You Can Do This!

You see, video supercharges the senses and evokes emotion as the consumer watches. It’s captivating, interesting and something we feel compelled to share. If people enjoy it they will share it with friends, family and even on social media. It’s also very inexpensive to produce and free to broadcast to millions of YouTubers.

According to statistics, the estimated number of global internet users who visit YouTube is over 40 percent mobile users. Four out of every 10 human beings on the planet who log on to the Internet via their phone visits YouTube on a daily basis. YouTube exceeds 4 billion viewers a day, more than doubling the prime-time audience of all three major U.S. broadcast networks combined. Over 4 Billion Viewers Per Day. Think about that!

Did you start yet? No! Just look at these Mind Blowing YouTube Statistics ->http://expandedramblings.com/index.php/youtube-statistics/#.U7iJnrGPNvY  ..Now Get Started!

The first thing you need to understand is that ALL Search Engines Love Video. Google Loves Video so much it bought YouTube for $1.65 billion in 2006. Even Donald Trump would have to be impressed with that number. If the search engines love video that much, why don't you? Start Right Now! Because you want all of the search engines to absolutely love you too, Right!

You're still not doing it, Are you? Get Up And Do It! It takes 10 minutes to change your life!

No matter the size of your dealership, you can compete with larger dealers. A simple video explaining the different features in one model from another can give your video a top-five organic placement in a Google search, competing with millions of websites. Yes, you can compete with the big dealer down the street. Positive Thoughts = Positive Results. You can not only compete, you can dominate!

Next is the WOW FACTOR. This is where you sell more cars - make more profits, and set yourself apart from the rest. As online shoppers work their way down the funnel, they eventually begin to engage the dealers. On average, they will shop five or six dealers online and they will visit less than two. So there is a definite selection process going on. What shoppers encounter is an unmistakable sameness when they submit their inquiry, especially by email or an Internet form. The auto responses all say pretty much the same thing: “We’ve been in business for 30 years. We have the largest selection, the best lenders, we will give you the most for your trade-in, we have the lowest prices, and we are here to make your experience fast and easy.”

The shopper’s inbox begins blowing up with templates, irrelevant content and invitations to come on in for a test drive when that is exactly what the consumer chose not to do in the beginning. They want to buy a car in a different manner. Now you bring video into your process and you immediately cut yourself from the herd or sameness, if you will. You become different and memorable. You are now climbing their short-list very quickly.

What kind of videos should you send? Here is a list of videos you can use to WOW your customers:

1. Video auto-response

2. Introduction videos

3. Customer testimonial videos and reviews

4. Short video walk-around of the car they are asking about, or one similar in price and size

5. How to use their Fancy Radio, MP3 player or Navigation

6. How you open the gas hatch and where the gas goes (Never put Regular Gas in a Diesel vehicle!)

Your longer video walk-arounds make for a great resource to include in your YouTube library for use in the future. You can even use them as virtual test drives. As that library grows, so does your name, your brand and your search equity. It's a Win-Win for you and your dealership!

Video is a great way to bring showmanship and salesmanship to an otherwise boring, left-brain buying process. It gives you the chance to show your own personality. People will feel like they already know you, and trust you more. It's an emotional process, remember? Since buying a car is such an emotional act for your customers, video can bring that emotion into the equation and give you an advantage towards being the dealer they want to do business with, Now! Remember people only visit 1.4 - 1.6 dealerships before making a purchase decision. Don't be afraid to be different!

The downside to video is...... There really isn't a downside to video and for the most part it’s FREE. NO 'We Can't Afford It' EXCUSES! A YouTube account doesn’t cost anything; neither does broadcasting on YouTube. Ask your ad agency to broadcast to millions, and millions of people for you for FREE and see how that goes. You’ll need to buy a camera or smart phone. Some dealers invest in green screens and editing software, but that is not necessary. Your time, creativity and effort represent your biggest investments.

Take into consideration that sometimes your customers can’t view YouTube videos at work because YouTube is blocked by their Web filters. You can use Twitter, Facebook or simply post your videos on your own website for viewing to get around this. You have to think outside of the box at times. You can't be stopped!

So what are you waiting for? Do you want to reach more customers, improve your dealership’s search engine performance, WOW your customers and get your salespeople more involved in the marketing, and selling process. It's Free, its Amazing, and it's Here to Stay!

