Automotive Digital Marketing

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4 Essential tips for producing videos that "move metal"

The single biggest problem with most car dealer videos is poor visual quality. What I see from car dealers does not contain enough visual detail to be meaningful to the customer. The customer understands the basic features and benefits of the car...they don't need the saleperson barking this information at them. They have access to the miles per gallon, powertrain options, etc. on your site and others.  The reason they want to see a video is to see the cosmetic condition of the car. With a standard definition camera, there simply is not enough detail to see anything meaningful and the customer closes the video quickly.  It's imperative to film and host in high definition.

Another significant problem is that dealers take the time to prepare videos and they simply don't get viewed. The solution to this is to have these videos autoplay when the visitor reaches a particular car's webpage. It's important that the visitor not get shocked by a salesperson's voice immediately... that's a surefire way to ensure that your video gets closed quickly. Instead, start your video with some soft music. And if you can avoid any commentary from a salesperson, it is best. If you want, highlights features about the car with some text in the video.

Next, be sure to host your videos on YouTube. YouTube is the second-most used search engine in the world. A lot of people find themselves on YouTube investigating cars, and soon clicking on dealers' websites viewing their inventory. You can get in on this free traffic by hosting videos of all your cars with critical keywords in titles and descriptions of your videos. Also be sure to embed a watermark on all of your videos in the lower right corner and a clickable link to your website in every video. Don't take down your videos just because your car was sold. You can mark them as sold on YouTube, but leave them online where they will continue to draw traffic to your website.

Finally, videos should become a necessary part of your inventor's pre-lot preparation. Just like it's used vehicle inspection and repairs, car detailing, paintless dent repair, and the application of vehicle stickers, the filming of a video is all part of your car's automotive reconditioning. It should be the last step before the car is declared lot ready.

Views: 61

Tags: car, dealers, video

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