The YouTube platform is growing rapidly, and for many of your customers it’s now their first stop for information. “We’re also shopping after hours, and video gives us a way to look at equipment almost as if we were on the lot,” says Mike Wiles. “The dealer of tomorrow will utilize video as a large part of their marketing effort. But, most have a long way to go.”

But, video also requires strategy to drive a new crop of customers to your dealership. Wiles details how a dealership can start using videos and YouTube in their marketing strategy, highlighting what works and doesn’t work with customers.

“Think about this, Google decides where your website ranks when people are searching. Google also owns YouTube. Do you think there’s a possibility that a business regularly contributing to the YouTube platform might be considered for higher ranking than someone who is ignoring this gigantic opportunity?” Wiles explains.

The Tractor Mike YouTube channel was created in 2012 when Wiles, who was managing a farm equipment dealership at the time, recognized a lack of unbiased tractor training available to consumers. “There were lots of tractor videos trying to sell product, but almost none offering basic training. I posted a video of how to hook up a 3-point implement and was shocked by the number of views it received. He learned how he and other dealers could capture customers early in the buying cycle through videos that are of great value for marketing, communication and research.”

In addition to 25 years of experience in the farm equipment business — as a major line territory manager and in dealership management — Wiles teaches agricultural sales at Missouri State University and is co-owner of EDM, a firm that develops websites and offers YouTube consulting. The Ask Tractor Mike YouTube channel recently hit 5 million views with 20,000 subscribers. He’s also a regular contributor to Farm Equipment and Rural Lifestyle Dealer magazines.