of users tune into non-viral videos every
day to make their purchasing decisions
and help them solve everyday problems.
What do you want video to do for your
dealership? Do you want to score a million
views, or do you want to establish yourself
as a local authority and drive buyers to
your location? The latter is true? That's
what I thought, so I'd recommend starting
with these top non-viral content types:
How-to videos. How-to content is
a great way to extend your reach beyond
your regular customer base. Think about
all of the things that your customers need
guidance on to shape your list of how-
to topics. Sit down and brainstorm with
your team, and generate a list of your top
12 how-to topics. Who are your internal
experts? You want your on-camera
personalities to be able to talk to the
camera just as naturally as if they were explaining the process to a
customer. While scripting out an outline of what you want to be
covered in your video is encouraged, reading from cue cards isn't.
It just won't come off naturally. Book
out a dedicated afternoon quarterly, and
shoot three how-to videos.
Product videos. While you won't
necessarily have time to shoot a video
explaining the features and benefits of
that new oil filter, supplementing your
major inventory listings with video will
not only help your customers make
more informed buying decisions, but it
will also help your products and services
gain higher search engine rankings.
Now, I know you're thinking that you
stock a heck of a lot of inventory over
the course of the year, and that creating
new product videos for each and every
unit would be totally impossible. Here's
one instance where I recommend that
you consider using a third-party vendor
to automatically generate product videos
for you. As an example, ARI Inventory powered by LotVantage
takes the inventory data that you're already using on your website,
including product specifications and photos; automatically
www.outdoorpowerequipment.com OUTDOOR POWER EQUIPMENT JANUARY 2015 23
Sit down and brainStorm
with your team, and
generate a liSt of your
top 12
how-to topics.
