Proudly serving the industry for which it was named for more than 50 years, Outdoor Power Equipment provides dealers who sell and service outdoor power equipment with valuable information to succeed in a competitive market.
Issue link: https://read.dmtmag.com/i/443279
generates product videos; and posts those videos directly to your YouTube channel. Using a service like this allows you to quickly scale your video production and lets you focus your manual video production on other product-related content of a higher value. Just like with your how-tos, sit down with your team and come up with 12 product-related videos that answer some of the frequently asked questions (FAQs) that your dealership receives on a regular basis. Talk customers through the benefits of a snow plow versus a snow thrower, or perhaps introduce a product line that's new to your dealership. Just like with your how-tos, set aside an afternoon each quarter and record a few at a time to ensure that you've got plenty of video content ready to share throughout the year. About Us videos. A video tour of your dealership is a great way to show potential customers a little bit about your dealership location, but don't stop there. Show your dealership's expertise and personality by shooting brief introductory videos for every member of your staff. In addition, invite your best customers to come into the store to shoot brief video testimonials in exchange for a discount or some other thank you. Ask your customers to answer three key questions: 1) Why do you do business with us? 2) What sets us apart from the competition? 3) Why would you recommend us to a friend? Post and share Each and every video that you produce should first get shared via your dealership's YouTube channel. In the March 2014 issue of OPE, we covered some YouTube optimization basics in an article on "Social e-commerce: How to use social tools to drive online sales." To ensure your videos are search friendly, read the article at outdoorpowerequipment.com in the digital edition of March 2014 OPE on pages 18-19 or via its direct link at outdoorpowerequipment. com/2014/03/23/social-e-commerce-how-to-use-social-tools-to- drive-online-sales/2942/. While I encouraged you to bulk produce your videos to save time, I don't encourage you to upload your content en masse. Spread out your posts, so that you are regularly adding new content to your YouTube channel. Don't forget to share your videos on Facebook, Twitter and any other social networks included in your digital marketing strategy. In addition to YouTube, talk to your website provider about incorporating your video content into your website. From your home page to your product pages to your blog, your optimized video content will help your website perform better in search. Finally, make sure you're sharing your video content with your current customer list. Adding your video content to your email newsletter is a great way to make your emails more engaging. Most of the leading email marketing vendors offer newsletter templates that include slots for video content, making it simple for you to customize your email marketing messages. Got questions on how you can get the most out of video? Don't hesitate to drop me an email at colleen.malloy@arinet.com! While getting up-to-speed with video will take some hard work, I'm confident that you'll find it is well worth the investment. Feature Story Colleen Malloy is the director of marketing at ARI Network Services. Prior to joining ARI in November 2013, Malloy served as the editor of Motorcycle and Powersports News. She is dedicated to the mission of helping dealers improve their operations through the implementation of ever-evolving best practices paired with ARI's suite of an award-winning data- driven software tools and marketing services that help dealers "Sell More Stuff!" — online and in-store. ARI removes the complexity of selling and servicing new and used inventory, parts, garments and accessories for customers in the outdoor power equipment, powersports, marine, RV, automotive tire and wheel, and white goods industries. More than 22,000 equipment dealers, 195 distributors and 140 manufacturers worldwide leverage ARI's website (www.arinet.com) and eCatalog platforms to "Sell More Stuff!" 24 JANUARY 2015 oUtdoor PoWer eQUIPMent www.outdoorpowerequipment.com Infographic courtesy of Animoto OPE