Web-Ready Videos Should Be a Part of Your Marketing Toolbox

Like marketers everywhere, automotive aftermarket pros constantly search for ways to better position products, heighten awareness and ultimately drive increased sales.  It’s a tall order because at the same time budgets are scrutinized for perceived value, stakeholders demand ROI and “C-level” executives demand results. 

In response, savvy marketers work to leverage outreach through existing tools – and one of the most-effective up-and-coming ways to do that is by incorporating video into your website and your email marketing effort.  Here are 10 ways you can do that:

1. Enhance Your Website

Identify and prioritize your most pressing competitive needs, then use video to make your website a dynamic and interactive tool to address them.  Tailor videos to the need:

Product- or service-specific videos can target specific customer needs; A promotional video can explain who your company is, what it does – and why it’s better than the competition;; Avirtual tour can allow web visitors to see your physical location, your manufacturing capabilities and give a sense of your knowledge, manufacturing, and customer service footprint.

2. Demonstrate Products and Services

How-to videos are some of the most popular videos on the web, and businesses can use them to define a customer requirement and/or educate customers. The by-product of such an initiative is a library of demo videos to which customer inquiries can be directed.  Two benefits result: customers become educated on their own terms since they select the videos they watch; and your company saves man hours on customer service.  Such videos include:

Product installation, testing or set-up videos; Products in operation – correct/incorrect; Client training on how to use the product.

3. Use Video to Share Your Expertise

Many businesses have created a marketing niche for themselves by using video to establish their expertise on a particular topic.

Create educational videos that provide visitors with in-depth information related to your industry Produce a video newscast updating viewers on the latest headlines in your field of work Aggregate and publish other expert videos related to your topic

4. Use Video to Drive Traffic to Your Website

Search engines love video, and with proper video SEO, you can use video to drive increased traffic to your website.

Use targeted keywords when titling and tagging your videos Create a variety of videos, each focusing on a different search term Use multiple video sharing sites to increase links back to your main website

5. Use Video to Earn Money – Racing stuff/decals

If you have the right content and access to the right audience, you can use video to earn substantial money from your website. Some ways to use video to earn money include:

Charge visitors to download informational or entertainment videos Place advertising on video pages Sell sponsorship for a popular video podcast

6. Use Video to Promote a Sale or Special Event – Racing in action

Just as many companies create a special ad to let customers know about an upcoming sale, you can use video to advertise specials on your website:

Use video to show off new products you’re selling Include promo codes within videos to reward viewers Use video to notify customers of upcoming specials

7. Use Video to Give Your Business a Personal Face – added benefit

It’s easy to use video give a human face to your corporate website. Some ways to use video to communicate with web viewers include:

A short video welcoming visitors to your website Profile videos that introduce your executives and employees Customer testimonial videos that communicate your company’s value

8. Use Video to Engage Customers With Your Brand – added benefit

You can use video as an interactive medium to get consumers engaged with and excited about your brand. After all, you don’t have to be the one producing the videos, many customers will be happy to do it for you!

Start a video contest to promote your brand Ask users to upload videos of themselves using your product Invite users to embed your videos on their own web pages

9. Use Video to Encourage Regular Visits to Your Website – racing – mention dates upcoming vids and activities

You can use video to get people to come back to your website over and over again. By providing regular, quality content, visitors will come back again and again to see what new videos you’re offering.

Produce daily (or weekly) video podcasts with timely information Use a RSS feed to update visitors about new videos Use videos to promote events and recent activities at your business

10. Use good, effective Video to Stand Out From the Competition – and to cross promote – like us on our FB page if you like this vid… Let us know what other vids you’d like on our FB page…

Web video is becoming more and more widespread, but there are still many industries that don’t use video as a common practice. If your competitors don’t yet use video, you’ll be able to set yourself apart by using video on your website.

Add a video to your business listing in online directories Promote your web videos on local websites Spread your videos virally by allowing viewers to share and embed them.

P2R Marketing & Branding How To’s



May 2013


Choosing the Right Marketing Firm

In these difficult times in the automotive industry, it is more important than ever to make the right decisions throughout your business.  One of the biggest investments for a business can be marketing communications. 


So, what is a harried marketing exec to do to sort out these tumultuous market changes and maximize marketing investment?  The simple answer is to hire a marketing communications firm!  It is not enough, however, just to hire any marketing firm.  You need to find the right one for your business – one that understands your business goals and objectives, one that helps you to understand how your customers, suppliers and employees view and interact with you.  The following should be the basics any company follows to select a firm that is right for them.


Find a company that understands your business. Ideally, find a firm that will take the time to learn your business from the inside out.  Give that firm complete transparency of your marketing communications activities, both historical and future.  A good firm will want to interview your executive team, sales team, administrative team, customers and even industry media to uncover your corporate and brand(s) image and awareness and evaluate whether they align with your business goals.


Ask who will be handling your account. Find out if that person, or team, can sit down with you and determine if you have chemistry.  In addition, ask if this will be your permanent team.  Some firms bring in the big guns for the introductory meeting and then substitute inexperienced lower level workers – even interns – to work your account.  You want and deserve industry-experienced experts on your team.  They will become your most trusted advisors.


Find out the strengths of your proposed firm. If they specialize in advertising and your need is media relations, then they are not a good fit.  Similarly, if the proposed firm specializes in graphics and your need is strategic communications, keep searching.  You will know when you have found the right firm when their experience, attitude and business success align with your needs.


Be prepared to get involved.  You cannot just bring in a firm and hand over the reigns.  A good firm will fully engage with you to identify goals and objectives, develop strategic messaging, define program metrics, identify target audiences and create a master plan.  All with your involvement.  


Be prepared to stay involved.  Again, it is your marketing communications program; your new firm is supporting you, not the other way around.  By now, they should have worked with you to produce a roadmap for implementing an aggressive and highly targeted marketing communications program.  Working closely, and with the support of your new firm, you should be empowered to implement that plan and drive anticipated results. 


Finally, continually asses your marketing communication program status and momentum.  A good firm will assess program successes and failures; hits and misses, and identify new opportunities.  Analyzing strengths and weaknesses allows you and your firm to make any necessary corrections and work to maintain program momentum. 


Many companies think the job is done when the communications program has been launched.  Nothing could be farther from the truth.  Developing and maintaining a consistent cadence of information to the marketplace is crucial to communication, marketing and branding success.  The idea is to keep your message constant and your voice clear. 

Claim the Premium Position

Increased competition and consolidations among component manufacturers in the North American automotive replacement parts market have created an urgent need to maintain a market leadership position among customers. 

Now is the perfect time for aftermarket parts manufacturers to lay claim to their respective premium replacement product(s) categories and launch an aftermarket name brand assault.  Establishing a brand as top-of-class quality can be as simple as saying it – assuming that the brand does, indeed have premium quality and can back up that claim.

Once a company decides this is the proper direction for a brand, claiming the premium position should be backed up with all company communications to the market including advertising, marketing, public relations, sales force, web site, even business cards.  Once a brand has been established as the lead, it becomes difficult for other companies to dispute.   

Claim your position today.

P2R Associates  248-348-2464  •  Email:info@p2rassociates.com  •  Website:p2rassociates.com

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