More dealerships than ever are using video as a tool in their dealership. However, just like with any other tool, know-how is required to achieve results. Done properly, video is an amazingly effective sales tool and the ideal way to deliver a highly targeted and personalized message. Regardless of your dealerships level of experience, here are 5 fundamentals to consider before making your next video.
It’s pretty easy to get carried away when creating a video. For this reason it’s best to keep it simple. Hone in on a single objective or purpose for the video and stick with it. Here are some video types to consider:
Awareness – promoting your dealership as a brand
Engagement – first touch point with an internet lead
Retention – a potential alternative to the classic courtesy call
Product – vehicle demonstrations
Support – service tips or tricky tech features explained
Establish who your intended audience is. Doing so will help you shape the content and messaging so that it speaks to that audience. For example, if you are creating an engagement video, keep it short and personalized. Think under a minute. A product demonstration, on the other hand can be longer. The audience for this video is expecting you to cover details and demonstrate some of the features, all of which takes time. Regardless of the video type, always keep the content on point and as engaging as possible.
Try to match the production value to the video type. If you are shooting a short customer engagement video, any modern phone will be more than adequate. Consider boosting the production quality for awareness videos, longer videos and any video that has high replay value. This may mean investing in equipment or hiring outside help.
After creating your video, the next step is to decide where you want it to be viewed and by who. Consider the video type, audience, production quality and length. A 4 minute product demonstration video would be well suited for YouTube but not necessarily Twitter where the audience is accustomed to short sound bites.
A key aspect to any video content strategy is measurement. Tracking your metrics will allow you to make changes to your strategy and tailor the content to your audience’s preferences. Here are some metrics to keep an eye on:
Impressions – the number of opportunities a person has had to view your video
Views – the number of times the video has been watched
Play rate – a measure of how enticing the video is (views divided by impressions)
Engagement rate - provides insight into how much of the video is being watched
What are you waiting for? Get out there and make some videos!
For further details on this topic and more, see “Five Questions to Answer When Creating A Video Campaign” by Chris Bondhus – marketingprofs.com