Here’s a principle of demand generation that hasn’t changed: High-value, engaging content moves the needle.
And when it comes to engagement, few tactics compete with online video. In fact, 55% of car dealers say they plan to use online video. Video offers today’s car dealer a chance to accelerate the customer acquisition cycle and capture car buyer attention like no other media. But not all video is equal. There are several steps you should follow to integrate video into your digital marketing.
Video Production Matters
Before rushing in, take the time to do some planning. Consider how the video can be designed to best support your specific message or campaign:
- Begin with the Messaging – Determine the target audience, core message and call to action then incorporate this messaging into the script and visual elements of the video.
- Consider the Production Options – Consider which production styles best fit your marketing objectives and budget. In addition to showroom shoots, compelling graphics, and talking heads (e.g., customer testimonials) are very good options for producing high quality video content.
- Keep the Video Brief – Keep the length of the video to around 60 seconds. The attention spans of potential customers are shorter than you think, especially from a mobile device.
Not all Videos are Alike
Instead of producing an epic dealer video; consider producing different types of videos that can be targeted to various stages of the customer buy-cycle. Here are three good types to consider:
- Branding – An overview video is ideal for providing an introduction to your dealership and how you uniquely satisfy customers.
- How-to – Explainer videos concisely explain how to perform a task such as setting up your in-dash Bluetooth option in a simple way that customers can easily understand.
- Testimonial – Use current customers’ experiences to explain specifically why they chose your dealership in their own words.
Target Video to Hit at the Right Time
Deploying targeted video content to potential customers based on their identified buying profile or current stage in the sales funnel is ideal.
- Top of the Funnel – Deploy a branding video to introduce your dealership and its solutions.
- Middle of the Funnel – Use a how-to video to explain in greater detail how a specific option can benefit this potential customer.
- Bottom of the Funnel – Share a testimonial video from a current customer to describe how your company’s specific solution solved their business challenges.
Video is an ideal demand generation tool. And used properly with your marketing campaigns, video can be highly effective at engaging potential clients and generating valuable analytics.
Are you using video in your demand campaigns? What’s working for you?