Video content is as diverse as the organizations it supports. This includes everything from product-driven companies that supply high-end electronics to service-focused industries from public relations to security and everything in between.
Building on our series about the importance of video marketing and your video marketing platform, future posts in the series will begin to look at HOW tailored video content can be produced and distributed effectively. This particular post takes a deeper look at the six different types of videos we introduced in last month’s video blog, and more specifically at vehicle inventory and value proposition videos.
To break things down into actionable ideas, we will look at a dealership website and explore the several different types of videos featured on the site. The video below which features Tim James, COO of Flick Fusion, a video marketing platform for auto dealers, walking us through examples of these video types on the dealer’s website.
- New Model Test Drive Information Videos for higher-funnel shoppers.
- Vehicle Inventory Walkaround Videos
- Why Buy from Us Value Proposition Videos
- Finance FAQ Videos
In the example above we use for Dickson Auto Group, walkaround videos and educational videos are anchored by extra links and supportive text. This delivers what customers are likely looking for – high-quality, well shot videos – along with the full text, sources and alternative resources people need – and demand – when they’re shopping around.
The decision to include these specific videos wasn’t something the dealership or the experts at Flick Fusion stumbled across blindly, either. Links to these videos were strategically placed based on visitor behavior supported by data harvested in the Flick Fusion platform.
Micro Moments
Essentially, a micro-moment is pretty much what it sounds like – a brief moment in time where someone is asking themselves a pivotal question. As a business, if you can get in there to deliver the answers or address the issues raised in that micro-moment, you’re in a better position to get the customer.
In the case of our auto dealership example, these micro-moments include when a customer wonders:
- Which car is best?
- Is it right for ME?
- Can I afford it?
- Where should I buy it?
- Is this a good deal?
As you can see, these micro-moments double as a mind map of sorts from the moment a potential customer begins looking for car options to the moment they take a closer look at the offers through a specific dealer.
By using a combination of video styles, engaging copy, and impartial third-party links and resources, a dealership can address each and every micro-moment.
Once you know what moments are best to capitalize on, it becomes an issue of laying everything out in a way that is simple to understand and easy to access.
This is where a simple template can make a huge difference. In the dealership example, each page looks pretty much the same. This makes it easier for users to find the information they want and need quickly and easily. The ease of use and clear information makes it more likely that not only will they continue to research other options on the site, they’ll likely be more inclined to shop there first.
In the third part of this series, we will take a closer look at how other video types – including customer testimonials and personality videos – can also be used to boost your profile online and off.
Overview of Free Online Video Course for Auto Retail
Fun Fact: Nearly 75% of shoppers prefer video to text for branded marketing and, according to Cisco data, internet videos aimed directly at consumers is expected to grow by about 30% by 2021. (source)
That’s the basis for why rooting your website in video will engage from the minute someone lands on your website.
In this free online video course are 12 videos ranging from 3-5 minutes each, allowing you to watch only the ones you want, when you want. The course is broken into 4 sections:
- To Video or Not to Video
- Types of Videos to Produce
- Equipment and Technology
- Hosting, Distribution, and Data
