10 YouTube Fundamentals

Google sign

We were lucky enough to attend Google’s Video Ignite event at the New York Chelsea office. It was a great event packed with a ton of useful content that we would like to share with you!

Video has been gaining popularity for quite some time now; video even had its own section at Think Auto this year, which was a first. Most of us would agree that we would rather ‘watch’ the internet as opposed to ‘reading’ it, but how do you become successful at utilizing video? Karolina Chodkiewicz, Senior Strategic Partner Manager, YouTube Content Partnerships North America with Google was so kind as to share the top 10 fundamentals of YouTube:

  1. Shareability
    Does your video appeal to users in a way that will encourage them to share you video? Having great content is key, and here are a few things to keep in mind when developing a strategy for your video: is it topical, is it valuable, and is it relatable?
  2. Conversation
    Is there an element of your video that speaks directly to your viewers? This could be content added in the main video or as supplementary content. Think of calls to action and video descriptions!
  3. Interactivity
    Are you able to incorporate your viewers into your content? Are you able to spark a conversation in the comments section and get them involved with what you’re doing?
  4. Consistency
    This is probably the hardest fundamental: updating your video content regularly. We all get busy and forget to make time. Having a schedule and specific video format in place will be key. You also want to make sure you’re portraying the right personality and voice in all of your content.
  5. Targeting
    Do you have a clearly defined audience? You can set your targeting at the video level, show level, and even channel level. Targeting your videos will give you more opportunity to speak to different audiences.
  6. Sustainability
    If the audience loves it, can you make more of it? Meaning, if you spend $40,000 on a video that everyone loves, do you have the resources to keep making videos to that level? Can you continue to hire the right crew for your video?
  7. Discoverability
    Will your content be found? Not every video can go viral, but are you choosing topics that are trending or evergreen (like how-to and DIY videos). Go check out google.com/trends to kick-start those creative juices!
  8. Accessibility
    Can every single video be appreciated by a brand new user or do they need to sit there and watch multiple videos to understand what you’re trying to get across? If you want your content to be shareable, you will want to make sure it’s accessible as well.
  9. Collaboration
    Is there a way to feature guest stars? More and more viewers are relating to YouTube Creators as being more like them compared to traditional celebrities. This means that they take their opinion seriously!
  10. Inspiration
    Is the idea for this video coming from a genuine place of passion and does it fit your overall brand? You want to create unique content that aligns with your brand identity and excites your viewers!

Karolina and her team researched the top performing YouTube channels and found that they all incorporated a combination of these 10 fundamentals which were key to building their success. We’re not suggesting that you need to incorporate all 10 of these items in every single video, but keeping 2 – 3 in mind is definitely a good place to start.

If you’re looking to get some videos created and would like some help coming up with a strategy, don’t hesitate to give our team a call!

Hyundai Dealers Working with Strathcom: New Website, Endless Possibilities


When searching for a new website provider, what are some of the main things you consider? Likely design abilities and price are two of the top factors, but what else? There is so much to look at to get a well-rounded picture of what you will get from your provider. Do they have an inventory management system that works with your DMS? Can they syndicate your data to portals like Kijiji and Trader? These are just two of the many additional services you should be inquiring about. So aside from being able to take care of your inventory from on-boarding to sold, here are five more reasons why a Hyundai Dealer should consider Strathcom Media:

We Have Forged a Relationship with Hyundai Canada

Having a relationship directly with the OEM gives us the opportunity to test some of our latest products with them to showcase how they will benefit individual dealership websites.

For instance, at the moment Hyundai Canada is utilizing our Bounce Recovery Tool, which is a behavioural exit intent based tool to help generate leads from users who are about to leave your website.

Bounce Recovery - Hyundai

Hyundai Compliant Websites

Like Hyundai Canada, Strathcom is a firm believer in having clearly defined brand guidelines that highlight what makes you one-of-a-kind in order to create value and familiarity with your brand.

Another benefit of having a relationship with Hyundai Canada is that we are able to provide unique and progressive website designs and still follow the brand guidelines set out by Hyundai Canada in order to set yourself apart as a dealership, and ensure your benefit from the Hyundai brand equity.

Online Advertising

In case you haven’t heard, we are Google Canada’s largest online advertising partner in the automotive vertical. What does this mean for you as a Hyundai dealer? It means that we have a team of Google Certified Analysts with experience writing Hyundai ad copy that converts. We can help you generate more brand awareness, increase traffic to your website and generate more leads.

