO combined with SEO of our web properties, we are able to control most of the page one searches. We also are able to do comparison videos against other brands as part of our strategy. This helps us to rank for searches against competitive makes and is probably one of the reasons our commercial business is so successful and we are the number one small business RAM dealer in New England.
AJ-How has a video SEO strategy impacted your websites’ visibility on search engines?
AM-Short answer…a 20 percent-plus increase in visits within 90 days. We were above the industry average published last year, but let’s just say our visits per month were not a five-digit number, and ever since video SEO, they are.
AJ-How do you measure the effectiveness of your video SEO strategy?
AM-We measure our website traffic week over week. We see Google as our top-referring site, and have seen an increase in referral traffic from them since we instituted a video SEO strategy. I credit that to videos giving us more positions on page one. We also just do a search for important keywords and always see our videos on page one searches. Even in Chevy and Ford searches, as part of our conquest strategy.
AJ-Lastly, when did your dealership implement a video SEO strategy and what is the average increase your store has seen in sales and market share since implementing this strategy into your overall marketing plan?
AM-We tried video SEO for a few years but, of course, didn’t have the resources for it to be effective. In November of 2012 we partnered up with a video SEO vendor and have seen an increase in the numbers everywhere; new and used vehicle sales, service and parts RO’s.