Using videos for marketing in 2020 is no longer optional. No matter what kind of company you are, video can elevate your brand perception, boost awareness, and improve your sales. In automotive marketing, it is vital to convey trustworthiness, and video lets you do that.
When people see you as a source of valuable information, they will trust you with their business. Good content like this is also a great way to interact with customers, which leads to higher rankings on search engines and more social media engagement. However, companies run the risk of spending thousands of dollars on marketing efforts that flop. Here are things to remember so you can have better videos for your business.
Go for professional videographers
Although smartphones can now take high-quality videos, they still cannot deliver at the level of professional cameras. Also, not all marketers have experience in video production. Instead of turning to your in-house team, you should research videographers who can develop a clip that shows your company culture and exceeds your goals.
Look for a video team’s portfolio and review their credentials. You want to be sure that you get a return on your investment and that you can successfully highlight the best features of your dealership.
Be familiar with your customers’ preferences
A big part of marketing is understanding your target market and the people who patronize your business. When you don’t know what people want, they will walk away feeling confused or get the impression that you don’t care for them.
Ask yourself if the clip tells people clearly about your dealership and shows the areas of your facility that capture their interest. Think about what customers like asking you and frequently-asked questions you can answer in the video.
Don’t just show your inventory in the video
Purposeful video marketing cultivates relationships with prospects. Although cars are the focus of your business, there’s more to closing a sale than showing customers vehicles. Win them over with your team’s personality, your values, and how you help buyers through the process.
Through videos, your service team can answer maintenance questions with a Q&A series. You can also show customers how to use your cars’ features in step-by-step tutorials with your sales representatives.
Vary the type of videos you produce as well; don’t always have 15-minute explainers. Have a mix of short- and long-form content, and have a monthly content plan.
Include a CTA or call-to-action in your clips
You should gear all your marketing efforts toward getting your prospects to take action. At the end of your videos, you can ask viewers to come in for a test drive, share the video online, or contact your sales team. Otherwise, they’ll only watch your video and not engage further with your company. A CTA gets people to act, so include one in all your videos!
Always track your video’s performance
It’s important to monitor things like your average number of views, the length of time people watch the videos, and the social interactions your post gets. Also important to note is where people share your videos online and comments people leave on them. These should inform your next campaigns and help you produce content aligned with your customers’ tastes.
Conclusion
Video marketing helps you boost your dealership’s online presence. A short clip can visually communicate your brand’s message, provide customers with a peek behind the scenes, and offer value, with clips that showcase your knowledge of your industry.
Ensure the best online positioning for your automotive dealership with WHIP! Digital. As an automotive marketing agency specializing in the auto dealership industry, we can help you create a targeted digital presence that gets your message to the right people. Schedule a complimentary marketing consultation to learn more!