They Watched Your Video. Now What?

by Brian Cox

There’s no doubt that video marketing is exploding in popularity with businesses and consumers. Both Facebook and Twitter are investing heavily in video and, in the case of Facebook, rewarding those who upload their video straight onto its extended reach advertising platform.

The days of reading long text descriptions and features of vehicles on websites are quickly fading. Manufacturers and dealerships are putting more effort and bigger budgets into video marketing. However, no matter how creative, funny, informative or compelling a video is, if it’s missing one simple ingredient, it will not help you sell more of anything – whether that’s a salesperson, the dealership or a car.

What is that simple ingredient? – It’s a call-to-action.

In terms of functionality and conversion, all websites typically contain calls-to-action. Customers that visit a dealership’s website can gather the information they want and, most of the time, there is a call-to-action on the page they’re viewing; be it the home page or a vehicle description page. Many videos, however, have no call-to-action. An online car shopper will visit multiple touchpoints when researching vehicles – Think of all of the sites your videos are on that the consumer could visit. You may control the content and call-to-actions on your own website, but it’s not always the case on every touchpoint.

Many dealers incorporate personalized video e-mail responses and walkarounds and introduce staff on their “About Us” pages. These are all great but, in many cases, they neglect to incorporate the single most important question that a consumer will ask after watching:

What do I do now?

Even if you have a call-to-action on the actual webpage that the consumer is on while watching your video, include a call-to-action within the video itself. It doesn’t have to be long or confusing. It should be simple. Something like:

  1. Call us at XXX-XXX-XXXX or email us today at XXXXXX
  2. Make sure to mention this video to claim your special offer
  3. Make sure to visit our website and get the exclusive Internet pricing only available on our website

If you’re not asking viewers of your video to do SOMETHING at the end of your video, they won’t do ANYTHING and you’ll be missing out on conversions. Guide the consumer through the funnel in relation to the video content they just watched. If the video was a “Why Buy From Me” sent by a salesperson, include their contact information at the end. Another thing that can be very beneficial is to incorporate a call tracking number on your videos.

If it’s a vehicle walkaround video, direct your customers as to what they should do next. Create a video explaining how your dealership assists people with challenged credit then direct them to your online credit application to get started. If you produce service videos, make sure to include an offer, coupon or, at the very least, an invitation to the dealership or to schedule an appointment.

It’s really not a difficult concept. Almost every other form of marketing will have calls-to-action (if they’re any good). So why shouldn’t you also include them in your videos? It’s up to you to tell your customers what you want them to do. If you guide them properly and with relevance, you’ll find that more of them follow the path you’re leading them down and will see more conversions.

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