                         Attn Dealers

It's Time To Go All In or Get Completely Out!

September’s Subprime Sales Spike 31%

Have you ever noticed that the most successful dealerships in the country have some of the best Subprime Finance departments in the country. That is not a coincidence. If you are a medium sized dealer in a medium sized city how can you grow your business without breaking the bank spending millions of dollars in advertising? You have to change what you are doing and / or how you are doing it and possibly make some changes in personnel. The automotive sales industry is all about People, Processes and Products. In order to be successful you must have the best of all three. Is it easy? No! Is it cheap? You will get what you pay for! Is it hard to do? Not for me, but for you..Probably! But is it impossible? No Way! Then again, if it were super easy everyone would be doing it, Right. Think of it in Fishermen terms - The ocean does not release her bounty without hard work and struggle.

Lets face it, In the world of sub-prime finance, everyone claims to have the secret or trick to creating a successful sub-prime finance department. They tell you that your dealership will make more money than you have ever dreamed of. Fact is, there are very few managers that have any idea what so ever about what it takes to run an efficient Subprime Finance department. Their trick is usually something no one has ever heard of, and even if your sub-prime finance department has numerous other problems, all that any dealership has to do to become successful is obtain the proper training and then follow these two rules.

Rule 1: No Matter What, Do It Right The First Time!

Rule 2: When in doubt refer to rule 1.

Believe it or not, there is a rule that every subprime finance department should be following if they want to earn long-term success, but while it is simple to understand, it seems to be difficult for most to follow. The rule is to take your time and do each deal right the first time. No excuses and no cutting corners. There is no dealer in the country that wants two million dollars on their CIT (Contracts In Transit) list because they need to resign a dozen customers who all live 4 hours away. Everything good in life takes work, including business, and disgruntled customers don’t usually give referrals. Remember that! The only time success comes before work is in the dictionary.

Credit bureau analysts found that subprime auto loans in March came in at $13.1 billion, marking an 8.8-percent increase year-over-year, and it is only expected to grow stronger as the year rolls on. Equifax had to go back to March 2007 to find a figure that high. That’s when the market generated $12.5 billion in subprime paper in a single month. September’s Subprime Used Sales Spike 31% - See more about that HUGE September Here: http://www.autoremarketing.com/subprime/september%E2%80%99s-subprime-used-sales-spike-31

Ask yourself this - What is the most profitable sales department in your dealership? We are talking in terms of Gross Profit Per Unit. If you did not answer with your SubPrime Finance Department then you have some things to work on internally. Your gross profit per unit sold on a SubPrime Finance deal should be substantially higher than a Prime Finance deal. There is a science to this. You must have brilliant minds in every position that know your audience, believe in your brand, follow your process and most importantly know how to take care of your customers before, during and after the sale in order to compete in todays market.

If you are not sure what it takes to get it right, here are a few guidelines. First, every customer needs to feel that you are on their side. You are there to provide them a service for payment. From the minute they walk in the door, they should be treated with respect, and when they start the process of getting approved, explain the entire process to them and make sure they completely understand. Do not leave them waiting for two hours in the waiting area while they are totally in the dark as to what you are doing or even where you are. They will begin to feel abandoned. Stop! And explain the process. Do not condescend to them or treat them with disrespect. As the saying goes, it doesn’t cost anything to be nice.

Second, follow up with past customers. Even if they aren’t looking to trade in their current car or buy another new car for their wife, husband or signifigant other, maybe they are looking for a used car for their teenager, or they have a friend or relative looking for a car, ask for referrals. If you treated them with respect and fully explained the terms of their auto loan, they will remember, especially if you follow up with them. The SubPrime Finance customer should be treated no differently than anyone else. Be a Professional!

Finally, set the proper expectations for the customer with respect, kindness and empathy. It might not be feasible for them to get the car of their dreams today if they have bad credit, a repo, bankruptcy or no credit, but they might be open to a good new or used car if they have been treated with respect and if they fully understand their credit situation. Explain to them that they must learn to crawl before they run a marathon. I highly recommend using the Risked Based Pricing to help explain their credit history completely. If you educate your customer they will appreciate and respect you more in the long term. Happy customers will send you referrals. Good Luck Out There!

