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If you’re like most dealerships, you’re working hard to improve your marketing game. With fierce competition, and an ever-changing list of marketing options, staying at the front of the pack isn’t easy. While there are many marketing tactics and platforms you may be considering, there is one you’re probably under-utilizing – video.
Even if you’re currently using video in your marketing, you could be doing more to leverage this powerful medium. When used correctly, video marketing is helpful at every step of the customer journey. Few tools are as effective at turning prospects into customers, which is why 81% of businesses used video marketing in 2019, up from just 63% in 2018.
Here are a few ways you can use video to give your dealership an edge:
1. Vehicle tours: Vehicle walkaround videos don’t need to be highly polished to be effective. These simple to create videos provide potential customers a better look at your inventory and can highlight vehicle features that entice car buyers to visit your dealership.
2. Educational tips: How-to videos are the third most popular category of videos on YouTube. By offering short educational videos about checking oil levels and tire pressure, you can build trust with your audience.
3. Reveal your process: Transparency can go a long way in helping you build trust, so why not show people how things are done? Make short videos of how you inspect and certify used cars, how you arrange them on your lot or clean them after a storm. Be real and you’ll gain respect from your audience.
4. Test drives: 72% of customers would rather learn about a product through video. What better way of helping them learn about your inventory than through test drive videos? This is also a great way of showcasing your top models in a low-pressure format.
5. Reviews: Features are great, but reviews about features are even better. You can build rapport and trust by being honest and up front in your review. For instance, it’s okay to say that one model isn’t necessarily a family car, or that another model may not be the best option if you like taking road trips.
6. Feature comparisons: A big part of the auto buying process is comparing features and looking at pros and cons. Making a feature comparison video allows you to guide the decision-making process while offering some great insight into your inventory.
7. Testimonials: Stories move people, which is why testimonials are so effective. Video testimonials are even more powerful because they allow your audience to see and hear the emotion behind the words of your happy customers.
These simple video tactics will boost traffic and can also better engage potential customers. In fact, when people view video they retain 95% of the message they watch compared to just 10% when reading it in text, meaning your marketing messages are being delivered more effectively at every stage of your customers’ journey.
If you’d like to learn more about adding video to your dealership, click here.
Sources: Hubspot, Mediakix, Insivia
