Video content has long been the preferred choice for consumers. To such a degree that social media platforms have altered their algorithms. Due to the high consumer consumption rate, video content is set to dominate as a top medium to use in dealership marketing. If you’re not using video, you should make it a priority. To drive customers down the sales funnel, you need to have a video marketing strategy in place at your dealership.
Building Your Video Marketing Strategy to Drive Customers Down the Sales Funnel
1. Determine the best metrics to use.
Are you only looking for engagement? Do you want consumers to click and watch your video? Or do you want them to buy a car? (I’m pretty sure I know the answer here.) To sell them a car, you must craft your video content to get them into the sales funnel but also keep them there.
2. Craft your video content with the intent that it will result in a sale and have that customer return for service and then again for another sale.
The trick is to have the right videos for the right customers at the right time. Don’t misunderstand me. ANY video is better than no video. The point here is that by having a strategy, your video content will be more on-point and more powerful in helping you attain your goal.
The specific types of videos your dealership should create:
1. Engagement – These videos get a customer’s attention and put your dealership top-of-mind in the buying process.
2. Conversion – These videos are designed to get customers from whatever advertising medium you use onto your website.
3. Show – Use videos to showcase your inventory so customers can see the cars you have.
Rather than cycle through numerous pictures, most customers prefer to watch a video about a specific vehicle – whether that video is a stitched video, a 360 video, or a live video walkaround. Rather than quickly bounce from your site, the prospective car buyer is more likely to watch the whole video.
When creating these videos keep in mind two key things that will improve consumer response – your videos should be either educational or entertaining. This makes more of an emotional response; consumers can digest this content in less time and retain more information.
Using video to get consumers into the sales funnel
The primary reason to use video is to get the consumer into your sales funnel and keep them there until they buy a car from you. Once you get them into the sales funnel, the goal is to create an emotional attachment to the dealership, the salesperson, and the car. That’s how the retail (in-person) process has always happened.
When a customer walks onto your lot, your salesperson comes out to greet them. The dealership somehow got them to come to the lot. So now, the salesperson must sell the dealership (why buy from us), then themselves (why buy from me), and the car they landed on (is this the right vehicle for me?).
The same should apply to your website. Your website is your dealership and your inventory in digital form! Be sure to have the same processes for the customer’s digital journey as those we have used for years for the customer that arrives in person. Why? Because it works!
Consumers conduct online research to determine which vehicle make and model best suits their needs. Create videos that answer the questions the consumer is looking for. The type of video will take a top-funnel consumer further into your sales funnel. Include model-specific information. The car is the star in these videos. You can either shoot them yourself with a digital camera or hire a lot of service company to do it for you. Some vendors also offer walkaround videos and full virtual reality test drives.
Use your videos to provide the information your customers are looking for. This helps ensure they continue down your sales funnel (sometimes even skipping decision-making moments) to look for information on available inventory, rebates, and incentives, land on a vehicle, and end up driving it off your lot.
Inventory levels may be low now, but that will change. The time to prepare for that moment is now.
About the Contributor
As National Sales Director of FlickFusion Video Marketing, Evan Riley leads the sales team and builds partnerships with value-added resellers (VARs). Before joining FlickFusion, Evan worked in Internet Sales at Shottenkirk Chevrolet Waukee in Iowa. Evan is passionate about the power of video and works diligently to keep clients up to date with the latest trends in video and digital marketing.