It has been a very long time since I last went shopping for a car; so long in fact that I have noticed that the whole nature of car shopping has changed irrevocably. A few years ago the process was very simple indeed. You simply drove to a dealership, took a car for a test drive, paid your money and then drove your new car home. The whole process has become convoluted with the advent of new and increasingly impressive technology.
Research shows that 54 of car buyers consulted a video of a vehicle before even considering a purchase. These videos can be user generated content, or footage filmed by dealers themselves. Either way, the buying public are requiring more information before making their purchases.
These are figures worth considering for any car dealers or prospective car sellers of any nature. The fact that automotive videos account for 20 of the videos watched on Youtube should interest anyone who wishes to make money from the car trade. Even more interestingly 55 are “much more likely” or “somewhat more likely” to consider making a purchase after viewing an auto online video. These are statistics that your average car dealer cannot afford to ignore.
So now it is a given that a car dealer has to have an internet presence, the next step it would seem would to be to offer video. This can be either done by embedding Youtube Videos into the dealer’s site, providing links to relevant pages, or buy shooting footage yourself and adding it to sales pages or blog portals.
There are many fine examples of Dealers taking on the new technological advancements in terms of marketing strategies. The encouraging forecast is that these techniques all seem to be working. So if you are planning on joining the car trade, keep up by adding videos to your site.
This is just one step you can take in ensuring your website becomes profitable, ergo successful. I would also recommend taking a good look at your nearest competition’s website (nearest does not necessarily mean geographically. The vast spread of the car retail industry suggests that consumers will buy their goods from the cheapest retailer, not necessarily the closest). Once you have seen what your competition is offering, this gives you the perfect opportunity to better it. If your competitor is offering video, offer better quality videos. If your competitor has live stock feeds, make sure you get these also. Whatever functionality you can add to your site without it becoming too crowded or unnecessary can only help you turn visits into leads.
I would also recommend making investments in the PPC (Pay Per Click) advertising model set up by Yahoo and adopted by Google and MSN. This business model is extremely easy to use and can generate hundreds of clicks per day if you build your campaign with a mix of general and specific keywords.
Whatever methods you choose, history has shown us that those who fall behind the technological cusp, generally crash and burn as a result.
Author Resource:
Pete J Ridgard is a writer and works in eMarketing for the automotive industry. Here he gives advice to car dealers looking to maximise sales potential. One of his clients is: http://www.sytner.co.uk/audi/used-cars.aspx
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