Embracing Change in Auto Marketing: Tackling Inventory Shortages and Rising Costs with YouTube
In the rapidly evolving world of auto marketing, dealerships face more challenges than ever before. Inventory shortages and skyrocketing acquisition costs have become common complaints, leaving many dealers feeling the strain. As if this wasn’t enough, the shakeup in digital marketing following Apple's iOS14 update has added to these woes, with previous strategies showing diminishing returns. But there's hope in an unlikely place: YouTube.
This blog post explores the challenges facing auto dealers today, and how turning to YouTube could be the game-changer your dealership needs.
Read on to discover how you can conquer these hurdles and revitalize your marketing efforts.
Table of content:
Understanding the Inventory Shortage Problem
Are you tired of the inventory shortage, paying crazy prices to acquire used cars, and trying to hit your targets selling from an empty lot? You’re not alone!
Everybody in the car business is feeling the pressure.
The Impact of iOS14 on Automotive Social Media Marketing
And to make matters worse, social media and advertising platforms like Facebook and Instagram are no longer providing the results they used to.
I’m sure you heard about the iOS14 update, right? Well, that’s Apple’s fault. And it has crippled your marketing manager’s ability to use many crucial components of a good Facebook Ad strategy.
Rising Lead Acquisition Costs
The update has also dramatically reduced your dealership’s ability to reach out to your market to acquire quality trade-ins at affordable prices or communicate to potential vehicle shoppers that they now need to pre-order their next new vehicle.
That’s without counting that the average cost per lead is climbing up faster than gas prices and inflation!
But don’t fire your marketing manager just yet; it’s not their fault. Plus, if you stay with me for just a few more seconds, I will show you a solution to all your marketing problems, and it could cost you peanuts to make it work.
Reaching Prospects Beyond Your Existing Customer Base
Wouldn’t it be fun to reach, for pennies, vehicle owners in your market ready to sell their cars, trucks, SUVs or crossovers for reasonable prices?
Imagine if you could communicate the pre-order process of your manufacturer to every vehicle shopper around your store and not have to pay anything to reach them unless they were interested in a model of your brand.
I’m sure you are doing a fantastic job communicating these critical messages to your existing customers, but let’s be honest, how efficient are you at reaching out to prospects outside of your database?
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The Limitations of Traditional Marketing Channels
Now you shouldn’t feel bad. I get it. Facebook is a little broken, and Google’s pay-per-click costs an arm and a leg.
Direct mail’s targeting is still only so-so, and you could go broke sending flyers or saturation pieces, crossing your fingers that they don’t drop the same day another dictator tries to take over the world.
Introducing YouTube: The Underrated Marketing Channel
But really, what are your other conquesting options?
Well, it’s time to open your eyes to YouTube!
Yes, YouTube, the video platform. Did you know it’s the 2nd largest search engine on the planet, and it’s fully integrated with Google?
Leveraging Google's Algorithm for Your Dealership
Why?
Because Google owns YouTube! This integration means that when a vehicle shopper searches on Google for their next vehicle or maintenance services, we can target them with your ads when they show up on YouTube or any other Website where Google serves ads like the Food Network, the Weather Network, news and sports sites.
The Advantage of Minimal Competition on YouTube
And the available targeting is crazy!
You could have your videos playing before any video from your OEM or competitors, videos from Trader or CarGurus, and pay only when viewers are within a natural drive time to your dealership. Hence, competition for the ad space on the platform is almost inexistent.
The Importance of Video Length and Cost Considerations
Did I mention that there are no time limits on the length of your content?
Your videos could be 2-5-10 or 30 minutes, heck, even hours! And it won’t cost you more than a few pennies to get prospects in your immediate market to watch them.
The Potential Reach and Influence of Auto Content on YouTube
So let’s recap: You can have your videos playing before all your competitor’s videos, targeting vehicle shoppers or service customers.
Although I should add that 1 out of 3 adults watches auto content on YouTube at least once a month, and 70% of shoppers say online videos have helped them learn more about an auto product they intend to buy.
Getting Started: Creating Engaging YouTube Ads
If that doesn’t make you want to grab a camera to shoot your next video, I don’t know what will.
But hold off your horses, Mr. Spielberg.
Before you start shooting your next Oscar-worthy YouTube ad, you need to understand the YouTube ad secret formula, or you might end up only burning cash while putting your audience to sleep.
Tips to Maximize Your YouTube Ad Spend
In this video, it’s not my intent to reveal the complete YouTube “secret sauce,” but let me at least point out the importance of creating a solid hook right from the beginning of your video if you don’t want viewers to skip.
And to ask everybody who is not interested in your offer to skip the ad around the 25-second mark so you don’t end up paying for viewers who shouldn’t be sticking around.
These two tips alone will save you a fortune in ad spend and bring down your cost per lead by almost 40%.
Why It's Wise to Trust a Professional With Your YouTube Marketing
If I piqued your curiosity with the whole video opportunity, I recommend avoiding taking your first steps on the YouTube ad platform alone.
The same way you would hire a sherpa to climb Everest, you should trust a pro to show you the proverbial YouTube “robes.”
The Three Key Components to YouTube Success
Look, it takes three things to be successful on YouTube:
A great video to hook the viewer;
A winning landing page to convert visitors into leads;
And the proper video ad campaign settings so you don’t burn your money;
Taking the First Step Towards YouTube Domination
Why don’t we connect for 15 minutes over Zoom so you can tell me what you and your team are hoping to accomplish?
It could be acquiring pre-owned vehicles, selling more pre-orders, getting more customers into service, or any other goal or objective on your radar.
We’ll look at the puzzle pieces you already have and map out precisely what’s missing.
Why Choosing the Right Partner Matters
I personally had the privilege to help dealers run successful video ad campaigns on YouTube since 2008 and launched over 4,000+ YouTube ad campaigns over the years, generating well over 100 million views. So I would love for you to trust me with this honor.
Call to Action: Seize the YouTube Opportunity Today
Just click on this link and pick a day and time that works for you and me using the online calendar.
It will take you less than a minute, and you’ll be taking your first step towards YouTube domination. I had the opportunity to work with over 1,500 dealers of all brands and sizes and multiple agencies worldwide.
So what are you waiting for? Click here, pick a day and time, and let’s take over YouTube before your competitors wake up to the opportunity. Like I love to say: Let’s sell some cars… this time, using YouTube!
Frequently Asked Questions
Why should I use YouTube for marketing my dealership?
How much does advertising on YouTube cost?
What is the best way to create a successful ad on YouTube?
I’m new to YouTube advertising. Should I hire a professional to guide me?
Can I target my ads to specific audiences on YouTube?
What type of content should I create for my YouTube ads?
Sean Cassy is a seasoned marketing professional with a passion for transforming businesses through powerful marketing strategies. With over 35 years immersed in the world of marketing, and as the co-founder and owner of Turbo Marketing Solutions for the past 17 years, Sean has a rich history in delivering results. He has personally crafted over 2,500 marketing funnels, edited 5,000 videos, and generated leads that have culminated in over $2 billion in sales for clients.
Sean's deep involvement with AI marketing tools from companies worldwide, coupled with his vast experience in the automotive marketing industry, has uniquely positioned him as a thought-leader in the AI marketing space. He is now committed to leveraging his expertise to help businesses across all verticals seize the AI opportunity early, and gain a competitive edge.
Sean's wealth of experience, continuous learning, and proven track record in delivering results, underscore his Expertise, Authoritativeness, and Trustworthiness in the field of AI marketing.
You can follow Sean on LinkedIn: https://www.linkedin.com/in/seancassy/