With less than 8 percent of online search traffic making it to the second page of Google search, it’s clear that search ranking matters now more than ever before – but it also can take time to get up to the coveted first page of Google search.

When considering investing in SEO and PPC, many dealership owners are eager to know how to get on the first page of Google, and “how” to get the top ranking on a search results page. They want the satisfaction of being able to win instantly, but it's not always so easy.

The short answer is, “no one really knows” – not even the people who work for Google. But rather than just leaving it as a blank answer to a very difficult question, let’s investigate the reasons behind the response.

            Unfortunately We Aren’t Google

In addition to their periodic major updates, Google also has a fresh batch of smaller updates that are constantly causing small fluctuations in rankings. They also have much deeper updates that can run on a predictable cadence that indexes a much larger portion of the Internet. Then there is the calculation and propagation time to value every link, every page, and every website and then rank those against billions of search queries. It takes time to process all of that information.

In short, no one (not even most people at Google) can know how all of these factors affect each other and the overall formula for search rankings. It's almost like a guessing game. Just consider this Example: X - P + C x Q = 1 (Who Knew?)

What we can do is focus on a snapshot in time of what the current site looks like in comparison to a competitor’s site and identify areas that will likely improve their rankings over time. We can then apply a general timeframe for when we can expect to see results based off past experience. In addition, we can adjust the strategy to help enhance certain search signals to increase overall effectiveness. I know it sounds like rocket science, but if you focus on one improvement at a time you can usually improve your ranking without hiring outside sources.

Website Quality Does Affect Your Ranking

I know what you are thinking, How does Google determine the quality of my website? They will determine the quality of your website in the exact same ways your customers do. If your dealerships website is seen as low quality or isn’t updated often, it can take longer to climb those search rankings. A lot Longer! In addition, if your site has been penalized in the past, you must first determine the issue, fix it right and fix it quick, and then submit a reconsideration request before you can begin to reestablish yourself in search engines.

You Can’t Control the Competition

By developing a plan to improve your rankings, you are making the assumption that your site will push your competitor’s rankings down and help yours jump up. However, it is highly likely that your competitors aren’t just standing still waiting for you to run untouched for an 80 yard touchdown. They are going to hit you with everything they have. Will you break their tackle?

Who are potential customers finding first? You or Your Competitors.

If your competitors are actively marketing their site, you need to not only match them, but you must far surpass them to gain any ground. You can't take 2 steps forward and three steps back when it comes to Google rankings. In some cases, they may have several years of a head start and it could take some time to close the gap. Additional resources can help, but sometimes it just takes the slow, persistent, and aggregated authority built over time to rise in the ranks of the almighty Google.

What If You Don’t Want to Wait?

It’s understandable that dealership owners want to quantify and calculate an immediate ROI for their marketing dollars. However, it takes technical implementation and best practices to achieve a high ranking. To do this, you must convince Google that you deserve and have earned your desired ranking. You must also convince the intended audience that you are a trustworthy site with valuable content, top-notch products, or services. Being the best is always a good thing. Do you remember who lost the Super Bowl in 2010? No cheating!

A Search Marketing Campaign Does Not Have an End Date

It is a long-term branding methodology that is at the core of your business. It defines your audience, learns what they are looking for, engages with them, nurtures that relationship, and in return, rewards you with their business. By understanding that concept, you’ll realize that it doesn’t matter how long it takes to get to the first page of a certain ranking, because you’ll understand that the ranking itself is not the goal. Who cares if you are #1 in Google search if you still aren't earning the customers business? Be a Professional!

Now.. Forget Everything I Just Said!

With all stated above in mind, here are some educated guesses that are usually close based on past performances.

Low to Moderate Industry Conditions (Little to No Competition) with a good consistent strategy and no other major site issues, it is reasonable to expect a 3-6 month window to move up into the top 10 results. As stated earlier, this varies based on the competition, but this is the general rule of thumb.

Difficult Industry Conditions (Stiff Competition) due to the high amount of competition, you can expect it to take a minimum of 12 months and possibly years to achieve your desired results. This timeframe may be shortened with additional resources (paid ad search).

Extremely Difficult Industry Conditions (Competing With the Best of the Best) it is possible you never reach the first page on Google. And, it could be that the cost associated with reaching the first page is not economically viable for your dealership. For larger dealerships, it will likely require a multi-year, multi-faceted approach depending on where the current rankings are. 

