Dominating a Competing Brand in Your Local Market
Today’s dealer, in order to stay competitive, has to maximize their automotive digital marketing presence by using a complete online strategy encompassing such tools as: websites, micro-sites, PPC, social media, press releases, maps, business listings, review sites, video…etc. A dealer doesn’t just compete with same brand dealers in the online market place; they fight against competing brand dealers that post trade-in used vehicles for sale directly from their websites, and dealers/private sellers using third party sites to promote their vehicles for sale.
The online search landscape is evolving daily with car shoppers demanding more and more comparison information and reviews data so they can make the best decision for their families. This being said, with well over 30 different brands of vehicles to choose from, today’s car shopper has a lot of information and choices to disseminate before ever stepping foot in a dealership to buy a vehicle. Competition within car classes is tremendous with marketing campaigns targeting competing brands in model vs. model for best overall value and feature advantages to sway in-market car shoppers during the research and buying phase.
One dealer taking advantage of this is McGrath Lexus of Chicago, a recipient of the “Elite of Lexus” award for over ten years. The Chicago area is one of the top and most competitive markets for auto sales and is ranked the third largest city in the United States with over five million residents. John Douglas, e-commerce manager at McGrath Lexus, says that, “The Lexus brand competes with numerous other brands in this market, namely BMW and Mercedes-Benz. We target these car buyers by having our videos show up in search engines while the consumer searches in this market for their desired product. Having our video ads show up in competing brands search phrases can move the attention and place it on our product and dealership, possibly even steering that consumer toward McGrath Lexus of Chicago instead of Mercedes-Benz or BMW. Obviously, every customer we can conquest is worth numerous repeat purchases, service visits, and referrals.”
The example below shows how McGrath Lexus is using Video SEO to show up at the top of page one Google organic search listings for “Mercedes E Chicago.” This offers exposure to Lexus products when car shoppers are looking for a competing brand in their local market. Video listings on page one Google search results are clicked an average 41 percent more than static monochrome text links. Why? With communication being 80 percent visual, video ads employ sight, sound, and motion to convey messages in the richest advertising media format currently available to today’s car shopper. Video engages the consumer using all senses and has high conversion rates when used in search results and on websites. Engage in online video and increase your exposure!
AJ LeBlanc, is the co-founder of Car-mercial.com and Carbuyersengine.com. For more information, visit www.car-mercial.com and www.carbuyersengine.com.