Maybe you have an aluminum certification for Ford or a European manufacturer. Potential customers who own those types of vehicles should know about it. But don’t get too bogged down in the technical details of the certification – make sure you focus on how your capabilities benefit them as consumers. If possible, add a testimonial from a customer that drives one of the brands you’re certified for.
Do you have rental cars on-site? Are you an I-Car Gold Class shop? Are you family owned and operated? All of these things differentiate your shop from the competition, and can all make great topics for videos.
Tutorial or How To Videos
Tutorial videos can be great for engaging your audience and keeping them coming back for more content. Although this type of video might have a lower ROI in terms of directly converting new visitors to leads, they can be great for building relationships with an audience and boosting your website’s SEO rankings by embedding them on your website.
Video marketing is great for email marketing campaigns, in which you’re building relationships with existing customers. One of the best ways to make your email marketing feel less like “spam” is to offer useful, interesting content. Using the word “video” in an email subject line has been shown to boost open rates by 19%, increase click-through rates by 65%, and reduce unsubscribes by 26%.
You may ask, “What kind of How To videos would an auto body shop make? Our customers only need us when they have an unexpected accident.” And that would be a great question. Just keep in mind that just because you’re a collision repair facility doesn’t mean every video you make has to be about collision repair. Why not make a video about vehicle maintenance? Any useful automotive content can be great for your audience.
How and Where to Promote Your Videos
So, you’ve completed your video. Now what? Upload it to YouTube and hope for the best? Unfortunately, this isn’t enough. In order to see the most success with your video, you need to put time and effort into distributing it to your target audience. You put a lot of time and thought into actually producing your video; give it some wheels with a proper online strategy.
Optimize Your Video for “Organic” Search
The first step in positioning your video to be discovered online is to optimize it for organic search engine optimization (which refers to the optimization of natural, unpaid search engine rankings). YouTube is owned by Google, so YouTube brings a lot of value for organic S.E.O.
When you upload your video, make sure to optimize the title, description, and tags for specific keywords. Think about the page you’re going to embed your video on, and the search term you’d like that keyword to rank for. A video that’s optimized for the same keywords as the page you’ve embedded it on will help that page rank for those keywords in organic search. For example, if you make a video about your paint department, embed that video on your website’s paint services page.
All of your videos should be embedded on your website. Not only do they help with search engine optimization, but they also improve the user experience for visitors by making your website more engaging. In fact, websites that include embedded videos have on average an extra two minute dwell time compared to sites which don’t.
In addition to optimizing your video for unpaid search, it’s also important to promote your video through paid internet advertising. A very powerful way to create targeted promotions for your YouTube videos is to connect your YouTube channel with Google AdWords. Google AdWords include the paid results on search engine results pages, but that’s only one part of what AdWords can do.
Google AdWords, when connected to your YouTube channel, can be used to create video ads that appear on other YouTube videos and on websites that run Google ads (known as the Google Display Network). The Google Display Network has the potential to reach over 90% of all internet users worldwide and consists of over 2 million websites.
Of course, you won’t need to reach 90% of worldwide internet users; you only need to reach potential customers in your market. Google AdWords video advertising allows you to get extremely specific about the people you’re targeting with your video. You can target users by geographical location (down to the neighborhood) and by demographics, but that’s just the start of targeting customers with Google AdWords. You can target people who search for certain keywords, browse specific websites, and express interest in specific topics.
Video marketing is also great for promotion through social media channels like Facebook, Twitter, and Google Plus. Facebook paid promotions have proven to be very effective for the shops I’ve worked with, allowing specific targeting by location, demographics, and interests.
I recommend uploading your video to both YouTube and Facebook. Videos uploaded directly to Facebook can often get more views than those shared from YouTube, as Facebook videos will often auto-play as soon as they show up in your target audience’s news feed.
Get Out There and Get Started!
To be truly effective, video production requires a significant investment. However, when compared to the broad stroke approach of advertising on television, the highly targeted approach one can follow online can be extremely cost-effective.
Online video will make your website more engaging and can grow your brand in your service area when promoted effectively. So get out there and get started with video production, and take your online marketing to the next level.