Final Thoughts

Getting a first page Google ranking doesn’t matter if it is for the wrong keyword and doesn’t drive traffic to your dealership. And getting traffic to your dealership doesn’t matter if it is targeting the wrong audience. You can't target loyal Honda buyers if you sell Toyota's. Even getting the right traffic from the right audience doesn’t matter if you can’t convert them. You must have properly trained staff that will get the customer in the door and close the sale.

Instead, think about how you can best serve your audience by creating a unique and valuable offering and establishing a core branding and engagement campaign that is as embedded into your dealership as much as loyalty to the United States of America is embedded into the heart of a career Marine. You must have brilliant minds in all places that know your audience, believe in your brand and most importantly know how to take care of your customers before, during and after the sale in order to compete in todays market.

People - Process - Product: All three must be as solid as Mt. Rushmore.

How have you found success in increasing your businesses’ Google ranking? Share your thoughts with me below! I look forward to hearing your ideas. Good luck out there!

  Automotive

      Video

    Marketing

    You Can Do This!

You see, video supercharges the senses and evokes emotion as the consumer watches. It’s captivating, interesting and something we feel compelled to share. If people enjoy it they will share it with friends, family and even on social media. It’s also very inexpensive to produce and free to broadcast to millions of YouTubers.

According to statistics, the estimated number of global internet users who visit YouTube is over 40 percent mobile users. Four out of every 10 human beings on the planet who log on to the Internet via their phone visits YouTube on a daily basis. YouTube exceeds 4 billion viewers a day, more than doubling the prime-time audience of all three major U.S. broadcast networks combined. Over 4 Billion Viewers Per Day. Think about that!

Did you start yet? No! Just look at these Mind Blowing YouTube Statistics -> http://expandedramblings.com/index.php/youtube-statistics/#.U7iJnrGPNvY ...Now Get Started!

The first thing you need to understand is that ALL Search Engines Love Video. Google Loves Video so much it bought YouTube for $1.65 billion in 2006. Even Donald Trump would have to be impressed with that number. If the search engines love video that much, why don't you? Start Right Now! Because you want all of the search engines to absolutely love you too, Right!

You're still not doing it, Are you? Get Up And Do It! It takes 10 minutes to change your life!

No matter the size of your dealership, you can compete with larger dealers. A simple video explaining the different features in one model from another can give your video a top-five organic placement in a Google search, competing with millions of websites. Yes, you can compete with the big dealer down the street. Positive Thoughts = Positive Results. You can not only compete, you can dominate!

Next is the WOW FACTOR. This is where you sell more cars - make more profits, and set yourself apart from the rest. As online shoppers work their way down the funnel, they eventually begin to engage the dealers. On average, they will shop five or six dealers online and they will visit less than two. So there is a definite selection process going on. What shoppers encounter is an unmistakable sameness when they submit their inquiry, especially by email or an Internet form. The auto responses all say pretty much the same thing: “We’ve been in business for 30 years. We have the largest selection, the best lenders, we will give you the most for your trade-in, we have the lowest prices, and we are here to make your experience fast and easy.”

The shopper’s inbox begins blowing up with templates, irrelevant content and invitations to come on in for a test drive when that is exactly what the consumer chose not to do in the beginning. They want to buy a car in a different manner. Now you bring video into your process and you immediately cut yourself from the herd or sameness, if you will. You become different and memorable. You are now climbing their short-list very quickly.

What kind of videos should you send? Here is a list of videos you can use to WOW your customers:

1. Video auto-response

2. Introduction videos

3. Customer testimonial videos and reviews

4. Short video walk-around of the car they are asking about, or one similar in price and size

5. How to use their Fancy Radio, MP3 player or Navigation

6. How you open the gas hatch and where the gas goes (Never put Regular Gas in a Diesel vehicle!)

Your longer video walk-arounds make for a great resource to include in your YouTube library for use in the future. You can even use them as virtual test drives. As that library grows, so does your name, your brand and your search equity. It's a Win-Win for you and your dealership! 

