5 Steps to Video Marketing Success
When it comes to automotive retail and marketing in an increasingly omnichannel world, it’s clear video is a potent and essential tool. More than 90% of consumers say that watching a product video is an important factor in their buying decision; in the often-quoted words of Forrester researcher Dr. James McQuivey, “One minute of video is equal to 1.8 million words.”
But when you’re an auto dealer, how can you best communicate with and influence potential buyers? Video walk-arounds of your inventory on VDP pages? “Meet our staff” videos on your website? Informational or how-to videos on YouTube? None or all of the above?
Of course, there’s not one right or wrong answer. For example, the three digital marketing experts in this story have different takes on how video can be most meaningful to a dealership’s bottom line.
But what they agree about is that dealers need to have a plan and approach the subject strategically, not in a hit-or-miss way. It’s one thing to create videos. It’s another to have the right ones, then deploy them in the right way, at the right time, to the right audience.
Tim James of Flick Fusion, an industry-leading authority on video marketing, lays out a five-stage strategy that emphasizes visualizing end results and planning multipurpose video content accordingly. This strategy utilizes data and covers every stage of the customer’s buying journey, from research to purchase to post-sale service.
Meanwhile, in his plan, digital marketing veteran Gary Galloway of Netsertive breaks down the two types of video marketing—content creation and paid advertising—and gives step-by-step details on how to launch a YouTube channel, conceptualize and produce content and video ads, then incorporate them into an overall marketing mix.
Marketing innovator Jerry Daniels of Automotive Broadcasting Network (ABN) focuses on a different aspect of video in his five-step strategy: digital signage at the dealership. Utilized in waiting rooms, showrooms, and service departments, digital signage engages customers in a variety of contexts, conveying your message in a way that bridges the gap between their online and in-store experiences.
Also, for another perspective on video marketing, check out this article by John Mruz of Flashtalking, “How Video Can Fill the Gaping Hole in the Middle Tier of Automotive Marketing.”