Four Video Marketing Approaches Your Dealership Hasn’t Taken
Today’s car sales marketplace is all about mobile-ready, interactive, informative video. It’s the medium today’s car buyers prefer when it comes to researching vehicles.
Here are four approaches to video that you should be considering—and probably aren’t!
Video “Talks” to Inform and Engage
Give them information they can use without a sales pitch. You don’t have to go full on “TED Talk,” but a quick informative video, delivered in a friendly, no-pitch manner will engage your potential customers and generate rapport. certain technical features explained for your average driver, an update on how this year’s vehicles have changed (again, without the sales pitch)—all are simple to deliver in 1-2 minutes standing in front of a camera and talking with a smile.
Video Bios for Approachable Staff
Who are your customers going to meet when they call your dealership or stop by in person? A receptionist, sales personnel, a floor manager? Make sure everyone has a quick—we’re talking 30 seconds—video bio available on the site. They should introduce themselves, their role at the dealership, maybe a quick personal fact or two, and a closing message thanking the shopper for stopping by and inviting them to come on down and meet in person. Show your dealership’s human side, and you’ll be many times more approachable.
Live Video for Transparency and Trust
Thanks to YouTube, new apps like Periscope, and most recently Facebook all jumping on the live video streaming bandwagon, it’s become easier than ever for people and businesses of all sizes to connect via video in real time. Share a quick video of a happy new couple climbing into the car they just purchased (with their permission, of course), have your sales staff do some Facebook feature tours and other outreach when things are slow, take playful videos around the office, and let your customers see you as you “really are,” live and in person—even when they’re online.
Some of your live videos will likely be impromptu, and others can be scheduled and announced ahead of time to draw a bigger crowd. Either way, be sure to save your live broadcast to republish or edit into a larger video down the line.
Teaser Videos to Whet the Appetite
Got six seconds to spare? Then you’ve got time for a quick bit of video outreach! Vine, now owned by Twitter, was the first platform to specifically take advantage of the short-and-sweet video craze, but if you capture the right six seconds your video will do well everywhere it goes. A funny moment with the dealership’s logo in view, a quick wave from the service department, a careful edit of the car buying process to show how quick it can be, or whatever you can come up with.
There’s no better proof that attention spans are short than the popularity of the six-second video format—and there’s no question that video is the best match for today’s short attention spans.