Video is a great way to bring showmanship and salesmanship to an otherwise boring, left-brain buying process. It gives you the chance to show your own personality. People will feel like they already know you, and trust you more. It's an emotional process, remember? Since buying a car is such an emotional act for your customers, video can bring that emotion into the equation and give you an advantage towards being the dealer they want to do business with, Now! Remember people only visit 1.4 - 1.6 dealerships before making a purchase decision. Don't be afraid to be different!

The downside to video is...... There really isn't a downside to video and for the most part it’s FREE. NO 'We Can't Afford It' EXCUSES! A YouTube account doesn’t cost anything; neither does broadcasting on YouTube. Ask your ad agency to broadcast to millions, and millions of people for you for FREE and see how that goes. You’ll need to buy a camera or smart phone. Some dealers invest in green screens and editing software, but that is not necessary. Your time, creativity and effort represent your biggest investments.

Take into consideration that sometimes your customers can’t view YouTube videos at work because YouTube is blocked by their Web filters. You can use Twitter, Facebook or simply post your videos on your own website for viewing to get around this. You have to think outside of the box at times. You can't be stopped!

So what are you waiting for? Do you want to reach more customers, improve your dealership’s search engine performance, WOW your customers and get your salespeople more involved in the marketing, and selling process. It's Free, its Amazing, and it's Here to Stay!

If you doubt for one second that it works, just ask the man below:

Introduction Video

https://www.youtube.com/watch?v=Lm9bEDFiKS4

Mike Davenport - @lvillechevydude on Twitter

Top salesman in Louisville & at Bachman Chevrolet.

Take Care & God Bless!

Dennis Wagner

@TheDennisWagner

In the world of sub-prime finance, everyone claims to have the secret or trick to creating a successful sub-prime finance department. They tell you that your dealership will make more money than you have ever dreamed of. Their trick is usually something no one has ever heard of, and even if their sub-prime finance department has other problems, all that a dealership has to do is follow these two rules.

Rule #1: Do It Right The First Time!

Rule #2: When in doubt refer to rule #1.

Actually, there is a rule that every sub-prime finance department should be following if they want to earn long-term success, but while it is simple to understand, it is more difficult to follow. The rule is to take your time and do each deal right the first time. No excuses and no cutting corners. Everything good in life takes work, including business, and disgruntled customers don’t usually give referrals. The only time success comes before work is in the dictionary.

If you are not sure what it takes to get it right, here are a few guidelines. First, customers need to feel that you are on their side. From the minute they walk in the door, they should be treated with respect, and when they start the process of getting approved, explain the entire process to them and make sure they understand. Do not leave them waiting for two hours in the waiting area while they are completely in the dark about what you are doing. They will feel abandoned. Explain the process. Do not condescend to them or treat them with disrespect. As the saying goes, it doesn’t cost anything to be nice.

Second, follow up with past customers. Even if they aren’t looking to trade in or buy a new car for themselves, maybe they are looking for a used car for their teenager, or they have a friend or relative looking for a car, ask for referrals. If you treated them with respect and fully explained the terms of their auto loan, they will remember, especially if you follow up with them.

Finally, set the proper expectations for the customer with respect and kindness. It might not be feasible for them to get the car of their dreams if they have bad credit or no credit, but they might be open to a good used car if they have been treated with respect and if they fully understand their credit situation. I highly recommend using the Risked Based Pricing to help explain their credit history completely. If you educate your customer they will appreciate and respect you more in the long term. Happy customers will send you referrals.

If you have any questions or comments feel free to leave them below. Good Luck out there!

Credit bureau analysts found that sub-prime auto loans in March came in at $13.1 billion, marking an 8.8-percent increase year-over-year, and it is only expected to grow stronger. Equifax had to go back to March 2007 to find a figure that high. That’s when the market generated $12.5 billion in sub-prime paper in a single month. - See more via Sub-Prime Auto Finance News: Sub-Prime Auto Loan Totals

Do you have the right people and inventory in place to take advantage of the record number of Sub-Prime Finance buyers that are flocking to market? There are billions of dollars at stake. Let's see with a quick assessment.

What is the most profitable department in your dealership? If you did not answer with your Sub-Prime finance department then you have some things to work on. Your gross profit per unit sold on a Sub-Prime finance deal should be substantially higher if you have the right people and inventory. Lets get started.

People:

Have your salespeople been properly trained to qualify a Sub-Prime customer?  

