When formulating your video marketing strategy for 2022, it’s important to start with the end in mind. Many of you are doing a great job creating video content; however, video content is only one piece of a video marketing strategy.
When marketers hear “video,” they usually just think that it is content that they can upload somewhere so they can get likes or spread awareness. But this strategy fails to take into consideration all of the video marketing technologies that have evolved over the last few years.
For example, very few people consider (or use) the data from their videos to enhance their content. Using just the data gathered from video viewers and A.I. (artificial intelligence), you can make your video’s content dynamic and enhance both the emotion and information of each video to make it more relevant to each individual shopper viewing the video, all in real time.
Based on your shopper’s viewing habits, where they are watching, what type of videos they are watching and more, you can add A.I.-generated content to your videos to make sure you are getting the right content in front of the right viewer, at the right time of the buying cycle.
In addition, technology allows you to measure the effectiveness of your video marketing strategy. Without technology, you cannot make the most out of your video content.
Start with the End in Mind
Have you ever watched a YouTube video, but before you get to the video you have to watch the pre-roll ad? Typically, that ad is about something that Google knows you’re interested in. Google knows all about you, which is why you always see content that’s relative to you while on its platforms.
Your dealership can do the same thing as Google. With the right video hosting technology, car shoppers can be identified, along with where they are in the buying cycle and what types of vehicles they’re interested in. Technology can also recommend the type of video content that should be presented to that shopper right now. This analysis all happens in real time and the content is served up to that person automatically.
If a customer in your CRM is watching one of your videos on Facebook or a third-party auto shopping website, you’ll instantly get a notification. You’ll know who it is, what videos they watched, as well as how many times and where they watched it. Most importantly, you will know this in real-time, as it is happening, presenting your sales team with the most relevant time to contact that shopper.
Once you are aware of the many technologies out there, the next step is to figure out what type of video content to create.
What Type of Video Content Is Best?
The best way to decide which videos to make is to look at your sales funnel and make sure you have a video available for each stage:
High Funnel: New model test-drive videos and dealership value proposition videos draw traffic to your site, build trust and prevent shoppers from researching in the marketplace.
Mid Funnel: VIN-specific automated inventory videos, walkaround videos and interactive, 360-degree vehicle presentations.
Low Funnel: Follow up your mid-funnel content with salesperson introduction videos to build trust with shoppers. Every lead should get a video! This makes certain that you are capturing each lead’s viewer data to match your CRM database, and receive real-time alerts as they continue through (and after) purchase.
Having the right video content is great, but getting that video content out in front of the right shopper at the right time is when your video content becomes really valuable. These days, the most important part of your video marketing strategy is technology, so learn what’s available and how it can help you achieve your 2022 goals.
