Video Content Is A Crucial Component To Automotive Sales Success.
The power of video as a sales tool is undeniable. So, why are so many people hesitant to embrace it? Maybe its because they lump it in with the endless pile of poorly executed, user-generated content. As of right now, you need to let that notion go and start investing in generating engaging video content. Here’ s why:
92% of the people who plan to purchase a car in the next 6 months use YouTube on their mobile devices.
75% of auto shoppers say that online video has influenced their shopping habits and purchase.
60% of auto shoppers reported that they visited a dealership or a dealer’s website after watching a video.
40% of auto shoppers who used online video said that it helped them discover vehicles not previously considered.
Yes. Video is a powerful tool that can help attract customers and close sales. The next question is, “What kind of videos do I make?” First and foremost, you want to create content that’s done well and that consumers find useful and informative.
For example, I developed a series of videos for one of our past automotive clients called Test Drive Tuesday. The dealer would pick a vehicle and a knowledgeable salesperson, and we would run through the features of the vehicle with a camera running. Then, with the help of a couple Go Pro cameras, we’d take a test drive, talk about more features and the benefits of choosing that dealership. These videos were three to four minutes long and were released into the dealer’s social media channels on, you guessed it, Tuesdays. With a little pre-planning we were able to create a month’s worth of videos in about a day. And… they were a hit.
Here are some other ideas you could consider:
How-To Videos
The topics here are endless! A video on how to change a tire. A video on how to prepare your car for a trade-in appraisal.
Customer Testimonials
People trust customer reviews as much as they trust a recommendation from a friend or family member. Ask your customers to share their experience with the world. These could be very simple, one-minute videos that capture the essence of the happiness they are experiencing with their new car.
Meet the Staff Videos
Instead of a headshot with a name and title on the “Meet the Staff” page of your website, let your staff do quick video introductions. Customers will feel like they already know them before ever stepping foot on your lot.
Tips and Informational Videos
These videos could revolve around helping your customers as they navigate the purchasing process. Topics could be anything from choosing the right car to managing your credit.
If you make just a couple of videos for each of the aforementioned topics, you’ll be well on your way to creating a robust library of content that is your very own. Three more things… be sincere, be real and have fun with it.
