In video marketing, many people think that to simply start making videos is enough. While it’s certainly a great start, there’s actually a lot more to it. In fact, I’d even go so far to say that simply beginning to make video at your dealership is more like showing up for your first day of football practice. The coach didn’t simply split everyone into two teams and have a game — chances are good that you did a whole bunch of running, pushups and other physical exercise until you threw up. You may have even done this twice a day — in the summer — and who knows how long it was before you actually — wait for it — touched a football! Do you think this practice, which happens every year on countless high school, college and professional football fields across the world doesn’t work? Of course it does. The point is that to be effective at the game, you must be in shape AND know the game plan!
I talk all of the time about the importance of having a strategy in your video marketing. That strategy includes multiple pieces — only one of which is actually picking up a camera and taking video. You have to know the game plan for the video before you can ever make an effective one. Just like you need to know where your wide receiver will be before you throw the football.
An article by ThinkwithGoogle.com perfectly captures this strategy. The article discusses micro-moments and describes them as Want-to-Know moments. Want-to-go moments. Want-to-do moments and Want-to-buy moments. These are the critical opportunities for brands and, according to the article, are the new battleground. In these moments consumers take immediate action, demand quality, relevance and usefulness. And will give their business to the brands that accomplish this the best.
So, what’s the strategy they recommend brands follow to win with consumers?
- Make a moments map. This means to simply identify the set of moments that your customer’s have in their journey. In a study released earlier this year by Google’s Automotive Division, the magic 5 moments are – which car is best, is it right for me, can I afford it, where should I buy it, and am I getting a deal. Keep in mind that these are only the buying moments. There are plenty of other moments. The buying journey is only one journey that leads them to your dealership. Service is another.
- Understand customer needs in-the-moment. While this is very basic, it is also one of the most important parts of the strategy. Put yourself in the customer’s shoes at each phase that you identified in your moments map and ask yourself what they want to know or what would be most helpful. Remember that to win the game, you need to provide quality and relevance. And, above all, be useful!
- Use context to deliver the right experience. Wherever possible, integrate context through geo-location or time of day to deliver experiences that feel as if your message was made just for them.
- Optimize across the journey. It is important to have a presence at each phase of the customer’s journey. And also ensure that your content is optimized for whatever device they are on. It’s very possible that one moment is visited on a mobile device, while the customer may continue their journey on a desktop. Make sure that wherever they are, your video content is optimized to deliver the best customer experience.
- Measure every moment that matters. This is one of the most important things in any marketing strategy, not just video. Inability to measure the successes (or failures) in your activities will inhibit you from discovering what actually works and will prevent you from increasing your effectiveness.
Don’t let the term micro-moments distract you. Each of these phases in the customer journey have always existed. The difference is that now almost everyone has the ability to access this information instantly from anywhere. So, the timelines have decreased exponentially. While it could take one customer months to get from the beginning of their journey to your dealership, it could very easily take another customer minutes to navigate through their whole journey.
Once you’ve created a strategy, the two-a-days are over. Now let’s pick up that camera and play some football!