Video Marketing as a Powerful Tool

Videos, whether short or long, and done correctly have the potential to convey emotions that really touch people, just remind them of something they’ve been missing or anything in between. The most important aspect is connecting with viewers. Because video marketing is so accessible and able to be generated with a simple phone in many cases, it has become a common way of communicating. It holds the attention of the viewer but can also engage. If you want to learn how to do something it is possible to search for it on the web and learn to varying degrees.

Videos are sources of information, or entertainment for most of us. Companies using video to sell something may be informative, but it’s not very entertaining. This is where creativity plays a huge role. Consider commercials, billboards, and building signs that are unique, but that you remember because they were funny, or memorable for other reasons. In these cases, it’s clear that these companies understand their brand identity, and conveyed it successfully. Companies use that identity to get the attention of clients. The creativity starts as an individual, or a team to develop a concept.

Storyboarding

Storyboarding is basically drawing out your video like a comic strip. It’s a crucial piece because storyboarding simplifies the story, gets your support team on the same page, and helps guide the message. Information can be shared, discussed, easily changed, and is way more cost effective. Once a format is agreed upon, production considerations like locations, time of day, equipment, etc. can commence. There are many things to consider when creating a video, and length is one of the important ones.

Social Media Advantages

YouTube

According to Youtube and since its inception in 2005, YouTube has become the video outlet for the world. Every day millions of hours of videos are displayed on this platform. While not exclusively, its audience is mostly generation Y, young people from 18 to 34 years old. Videos averaging 3 minutes tend to be the most popular for this group and feature personalities or characters endearing to their audience.

Imagine a character in your favorite television program that you felt some closeness to. These videos follow a similar principle. The popularity of Youtube sensations has increased dramatically over the past 8 years. In fact, a person using Youtube to learn how to become a Youtube sensation, and market themselves is a very real possibility. But no matter the product, knowing your audience and striking the right chord is ideal.

 

Facebook

In spite of recent challenges, Facebook remains a dominant social media tool and reports no less than 100 million hours of visits per day. In the case of Facebook and Instagram, you don’t even need to click on a video in order to see it. These mediums feature the ability to engage in video viewing by just scrolling through your feed.

Facebook covers all age groups, although the most common is from 25 to 34 years old (25% of its active users). Those over the age of 35 and separated by physical distance, also represent a large audience for Facebook. Videos in this platform under a minute tend to be the most popular.

Instagram

Its strategy started out as still photography but gradually incorporated video. Instagram reports over 800 million active users. Its average audience is female and under the age of 35. It launched its video function in June 2013, and brevity is its strong suit. In the beginning of video access, 15 seconds was the limit, although now they can be expanded to one minute and beyond.

Instagram has tapped into the pulse of what people want and expect, accessible and easy to digest information that tells a story quickly.

1. Testimonials

Testimonials are among the most important selling instruments. Your customers endorsing your product is better than any paid actor, or commercial. Most people looking to buy a product want to know what those who have bought it think of it. Even though it may not be a perfect video in terms of production, prospective customers trust a less-than-perfect, unscripted testimonial from an actual customer. It’s as genuine as it gets.

3. Product Demonstration

A product demonstration can be an effective strategy for turning potential customers into paying clients. Before making a purchase, consumers want to learn how a product operates and become familiar with its characteristics. Businesses like QVC have benefited from this by presenting their items and engaging customers in the purchasing process. The success of QVC, which uses product demos to drive millions of dollars in daily sales, is evidence of the efficacy of this method. Additionally, the QVC format’s live TV component gives customers the impression that they must move quickly before the goods runs out, heightening the pressure to buy.

For companies aiming to boost sales, incorporating product demonstrations into a smart marketing strategy can be a game-changer. Companies can set themselves apart from rivals and make their product stand out in a competitive market by demonstrating a product’s functionality and highlighting its distinctive features. Another element that can be used in a strategic campaign is the urgency brought on by QVC’s live TV format, which instills a sense of FOMO (fear of missing out) in prospective customers. Companies can generate a sense of scarcity that boosts sales by framing the product as something that is in high demand and likely to sell out.

