- Prasanthi Pittala
Video research online by consumers is skyrocketing. How can you tell if your dealership's video marketing is working? If you do not see significant improvement in website engagement and lead conversions from your videos, take action. There are three common video marketing mistakes you can fix, according to Brian Cox, president and CEO, FlickFusion. Mr. Cox describes in his blog how to make those fixes, and below is a summary of Mr. Cox’s advice for dealers.
Lack of Distribution:
Car shoppers do not land on your dealership's website as soon as they begin their research for a new car. They leverage search engines for research, they visit a lot of 3rd party websites, browse social media platforms and rely on video streaming websites like YouTube. So, limiting vehicle inventory videos only on website Vehicle Detail Pages (VDPs) is not a good idea.
Distributing your videos by including inventory videos in email campaigns, posting on social media pages and featuring them in video advertising campaigns will expand the reach of the dealership. Most people spend a lot of hours on the internet.
So, instead of waiting for them to find your website, be aggressive about pushing your inventory videos out to where they are. Use target keywords in your video titles, descriptions and tags to optimize SEO. Share your videos across multiple video hosting platforms such as YouTube. If you want a video to bring results, you have to make it easy for viewers to find it and share it with others.
Don’t Leverage Customer Data & Viewing Behavior:
Although YouTube is a great place to post your dealership's videos - it doesn't offer in-depth analytics or share critical data about video viewers. Creating relevant and personalized video experience for a customer will increase time spent on your website, boost search engine rankings, improve CTRs, other metrics and produce high quality leads.
Hence, having the ability to collect video viewer data is important. Hosting a video on a smart hosting platform will provide you all kinds of metrics to analyze customer's video watching behavior and there by pushing relevant content to the customer.
Not Enough Video Content:
Many dealerships have video inventory videos, but not much other video content on their website. Video is a powerful marketing tool because of its ability to engage and inspire. The most successful videos are entertaining and engaging. You must make people want to watch your video.
According to Google, the video content that auto shoppers search for most are test drive videos, video walkarounds and videos that highlight vehicle features and benefits. Showcase these videos in a virtual showroom on your website for maximum impact. Additionally, create a series of "why buy" videos highlighting your dealership’s unique value propositions, as well as customer testimonial videos.
Avoiding these common video marketing mistakes should boost the return on investment from your video marketing strategy, leading to increased website engagement, lead conversions and sales.
For more information on using video at your dealership, please reach out to Doug Thompson at VehiclesTEST.com (954-629-2242), or set up a demo with him.