If you think YouTube and Instagram are just for 20-something beauty bloggers and influencers, think again!
With the right automotive video marketing tactics behind you, you can capture a new audience, show off what’s great about your company - and have fun while doing it.
You don't need expensive equipment to get started, you just need a plan (and some standards!)
There's a lot of poor video content out there that isn’t doing anyone in the industry any favors - but that means there's plenty of space for you to make a positive impression on potential customers.
Video marketing helps you connect with your audience, showcase your products/services and boost your SEO efforts.
Search engine optimization isn't just about blogging - video content can propel your website and social media accounts to the top of Google too.
When people are searching for specific products or 'how to' guides, Google knows the average web user wants something easy to understand and quick to digest - so it actively promotes video search results as the answer to common search queries.
So, when you post that 2 minute video on how to install your most popular product, or what happens during a tune-up, Google will show your video as an authority to people searching for that content on their search engine.
The result? People that are looking for what you do/what you sell will visit your website to learn more about you (and hopefully ultimately hire you/buy from you).
This can be particularly useful for auto shops trying to attract local customers with local SEO.
So - with all that said, how can you use video marketing for your auto shop? What types of videos should you make?
The 4 most effective types of video marketing for automotive businesses
Videos, like your blog posts, can help your business appear higher on Google, convert casual visitors to loyal customers and bring in more sales for your company.
But, like a badly formatted blog post, low-quality videos can also hurt your reputation - and your conversion rates.
Low-quality videos aren’t going to get you the attention you need, which is why you need to be clear on what type of video you want to create and what image you want to promote of yourself online.
Here are four of the most effective types of video content that can help attract new customers to your shop.
1. ‘How to’ guides - simplifying complicated topics
Written content, unfortunately, has its limitations. There’s only so much written content can do for your audience, especially when it comes down to explaining complex situations.
You can easily describe simple and straightforward concepts with written content but trying to break down more detailed concepts can be quite tough.
For example, let’s say you’re writing about how to change the oil in a car. Think about how many words it’ll take to explain how you go about this safely. You have to explain to them in detail how to prop up the car, find the oil plug, and then go about describing the rest of the procedure.
On a guess, it’d take at least 600 words to explain all this - or you could explain it quicker in a short video.
Video also provides your audience with a lot more context and information than text does.
Using the same example from before. If you’re showing a person on video how to change the oil in a car you’ll be able to visually show them where the oil plug is located and they’ll be able to see exactly how each step in the process is performed.
With video, your audience will not only get the information quicker but they’ll also be able to understand what you’re trying to show them more clearly.
By using video in this detailed way you’ll be able to draw more customers in by providing consumable, helpful content.
2. Creating a connection, authentically
Written content can often make it difficult for the reader to connect with the writer as they can’t put a face to the words. This is why you often see an author’s picture at the top of a blog post.
But, just seeing a person’s picture isn’t the same as hearing the content straight from the creator. Video is one of the best ways to connect with your audience this way - they’ll know you when they see you in the shop (and feel like they have a more personal connection with you).
You may not be directly talking to each individual member of your audience but it can give viewing the feeling that you are.
You can introduce yourself, each member of your team and give them a guided tour of your premises.
With video working alongside your written work, your audience will adapt and start to read all your content in your voice. This will make them feel more comfortable and more connected with you.
The closer your audience feels to you the easier it will be to get them to convert to paying customers.
3. Product guide videos - things are best seen in action
There are a lot of factors that stop people from buying products or booking services online. One of the biggest factors is that they’re unsure of what the product will look like or how it will perform in real life.
By using video you can provide your potential customers with a 3-D simulation of what the product looks like.
In a video of a product being unboxed and tested, customers usually look at:
- How big the product is
- Does it look as good as its photos
- Do the main features work as described
- How easy/difficult it is to install
You can even create a video of different products being installed - the more questions you can answer, the shorter your sales cycle will be.
4. Entertaining/funny videos - engaging posts get shared
When people have a few minutes spare, what’s the first thing they do? They pull out their phones and scroll through Facebook or Instagram.
How do you get their attention? Create entertaining or funny videos that are relevant to your industry.
By getting casual viewers interested in what you have to say (that isn’t a sales pitch), they’re more likely to share your video with friends and family - exposing your business to more potential customers.
With automotive video marketing, there are so many options and opportunities at your fingertips to try out.
Want some help figuring out how you can use video to attract more customers to your auto shop?
Get in touch today
- our team specializes in helping auto shops reach more customers online and convert them to loyal, long-term customers.
