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Drive Up Your Car Sales With Car Dealership Video Marketing

Drive Up Your Car Sales With Car Dealership Video Marketing

Videos are great tools for all businesses; car dealership video marketing is no exception. With car buying mainly happening online, brainstorming video ideas and adding videos to your sales process can do the trick.

Research shows that watching videos of cars can be an effective way to help car shoppers make informed decisions. In fact, 60% of car shoppers who watch videos of the car they’re interested in visit dealerships in person. This highlights the importance of providing high-quality video content to potential car buyers. Fortunately, you can rev up your car sales and services through car dealership video marketing. Here, we’ll help you boost your sales and capture customers of interest.  

Benefits of Car Dealership Video Marketing

Graphic banner showing a video player interface with a generic black SUV, illustrating the benefits of car dealership video marketing on a green geometric background.

Here are some of the benefits of car dealership video marketing:

Increase Engagement and Trust

Video marketing enhances your credibility and trustworthiness by giving customers a glimpse of your dealership’s behind-the-scenes. This way, you can connect with interested customers by showing your dealership’s reviews, staff, rewards, and recognitions.

Engages Consumers and Provides an Immersive Experience

Videos can easily captivate car buyers and hold their interest for extended periods as you present every vehicle’s unique features. You can effectively communicate every car’s selling points and increase the chances of sales. Ultimately, the things they have learned can impact their purchasing decisions.

Increases Brand Awareness

Assume you’ve posted your video material on YouTube, Facebook, or TikTok. Compared to other content forms, videos have a higher potential to go viral. Also, it was predicted that online videos would account for over 82% of all consumer internet traffic in 2022.

By creating captivating and personalised videos with the distinctive features of your dealership or specific vehicles, you can significantly enhance brand visibility and expand your audience reach.

Different Types of Car Dealership Video Marketing

Car dealership video marketing uses videos to promote and market car dealerships, particularly your products, services, and unique offerings. It involves creating and distributing video content on your website or social media accounts to engage potential customers and boost brand visibility. 

Here are the types of videos that work best for car dealerships

  • Vehicle Showcase Videos
A vibrant red sports car, resembling a Honda NSX, parked on an urban street at night, illuminated by street lights and showcasing its sleek, aerodynamic design.
  • Testimonial Videos
  • How-to Maintenance Videos
Screenshot of a YouTube video titled 'Car Maintenance: 10 Things Every Car Owner Should Know - The Short List' from AutoGuide.com, displaying a minimalist gray title screen with icons representing money, tools, and car wheels, emphasizing essential car maintenance knowledge.
  • Behind-the-Scenes Dealership Videos
Screenshot from a YouTube video showing a mechanic at a Subaru dealership, viewed from behind, overseeing a car lifted on a hoist for maintenance. The busy garage setting includes tools and another mechanic in the background.

Ways to Drive Up Your Car Sales With Car Dealership Video Marketing

Infographic detailing ten ways to boost car sales through car dealership video marketing, centered around a blue car graphic within a circular flowchart on a light blue background.

1. Craft Compelling Video Content

Knowing your target audience is vital for effective video marketing. Whether you’re targeting families surfing on search engines for spacious SUVs or young professionals looking for sleek convertibles, customising your videos accordingly can be effective. Employing storytelling techniques further enhances the connection and leaves a lasting impression: 

  • Introduce the main character or situation to set the stage, build curiosity, and establish a connection with the audience. 
  • Develop the story by presenting challenges, conflicts, or obstacles the main character faces. This is an opportunity to highlight your automotive brand’s features, benefits, or values. Show how your brand can uniquely address the needs or overcome the challenges.
  • Provide a resolution or transformation that demonstrates your brand’s positive impact. Show the benefits or emotional payoff of engaging with your brand. This could be a memorable driving experience, a sense of freedom, or an improved quality of life.
  • “Finally, it’s time to highlight your brand’s distinctive features that set it apart from competitors.”

2. Create High-Quality Videos

Creating high-quality videos for your dealership is perfect for promoting your car inventory. You’ll need a camera, microphone, tripod, lighting kit, and a backdrop for video production. Too much brightness or darkness can ruin your automotive marketing video faster than a shot. Although you can correct image brightness and contrast in post-production to some extent, getting the shot right on the day of the shoot is more efficient than resorting to last-minute fixes.

3. Optimise Videos for Online Platforms

Video SEO is simply optimising your video to be indexed and rank on Google SERP for relevant keyword searches. Here are some optimisation strategies to implement in your videos: 

  • Decide on which platform: Post videos on YouTube and other media channels to boost general brand awareness. If you are more focused on conversion and website traffic, decide which hosting platform can support this. You could also consider using paid channels to create a targeted video ad on the Google Display Network – GDN.
  • Incorporate video transcripts: Texts can make your videos scrapable by search bots since there’s additional text on the landing page.
  • Add an appealing thumbnail: This is one of the first things your audience sees in your videos.
  • Title and description: Do keyword research and add relevant keywords to your title and description.

4. Measure and Improve Video Performance

Here are some crucial KPIs you can track after posting a new video on your YouTube channel or website: 

  • View count
  • Engagement (comments and likes)
  • Play rate
  • Watch time
  • Social shares
  • Clicks and click-through rates
  • Conversions

To improve these metrics, you can 

  • Create visually appealing video thumbnails that grab viewers’ attention, especially on platforms like YouTube, where competition is high.
  • Craft compelling copy to complement your video and encourage viewers to take action.
  • Include captions in your videos for improved accessibility and to cater to those who prefer reading over listening.
  • Conduct A/B tests on your video campaigns. This will help you identify what resonates best with your audience and achieve better results in future campaigns.
  • Optimise your video sizes for each social media platform to ensure the best viewing experience.

