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Jared Hamilton
From: Jared Hamilton
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Brian Cox

Brian Cox President

Exclusive Blog Posts

What People Are Looking For In An Auto Repair Shop

What People Are Looking For In An Auto Repair Shop

Those who have been involved in some sort of accident have the next step of finding an auto repair shop. These shops are not all created equal as some are …

One Price Selling – What Are You Waiting For?

One Price Selling – What Are You Waiting For?

Most Dealers are closer to a One Price Selling sales process than they may realize. If you’re an excellent pre-owned dealer you’re basically no…

What Is Your Chemistry With Women Buyers?

What Is Your Chemistry With Women Buyers?

Wow, its December. Last month of the year. Now is the perfect time to begin to reflect on the customer processes, engagement and strategies you have in pla…

Want to Advance in Business? Here are a Few Ways to Stay on Top of Your Game

Want to Advance in Business? Here are a Few Ways to Stay on Top of Your Game

If it’s time for you to take the next steps in your career, there are some tried-and-true methods that can ensure your success. All business professi…

BDC training for 2017

BDC training for 2017

  We have a service and sales bdc team for each of our stores. One is a Hyundai store and the other is a Chevrolet store. We have Three sales Bus…

Why Video Is Important For Your Marketing Strategy

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When businesses ponder how to increase their presence on search engines, they typically turn to SEO strategies. Content marketing has always been a large part of any SEO strategy. It’s a given that the more fresh, relevant and unique content you produce, the better chance your online properties will have of showing in search engine results. According to an article by Search Engine Land, in the past, when considering an SEO plan, the primary type of content marketers thought of was text. As consumer behavior changes, however, visual content is becoming increasingly important.

 

According to the article, a Google study that tracked consumers’ points of influence on their path to purchase, found that 64 percent of consumers were influenced by video they saw on YouTube – 2/3 of which were “how-to” and “product visualization” type video. These videos match the content type that auto dealers use. In fact, according to the study, 60 percent of consumers reported that online digital marketing factored into their path to purchase. And a recent article in the Wall Street Journal reported that experts are now advising marketers to move 10% to 25% of TV ad dollars to online video.

Today’s vehicle shoppers have many decisions to make along the path to purchase. A consumer who visits an online shopping portal will typically be presented with a list of vehicles that meet their criteria in order of price, lowest to highest. They will then start filtering out vehicles from those results based on such things as mileage, condition, vehicle descriptions and pictures and video provided by the dealer. Vehicles with no (or poor) descriptions or ones that lack photos and video have a greater likelihood of being passed over. Vehicle description pages that contain rich details including images and video stand a far greater chance at seeing customer engagement. It’s hard to believe that anyone would disagree with this very basic assessment.

 

The same idea translates to search engine optimization. The goal, obviously, in any search engine optimization strategy is to be found whenever a consumer makes a relevant search. According to Search Engine Land, however, that’s not what the real goal is (or should be). Simply showing up does nothing except satisfy a marketer or SEO practitioner’s ego. The true goal is click-through-rate. The more opportunities you can provide a customer who is searching for a vehicle to find your dealership and/or vehicle (i.e. the more times you appear within a given search), the greater the likelihood will be that they will click on a link to your content versus your competition. To accomplish this, you must have a presence on all the consumer touchpoints in every medium possible – video, images and text – thereby offering more content for a search engine to crawl and deliver within the results.

 

The bottom line is that consumers are using more resources than ever before when shopping for a vehicle. Ensuring that the type of content a consumer wants to see is present on every touchpoint is essential to increase web traffic and consumer engagement. Don’t get me wrong, simply throwing money into video marketing is not what I advise. You would be wise to invest in a comprehensive video strategy that maximizes the exposure, quality and effectiveness of your video content. It will make the difference and allow you to dominate all of your online marketing channels.

Grant Gooley
Hi Brian, well said and couldn't agree more! In fact our dealerships all understand the importance of video, the challenge is execution (as per usual). Hiring a company to create video can be very expensive. Asking the sales team to create the videos never seems to go far. Just like any process we build within the dealership, a strong culture is essential if we want to see results.

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