Like many dealership owners, you already know the importance of search engine optimization and how digital ads can greatly increase your online leads. What countless dealerships aren’t already taking advantage of is the world’s second largest search engine – YouTube.

As consumers become more likely to prefer video over text, this platform has the ability to become one of your main sources of online lead generation. But, of course, without a well-thought-out video marketing strategy, you’re just taking a shot in the dark. Lucky for you, we’ve found what works, and below, we’re going to share with you exactly how to turn your videos into solid lead generators.

Here are four goals your YouTube videos should aim to achieve every time:

1. Build Trust

It’s nothing you haven’t heard before – people want to do business with companies they trust. But how exactly do you build trust with potential customers online? It’s simple – you let them get to know you, so by the time they come in, they feel like they’ve done business with you before. They know what to expect from your product, your team, and your dealership since they’ve already had an inside look.

Types of videos that build trust: Dealership walk-throughs, employee spotlights, customer reviews, and model reviews

2. Generate Excitement

What are you enthusiastic about at your dealership? The new models on the lot? The big sale coming up? Then show off all there is to be excited about in order to stir up enthusiasm and anticipation from your audience. Trust us, this excitement will show in the metrics with increased likes, shares, and comments, so you’ll know when you’ve accomplished your goal.

Types of videos that generate excitement: Model reviews, feature reviews, and sales/promotions

3. Solve Problems

While there are many reasons people decide it’s time for a new vehicle, it comes down to one issue – their current vehicle isn’t meeting their needs. Learn what your customers need, and find ways to solve their problems. Maybe they’re adding a new family member and the ease of installing a car seat is a huge factor. Or, maybe they’re about to have a teen driver and safety technology is at the top of their list. Demonstrate the features that may solve these problems. The same goes for your most frequently asked service questions.

Types of videos that solve problems: Model reviews, feature reviews, feature how-to’s, and service how-to’s

4. Encourage Action

No matter the feelings or emotions your video provokes, it should always contain a strong call-to-action, encouraging the user to take action on your website. Whether your goal for them is to view specific models, schedule a test drive, or apply for financing, make sure their next steps are clear and concise.

Types of videos that encourage action: All videos should, or you’re doing it wrong!

Each video you place on YouTube should serve a specific purpose, for a specific audience. It’s not about throwing something up just so you have a regularly-updated YouTube channel. When done right, YouTube has the ability to become one of your main sources of lead generation.