3 Steps to Rocking Your Auto Marketing Videos
Move over 60 ft. tall inflatable gorilla, there’s a new marketing tactic bringing people into dealerships: online videos. Poised to become one of the most talked about marketing trends of 2016, online video marketing isn’t just for major brands any more. Posting videos can boost engagement and interest in dealerships by displaying inventory and information where most consumers research first, making your dealership the go-to place for interested car shoppers. And when using videos in social media advertisements you can use a data provider with digitally addressable data for highly targeted campaigns.
Here are a few other compelling reasons video is a great content choice:
- Using the word “video” in an email subject line boosts open rates by 19%
- 74% of all internet traffic in 2017 will be video
- 93% of marketers use video for online marketing, sales, or communications
- 52% of marketers worldwide name video as the highest ROI producing content
- 69% of people who used YouTube while buying a car were influenced by it- more than TV, newspapers, or magazines
- Auto review videos on YouTube have been watched more than 3M hours in the first 9 months of 2015, of which more than 1.2M were on mobile, more than 2X as many as last year
Here are 3 tips to making a video they’ll want to share.
Keep it short
Today’s on the go consumer on the internet has an attention span of 8 seconds. In order to get their attention, and keep it, you need to get to the point quickly. In fact, videos between 30 seconds and 1 minute are shared 18% more often than videos longer than 1 minute. Don’t waste too much of your valuable attention span on special effects and introductions when you could be focusing on content. The top 3 types of content that shoppers are interested in are test drives, features and options, and walk throughs, and the time spent watching these kinds of videos doubled in 2015. While a minute seems like a short period of time, by keeping information concise, a short and sweet video can be created that’s both informative and engaging for the viewer. If you’re still running past your ideal time (check out this graph for more info on ideal lengths), consider making the video a part of a series. Just remember to include a call to action at the end of each video to encourage shoppers to view the next segment.
Don’t forget the call to action
Once you’ve gotten the viewer’s attention, don’t forget the call to action. This could be “call us today” or “watch the next video” or “tag a friend who you think would want this car.” Remember that a call to action must be easy to act upon. For instance “Call us today” without a phone number adds an additional step that most consumers will find frustrating. “Request an appointment” with a link that doesn’t go directly to the page that the customer needs to submit will leave them confused and likely to quickly leave your site. YouTube users can add links directly to the video for easy accessibility. Don’t forget to consider your target audience when creating your call to action.
No shame in curating
Original content is best, but if you’re swamped and don’t have time to make a video there’s no shame in sharing someone else’s content – if it ties into your goal and brand. For instance, videos created by OEM’s already tout the features of the vehicles you service and sell. Or you could post a positive consumer review on a vehicle you just got in stock (don’t forget to mention that you have one available!) If you’re trying to move certain vehicles off the lot, consider what type of content will appeal to that target audience. For example, “Check out this video of the top 10 places to hike in the US. The (insert SUV type) we just put on the lot is perfect for adventure.”
Still not sure where to start?
Here are a few ideas:
- Film a weekly series showcasing the best new models on the lot
- Post a walk through video of most popular models
- Answer the most common questions your service center receives (ex. What’s the difference in tire rotation and balancing? What kind of oil change do I need?)
- Showcase new features such as navigation, sound systems, sunroofs, etc.
- Employee profiles “Get to know our team”
Now get out there, Spielberg!
To learn more about how the automotive industry is using data to acquire new customers download our free automotive marketing guide.