Dealer Video Marketing Profile—Paul Lynch
For this month’s dealer video marketing profile, I interviewed Paul Lynch, general sales manager of DePaula Chevrolet, which is a four consecutive time Chevrolet Dealer of the Year award winner. DePaula Chevrolet was the number one Certified Chevrolet pre-owned dealer in the Northeast in 2013, as well as a top 65 new car volume Chevrolet dealer in the country. Paul Lynch’s career in the automotive industry started as a salesman back in 2002, when he coincidentally worked for his direct competition today. DePaula Chevrolet shows one of the biggest YOY percentage growth increases in new car sales on Chevrolet’s Top 250 volume list. Below is a transcript of our conversation:
AJ-Can you give us a brief overview of your basic marketing strategy and philosophy?
PL-I took over a sales department in January of 2011 that had a lot of old school traditional philosophies. I brought to the table a strong digital understanding that our dealership has started to embrace. We have turned away from heavy newspaper and radio advertising budgets and reallocated that money into a strategic digital marketing plan, which consists of SEM, SEO, Video SEO, PPC, digital retargeting, pre-roll and digital banner ads.
AJ-What type of marketing efforts do you implement into the store on a consistent monthly basis?
PL-We have a monthly advertising meeting held early in the month. In that meeting is our advertising company, our website and PPC provider, our targeted direct mail company, and a few of our high ranking managers in the organization are present. We like to have open communication and get opinions from all, as well as make sure we have a universal theme and marketing effort across all mediums. We really drill into the market with analytics to identify what geographies we execute the best in.
AJ-Why is it important for a dealership to have Video SEO as part of an overall marketing strategy?
PL-It is vitally important for overall visibility. When consumers shop we want to brand DePaula into their mind. Studies have shown that consumers are more likely to click your listing if it contains video. We also have gained momentum over time, and continue to push our competition down page one on search listings. Our goal is to absolutely dominate the online highway.
AJ-Can you explain what Video SEO does for your dealership?
PL-We started Video SEO in January of 2013, our website visits are up 41.1%. We are fairly confident that once we get the consumer to our website that we can convert. So the trick is: what can we do to get as many people as possible to our website? We believe that Video SEO is a huge part of that effort.
AJ-How has a Video SEO strategy impacted your websites’ visibility on search engines?
PL-I think the problem that most dealers have is they want immediate results, and if they aren’t seen they immediately pull the plug. I am here to tell you that if Video SEO is done correctly, it builds momentum over time. We saw results relatively quickly, but the results that we see now are incredible. Initially I looked into Video SEO just to cover Chevrolet, but when I saw the results I knew I also needed to use it in conquest and try to steal market share.
AJ-How do you measure the effectiveness of your Video SEO strategy?
PL-The major indicator for us is increase in website traffic/visits. But I constantly monitor google searches and what I have witnessed is over time, if a consumer is searching for a Chevrolet or a vehicle brand which I have decided to conquest they get caught up in a web of DePaula Chevrolet. The visibility and reach we have now gives us an upper hand in the Albany market.
AJ-Lastly, when did your dealerships implement a Video SEO strategy and what is the average increase your stores has seen in sales/market share since implementing this strategy into your overall marketing plan?
PL-We started with a Video SEO strategy January first of 2013. We are currently up 24.5% in new car sales YTD. Our conquest trades are up over 20% over same year period for 2012. Last year we were the number one Certified Chevrolet in the state of New York, this year we are currently on pace to be the number one Certified Chevrolet dealer in the Northeast.