Data from Google revealed that 75 percent of auto shoppers say that online video has influenced their shopping habits or purchases. Video plays a crucial part in the car buyer journey. Today, due to these consumer preferences and the limitations brought on by the COVID019 pandemic, video marketing is now more critical to your dealership marketing plan than ever. It gives you another opportunity to connect with your audience genuinely.
We know that video is important, but what type of video content are customers looking for? Where should you put your efforts? Below are examples of video content you can add to your video marketing strategies.
Virtual reality had been around for some time. Nevertheless, this is still an emerging type of video content for many people. Without getting too technical, virtual reality is a 3D image or environment that users can use technology to interact with. Equipment like the Oculus Rift and other virtual reality headsets makes this possible.
Today, many phones can also facilitate virtual reality viewing. Ultimately, this type of content would allow customers to view vehicles in inventory or even “sit” inside a car. According to Google, 64 percent of shoppers who watch online videos to inform their purchases say that new formats like 360-degree videos would convince them to buy a car without a test drive. Virtual reality content is a solid way to make this happen.
A report by McKinsey and Company revealed that many car buyers were delaying maintenance and repairs because of the pandemic. As a result, some car buyers may have to handle repairs on their own. Therefore, a great type of value-added content that you can create is providing education.
From changing the oil to checking the tires, you can educate your customer base about a variety of things. Even if they eventually decide to come in when things are safer, they will still likely appreciate that your team took the time to create video content to help them navigate this new normal.
Data from BigCommerce revealed that 72 percent of consumers felt that positive reviews and testimonials make them trust a business more. Additionally, Power Reviews found that when a review is placed with an expensive product, conversion rates can experience a 380 percent increase.
Potential car buyers care about the experiences customers have had with you. Therefore, customer testimonials are an exceptional way to engage your audience and allow your buyers to do the talking. These videos don’t have to happen in a studio; they can be shot on your customer’s smartphone. You can then share these videos on your website, and even repurpose them for social media.
This type of content is one you may forget to consider. Depending on the way you go with this, interviews can serve as educational or promotional content. Either way, this content can be a great way to help customers better connect with your brand, and personalize your approach.
You can interview a customer-facing team member, someone on your dealership’s senior leadership team, or even a thought leader. Because of the impact of COVID-19, this type of content can enable you to discuss safety strategies, any up-and-coming purchasing processes (ex. buying cars online), or any new initiatives that the dealership is undertaking. Ultimately, interviews are a great way to start a personal dialogue with your audience.
This content is where you can dive a bit deeper into your dealership’s operations. Behind-the-scenes videos are definitely appropriate today since you can build that transparency by showing what your dealership team is currently doing to protect customers during the pandemic.
In addition, to behind-the-scenes content, you can use live streams to answer questions, show how you conduct specific operations, and even take audiences through your cleanliness processes step-by-step. This is the time to get creative, so feel free to enlist the help of your marketing team and others on staff as they may have some additional ideas for creating engaging livestream content.
Dealership Video Content Can Help You Stay Relevant
It is projected that by 2022, online videos will make up more than 82 percent of all consumer internet traffic, which will be 15 times higher than it was three years ago. Nevertheless, while you may know that video can help you better reach audiences, it can be challenging to understand the type of video content you should consider.
Fortunately, you have many video options that you can use to increase engagement. Determine your sales and conversion goals for this year, and use this to determine the best content for your strategies. If done right, video marketing can increase brand loyalty and consumer trust in the short and long-term.
Did you enjoy this article from Chanell Turner? Read other articles from her here.
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