They must be ready, willing and able to ask the tough questions, in a professional manner, in order to get the information the desk needs to land the customer on the correct vehicle the first time. There is nothing more frustrating than working a customer for two hours only to find out that you are on the wrong vehicle. It can be as simple as asking the customer where they financed their last vehicle, but you have to ask the question. If this is not done correctly you can kiss your gross profit goodbye, and you rarely get a second chance due to the super competitive Sub-Prime finance market. 

I highly recommend daily role playing and a weekly training session to keep your sales force sharp. Your sales force is your front line of offense when dealing with Sub-Prime customers, and must be trained to handle every Sub-Prime customer in the same professional manner to develop a successful process. They should touch the desk early and often (Key Check), and experts strongly suggest that a manager gets involved in the deal as early as possible. We can go over this again and again, but the fact remains that if you don't properly train your salespeople to handle sub-prime customers then you only have yourself to blame. That's like sending a bull fighter into battle blindfolded with their hands tied behind their backs. They have little to no chance of success.

Are your sales managers properly trained to handle your Sub-Prime customers?

Let's face it, In today's market with well over 40% of consumers needing Sub-Prime financing in order to purchase a vehicle, your sales managers must be able to read a credit bureau just like reading a book. In fact, if your managers are properly trained, every credit application/credit bureau tells a different story. They must be able to build that story into a clear road to the sale. They should know in a matter of minutes which banks will or will not approve the customer, what the customers DTI (Debt To Income) ratio is now, what the maximum PTI (Payment To Income) will be, the maximum LTV (Loan To Value) the lender will allow, and a list of three to five vehicles that the customer qualifies for at a maximum gross profit. I find it very beneficial to give the salesperson a couple of vehicles to show the customer while you work your magic with the lenders. It keeps your customers mind occupied and begins to pave the way for the road to the sale. Your CRM/DMS systems will help you build the road to the sale, and maximize the profit, but only if you know how to use it.

The sales manager/general sales manager positions have evolved drastically into more of a hybrid position in most stores where they are required to be more than just a sales manager. They should also know both Prime & Sub-Prime finance inside and out, be more than efficient with your CRM and DMS systems, and if they aren't, they are costing you deals and money. After all, in order for a sales manger or general sales manger to be qualified to properly lead a sales force they first should have been a finance manager long enough to learn all the F&I ins and outs, lender programs and hopefully developed relationships with those lenders, Right? Right! That is the single biggest difference between a lender approving or declining that late Saturday deal with a 500 beacon that makes $2,000 a month, but has a repossession 18 months ago and a Chapter 7 BK rolled into a Chapter 13. It's about relationships and experience.

Inventory:

In a perfect world you will have a constantly revolving 100 pre-owned units that are all two grand back of clean NADA Trade In value, have 75,000 miles or less and they all meet your lenders guidelines. That's in a perfect world. Here in the real world, the most important thing is to have a good variety of vehicles with 75,000 or less miles, a total cost (including pack, service and any other add-ons) below clean NADA Trade In value, and an average total cost of near $10,000. When you look at your Sub-Prime finance inventory as a whole this formula will allow you to make the maximum gross profit while meeting your lenders guidelines considering the average Sub-Prime finance loan is a little over $17,000 according to Equifax.

This is not an exact formula because every customer and every deal is different, but it is a proven, and time-tested formula that has made thousands of dealerships across the country billions and billions of dollars in profit.

I realize we all do things in a slightly different manner, and I am eager to hear about some of your dealerships processes that work. There are dozens of ways to do the exact same thing. Share the wealth and have a great week!

While most automotive Dealers, General Managers and General Sales Managers are aware of the incredible effect video can have as part of the marketing mix, I still see a lot of dealerships paying big for third party leads and calling it a day. This is a huge mistake as a worthwhile video strategy is the most powerful automated marketing tool available to a sales team and its mostly Free. How about that for ROI?

The good news is that it's not too late to right the ship. Some of the most successful dealerships are now using video marketing from initial contact through to post-sale customer follow-up, and this comprehensive approach has everything to do with how your customers consume information. Today’s customers go through more than half of the buying process independently, so it’s critical to have a complete video journey on your website to guide prospects in the pre-purchase phase in order to cash in when you close the sale.

What’s the Ideal Content Mix?  

