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Joe Schwartz

Joe Schwartz CMO

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Video Marketing: What You Need To Know To Get it Right

As with all things in life, there are better ways and worse ways to engage in video marketing. It's an extremely powerful all-around tool: he equipment is now cheap enough for most dealers to afford, YouTube provides a common space for uploading and sharing videos, and you can potentially reach millions of people with a hit video.

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However, if you want to get real mileage from your automotive video marketing program, you need to focus on producing videos that people actually want to share.  Hear are a few tips from Ben Bernstein on viewbix blog for "creating the best video marketing campaign you can!"

Video Marketing Proven Best Practices

Go Social.  If you use no other tip from this list, this is the one to remember.  Your videos must – MUST – be easily-shared online if they’re going to do you any good.  Keep plenty of social links in your site, post them to your own social accounts, and consider using software that put social functions directly into your videos themselves.   The more content is embedded in your video, the more chance it has of being seen and grabbing people’ [Ben is spot on here.  I would add that with smart production techniques, a variety of social formats can be supported.  Social re-purposing of video content should be "baked" in at production planning time -JS]

Tell ‘em three times.   Some of you might remember this old chestnut from your English Class days:  “Tell your audience what you’re about to tell them, then tell them what you have to say,  and then tell them what you just told them.”  This threefold reinforcement of a message is still one of the most effective ways of increasing message recall.  However you structure it, your core message should be repeated at the beginning, middle, and end of your video. [Absolutely spot on again.  We take our clients through a value assessment and dealer audience provide to develop the central themes and value drivers for our videos.  We  weave the value drivers into the video flow and always establish proof points through the voice of direct customer testimonial proof-points.  Human narrative mixed with great product is a powerful engagement formula. There are numerous ways to syndicate different elements of a well structured branding video.-JS]

Use in-stream video ads.   It sounds incredibly counter-intuitive, but the research on the subject is surprisingly clear-cut.  For some reason, in-stream ads partnered with YouTube videos give you really great ad recall.  Over half of people surveyed could recall pre-, mid-, or post-video streamed advertisements.  We’re not sure why this is, but in the meantime that shouldn’t stop you from getting in on the action.  If you have multiple product lines, you might even look into in-streaming ads for different products in your own videos.  This is among the best video marketing strategies you could employ. [Here I will introduce some caution around in-stream and promoted videos in general. They are generally not an efficient spend for a car dealer, mainly because of the geo-targeting needed for car dealer marketing, and the relatively small GRPs when compared to other local media options. -JS]

End on a call to action.  This one is pretty common-sense, but it’s still something that's easily overlooked.  Your videos should always end on a call to action that directs a user to do something.  This could be as simple as a “click here for more information” link, or an appeal to share your video online, or to download a demo (e.g., trigger lead conversion), or virtually anything else you can imagine.  The point is that an engaged viewer who actually follows your directions is going to be a much stronger sales lead. [Enough said!. -JS]


Keep them clicking.  Beyond a call to action, generally speaking, anything you can do that encourages a viewer to click on your video – engaging with it – is going to boost recall and increase their chances of converting into a sale.  The use of plugin apps that make your videos interactive will get more people to view them and decrease the number of people who quit partway through. [Caution, use of proprietary players, or plugins-as in non-YouTube hosting of your videos - can cost you VSEO benefits.  It is a virtual guarantee that in 2013, great content on YouTube and the social sharing multiplier effect that comes with it will land you higher in SERPs than any other syndication channel.  As long as YouTube is the hub, you may want to distribute to a variety of channels.  But as you've heard on other recent ADM posts, the "big four"  will get you 80%+ the GRPs from local social media. In terms if clickable video, YouTube annotations are a powerful mechanism for click-throughs.  YouTube also allows you to overlay a call-to-action banner of your video for approximately 15 seconds.  You can bid pennies a day usingAdWords for Video and put YouTube organic click-through on your videos in multiple ways. -JS]

Be funny, be topical, or be musical.  Generally speaking, these are the three best ways to get your video noticed online.  Funny videos essentially “sell” themselves, if they’re legitimately funny.  Items based on current news and events can become popular shares, such as last year’s KONY 2012 video.  Otherwise, videos with good music are also quite likely to be shared.  You’ll rarely go wrong picking one of these approaches. [On a consistent video marketing execution schedule you can and should produce  a mix of content styes. If  however I had the budget for one professionally produced video, I would strive to mix in value- and testimonial-driven elements with either dealership staff interactions or short clips and spice it up.  In other words focus on value and customer proof points. -JS]

There are numerous ways to market your videos online, and there can be a lot of opinions over what is the best video marketing strategy.  None the less, if you remember these tips, you’ll see greater returns on your online videos!   [Couldn't agree more!. -JS]

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Jim Bell
Great ideas on video. I think the one thing that holds people back is that they don't like seeing themselves in front of the camera and have a hard time getting over that. People have to conquer that fear and get over it. It is the next big thing in the auto industry and people have to adapt to it.
Joe Schwartz
Great point, Jim Bell. My advice is to hire a professional to assist you in getting a consistent video marketing program off of the ground. What you learn from that experience will help you avoid pitfalls and, most importantly, make your investment pay off.

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