5 Steps to Rev Up Your Video Marketing Program

Videos deliver an interactive, immersive experience that forges a personal connection with consumers

When it comes to video marketing, do you feel like you’re stuck in first gear? Are you telling yourself that video production takes too much time or costs too much money?



The truth is, you no longer need a huge budget to make great video content. Keep reading to find out how video marketing can help your dealership pull ahead of the competition in 2017.

Keep ahead of the curve

Hyperfine Media found that 64% of users are more likely to buy a product online after watching a video, and that enjoyment of video ads increases purchase intent by 97%. This means you’re missing out on an opportunity to get your vehicles in front of an audience that is ready to buy if you video isn’t a part of your 2017 marketing strategy.

Here’s the bottom line: Because one-third of all online activity is spent watching videos, tapping into this channel can help your dealership sell more cars. Unlike blogs or text-based marketing content, videos deliver an interactive, immersive experience that forges a personal connection with viewers.

Few marketing channels can duplicate video’s ability to elicit emotion, and this can be a powerful tool for generating and converting leads during each stage of your customers’ buying journey.

Go from 0 to 60 in 5 steps

There’s no denying the potential of video marketing. When your dealership is up against cute cat videos and the latest viral sensation, however, your content needs to stand out.

To get up to speed, before you launch a full-fledged video marketing campaign, create content your audience will love by following these five steps.

1. Get ready for your close-up

You spend all day talking to customers in your showroom. You may find speaking to an “invisible” audience in a video harder than you’d expect.

To get past this problem, when you step in front of the camera, imagine that you’re speaking with your best friend, a family member, or customer. Don’t be afraid to show some personality.

2. Educate your audience

When creating your video marketing campaign, assume the viewer knows nothing about your dealership, the cars in your inventory, or the services you provide.

Videos are a great educational opportunity, so create content that solves viewers’ problems. These videos may be about the steps in buying a vehicle, its service and maintenance after purchase, etc.

3. Tell a story and provide value

According to Fortune Lords, 300 hours of video are uploaded to YouTube every minute. In addition, nearly 5 billion videos are watched on YouTube every day.

With the internet getting more and more saturated with video content, a successful campaign requires more than just great visuals. It also needs to provide something of value to your customer, like an incentive or exclusive discount.

4. Choose the right call to action

The goal is of your video is to entice viewers to learn more about you by checking out your website and visiting your showroom. If your video ends without providing the next step, however, you’re missing the most important part: the call to action (CTA).

Whether it’s telling customers how to take a test drive, schedule an oil change, or sign up for your newsletter, your video needs to guide the viewer to the next step. Here are a few ideas for CTA taglines to get you started:

  • Watch more videos now!
  • Get 10% off for your next service appointment!
  • Schedule your test drive today!

5. Get your videos out there

Once you’ve finished creating your videos, it’s time to promote, promote, promote.

It may seem obvious to post your video on your dealership website, but don’t forget to also place it on Facebook, Twitter, and YouTube. Make it easy for your buyers to find it by placing it in locations they frequent online.

YouTube Tip
Keep in mind that YouTube is one of the largest search engines in the world, second only to Google, so pick the keywords for your title, description, and tags carefully.

Because 2017 is right around the corner, now is the time to start planning out a video marketing strategy for the coming year that turns video views into customers at your dealership.

Meghan Garrity is an inbound marketing copywriter at Stream Companies with a passion for helping dealerships generate leads. When Meghan isn’t at work, you can find her on her yoga mat or looking at cat pictures.

Meghan Garrity

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