Lehel Reeves shares three types of video responses to send to your customers that can increase show rate and lead conversions.
by Tim James, COO, Flick Fusion
You don’t have to look very far to see that Video Marketing is the future of digital marketing. Not only is it cost effective, easy to create and use video online, but consumers favor video on almost every platform.
If you are a dealer, video is too important to overlook. While it is popular now with marketers and consumers, that popularity will be even larger over the next few years.
Here are three things fueling the growth of video marketing over the next five years and beyond. Along with some simple tips you can use to stay ahead of the trends in 2020.
- 5G is coming…
The world is on the edge of a communication revolution. 5G networks will be rolling out in the US by the end of 2019. Since most mobile devices are already designed for viewing video and downloading large files, the real innovation for video in a 5G world will be Augmented Reality.
For example, Panera Bread recently launched an AR ad unit for mobile devices. Consumers can project and rotate menu items and share the content across popular social media channels. The idea is to add transparency and increase engagement. For your dealership to be competitive, it makes sense to incorporate AR advertising and image overlays into your 2020 marketing strategy. A consumer can’t really “see” a car by reading a monroney sticker. They can, however, kick its virtual tires online and cruise through and around it via video. Imagine car shoppers interacting with a vehicle walk-around video right in their own homes.
Some other major national brands and games have found success with AR applications. Snapchat filters are wildly popular among younger generations and are a great example of how simple overlaid images can enhance the user experience and help spread brand awareness.
- 70% of the workforce will be millennial or younger over the next 5 years
Speaking of younger generations, 70% of the workforce will be millennial or younger over the next 5 years and their purchasing power will continue to rise. Millennials, Gen Y and Gen Z consume video for more than just entertainment. They use it to guide them in everything from fixing their own washing machines, to learning about brands and products. This then influences their purchasing decisions.
According to a consumer study by Animoto, 8 out of 10 millennials find video helpful when researching a product or service. In fact, they are 85% more likely than baby boomers to purchase if they can watch a video explaining it first.
How can your dealership take advantage of this? Include demo videos on product pages as consumers prefer product demo videos over still images. Placing video on your website increases conversion by 80%. Also, having video on a website makes it 53 times more likely to make it on Googles 1st page. In addition, email open rates increase by 7% when the word “video” is in the title. So, it make sense to include video as part of your lead follow up process.
- By 2020, most content will be video
In 2016, Facebook predicted that almost all of its content would be video. Since then video consumption has increased by 100% per year. By 2020, 80% of all digital content will be video. 6 out of 10 consumers prefer video over television. Not only is video the consumer’s preference, it can also reinforce your brand because viewers retain 95 percent of a message that they watch through video.
Video continues to dominate every form of content delivery, and somehow manages to break its own records year after year. Video content is here to stay. Not only is it here to stay, but marketers that fail to use it – and fail to have a robust mobile and video strategy – will quickly find themselves left behind eating their competitors’ dust. And, more importantly, left behind by their potential customers.
Decide now to increase your video content production efforts so you are ahead of the competition in 2020. Include video on your website, use it for more effective customer follow up and make it a core part of your overall marketing strategy. It is what consumers want, and your profit margins will probably agree.
It’s that time of year again. Right after Thanksgiving, the starting gun booms and the mad rush of the holiday begins. Keeping your dealership top of mind during this season can be challenging.
We in the car business know that it’s a great time of year to buy a car, but not everyone knows that—and not everyone has the time or inclination to buy a car at the end of the year with so much going on.
To cut through the noise and capture your customers’ attention during this crazy time, you have to stand out from the crowd—and there’s no better way to do that than with video. Specifically, here are three essential videos every dealer needs for the holiday season.
December is the final month of the quarter and of the year. Let your customers know that some of the best deals to be had are in this month. Manufacturers do a great job of branding in December, serving up plenty of television commercials featuring the latest models with big bows on top. How is your dealership leveraging these ads?
Create a video featuring YOUR best deals and incentives this month, then use it in a multi-channel campaign. Send it in an email to a targeted list and send it as a text to customers who have opted-in to text campaigns. Create a Facebook and Instagram video ad campaign and a Google display ad campaign. Don’t forget to post the video on your website and on your YouTube channel. A targeted, relevant digital video campaign is less expensive than a mass-mailing postcard campaign and will return a much bigger bang for your buck.
