How to Plan a Video Marketing Campaign for Your Dealership

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  Con­tact Joe through the web­site.



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