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This month's question is answered by Karen Bradley of Dealer Synergy, a trainer and consultant for auto retailers.
How can I utilize videos to drive traffic to my dealership website?
One of the best ways to drive traffic to your dealership website is through Video Search Engine Optimization. Video Search Engine Optimization (VSEO) is defined as optimizing video content for search engine traffic. What was once a rare technique is now the best way to maximize exposure for your web videos and here is how you get started:
- First you need a simple way to create your videos. There are 4 ways in which to create or use video content: 1) Get them from your manufacturer, 2) create them in house with hi tech video equipment or even a low budget video Flip Camera, 3) your advertising company, or last but most definitely not least, 4) hire an outside company. With so many options to create video content, there really is no excuse NOT to be doing it! If your dealership has $150, you can be on your way to creating video content.
- Now what kind of content do you put in your videos? Here are some suggestions:
Videos about YOUR DEALERSHIP:
- The GM (or other well spoken team member) talking about the dealership
- A walk through of the dealership showing off your facility
Introduce your Sales and Service Staff
- Have each employee give a brief introduction and talk about their personal and professional accomplishments.
- Remember to share info about hobbies and other interests
- Post these on your staff page or on sites like www.Carfolks.com that offer free micro-sites for dealership sales professionals.
Testimonials:
- Short video of happy customer talking about the great experience they had buying a vehicle from your store
( Read More )
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AutoUSA Featured Interview
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Paul Mosca
Internet Manager
Westbury Toyota | Long Island, NY
Long Island NY is an extremely competitive market. There are 10 Toyota Dealerships all competing for the business of the same clientele. A majority of our clientele is very computer savvy and focused on getting the best price. And, being a Toyota dealer they assume they will get top notch service during the sales transaction.
AutoUSA: How is your Internet Department or BDC structured?
Paul: At Westbury Toyota, we have a BDC style internet department where Internet salespeople are set the appointment, do the follow up confirmation and hand off the appointments to our team on the sales floor. Leads coming into the department are generated from phone calls and the web.
AutoUSA: What are you doing that is a bit different from your competition?
Paul: We do two things that separate us from the competition. First we do not quote exact prices over the phone or internet; instead we will offer our customers a ball park figure or price range only. Second, we have no hidden or dealer fees. This is very effective because every other Toyota dealership on the Island will charge unnecessary fees after a price is negotiated and agreed upon by both parties. In our market many of our competitors will "lowball" the prospect to get them in the door. When we share our pricing on the vehicle we make the prospect aware of the strategy used by other dealers. This has gained us credibility in the area and brought customers back in to our store.
AutoUSA: Tell us about your experience with third party lead providers.
Paul: I have found that third party lead providers bring in mixed results. It all depends on the company providing the leads. Companies offering low cost leads rarely produce good results, so in essence they are worthless. Based on our experience with lead providers, Auto USA is our primary vendor. Auto USA is the only company that has produced a positive ROI since day the first time we started using them and that trend continues month in and month out.
AutoUSA: What types of creative marketing and are you doing to drive more web traffic?
Paul: While we do local promotions, sponsorships with community organizations and advertising on local websites, our biggest lift comes from a strong search engine optimization (SEO) program. What this means in a nutshell is we maximize the site visibility online by use of key words and phrases. When people are surfing the web these days, they are using specific terms for what they want. If your website is not optimized to accommodate these "key words" search engine prospects may be passing you by every day. Through extensive testing I have found what techniques work the best for bringing in the web traffic. If any ISM's want to leverage some of my insights and advice on SEO, I'd be happy to help them. I can be reached at paulie652@aol.com and will try to respond promptly.
Website: http://www.westburytoyota.com
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This newsletter is published as a combined news, editorial, and market research enewsletter by Automotive Information Network, Inc. and AutoUSA. The content is intended to be for informational, educational, and promotional purposes only.
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Automotive Information Network, Inc
425 32nd St, Manhattan Beach CA 90266
310 265-2225; Webitor@automotivedigest.com
Web Editor: Mark Dubis
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AutoUSA
200 SW 1 Avenue, Ste. 1500, Ft. Lauderdale, FL 33301
Contact: Vincent Hoag at 800-243-9935
or via email at support@autousa.com
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