Tips for Video Advertising

When it comes to social media and online engagement, video is huge. As we mentioned in this past blog post, YouTube is the second largest search engine, second only to Google. Billions of videos are viewed every day. Just like Facebook posts and Instagrams, your customers and potentials are actively looking for video content online.

Here are some of our best tips for advertising video of your dealership and inventory online:

Get creative

• You don't have to spend a fortune to create interesting, high-quality video content that your customers and prospects will enjoy. A simple walk-around video of your dealership, with close-ups on specific units and perhaps demonstrations as well, is a great place to start. As you become more comfortable creating and sharing video, think about including employee or customer stories - how they became interested in the powersports industry, why they ride, how they use the bike they purchased from your store, etc. Think about the kind of content you would want to see if you were a customer.
• Key tip: Stay true to your dealership's culture. You've created a brand and business identity that your customers know - so only share content that matches who you are.

Teach customers through video

• It's likely that most people who come across your video found it by entering a search query like "motorcycle dealership near me" or "2017 Can-Am commander." It's safe to assume that they were hoping to learn more about your dealership or unit, so teach them! Talk about your dealership's background, interview your employees, or film a "day in the life"-style video at your store. Give a 360-degree view of the unit and point out key features, or give how-to maintenance tips.

Pay attention to video quality

• Again, this doesn't necessarily require money. Make sure you have the basics down: Good lighting and sound, a "production plan" that is agreed upon ahead of time for those participating, and a clean background.
• Consider investing in a camera and tripod for filming video - an iPhone camera will work, but if you're serious about video advertising, a camera will offer higher quality content.

Keep it short and simple

• People have short attention spans, so try not to create videos that are too lengthy. Ideally your videos will be around 1-2 minutes long.
• Consider creating a video series when telling a story, such as your dealership's history, or customers sharing their purchases.
• Because people get distracted easily, try to make your videos attention-grabbing and somewhat fast-paced.

• Make sure customers know exactly where to go if they like what they see. Always link your website, physical address, and contact information in your videos' descriptions. It's a good idea to share this information in text format at the end of your videos as well.
• Consider setting up a landing page on your website that viewers can click on from your video to fill out a lead form. This will help you track conversions that come as a direct result of your efforts in video advertising. It will also show you which kinds of videos work, and which don't.

Even though it can seem intimidating to take out a camera and start filming, it doesn't need to be! Promoting your business and inventory through video is a highly effective way to draw interested customers into your store. Embrace your creative side, and say "action!"