Consumers are drowning with information online in their car buying journey. Learn what’s distracting your visitors, how to engage them and proven tactics to keep their attention. Download Storyboard
If I have the option of reading an article to gather information on a product or watching a video, I would quickly choose the latter. It is usually much more entertaining to watch a video than read paragraphs of information when I am looking to learn something new. This is because the human brain is programmed to take in large amounts of information presented in a combination of images, movement, and sound much more quickly than information presented as images, text, or audio alone.
Web video has a significant influence on consumer purchases, according to AYTM Market Research (Brafton, 2012), and video results appear in roughly 70% of the top 100 listings in search results, according to Searchmetrics (MarketingWeek, 2011).
For your dealership video content hosted on the Internet is vital if you want to attract more web shoppers and stay ahead of the competition. Here are some tips to get you started with your initial video plans:
Give potential customers value, or they will soon lose interest and move on. With Web video, your goal is to connect with the viewer in a way that gives them personal pleasure so that they continue viewing.
Engagement is key. Stay away from sales gimmicks, and present your information in a manner that gives your audience what they want or answers their questions. The content should be entertaining, not stuffy and corporate, and it should certainly not contain lengthy explanations about vehicle specs or a current promotion.
Determine your call to action. If your CTA is to drive traffic to your site then consider if your content helps the audience understand why they want take to that action.
Optimize for search. With a massive amount of online video content available to your shoppers, it is essential for you to use sound meta-data to help your video climb the ranks.
In my next blog, I’ll lay out some production tips for you to follow from my days in the TV/Radio Production school at the University of Central Florida.