Video in the Buying Process

  • Prasanthi Pittala

Digital marketing has shifted to a more personalized style of reaching audiences. As a result, video has become the most vital component of the marketing toolbox. Dealerships sell more than just the vehicles. They also sell accessories, parts, and clothing. Consumers may not be interested in any of the items at the time of purchase. But once they get home, they may need an upgrade to a part on their vehicle. This is where providing an amazing video experience makes a difference.

In this article, Tim James of Flick Fusion shares the three key stages where video is extremely powerful in the buying process.

Awareness: Educational videos are one of the most attractive types of videos in this stage. Whether it be describing the benefits of this year’s newest model, or an educational video on the best bed-liners for their new truck, followed by testimonial videos to back up the claims, video will get the most information to a consumer in the most emotional way possible. The content of these videos are value-driven. A curated video experience not only gives information about the dealership but also gives information about the consumer.

Consideration: Once the consumer has decided what they need, they move forward into the next stage of the buyer's journey. In this stage, the consumer is looking at alternatives available in the market, analyzing the pros and cons of each dealership. This is where explainer videos make a huge impact. The videos could include facts such as your dealership, what the consumer needs based on the make and model of the vehicle, and that installation at the dealership is done by factory-trained technicians.

Decision: At this stage, the consumer is ready to purchase. Videos such as customer testimonials, FAQs, and personalized video communication can convince a customer to choose your dealership rather than the competition. Most dealerships focus on testimonials in sales but having them in parts, accessories and service can be just as powerful when it comes to gaining trust and establishing rapport. FAQ videos can be used to answer common questions about products. By providing this information upfront via video, you no longer need to explain these things to the customer. Personalized video emails and texts help establish your sales team and dealership as a trusted source.

It is important to use the right type of videos for each stage of the buyer's journey. Consider taking your video marketing strategy to the next level by using the appropriate videos and there by providing the best experience to your customers.

For more information on using video at your dealership, on how to use Twitter or to set up a video blog, please reach out to Doug Thompson at (954-629-2242).