Are You Putting Your Videos Online? - October 2007

Leverage the power of Video Search Engine Optimization

By Sean V. Bradley

What’s the hype about? Why are so many people buzzing about Video Search Engine Optimization (VSEO)?  I’ll tell you why; because it’s powerful and it yields strong results.  Let’s make sure we are on the same page, and explain what VSEO comprises.

VSEO is Search Engine Optimization that maximizes video content on the search engines. There are several different layers to this so let me start to break it down. On a science of communication level:

• 7% of communication is the words we use, text, print, email etc.
• 38% of communication is inflection of tone and sound.
• The strongest form of communication is visual perception and body language at 55%

There is a science to sales and communication. If you want to captivate, intrigue, excite and transfer energy to a prospect the best way to do it is through visual perception and body language. Simple text does not work. If you are listed on search engines with old school SEO and no video, no motion, no transference of energy, you are simply working with a 7% communication medium.

Try to imagine creating myriad of videos at your dealership. And I am not talking about a major investment in video technology. A simple trip to Best Buy to get a digital video camera, a tripod and a lapel microphone is all you need, all under $450.  Now you have the tools to create video content and testimonials for anything and everything!  Here are some video content suggestions.

• Testimonials of your happy customers telling how wonderful you and your dealership are, telling everyone how much money you saved them, explaining how you got them approved and no one else could, how you actually delivered their vehicle to their home or office, how they were searching and searching for the car of their dreams and you happened to find it for them! You get the picture?
• Your Unique Value Package “Why should prospects buy from you?”. Explain in detail your differentiator.
• Videos of your team.Create videos introductions of all of the managers and sales people at the dealership. Here is how it could flow:  Hello, my name is Sean V. Bradley. I am the Internet Sales Manager here at Hackett Toyota, I have been in the car business for about 9 years, and I love cars and this dealership but let me tell you a little bit about me. I am a former US ARMY soldier, the proud daddy of a 6 year old little girl. I am a soccer coach and my favorite video game is John Madden Football! I can’t wait to assist you, please call me at 555-1212 if you need anything at all.  This is SO powerful, I have just humanized myself and have build common ground before the prospect ever steps foot into the dealership.
• Tell them about your dealership.  Speak about the history, accomplishments, awards, community involvement and local sponsorships.  Speak about anything that tells a story and puts a personal face on your store.
• PUBLIC SERVICE VIDEOS. Create mini videos on giving advice to people in how to shop and buy a vehicle. Tips about what consumers should look for in a dealership, and how the process works.  Instructional videos work well to, such as “How to properly install a car seat.” Think of all of the questions you and everyone at your dealership gets asked each and every day. Or think about all of the things that run through people’s minds relating to car dealerships. We deal with it every day, but consumers always have lots of questions. Start answering those questions with your online videos.
• Create video content for specific genders, demographics, geographics, and a targeted audience.
• Now on top of those videos you generated, add in all of the videos you all have from your marketing and advertising initiatives. TV commercials (cable and broadcast).

Wouldn’t it be great to have the ability to have ALL of that video content ALL over the Internet 24 hours a day, 7 days a week? VSEO lets you do just that.

Try to imagine someone searching on Google, and I am not talking about Google Video.  Video search has now been consolidated with regular search! Someone goes to www.google.com and searches “Hatfield Toyota”, guess what you are going to find? 2 out of the top 10 listings are Video clips, with thumbnails on the regular Google search engine site.  Picture someone searching for your franchise in your city or state. Wouldn’t it be great for your dealership to show up once, twice or even three times in the top listings with video?  Wouldn’t it truly be amazing if someone searched for your competition by name, or the city where they are located and your videos testimonials of happy customers showed up in the results? I think you get the picture now.

This is exciting stuff.  We are not talking about simple clips for a vehicle walk-around or car commercials online. I am talking about a specific online strategy.  I am talking about online saturation when and where people want to be reached.

Many dealerships still focus their ad budgets on intrusive advertising. This video initiative puts effort into advertising for prospects that are in the market and looking for auto shopping information.  When people go to a search engine and type in “Toyota dealership in Philly” or “Bad credit car loan” or “Certified BMW in New York” they will see your information in a dynamic fashion if you buy into the power of this strategy.

87% of America goes online before they ever step foot into a dealership!  It’s even higher for luxury brands and research shows that 97% of Lexus prospects auto shop and gather info online before visiting the dealership.  But yet dealers still don’t see the value of being completely immersed online, everywhere and anywhere prospects are searching for information.

Let’s close with some simple stats. Third party lead providers have an average closing ratio of 8% versus a dealer’s own website leads that close at around 15%.  Wouldn’t you want to take steps to generate more leads from your own site? Don’t miss out on the VSEO opportunity. Sell with it or sell against it.