5. Integrate Video Marketing into Your Strategy

Enhance your sales and marketing strategy by combining video marketing with your dealership’s email campaigns. Incorporate personalised product demos, testimonials, virtual tours, and informative how-to guides.

Optimise videos for email by keeping them short and appealing and adding clear calls to action. After a customer meeting, follow up with a concise email outlining actionable items. Include a Loom video summarising key takeaways and next steps for effortless action.

6. Leveraging Customer Testimonials

Creating testimonial videos for a car dealership helps the customer’s decision-making process. At the same time, these can build trust with potential customers. Here are the steps to help you create engaging testimonial videos:

  • Select satisfied customers with a positive experience with your dealership. 
  • Diversify backgrounds, demographics, and car models to appeal to a broader audience.
  • Ask what aspects of their experience they want to focus on, such as specific features or exceptional customer service.
  • Aim for short testimonial videos, ideally under two minutes
  • Add video subtitles 
  • End your video with a call to action, such as visiting the dealership website or contacting your sales team.

7. Overcome Challenges in Video Production

Producing videos for your car dealership may include budget shortages and technical hurdles. You can plan your production or partner with local videographers to prevent this. Try outsourcing professionals and investing in video editing software to minimise technical hurdles. 

8. Building a Video Content Calendar

Creating a video content calendar for your car dealership helps you plan your videos according to sales seasons, promotions, and events. Like blog posting, maintain a consistent posting schedule to keep your audience engaged. For instance, Hootsuite suggests posting three to seven times weekly on Instagram.

9. Collaborate with Influencers and Partners

Partner with influencers, auto reviewers, or enthusiasts to feature their expertise and opinions in your videos. Hosting collaborative video events where influencers and partners join to create engaging content. Through their large follower count, you can extend your reach and attract new viewers to your dealership. 

10. Customer Feedback and Improvement

Customer feedback is crucial because it helps plan the following videos for your dealership. So, encourage comments and suggestions to gain valuable insights. This continuous enhancement is also essential for relevance and engagement.

Consider customers’ suggestions to tailor your content according to their preferences. Additionally, analyse metrics and feedback to identify areas for improvement. This ensures that your videos are aligned with customers’ varying needs.

FAQs: Clarifying Common Queries

How Much Does It Cost To Produce Professional Dealership Videos?

The cost of video production depends on a few factors. Whether you choose an amateur freelancer or a professional team with experienced actors, the project requires careful planning and trust.

By carefully reviewing a company’s portfolio and past collaborations, one can gain valuable insights and inspiration for future success. An amateur may charge around $50 per hour, while a top-tier videographer or production company may charge over $200 per hour. Australian companies’ hourly rates for videography range between $120 and $250 per hour.

Can Videos Replace the Need For In-person Vehicle Inspections?

Dealerships can conduct virtual vehicle inspections through live streams, where a trained mechanic or certified inspector remotely assesses vehicles through video calls. This eliminates the need for physical travel, saves fuel costs, and reduces carbon dioxide emissions. Moreover, virtual inspections provide convenience and environmental sustainability.

What’s the Ideal Length For a Car Showcase Video?

According to a survey, 96% of marketers believe that the ideal duration for a marketing video is less than 10 minutes. Nevertheless, it’s best to consider the specific platform and target audience to determine the appropriate length. Various platforms may have distinct preferences, and different audiences may have varying attention spans. To achieve maximum impact, analysing viewer engagement and feedback is advisable to optimise the length of your car showcase videos.

How Can I Measure the ROI of My Video Marketing Efforts?

To measure the return on investment (ROI) of your video marketing efforts, monitor key metrics such as view count, engagement metrics (likes, comments, shares, subscribers), click-through rate (CTR), conversion rate, and revenue generated. Use tools like HootSuite, Determ, and Sprout Social to effectively track and analyse these metrics.

Is It Necessary To Hire A Professional Videographer?

While basic camera skills can be acquired from social media platforms, professional videographers know advanced techniques to enhance your product’s quality. Incorrect camera settings, lighting variations, and audio issues can adversely affect video quality. Professionals bring technical know-how and art to execute the precise shots your video requires. They may also propose innovative alternatives you may not have considered.

Accelerate Sales Through Strategic Video Marketing

To accelerate sales in your car dealership, it’s essential to recognise the power of videos in engaging and influencing customers. By integrating strategic video marketing, you can effectively showcase your vehicles and services, build a loyal customer base, and increase conversions. Digitexe offers comprehensive marketing solutions, from SEO to media management, to help you close more sales.

Boost Sales with Video Marketing

Curious how video can transform your dealership’s sales landscape? Imagine the impact of strategic storytelling on your results. Why not explore the possibilities? Unlock your roadmap to success with our video marketing strategy!

Book a Free 15-minute consultation 🗓️
Mahmoud Smiai
Mahmoud Smiai
Co-Founder of Digitexe | Digital Marketing Expert & Data Analyst
www.digitexe.com

Co-founder of Digitexe and a search engine marketing expert, enhancing business growth by leveraging data-driven SEO and PPC strategies. ”In God we trust. All others must bring data.” - by W. Edwards D.

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