Web Presence Management: Video Is Where It’s At - Tire Review Magazine

Web Presence Management: Video Is Where It’s At

WebVideoIf you truly plan on having an effective presence with your website and social media, video cannot be ignored. As reported in January 2015, video watching online has grown 7,000% since 2006. I covered video production in my workshop in July 2015 and at the SEMA in November 2015. Now, I’ll share some reasons why you must be using video in your online efforts. Plus, I’ll deal with the things that may be holding you back.

Video Engagement

The amount of video watched each November is staggering. Globally, 300 hours of YouTube videos are watched every minute, which is 3.25 billion hours a November! Facebook has more than 4 billion video views per day!

Social media followers are proven to be more engaged with video than any other type of posting, meaning they “Like,” comment or share video posts more than any other type of posts. More engagement means more branding opportunities for your business. And websites that add fresh video regularly also see their rankings go up when handled correctly. These should be compelling reasons to add video to what you do online.

According to a recent Ascend2 study, 85% of companies that utilized video marketing found success in converting visitors to customers. Are you paying attention? Like many of you, however, businesses were challenged by having no strategy to follow, uncertainty about what to take video of, inadequate budgets and lack of the resources needed to take and edit video into its final form. Let’s address each of these challenges.


Don’t make things any more complicated than they need to be. First of all, don’t make the biggest mistake most of your peers are making when they try doing video: advertising.

A body shop sees a customer about once every seven years. If it were you, and you didn’t need a service for years, would you want to get advertising messages all the time from a business you follow? Unless you’re a little bit off, the answer is no. And neither do your followers on Facebook or Twitter. So lay out a plan to provide short messages of value to your customer base and followers. Position yourself as the “go-to” expert on all things automotive – driving tips, car care tips, etc. There’s no shortage of material.

Shoot a video of a specialist, perhaps you, on various topics. Interview customers who have learned things the hard way. Come up with 12 ideas and then shoot video each November to post to your social media accounts and website. Then do it again next year.

Content Creation

What do you see people do on the road that’s dangerous, stupid or just downright illegal? What basic tips can you give people they can benefit from? Optima Automotive has just recently launched a $95-a-November video subscription service where you can see some example videos on checking your oil, checking tire tread wear and night driving. There’s no shortage of things you can come up with if you stop and think about it.

Paying For It

It doesn’t have to cost a ton of money, but if you’re going to do videos yourself, it will take some of your time, or time from your staff. Sure, you can contract with a video production firm, but that’s usually prohibitively expensive, especially if you’re going to try and do these regularly, which you should. Using your phone’s video capability is more than enough in most cases – as long as you get the lighting and audio right. Poor audio quality is one of the most common errors I see do-it-yourselfers make, and I’ll address that in the equipment section below. Spend a little money on equipment, maybe on a bit of training, and start somewhere. Don’t let the perfect get in the way of the good, either.


As stated earlier, a phone camera today can often take video in full HD, so you may not need anything more than that. But, if you do get a dedicated camera for this process, be sure to get one with an “audio in” jack so you can plug in a microphone or wireless microphone system. Get a tripod, or a phone holder like the Shoulderpod S1 ($35), which you can use to hold your phone steady or attach it to a tripod. For microphones, you should consider the wired Smartlav ($66) or a wireless mic like the Pyle Wireless Lav system ($110). All of these can be purchased on Amazon.

For editing software, all Windows computers come with the easy-to-use, though limited, Windows Movie Maker. Better Windows options are Camtasia ($280-plus) or Vegas Pro ($460-plus). For Apple, I would recommend Screenflow ($99) over iMovie (free on Apple computers). There are countless YouTube videos on how to use each of these. Search YouTube for James Wedmore, one of the very best people for this.

No Excuses

No excuses anymore. You can outsource to companies like Optima for $95 a November, or start doing them yourself. It’s the only way to truly compete online anymore.

You May Also Like

Tire Industry Labor Shortage: Improve This to Keep Employees

I’ve spoken to many representatives from manufacturers, wholesalers and retailers who report that techs, counter people, drivers and even white-collar team members have walked off the job, failed to report, or given notice, and their businesses have been impacted by these departures. This isn’t just a tire industry issue—and goes beyond the tech shortage that

Tire Industry-Labor Shortage-Great-Resignation

I’ve spoken to many representatives from manufacturers, wholesalers and retailers who report that techs, counter people, drivers and even white-collar team members have walked off the job, failed to report, or given notice, and their businesses have been impacted by these departures. This isn’t just a tire industry issue—and goes beyond the tech shortage that has plagued the industry for decades.

Consider Software Solutions to Streamline Operations

Representatives from several software providers share how solutions drive efficiency and profitability, as well as what to look for when considering a system in your shop.

How Data, Analytics Can Boost Profitability for Tire Retailers

By collecting and analyzing data about a dealer’s sales history, inventory levels and market demand, data and analytics platforms can analyze the performance of each dealer’s store and recommend actionable improvement opportunities.

How to Start the PPP Loan Payback Process

For many PPP loan recipients, it is time to start the repayment process—or file for PPP loan forgiveness. Read on to find out which portion of your loan may be forgivable and how to apply for forgiveness, as well as how to start the repayment process.

Creating a Positive Work Environment

Larry Sutton of RNR Tire Express shares seven different practices that have helped him create a positive work environment.

Other Posts

Bridgestone, ‘Play Like a Girl!’ Partner with NFL Teams

Bridgestone said its collaboration fosters girls’ leadership in STEM through NFL partnerships and initiatives.

Bridgestone Hosts Inaugural HBCU Golf Invitational

Fifteen HBCU golf teams competed in the first Bridgestone-PGA Tour tournament and enrichment program at TPC Sugarloaf in Duluth, Ga.

Bridgestone HBCU PGA
Nokian Tyres Partners with Finnish Ski Association

The company will back national teams and events in Finland through 2025.

Uniroyal Tires Spotlights Metastatic Breast Cancer

Uniroyal Tires will illuminate its giant tire in Allen Park, Michigan pink to raise awareness.