November and December are also good months to get a car winterized for the onslaught of freezing temperatures ahead. Create a service deal and promote it as a gift for your customers—either to buy for themselves or for their loved ones. What better way to show that you care than keeping your family safe as they drive on icy roads? Similar to your sales deal video, promote this video across multiple channels.
Although it’s a good time to promote your holiday deals, that’s not the only marketing you should be doing. This time of year, people are focused on family, friends, gratitude and giving. If the only message you send out is “Come on in for a great deal!” you risk being perceived as a Grinch.
Create a video holiday card for your customers. A video is more personal (and cost-effective) than a postcard, and you can even personalize the audio or text to include the recipient’s first name!
In this video DO NOT promote your deals or ask the customer for anything. Simply express your appreciation for their business and wish them a happy holiday season. This video should feature messages from your dealership principal(s) and department managers.
Don’t be afraid to get creative! A customer appreciation video can be warm and heartfelt, or funny and light-hearted. The main thing is to make it sincere.
A Time of Giving
The holidays are the best time of year for you to elevate your dealership’s brand by demonstrating how you give back to the community.
Is your dealership hosting a Toy Drive or taking donations for a charity or Food Bank? Create a video that shows how your charitable event benefits the community. Another option is to create a ‘recap’ video of everything your dealership has done for the community this year.
People feel good when they give, and nothing inspires giving more than seeing someone else give. Let your dealership be that inspiration for others and before you know it, you’ll attract people to your showroom because they want to help your donation efforts, and not necessarily to buy. And that’s OK for now. Because you’ll grab their name and contact information, add them to your marketing list and they’ll remember you when it comes time to buy or service a vehicle.
Make the holiday videos a fun project that all of your dealership employees (who want to) can get involved in. Use the holiday videos in multi-channel marketing campaigns to maximize reach, frequency and ROI. Before you know it, you may have a new holiday tradition that both your employees and your customers will love.
Consumers have grown tired of the countless vanilla marketing messages many companies keep sending (and yes, that includes OEMs and dealers.) However, the marketing tactic that is enjoying success is relevant marketing directly aimed at a specific individual. Relevance is the key to winning today’s consumers. But, it’s not only about relevance, it also involves delivering that message in an engaging manner. Well, how do you best do that?
A recent article in Forbes shared that while ad spend is up 22%, the majority of marketing channels and methodology often produce an open rate of less than 19% and a click-through rate under 3%. Video, however, performs much better. The article shares a story about a business that decided to shift its budget away from traditional marketing messages and instead use personalized video messages. The videos are personalized and available to the consumer on any platform. The results are incredible, with a 98% open rate and a total transformation in terms of reduction in early churn.
Personalization is vital to capturing a consumer’s attention. And there is no more effective way than through the medium they prefer: video.
There are many pieces to each dealership’s marketing puzzle. If your dealership is looking to cut its marketing budget because of a downturn in sales, first consider which pieces of that puzzle produce sales that can be tracked versus those that are shiny objects.
The great thing about sending personalized videos to prospects and current customers is that consumers tend to engage, and it is also one of the easiest types of marketing content to produce, the most affordable and performs the best.
It doesn’t matter which platform your prospective car buyers choose to engage with your dealership; videos perform the same regardless of platform. Videos emotionally connect with people and make them feel more special than an automated template shooting out from a CRM. Consumers can smell those a mile away. A personalized video, however, addresses them by name and shares the exact information they are seeking on the exact vehicle. Which is going to get a warmer reception and build rapport faster?
People like to do business with businesses (and people) that they like. As long as the customer is hiding behind an email address, or ignoring your phone calls, you are simply more noise that is not specifically relevant to them.
There is a reason personal videos made relevant to each individual customer perform better than other forms of communication. The biggest one being that the consumer recognizes that, while they may receive similar auto-responder templates both at the beginning and during the follow-up process, YOUR dealership chose to take the time to address them on a personal level with a video that answered their questions and welcomed their business.
Stop shooting for 3% response rates and think bigger. Video not only engages more customers; it generates more sales and builds loyalty as an excellent side benefit.