It’s Wednesday afternoon. You walk onto the sale floor and the sales team is nowhere to be found. This is because you’ve given them a whiteboard calendar, some markers, and they are all throwing content ideas into it in the breakroom!
Great, now you have a calendar, but who is going to create this content?
Part Two in this three part series will show you why you should utilize it more, how easy Video content is to produce, and basic fundamentals.
Video Content
Your business needs video content. There is no way around it. I could spout off all kinds of mind-blowing numbers to prove my point, but I’ll just give you two.
1.Youtube users consume one billion HOURS of video per day.
Thats:
- 1,000,000,000 hours
- 41,666,666 Days
- 1,369,861 Months
- 11,4155 YEARS
- Facebook users consume over 8 billion videos or 100 million hours of videos every day. (TechCrunch, 2016; TechCrunch, 2016).
You get the point.
What will internal video content do for my dealership?
Now that you have branded content spread out across your monthly calendar, it’s time to put your sales team in front of the camera. This is very beneficial for three reasons:
- The first reason is relatability. People see ads with cars driving down a windy road all of the time, but they don’t really have a way to relate to that video. What we need to do, is show the consumer that there is happy, energetic, and helpful people working in your dealership. Consumers relate to positive and engaging people.
- The second reason this is beneficial is because you’ll have growth in brand affinity. What this means is that the general consumer opinion of your brand will increase if they you have trust your brand.
- The third reason, is that consumers begin learning about vehicles and the dealership before they even come in. Considering that Youtube is the SECOND highest used search engine just behind Google, it’s easy to understand that people are doing a LOT of video research. Give them what they are looking for.
What videos should we make?
I’m not going to tell you what video content to make month-to-month, because I am not your brand. However, I can give you some basic tips to keep in mind that will help you grow your video libraries.
Try new things. You’ll only figure out what works for you by testing ideas and shots. Pick one comfortable person to start to use as a test dummy. Here is an example of a test video I made for Force Marketing in one take to create an Youtube advertisement to drive people to a website. This video took 5 minutes to make on an iPhone with our test dummy Justin.
Start with what you know. You know everything about the vehicles you are selling, so start there. Google recommends that all dealerships use 3 search tools for your content: Walkarounds, Test Drives, and Comparisons.
Try and be relevant. The most effective video marketing is video that is relevant to the viewer. Consider sports, music, movies, and trending topics to include in your video. Here’s an example of how Bob Wade Subaru incorporated Basketball into their March Madness strategy:
HOLD THE CAMERA STILL! Find a person who’s only had one cup of coffee and a fairly modern phone to slowly and smoothly move the camera to follow the person in the video. This will improve your video quality dramatically.
For shooting training videos, click here. Stop by next week to continue with Part 3: “Instagram Is For People”
Make sure to share this post on Facebook with your coworkers to start getting ideas flowing!
To read part 1 on Stephen Hardy’s series, Turn Down-Time Into A Digital Savvy Sales Team please visit: https://www.cbtnews.com/turn-time-digital-savvy-sales-team/