Looking at the Hyundai accounts that we currently manage, we were able to capture 87% of impressions in auctions for New & Used Hyundai inventory. Of the impressions we gained, our ads sat at the top of the page up to 92% of the time, averaging no lower than 2.4 in ad position rank in the Google Search Network.

Looking at some hard numbers, our average click-through rate was 9.2% (industry average is 1%), average cost-per-click was $2.79 and average cost-per-acquisition was $38.42, proving that we can and will help you succeed online.


As we all know, having an active blog on your website is crucial not only SEO, but for providing your readers and potential customers with valuable tidbits of information.

Our very own Megan Lepp does a great job of explaining why you should be blogging in this video.

If you don’t have time to watch the video, here are four reasons to start blogging now:

  1. Drive more traffic to your site
  2. Improve your search rankings
  3. Build trust and relationships with your customers
  4. Generate more leads

Not sure what to write a blog about? We can help with that too. We work with a number of Hyundai dealerships to bring their blogs to life.

Hyundai - BlogIncentives

According to Google’s 10th edition of the Canadian Car Buyer’s Journey, the top 3 motivators for people to consider purchasing a new vehicle are to get an upgrade, enhanced features and the available promotions/incentives.

The latter is something that you can help your potential buyer’s out with by presenting that information on your website. The original thought was that every month you should update the homepage slides with the current model incentives in hopes of relaying this information to consumers.  If that was the old way of displaying incentives, then what is the new way? Having them listed right on your Vehicle Description Pages!

Our Incentive Tool takes all of the current incentives available for that model and lists them on eligible inventory. You can now display cash, finance and lease incentives with different rates, terms and payments! All with absolutely no work on your end. Search interest for “lease deals” went up 20% in 2015, so if you want to make your Hyundai dealership competitive, having this information easily accessible is essential.

Hyundai 2016 Sante Fe Sport

Hyundai 2016 Sante Fe Sport               Hyundai - Incentives






So if you’re looking to differentiate yourself as a Hyundai dealer, getting in touch with Strathcom Media is the best place to start. We look forward to chatting with you!

Why Strathcom is a “Smart Buy” for Toyota Dealers

In a competitive market with so many vendors trying to pull you this way and that way on a daily basis, we figured we should make your website provider decision easy. We’ve compiled the top 5 reasons why you, as a Toyota Dealer, should be working with Strathcom Media!Toyota-2016-Lineup

1. We Work Closely with Toyota Canada

So far this year, we’ve been honoured to host one day learning sessions for both the Prairie Sales Manager and Fixed Ops sessions. In these sessions we went over the latest data on what you need to succeed online and the top items you can start working on tomorrow to change your game.

“We invited Strathcom Media to present at our regional meeting and were very pleased with the results. Duncan and Trish worked very hard with us to prepare a strong, audience specific program. Duncan is an energetic and captivating presenter and our attendees enjoyed the session. They all had great takeaways to help grow their business.”

Mike Turner, Area Parts & Service Manager at the Prairie Regional Office

2. We Know Toyota

We’re not just talking about knowing the entire model lineup – which we do – we’re talking about the fact that we have over 5,000 pieces of new Toyota inventory flowing through our system on a daily basis. We work hand-in-hand with Reynolds and can set up exports to over 70 different portals of your choice in order to get more eyes on your inventory.

We also work with some of the largest Toyota dealerships in Western Canada. What does this mean for you? We essentially have access to various resources for strategies and marketing plans which help us work with you in order to help your dealership succeed.

3. Toyota Co-op

As Google Canada’s largest PPC provider in the automotive vertical, we are well versed in all of the latest changes to the Toyota co-op program for both new inventory and fixed ops. This enables us to not only execute your strategy online but in a way where you can get your money back straight from Toyota. Who wouldn’t want to spend this FREE money?

All of our PPC analysts are Google Certified and have experience writing ad copy that converts. They are also huge nerds, and why would this be important to you? Well, it means that they love stats and spend all day looking at data and various trends regarding the way people search so we can implement those strategies into our campaigns.

One of the many perks of being a partner with Google is that we get to host a number of events alongside their experts every year throughout markets across Canada. We’ve even been able to bring some of our Toyota VIPs to these exclusive events. Maybe next time it can be YOU joining us.

4. Aeroplan

As Toyota’s newest promotion, you should have Earn Aeroplan Miles messaging not only incorporated within your advertising, but on your website as well. We can help you to execute this on your website by creating a landing page and highlighting what the program is all about. Each month we will update the Aeroplan Miles Earned chart, like the one listed below.


In order to get the most back in co-op dollars, we will also include the Aeroplan logo on all display ads and can include specific Aeroplan details on various models.


