Content strategy for car dealerships
Nobody trusts car salespeople. They trust the ones they’ve watched.
Buyers research for weeks before they walk the lot. If they’ve already seen your people, half the sale is done.
Sound familiar?
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Inventory posts all look the same
A walkaround of a car on a lot is the same video every dealer makes. It sells the car, not you.
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Ad budgets that never stop growing
Digital and co-op spend goes up every year and stops working the second you pause it.
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The industry’s reputation
Buyers walk in braced for a fight. Content is how you prove you’re different before the first handshake.
Where I’d start
Three starting points. The real formats come out of the audit, built around your people.
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01
The honest salesperson
Find the person on your floor customers ask for by name. Let them explain the deal, the numbers and the catch, plainly.
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02
Service bay truths
What that warning light means, what maintenance you can skip, what you can’t. Service content brings people back for years.
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03
Delivery day
With permission, film the moment people pick up their car. It’s the most human thing that happens at a dealership.
I did it for my own business first.
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298M+
Organic YouTube views across two channels
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424K
Subscribers on the main channel
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1,663
Videos published
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$0
Spent on ads
One 41-minute video took three days to make and has earned about $25,000 over two to three years. That’s what content that pays you back looks like.
How it works
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01
Audit
I review your channels, your content and how it gets made, and tell you what’s wasting your time.
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02
Roadmap
You get written actionables: what to make, who should make it, and how often.
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03
Build
Put the right person on camera and post with feedback. Ninety days of reps, then your team runs it.
The Audit
$2,500
A one-hour call reviewing your channels, content and workflow. Written actionables, check-ins over 90 days, and a re-audit at day 90.
Questions
We already have a marketing agency. Does this replace them?
No. Agencies run ads and post what you give them. I figure out what’s worth making and who should be on camera, then your team or your agency runs it.
Do I have to be on camera myself?
No. Part of the audit is finding the right person, and it usually isn’t the owner. Your best spokesperson is probably already on your payroll.
Isn’t it too late for us?
It’s not too late. But in two years you’ll say it’s too late, and wish you’d started two years ago.
Find out what your dealership should be posting.
A few questions. If an audit is the right next step I’ll tell you. If it isn’t, I’ll tell you that too, and why.
Book your audit