Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
sara callahan

sara callahan Owner/President

Exclusive Blog Posts

4 Sales Lessons from Real Car Shoppers

4 Sales Lessons from Real Car Shoppers

I’ve worked with auto dealerships across the country and 99% of the time, when I ask what their primary goal is, the answer is increasing car sales. …

WEBINAR RECORDING - How To Generate More Qualified Leads in Q4

WEBINAR RECORDING - How To Generate More Qualified Leads in Q4

  Car shoppers have a lot of questions and dealerships need to be available to answer them quickly, concisely and at scale to maximize sales. 8…

This is How Reed-Lallier Chevy Sold More Used Cars – and How We Helped

This is How Reed-Lallier Chevy Sold More Used Cars – and How We Helped

Used or Certified? More often than not that seems to be the choice car buyers are making during this unsteady sales year. Consider: Edmunds expects new veh…

How Servicing Fleets Should Be Different

How Servicing Fleets Should Be Different

A large local construction company truck pulls into the service drive. The lone occupant hops out of the driver’s seat, already scrolling through…

Are You Ready For Monday? DSES Best Idea Contest, 2019!

Are You Ready For Monday? DSES Best Idea Contest, 2019!

One of my favorite events at the Driving Sales Executive Summit is the Best Idea Contest. Each year participants enter their respective ideas. For those wh…

Injecting the Power of Video into Your Content Marketing

Video content has pretty much become the preferred medium for consumers. Social media platforms increasingly give video content preferential reach and content producers have adjusted their strategies accordingly.

In retail automotive, video is used very effectively to market dealerships and their inventory, because the content successfully attracts consumers’ eyeballs in a very crowded market.

However, for automotive vendors in the B2B, rather than B2C space, video tends to be underutilized, despite the fact that it can be (and is) just as effective. I counsel clients all of the time to create video content as it typically performs well and elicits response and engagement.

If you are looking to use video in your content marketing strategy to increase your digital footprint and reach more potential customers, here are a few suggestions that can help:

  1. Informational Videos: How often does your support team have to answer common questions? Video FAQs and tutorials can help answer those most commonly asked questions and alleviate some of the strain placed on support staff. These type of videos also tend to provide excellent SEO value.

    You can have the best product or service in the universe. But, if a dealer isn’t utilizing it (whether that’s because they don’t know how, or don’t know the feature exists), a cancellation letter is likely to follow. Informational videos can include explanations of features (existing or new), and tips and tricks about how your customers can get maximum value from your products and services. These videos can then be viewed on demand and the client can get any questions answered quickly and more efficiently learn how to use a particular feature.
  2. Personal Introductions: Just as dealerships have a “Meet the Staff” page on their websites, most vendors do as well. Consider injecting some personality into your staff pages through the inclusion of video introductions and bios. Be creative, as these are a really great way to highlight your personality and company culture.
  3. Video Emails: Video emails are a highly effective way for dealers to interact with consumers because they show some time and effort was taken to personally respond, and help build more of a connection. The same technology use can be used by vendors to elicit a more positive response and personal interaction with customers. Most will appreciate the time and effort that went into the video response.
  4. Testimonials: Testimonial videos can be an extremely powerful way to leverage your existing customers to communicate the success they’ve had with your products or services. Consumers (and business owners) rely heavily on reviews, whether online, or through word-of-mouth. Video reviews tend to be that much more impactful, because viewers can hear and also see the sincerity, enthusiasm and satisfaction the reviewer shares.
  5. Video Blogs: Video blogs tend to produce more views and interaction than written blogs. If you write and post blogs, consider adding video blogs into the mix. Just as in written blogs, these really should not be promotional. There is a time and place for product-driven blogs – posted on your site to explain new technologies or features, for example. However, for your social media and external sites, consider sharing your advice and best practices with the dealer community. There are several online communities where you can share your opinion, voice and expertise. And, if your content is good, your blogs will be welcome, read with interest and you can become better known as an industry expert, helping to keep you top of mind.

So, give it a try. Get out that camera and start filming. You’ll quickly find any time and effort put into creating video content will pay off through increased exposure, attention and business.

Chris K Leslie

You should be selling the power of video with a video... 

sara callahan

Excellent point Chris...:)

Lee Gannon

Hi Sara,

Interesting read. 

Video definitely feels underplayed in the B2B space - even the B2C in the UK to be honest! Testimonials are such an obvious yet powerful content form. Vlogging seems well suited to the automotive industry too.



 Unlock all of the community & features  Join Now