Video 101: Getting started with video marketing

Almost 50 percent of internet users look for videos related to a product or service before visiting a store. Shoppers love video content, and so do search engines. Including video on your website can help boost your SEO by engaging shoppers and keeping them on your website and showing search engines that your site has rich media content that’s relevant to customer searches.

If your dealership isn’t taking advantage of video as part of your online presence, it’s time to get started. You don’t have to be Steven Spielberg or invest in expensive equipment to create videos that will help get your shoppers further down the path to purchase. All it takes is a smartphone or digital camera and a few minutes of your time.

When you’re getting started, there are a few things to keep in mind. First, keep your videos bite-sized. Most shoppers have short attention spans and aren’t likely to sit all the way through a 10-minute video unless it’s providing some really engaging content. For most videos, the golden rule is the shorter the better. Try to keep your videos under 3 to 5 minutes long to avoid losing interest.

Second, figure out where you want to post and share your videos. YouTube is a popular option for hosting video. It’s the second-largest search engine on the internet and it’s owned by Google. When most of your customers look for video online, they’re likely headed to YouTube first. YouTube also provides user-friendly video management and has handy tools for embedding your video into your website and sharing on social media.

Finally, decide what kind of video content you want to produce. Videos that are entertaining and provide value for your shoppers can be useful marketing tools. One easy option is creating product demos. If you can, take a boat out on the water and put it through its paces to show your shoppers what it can do. You can also do a video walk-around tour of your latest models out in your yard and on your show floor. Want to promote smaller items? Show your shoppers how the latest and greatest accessories can help improve their boating experience.

Another option is filming product recommendations. Film short videos comparing similar accessories to help shoppers decide which is best for them, recommend the best accessories for different boat types or recommend the best new models to replace an old boat. Arming your shoppers with this information and showing them that you carry all of these products in-store can help inspire them to come in and make a purchase.

Video content is a strong selling tool when used properly, and you can create it yourself within your dealership. Take some time to experiment with creating your own videos and see what they can do for your dealership.

For more information about ARI and the products and services they offer to help dealers manage their digital marketing and online presence, reach out to Justin Di Vilio, business development manager for ARI’s marine division, at 414-973-4460 or by email at Justin.DiVilio@arinet.com.