5. Videos

In case you haven’t heard, YouTube is the 2nd largest search engine in Canada, right behind Google. What does this tell you? People want to watch the internet, not read it, so where better for them to go than straight to YouTube?

One way to take advantage of all of this traffic coming to YouTube is through Pre-Roll Advertising. The best part is, if people click ‘skip ad’, you don’t even have to pay for the impression. If you haven’t considered YouTube Advertising before, Duncan does a great job of explaining it in this video.

How does this benefit you as a Toyota dealer? Simple – conquesting. We can put together comparison videos highlighting why the Toyota Tacoma is better than the Chevy Silverado.  Shoppers are becoming less brand loyal and are more open to changing OEMs with their next purchase. In fact:

  • 87% of people consider multiple brands while shopping
  • 71% of people switched brands with a new purchase

This gives you a great opportunity to highlight why shoppers should be switching over to Toyota.

If you’re interested in implementing some of these strategies but aren’t sure where to start, give us a call at 780-433-8844, we’re here to help!

Does Your Dealership Have a Behavioural Exit Intent Strategy?

Bounce Recovery – Convert More Users before They Leave Your Site

It’s a well-known fact that most users coming to your website don’t convert. Whether it’s because they are just starting to consider upgrading their current vehicle or simply researching what the latest tech features are, they are not always likely to fill out a ‘book a test drive’ form.

So if you’re spending all this money to make a kickass website with unique content, real photos of your inventory, how-to or introductory videos the latest and greatest auto features, what are you doing to convert all of those users before they leave your site?

Enter Bounce Recovery! Our Bounce Recovery technology will learn what your users are doing on your site and detects “exit intent”. We don’t target these customers with gimmicky offers and creative. We target them with relevant manufacturer incentives and price updates on new and used vehicles. We create offers that are designed to look and feel like your website, and at the end of the day, generate a lead that you may have otherwise not received.

Bounce Recovery2

How does this tool work? Every month we will take care of updating the manufacturer incentive and on top of that, we will also take care of updating your customers via email when the incentive changes each month.

This is a simple solution that requires no additional effort on your part. It can integrate with your CRM, is CASL compliant, can be used to create different messages for different pages, and it can be used for New, Used and Fixed Ops. It will grow your database and give you another opportunity to reach out to prospective clients who may not realize that there’s a new incentive that comes out every month.

Here is an example of what your potential customers could see in their inbox at the beginning of each month with the new incentive:

Bounce Recovery3

If you’re ready to start converting some of those users who are leaving your site, then give us a call so we can start helping you to build up your client list and generate more leads!

Our Top 8 Takeways from DSES 2015

From October 18 – 20, we were lucky enough to be a part of the Driving Sales Executive Summit in Las Vegas. The weather was way better than Edmonton’s, the venue was pretty spectacular, and the parties, well we won’t get into that this time around. But, we will get into the top 8 takeaways from the conference!

Continue reading “Our Top 8 Takeways from DSES 2015”

Today’s the Big Day: Verify Your Google My Business Listing, or Watch It Disappear!

Back on December 11, 2014, we gave you some best practices of how to make the most out of your Google My Business listing. Those best practices have now become exorbitantly more important with Google’s latest release. Tentatively, starting today, July 28, 2015, Google is going to start removing unverified business listings, so there’s no better time than now to make sure you’re verified.

Not sure if you’re verified, follow these steps:

  1. Navigate to Google My Business. If you’re new to Google My Business, all you need is a Google account. This is generally the same one you use for your Gmail account.
  2. Choose one of two categories of local business: Storefront (you as a car dealer) or Service Area Businesses.
  3. Enter the name or address of your business and select it if it appears in the drop-down.
  4. If you see your name, click on it and a message should pop up saying the account has been verified (you would need to be logged into the same Google account associated with the listing).
  5. If you don’t see your business listed, click “No, these are not my businesses” or “I’ve correctly entered the business.” You’ll then be prompted to enter in your business details. Once you’ve correctly entered everything, hit Submit.
  6. You will then be asked to verify your business either by Postcard, Phone, or Instant (only available in certain circumstances).
    1. Phone or Postcard are your best options. For either one you will just need to follow the instructions Google provides you.

If someone else has claimed your Google My Business listing and you’re not sure who has the admin rights to the page, follow these steps to see what you can do.

laptop open to Google Search Page
Continue reading “Today’s the Big Day: Verify Your Google My Business Listing, or Watch It Disappear!”

