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Joe Schwartz

Joe Schwartz CMO

Exclusive Blog Posts

The Recruiter: Episode 4- People Use Google to Find Jobs

The Recruiter: Episode 4- People Use Google to Find Jobs

How to title your help wanted ad so it gets found on the internet. Please use Google in their job search. Use what people call themselves on their resu…

* The Recruiter* Episode 3 Law of Diminishing Return

* The Recruiter* Episode 3 Law of Diminishing Return

When do you hire and how many? what are you basing your decision on? Don't decide by how many desks you have or that's what you normally run with. …

Lenders must lend or drivers won't drive

Lenders must lend or drivers won't drive

In my opinion, sub prime customers are being considered more risky by the lenders that once targeted them. Even traditional co-signers are proving not to b…

4 Reasons to Improve CRM Utilization in 2017

4 Reasons to Improve CRM Utilization in 2017

Yes, dealers are creating a tremendous amount of data. The problem is, most of it is junk. Data is like this 1958 Tops Baseball Card complete set. You have…

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

Running an auto repair means that you have to take care of all kinds of details including scheduling, discipline, and customer service. Giving a customer t…

The Fifth Commandment of Automotive Video Marketing: Distribute Your Video [7 Great Tips from the Pros]

The Fifth Commandment of Automotive Video MarketingWhenever we initiate any type of video marketing campaign for a client, one of the core planning items is the client’s online video distribution strategy and plan.  There are a number of elements that go into formulating the distribution approach:

1)   Campaign objectives – is it primarily about awareness, i.e., dealership brand-level?  Is it about customer loyalty?  Conversion?  All of the above?

2)   Audience definition and profiles – who are we trying to reach, where do our target segments spend their time online, what are their demographic and psychographic profiles?

3)   Syndication plan - Given our audience and campaign objectives, what are the resulting video content syndication channels? Your goal of course is to publish your video to as many relevant channels and sites as possible… and of course at the least cost.

4)   Video asset requirements – what type of video assets will be produced in support of our syndication plan? Note that a well thought through syndication plan may provide for a number of different kinds of video assets that are destined for different sites, formats and devices.

5)   Distribution platform – given the nature (and volume) of video assets needed for our campaign, what is the most appropriate mechanism, or platform for distribution?

6)   YouTube channel management– given its importance as a search and social sharing platform, YouTube warrants its own approach to management and display of content, especially when it comes to creation and upkeep of your dealership YouTube channel (s).

7)   Metadada management – If you think that format and device optimization are the most challenging aspects of online video distribution, think again.  Ensuring that you have mapped titles, descriptions and tags for your videos across the different target channels and formats you will need to support can be daunting.  However, it is a critical success factor for your campaign—especially from the standpoint of SEO.

Our dealer clients are more often than not taking a decidedly “social” syndication approach to their content—particularly in light of the benefits previously described in our recent post on the value of social video. uStudio and Heyspread are video distribution sites which allow you to upload a video to multiple social sites at one time. This is extremely useful as uploading videos to different websites can be time consuming.

Both of these tools have an analytics tool built in which means you will be able to monitor how many times people have viewed your video on each of the different platforms.

My goal with this post is to highlight the key aspects of a well-conceived online video distribution strategy and plan, and to point out the difference between the two.  It is also my hope that you will want to take a deeper dive into what it takes to develop and execute an online video distribution strategy and plan of your own, now that you have touched the surface of what’s involved.

If you’ve guessed that we are here to help you do it then you may be ready to take the plunge!

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