Not the video quality: the information.
The video felt like someone talking about their passion: making beer. Natural, unrehearsed, simply edited. I felt like he was sitting with me. He focused on explanation, and step-by-step he walked me through the process. I could see exactly what he was talking about, and I felt confident making my first batch of red ale.
Without meeting this guy, I felt like I knew him.
I will definitely buy more stuff from his company.
Whether you teach customers how to winterize their bike or show off a used vehicle, you can use video to connect with your customers and prospects online. When making online video for your business, consider the following:
- Video quality means, “good enough.” Online video does not need to be perfect. In fact, it may be better if it is a little rough around the edges. It’s about the clearest explanation, not the coolest effects. You need to be seen and heard; that’s about it. You can typically get by with an okay camera and a decent microphone. Bottom line: focus on the human connection above video quality.
- Hey, man, you’re the expert. Oft given advice to young writers is, “Write what you know.” For powersports dealers and video, it could be said “Record what you know.” What do you know that your customers and prospects might want to learn? What type of questions do you and your mechanics regularly hear? What makes a specific vehicle cool; where would you use it; and what are its drawbacks?
- Talk to one person. When you make how-to videos, talk and act like the person you’re talking to is right next to you. Remember it’s about connecting. If you want to use words like “thing-a-ma-jig” or “do-hicky” and point to what you mean, go right ahead. If you’re telling a person about a vehicle, unleash your enthusiasm. People will hear your passion, and passion is infectious.
- Where to post your video. You will need to post your videos to a video site like YouTube or Vimeo. You can then embed the videos on your website. You might put video on a vehicle’s product detail page or in a section of your website called “How-tos.” Put them where it makes sense. Your emails and email signatures are good places to add video links.
People watch a lot of video, and you can use online video to help your business. Remember, it’s the quality of the material you cover and the human connection —not the video quality —that matters.
Like all members of 50 Below, an ARI company, Ben Borchert wants to help powersports dealers help their customers. Ben uses his skills as a Marketing Analyst and Writer to empower, educate, and advise dealers in the ever-changing realm of online marketing. To view more of Ben’s articles visit www.50below.com/knowledge.