6 billion hours.
That’s the total amount of time people spend watching videos on YouTube every month.
Add in that YouTube is the second most popular search engine in the world, and you’ve got a great opportunity to reach in-market car & tire buyers.
Before viewing YouTube
as a silver bullet, you must understand that you need to provide help and
advice to be successful on YouTube. Your
goal should be to help viewers (a/k/a car buyers) by offering them advice.
Hard sales tactics almost never work on YouTube. Handing out generous portions of advice
and entertainment does.
to get started? Here’s 3 steps to get
Step 1: Create your videos
Step 2: Market your videos
Step 3: Get traffic to your site and
sell some cars
right? Not so fast. There’s a little more to it.
to step 1 – creating your videos: The
type of videos you create for your dealership can vary between product
overviews, explaining the car buying process and credit / finance issues. Remember, you want to provide advice, not
make a sales pitch. YouTube is built on
people asking “how do I (fill in the blank)…”?
about answering the questions that your customers typically ask. Make a list of these questions
and answer them via video.
to market your videos so viewers can watch them? Here are a few pointers:
Make your videos based on keywords. Just
like your PPC ads that are triggered by keywords, videos are populated by the
search terms users ask about. Make sure
those terms are in your video.
Incorporate these keywords
in your video title. Remember, people on YouTube are
asking questions. Title your video in a
way that answers that question. For
example, if your video is on getting the best financing, you could
title your video “How to get the best
financing for a new or used car”.
Don’t forget the descriptions. The
description section below your video have a big impact on SEO. Google
uses these descriptions to understand what your video is all about.
Make sure to add keyword-rich content describing the video
in this section.
(and the best part), getting traffic to your web site. YouTube offers multiple methods to let
users interact with your video content. Here are the most popular.
annotations. Annotations are
the bread and butter of YouTube marketing. Use them
to place call-to-actions at different intervals
in the video. Consider adding an annotation at the beginning,
middle and end of the video, as well as the logo, all linking back
to your website.
cards. These are a newer addition that
provide interactive elements to the video. While cards are fun and
sophisticated, I recommend reviewing Google’s help section
for more details.
content campaigns. Just like Google PPC
ads, you can target your videos to certain audiences and jump-start your
organic campaign. In-stream, discovery
ads & even non-skippable bumper ads are all available allowing you to reach
YouTube is a place for entertainment and how-to advice. Get creative, show your human side of the
dealership and have fun.
Heider is the owner of HMA – Heider Marketing & Advertising; a Hampton
Roads based agency servicing the automotive and auto-aftermarket
industries. He can be reached at by
e-mail at firstname.lastname@example.org.