Video content has exploded online in the past couple of years, and that’s not changing anytime soon. The total U.S. digital video advertising spend is projected to surpass $14 billion by 2019 (MediaKix), and Cisco predicts that video will comprise more than 80 percent of online traffic by 2021! Video grabs attention like no other media, and it shows: 87 percent of online marketers now use video content, and 45 percent of people watch more than an hour of Facebook or YouTube videos every week (WordStream).
Lights, camera, action
If you don’t get on board with video content in 2018, you’ll get left behind by the competition. So where do begin? Set up a YouTube channel. YouTube is the world’s second-largest search engine and it’s growing fast. The time that people spend on YouTube has gone up an estimated 60 percent over last year (Huffington Post)!
After your videos are hosted on YouTube, work them into all of your marketing: emails, blog posts, social media and on your website. These are all great digital marketing vehicles to share your content to gain more attention. And the traffic is there: for example, Facebook gets over 8 billion average video views per day (SproutSocial). Plus, adding video to your website and blog posts will do wonders for your SEO. That’s because video is great way to improve that dwell time on your website since visitors are more likely to watch a video for three minutes than read a long article.
When you personalize your videos to reach different audiences, you’ll attract a variety of traffic at different stages of the buying process. It’s a great way for businesses of any size (including small, medium or large dealerships) to connect with audiences who want to learn more about a product, service or shop.
Technology has come far enough so that any powersports dealer with a smart phone can create videos showing off their dealership, inventory and more, and post them directly online to share with current or potential customers.
Measure your success
With YouTube as your host and digital marketing as your vehicle to share your videos, you have all the tools you need to track and measure how well your videos deliver ROI for your dealerships. YouTube Analytics allows you to analyze your channel’s performance. It includes Interaction Reports for subscriber information, Watch-Time Reports for watch-time information, views, traffic sources and audience retention information, and Earnings Reports for ad earnings and performance information.
Along with your website’s Google Analytics, Facebook Analytics and email data, you have everything you need to see your videos boost interaction and responses across all your digital marketing. Get ahead of the curve and ahead of your competitors – invest in video and digital marketing for your dealership now!
Chris Damico is the marketing manager at ARI Network Services. He’s helped hundreds of dealers across the country with their digital marketing, including the content and search engine optimization (SEO) of their websites, social media presence and advertising and email marketing campaigns. He’s dedicated to the mission of helping dealers improve their operations through the implementation of ever-evolving best practices paired with ARI’s suite of award-winning data-driven software tools and marketing services that help dealers “Sell More Stuff!” online and in-store. ARI removes the complexity of selling and servicing new and used inventory, parts, garments and accessories for customers in the outdoor power equipment, powersports, marine, RV, automotive tire and wheel, and white goods industries. More than 22,000 equipment dealers, 195 distributors and 140 manufacturers worldwide leverage ARI’s website (www.arinet.com) and eCatalog platforms to “Sell More Stuff!”