Create video for the entire sales funnel, I know you’re wondering, “Dennis, how much video content should I dedicate to each stage of the sales funnel?” Based on what I’ve seen work for the most successful dealerships on YouTube, here’s a list of a highly functional video content mix I’d suggest as a rule-of-thumb.

Top of the Sales Funnel Content:

To attract prospects initially, you’ll need videos on high-level products with mass appeal. Collateral in this stage needs to have an authentic tone, and aim to help viewers make important buying decisions that matter to them rather than push your products. So what should you create?

I’d recommend you produce:

Introduction Video: You don't get a second chance to make a first impression so make it count (don't forget to smile). Tell the consumer a little about yourself, where you work, what you do as a profession, a little about your dealership, talk about your confidence in the product you sell and what makes you different from the man or woman down the street, and most importantly, your direct phone number, your email and website information. Be confident!

FAQ Videos: Showcase your expertise with a series of video about your new car line-up including a product knowledge session while recording each video. Show all of the safety features, fuel economy figures and other unique features that make your vehicle different from the one down the street. This helps improve your SEO, and your content ends up serving as your first line of customer education.

Repurposed OEM Content: Add any or all OEM videos to your YouTube channel. Lets face it, the OEM spent a huge amount of money to create, produce and edit each video they release, and they are usually considered WOW factor material for most YouTube Channels. They are pretty awesome!

Fun Content Showcasing Company Culture: Show off your unique co-workers, show us what the inside of your dealership looks like, ultimately show us why we should care about you and why you love to do what you do and where you work.

You can optimize content in this part of the funnel with video calls to action. For example you can prompt a viewer to watch another video with your video closing, have them check out your online customer reviews - if you want to coach viewers further down the funnel – guide them to your website for conversion.

Middle of the Sales Funnel Content:

After using top of sales funnel content to guide your viewers to your website, you’re now looking to help consumers evaluate and justify your product with more, in-depth or long-form content.

In this stage prospects are determining if you’re right for them, so you’ll want to produce:

Detailed vehicle videos (a great mix of makes and models tagged correctly)

Client testimonials (what your current customers are saying about you)

Try setting up a meeting or a call with a prospect in this stage by sending out a personalized video in an email. A targeted, personalized social message is a surefire way to impress a prospect.

In terms of optimization, mid-funnel content is where you can start introducing email gates for collecting viewer contact info. Leads at this stage have already shown an interest in your specific product and you can start to send them more targeted content based on what you know they’ve been watching already.

Content at the End of the Sales Funnel:

Videos can help you seal the deal when it comes to closing and they can help you post-purchase when you want to reinforce that you were the right choice before, during and after the sale.

Content in this stage can include:

Dealership Sponsored Campaigns or Functions Video: Create videos tied to specific dealership campaigns or functions and release them at exactly the right time. If you know your customer is going to be at an event you’re also attending, for example, create a drop-by-and-say-hi video to encourage a meet-up. Ask for referrals at this time!

Customer check-ins: follow up on your customers use of their new car; how have their first 2-3 weeks been with their new car? Do they have any additional questions? Ask for referrals at this time!

Instructional videos: Post-sale can often lead to more questions about your services, so create a video to cover any issues you note customers might have. (how to check the oil, where to fill the washer fluid, how to work that complicated navigation system..again) You could also showcase your friendly service & parts departments at this time. Ask for referrals at this time!

You’ll want to make sure you’re easy to contact. Because it can sometimes be difficult for an anxious consumer to set up a time to demo your vehicles, video assets can become the Salesperson that never sleeps for your dealership. You will have a 24 hour per day assistant working for you while you spend time with your family and friends.

A well-positioned and thorough series of why-buy / why-me and or how-to video can provide your customers with the information they need, so they won’t need to contact you with a huge list of unanswered questions about your product. As mentioned, 70% of the purchasing decision is made before your customer even communicates with the dealership and, for this reason, bottom of funnel content can also engage customers in the earlier stages. Every feature, nuance or function of your dealership and your daily work routine should be captured on video and available as a resource on your website.

Overall, video is a very persuasive medium; it’s engaging and consumers can use it to make their way through the entire sales funnel at their own pace – you just have to set up the content journey. Map your content to the funnel, set up your ideal content mix, and connect your video marketing to ROI. 

How did I do? Please leave any questions or comments below and I will respond in a timely manner, and please share this if you find this information useful.