Will Video Bring You New Customers?

While many dealerships agree that video is important and worthwhile, at the same time some think it’s time-consuming and lack the resources to put a video marketing strategy in place.

What if I told you that acquiring and scaling a well-planned video marketing strategy which leverages video content for shoppers throughout the entire buying cycle can be automated AND cost less than $5.00 per unit a month? Or that this same video content can help in search engine optimization for your website at no additional cost?  And, how about this: that same video content can also build customer rapport — AND attract new buyers you don’t even know exist? Would it then appear to be worth it?

According to NADA, the average dealership runs a marketing cost per sale of $640 per unit. Dealerships spend a ton of money between all their marketing sources attempting to attract attention to their inventory.

And how about this for a statistic? 93% of marketers say video brought them new customers — Interested now?

There is a case to be made that social media can help sell more cars. In fact, according to a study by leading video research company Animoto, 73% of consumers responded that their purchase decision was impacted by a company’s social media presence.

And what is the most popular type of content across all social media properties?

Video.

The best part is that with a scalable video marketing strategy you can use all of the same automated video content for your social media strategies as well, dramatically increasing the return on investment from all of your digital marketing. Would you rather spend $640 per unit — or much less?  It makes sense to look at what moves units and acquires new customers for the least amount of money. That’s how you increase profitability.

Still need convincing? How about this: 57% of millennials watch more video ads on social media than on television, and 45% of consumers discover brands through video ads; more than recommendations from friends, which is at 31%.

When it comes to discovering brands, word of mouth is still king. But, increasingly, consumers get recommendations from friends and then check out the dealership via social media such as Facebook or online reviews.

Having a healthy and robust presence on social media with video content can influence car shoppers and bring you sales from shoppers you didn’t even know were in the market.

Video content is here to stay and will increasingly dominate all platforms as the preferred type of content influencing sales. If you don’t already have a strategy in place to produce video content to market your inventory, your store’s value propositions, your monthly promotions, your employees, and your brand, you’re behind the eight-ball.

It really doesn’t take as much work as you think. And, the rewards you will reap are well worth the effort.

Five Videos Every Service Department Needs

by Tim James

As more dealers turn to fixed ops to grow profits, it’s important not to overlook the power of video. Video is a great tool for building customer trust because it allows you to address the perception that dealerships charge too much or try to sell customers unnecessary repairs.

An effective video marketing strategy for your service department includes the following five videos:

1) Value Proposition. This video answers the “why trust us?” question. Many customers are afraid if they bring their vehicle into a dealership service department, the repair will be expensive or they will be taken advantage of.

In this video, address your customers’ fears by featuring friendly service personnel, focus on how your technicians are trained, the quality of your repair work and most of all, emphasize your trustworthiness. Be certain to mention any awards you’ve won and your positive BBB Rating.

2) Service Department Testimonials. Identify several of your most loyal service customers and offer them an extra perk like a free loaner car or free oil change if they agree to make a customer testimonial video.

Before shooting the video, prompt your customer to talk about how long they’ve been servicing with you, what they like about your service department and to comment on the quality of the repair work.

3) Service Personnel Introduction. Similar in tone to a value proposition video, this video introduces the service manager, service advisors and technicians to customers. People choose to do business with people they like, so create videos that display the likeability of your manager, advisers and technicians. Don’t be afraid to brag about their years of experience and awards they’ve won.

4) Service Department “How To.” Select a dozen of your most common and profitable services. Create videos that talk about why these services are important for the health of the vehicle and customer safety. Show a quick tutorial of the work involved with the repair. Discuss the costs of parts and the estimated amount of time it takes to complete the service. The purpose of these videos is to educate customers so they feel more confident they are making the right decision to get the repair work done.

5) Recommended Repairs. When customers drop their cars off for a scheduled repair, one of their biggest fears is an unnecessary upsell. Unfortunately this fear can create resistance to any repair recommendations. A short video created by the service adviser can help to alleviate this fear and provide visual proof that a repair is really needed.

Videos are far more effective at doing this than photos because the service adviser can explain how the old part is worn and compare it to the new part, along with an explanation of how important it is to get the repair done now.

Additionally, advisers can mention the potential impact and cost of related problems that could be caused by not completing the service now.

Recommended repair videos don’t have to be professional. Just use your smartphone with an app that allows you to text the video to the customer. Another option is to have a live streaming video call where the service advisor can show the worn part and explain the repair while talking to the customer live on their smartphone.

All service department videos (with the exception of recommended repair videos) should be featured on your dealership’s website. Additionally, these videos can be used in email campaigns, uploaded to your YouTube channel, featured on your social media profiles and used in digital advertising campaigns.

To get started, find a reputable video marketing host and hire a professional video crew (or find one among your employees). Service department videos are an inexpensive and highly effective way to build customer trust and give your dealerships a competitive edge.