By Joe Schwartz
So you drank the Kool-Aid, you are committed to producing a video to highlight the differentiators of your dealership. What is more, you’ve decided to launch a YouTube channel, which you intend to plan and execute thoughtfully. Most importantly, you’ve allocated precious budget to hiring a professional. Now what?
Know Your Limits
• You are not Your Target. You must identify the value drivers that motivate your audience to buy and then align your messaging and creative expressions accordingly. Remember you are not the target of your marketing campaign. Unless you are selling to your mirror image you need to hold back on injecting too much of your likes and tastes into your content. Tested tactics are best and proven creative resources that can deliver audience driven content are the best choice.
• One Size Does Not Fit All. Once you have profiled your audience to a level where you can begin to segment them according to the attributes that best define them, you can really target your marketing efforts and importantly, get the most bang for your marketing buck. A great example of audience segmentation is the mobile auto user profile shown. Other examples include matching media consumption patterns to groups based on gender or ethnicity.
• Be Prepared to Invest the Time. Having a strategy for producing sufficient video content to fuel great social engagement while maintaining budgetary sanity requires a well thought through plan of attack commonly known as a content strategy.
The best practice is to align your marketing to the buyer’s process, or when looked at by the seller, the sales funnel. Planning a content strategy that forces you to align your thinking about what to produce for your audience at various stages of the sales funnel will get you on the path to optimizing your investment in content.
Read the entire article by Joe Schwartz, CMO at WeSellDigitally.com. Contact Joe through the website.