5 Ways Digital Ads Trump Traditional

Digital Marketing written on a chalkboard

Traditional advertising vs. online advertising—two well-established formats fighting to promote your business.

In one ear you hear whispers from the old-school ad executive: “Radio, TV, and print are trusted, established, and proven ways to spend your advertising dollars.”

Continue reading “5 Ways Digital Ads Trump Traditional”

10 Topics to Heat up Your Blog This Summer

Useful and shareable car dealer blog topics for the summer

From a meteorological point of view, there are signs that summer is just around the corner. From a car dealerological point of view, it means greater foot traffic and more vehicles rolling off the lot.

But what’s going to help keep your store top of mind over the competitors down the street? Your blog:

  • 61% of consumers have made a purchase because of blog post
  • Companies that blog get 97% more inbound links
  • Small businesses with blogs receive 126% more leads

To save you the trouble of brainstorming blog subjects in time for summer, we took the time to stockpile some of the most interesting and shareable topics you can write about. Feel free to steal a few ideas and start your summer blogging series on the right foot!

Continue reading “10 Topics to Heat up Your Blog This Summer”

Online Chat: How Your Dealership Can Get It Right

Car Dealership Website Online Chat

How many times have you shopped online and had a little chat window pop up to see if there’s anything they can help you with? This is definitely becoming more and more of a phenomenon as an ever-increasing number of people are researching their purchases on a computer or mobile device before going in store. Some are even going through the buying cycle strictly online. Time is money afterall, and something we never seem to have enough of. In fact, according to Google, 97 percent of people are using the Internet when researching a vehicle, and on average they are using 26 sources of information before making a decision.

There are numerous arguments going both ways for whether you should have chat on your site or not. Initially, most would think that it would have a negative appeal to users searching your products online as the little box floating across your screen can sometimes seem invasive, and, at times, flat-out annoying. The reality is that since consumers are constantly online and nowadays everyone is connected, we shoppers are becoming more impatient when we have to wait for our questions to be answered or when we can’t easily find what we’re looking for online.

This is where chat comes into play. If done correctly, not only does it help web visitors find what they’re looking for, it can also help boost your leads and build a positive rapport, increasing returning customers in the process.

Tips for Getting It Right

If you didn’t catch the message, here it is again: If done correctly, there are numerous benefits to reap from chat. But that is a pretty big if.

Here are some questions to keep in mind when searching for a chat provider:

online car dealership website chat representative

Do they offer 24/7 chat service?

• While you’re sitting at home at 8pm, immersing yourself in a good book, people almost ready to buy a car could be browsing your site. Wouldn’t it be amazing if you had someone available to ensure that these visitors were finding what they came to look for? Having a chat provider that offers 24/7 service will guarantee that all of your remote or off-hours customers are being taken care of, even while you’re sleeping.

Do customers need to work before they can initiate a conversation?

• When the chat window pops up, does the service ask you to submit your name, phone number, and email in order to ask a question? This type of up-front fricton is definitely one way to alienate your customers, and it’s something you don’t want in a chat provider. Having to give up personal information when you haven’t even asked a question yet is a sure-fire way to get people to leave your site and maybe never come back. Instead, what you should be looking for is a provider that customizes their introdution based on what the user is looking at. For instance, if they are on the Used Vehicle Inventory page, the ice breaker questions should specifically be related to used cars, rather than asking for their name and email “in case they get disconnected.”

Are they experts in your industry?

• Just because a company is offering chat, it doesn’t mean they are experts in your industry. This is where you will want to uncover within what fields a particular chat provider has competencies. If they’re all over the map, offering chat services for enterprises ranging from travel to heavy machinery, they may not be the one for you. Since they will essentially be the face of your customer service online, you want to make sure that they at least know what they’re talking about and are knowledgeable about the industry.

Is the chat service self-operated?

• If you’re a sales manager, what do you want your sales team to focus on? Making sales, of course. So where is the best place to have your team? On the floor, naturally, face-to-face with customers, trying to build relationships and rapport. If your sales team had to man your online chat while also taking care of customers walking into the dealership, your sales team would be constantly pulled away from the floor. And there’s still the possibility that some or many online chat inquiries would be missed. This would leave potential revenue on the floor, and customers feeling ignored. Make sure to find a chat provider that mans their own service, and, as mentioned in the first point, is available 24/7.

Is Your Dealership Ready to Chat with Customers?

If you’ve never considered chat before, maybe it’s time. If you’re interested in seeing a demo of what chat can do for you, of if you think you’re ready to take the plunge and sign up, contact your Strathcom rep today!