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May 16, 2023
Your service drive plays a vital role in your dealership’s success—not just in generating profits but in building long-term customer relationships. Yet, fixed operations are often overlooked in automotive marketing strategies and advertising budgets. That’s a costly mistake.
When customers search online for “repair shops near me,” they’re not just browsing—they’re ready to book a service. These are high-intent prospects, and a targeted automotive marketing strategy can help you capture them before competitors do.
Generic email blasts and poorly targeted mailers are no longer enough. To fill your service bays consistently, you need a smarter approach to digital automotive marketing—one that connects with modern car owners where they spend their time: online. And one of the most effective ways to do that is through video marketing.
Video has long been a powerful tool in automotive sales—but its potential in fixed operations marketing is only now being fully realized. The most successful dealerships use video in every customer interaction, from promotional campaigns to post-service follow-ups.
According to Google’s research on fixed operations:
These statistics prove that video content is one of the most powerful tools in automotive marketing today. When used strategically, it can dramatically improve customer engagement and turn your service department into a profit powerhouse.
Your videos shouldn’t sound like traditional commercials. Instead, they should focus on building trust, transparency, and education—key elements in successful automotive marketing.
Give customers a behind-the-scenes look at your service department. Introduce your team, showcase your facilities, and highlight what sets your dealership apart. These videos humanize your brand, foster connection, and enhance the overall customer experience.
Tip: Keep these videos concise (around five minutes or less) and focus on storytelling rather than sales.
Use this format to demonstrate common services like “How We Can Change Your Oil in 30 Minutes or Less” or “How We Check for Tire Problems.” Showing your process builds credibility and reassures customers about your expertise.
Bonus Tip: Short, one-minute explainer clips are perfect for social media and can significantly improve customer retention and booking rates.
Create fun, engaging video content around everyday vehicle issues. For example, simulate strange car noises and explain what they mean. These educational yet entertaining videos appeal to a wide audience and increase your dealership’s online visibility.
To maximize your ROI, your video marketing should integrate seamlessly into your overall automotive digital marketing strategy. Combine video with SEO optimization, paid search campaigns, and social media outreach to create an omnichannel presence.
When developing your automotive marketing campaign, consider the following best practices:
A well-executed video strategy can transform how customers perceive your dealership’s fixed operations. It helps you:
When integrated with your automotive marketing platform, video becomes a high-impact tool for retention, loyalty, and brand differentiation.
Developing a comprehensive video-driven automotive marketing strategy doesn’t have to be difficult. Partnering with experienced marketing professionals can help you create consistent, branded video campaigns tailored to your dealership’s goals.
By leveraging professional expertise, your service department can become one of your dealership’s most profitable divisions—attracting repeat customers, generating referrals, and boosting lifetime value.
The era of shouting sales pitches is over. Today’s customers value authentic communication, educational content, and convenience. With video as a cornerstone of your automotive marketing strategy, your dealership can build stronger customer relationships, dominate local search results, and drive measurable growth in service revenue.
It’s time to bring your fixed operations into the digital age—and video marketing is the key to doing it successfully.