Reaching Consumers with Online Video
Eighty percent of communication is visual and video engages customers using sight, sound, and motion. Engaging your customers at their peak time of interest, when they are consciously searching online for the products and services you sell, is an effective way of delivering your ads. A typical consumer buys a vehicle every three years or so, and in that time, hears or sees an average of 50-plus auto ads a day. That equals over 50,000 car ads between purchases. How do you differentiate your dealership ads from the same old standard boring, noisy ads that today’s car buyers probably aren’t paying attention to? How many times do you really think a car buyer can hear “come down for our tent sale” or “ we have a great inventory” or “rates as low as zero percent” or “lowest prices guaranteed” or “prices below MSRP”, before they start completely tuning it out? Today’s car buyer hears these standard ads all day, every day, from all the dealers in their local market. There is limited value in something that is available everywhere. Simple supply/demand economics tell us that if every business offers it, the value/price will be lower, because it is readily available.
Your ads must be different than the typical ads every other dealer is running to catch a car buyer’s attention. Build value in your business by promoting a message that isn’t the standard run of the mill message that other advertisers drown out. Some ideas for differentiating your dealership (depending on your specific scenario) could include messages like: free car wash with every service visit; we are a green facility; we offer free Starbucks coffee and free wifi in our comfortable customer waiting lounge; check out bios of our sales staff; follow us on Facebook for money saving coupon specials; we are family owned and operated since 1946; we have a three day money back guarantee on all used vehicles; our used vehicles come with a free additional extended service warranty; we are proud supporter of the local Boys and Girls Club; we are a President’s Award winning dealer; check out reviews from customers on our website…Try to build value in the experience customers will have at your dealership rather than trying to sell solely by price, as today’s car buyer can access other dealers’ inventory and prices on their smart phones while sitting right in front of you, so you can lose the price battle quickly. Build value and a relationship with them before discussing price, so you can work through their specific situation to get them the vehicle they desire.
One dealership engaging with online video is McGrath Acura of Westmont, IL. It is one of the McGrath family of dealerships located in the greater Chicago-land market, which is the second largest auto market in the U.S., having as population of roughly seven million people. Kevin McGrath, owner of the store, says “We have been using online video SEO for over a year now and it has helped us increase our market share of online searches for websites like Google.” There are over a million local searches related to vehicle service each month in the Chicago market. The screenshot illustration here is for the search term “Acura Auto Repair Chicago” and it shows McGrath Acura’s website and two McGrath Acura videos on the first page search results, thereby increasing their online market share for car buyers searching for a local service. Using Video SEO can help reduce the competitions first page exposure and gain your dealership an edge in engaging with local prospective car buyers. Video SEO is just one tool you can use in your dealership’s overall digital marketing strategy to gain a competitive advantage.