Overall, showing a product can be a successful strategy for firms to increase sales and profit. Product demonstrations give potential buyers the chance to see the product in action and comprehend its value proposition, whether they are done through live TV like QVC or other means like web videos or in-person demos. Businesses can boost their chances of turning prospective clients into actual purchasers and propel development in their sales by combining product demos into a smart marketing strategy and utilizing the power of urgency and scarcity.

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Sales through Facebook

With improvements in technology and marketing tools, the gap between potential buyers and the car sales industry has narrowed significantly. Dealerships are experiencing improvements, but exactly how does tech serve to facilitate that improvement? Facebook has a lot of options to improve visibility and entice buyers.

Facebook Auto?

Yep, right out of the gate – Facebook auto’s landing page provides information targeted to sellers, not the customer - interesting? Well, yes but it makes sense. The first three icons on this page say “Create demand, Drive consideration, and Close the deal”, all of which are enticement and deal closing elements. Ads are one of the big revenue drivers for Facebook, and this is one of the ways in which they drive revenue.
Facebook for auto

Inventory Ads

Inventory ads provide buyers (sales through Facebook) with a selection of vehicles to increase curiosity in vehicle options. Facebook uses a nice marketing strategy to encourage dealers to buy ads by demonstrating dealer success stories of improving visits to their website - the goal of inventory ads. Dealer web page offer more comprehensive inventory options and details that drive the sale.

Lead Generation

Ok, now we’re talking. Lead generation is the most important aspect of the sales funnel. Ideally, more leads result in more sales. Accessibility to your site and driving curiosity invariably results in the call, text, chat, or form completion for a call back from the dealership. This is another reason why Facebook ads work. They provide exposure in a friendly environment and an easy way to get more information.

People Power

Despite the challenges that Facebook has had over the past year, Facebook users remain heavily embedded. In 2018 Facebook users numbered 214 million in the U.S. alone, and over one billion worldwide. With the U.S. population estimated at 327 million in 2018, it’s safe to estimate that 2 out of every 3 people in the U.S. use Facebook.

Narrowing your search for clients

Facebook user ages, genders, relationship status, pages they follow, their likes, and any host of other information they include in Facebook is tied to individuals and is a robust resource for target marketing. It is unheard of to get 214 million people to respond to a survey to extract the amount of details that Facebook gathers about its users, but Facebook has done exactly that.

• • Reaching interested buyers: With an understanding of their typical client dealers can ask Facebook to target that specific segment of the population with their ads. This can be done by age, geographic region, or any combination of data filtered by Facebook. Narrowing a target audience has the added value of saving a company money.

• • Re-connecting with website visitors: People visit your site for a reason. If at the time that they initiate a search they may simply be evaluating, but not choosing to purchase. Data is gathered when someone searches a website and can be used to revisit the idea of buying a car with that client. You may have experienced this when you searched for an item on Amazon for example, and somehow that same item appeared as an ad on your Facebook page.

Facebook recommendations

• • Sequence: Sequenced ads can include several videos or images in a single ad. Take advantage of the space to show different cars or features but try not to saturate the content with text. If you think you should include text, adjust the color and the size of the text so it is subtle and doesn’t overpower the image.

• • Video: Show your vehicles in action with an attractive video. Highlight your inventory, show the elements that distinguish your company, and give customers a reason to get more information. Your site should be responsive and support viewing your video with handheld devices and desktops similarly.

• • Ad Presentation: Showing different vehicles or several of their features through an attractive format whether video, static images, or written message should be consistent for your audience. For example, directing sales of SUV to mothers should include reinforcing safety and easy access to the vehicle’s interior. Sales to younger audiences generally include consideration for style, and a variety of options and upgrades.

Conclusion

Sales strategies using Facebook may not be as complicated as they appear. The pages that they provide for sellers/dealers are simple to read and have a lot of smart and useful information. It is always good to consult with a marketing expert to ask the right questions, and help tailor campaigns to your audience in as cost-effective a manner possible.

For more information on success strategies for your organization, contact the experts at Advertising Avenue. We’d love to help.

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