Feature article

Grow your business with video marketing

Some ideas to get you started.

Used effectively, videos are a great way to build trust and rapport with potential buyers, allowing you to negotiate with more than price alone. 

You don’t need to break the bank either. Thanks to smartphones, video production is more cost effective than ever. When creating a video, the more natural it is, the more authentic the content feels, and that's what potential buyers really care about.

Things to think about

When planning a video, think about what the audience wants out of the content. For example, if you’re filming a dealership tour, ask yourself the following:

  • What might potential customers want to know about our dealership?
  • What areas of the yard would customers not know about unless we show them?
  • What makes our yard different to somebody else's, and how can I communicate that?

Always keep customer concerns at the forefront of your mind when planning out each video.

Our top 3 tips when creating video content

1. Showcase more than stock alone

While the range and amount of stock on you yard is important for customers to know, there’s more to the car-buying process than the vehicle itself. Potential buyers want to know about your team, your policies, your values, and how you can help them after the sale is finalised. 

Video is a great way to showcase your sales team, your service department if you have one, and so much more.

2. Keep it short and sweet

It’s important to provide customers with enough information to keep them interested, but not so much that you overload them. 

The average viewed length of a single internet video is 2.7 minutes*, so the best way to capture a customer’s full attention is with short-form videos under two to three minutes long.

3. Always end with a call-to-action (CTA)

Every video you create should encourage customers to take a specific action. Do you want customers to come into the yard, book a test drive or contact your sales team? 

Make sure you’re clear about what you’d like customers to do after they watch the video, otherwise, you risk them not taking action. 

Some examples: 

“Contact our sales team today to talk about our great finance options.” 

“Call us today to talk about finding the right car for you.” 

“Visit us today to take a look at the great deals we have on offer.” 

“Book a test drive today so we can get you moving.” 

*Wyzowl.com: The Human Attention Span