If your dealership doesn’t already have a dedicated YouTube channel, it’s time to get one. You may think that since you post videos on your website, there’s no need to post them on YouTube, but the opposite is true: If you post videos on your dealership’s website, you should absolutely have a corresponding YouTube channel where you post those same videos. Why? Three simple words: reach, visibility, and cost-effectiveness.
Reach
Many of us don’t think of YouTube as a search engine, but that’s exactly what it is. In fact, it’s the second-largest search engine in the world — second only, of course, to Google. Moreover, YouTube is the world’s third-most-visited website after Google and Facebook. It gets more than 30 million visitors per day, adding up to around 1.5 billion visitors each month. That’s a massive potential audience that dealers cannot afford to miss out on. And if you think people aren’t interested in watching car dealership videos, think again. According to David Mogensen, Head of YouTube Ads Products Marketing at Google, “views [on the platform] of test drives, features, options, and walk-throughs have doubled in the last year.” Even more telling is that 70% of people who watched YouTube during their car-buying journey say that it influenced their ultimate purchase decision. These are powerful statistics that illustrate a huge opportunity for dealers to grow their marketing reach and thereby expand their customer base.
Visibility
Not only does having a YouTube channel expand your reach in a huge way, but it can drastically improve your dealership’s online visibility, as well. The three major search engines (Google, Yahoo, and Bing) have now started blending their search engine results pages (SERPs) to include mixed media like news, images, and video. This, in turn, has created yet another great SEO opportunity: When a user searches for a brand or model that you carry, a properly-optimized channel can create an additional link on SERPs, increasing your potential visibility to that user.
Having a dedicated dealership YouTube channel can also increase your SEO authority. According to Launch Digital Marketing, “Google’s job is to give searchers the best answer to any question, and their algorithm has started to rank YouTube results and web pages with video as the best (most helpful, useful, engaging) answer for many search queries — particularly tutorial-, how-to-, review-, and test drive-related queries.”
Cost Effectiveness
As a marketer, your job is to gain maximum exposure, traffic, and conversions while spending as little of your budget as possible. And let’s face it: this can be a tough feat in today’s ultra-competitive digital marketing world, especially for car dealerships. But not all marketing efforts require a massive chunk of ad spend. Take, for example (you guessed it!), YouTube. Creating a YouTube channel for your dealership is completely free! And considering the reach and visibility it offers, the wildly popular video platform can be one of the most cost-effective ways of advertising and promoting your inventory and dealership.
What to Post
Now that you’ve decided to create a YouTube channel for your store or dealer group, the question remains: Where do you start? What types of videos should you post, and how often? Stay tuned for the answers to these questions later this week.