by Tim James
Video has taken over as the preferred form of content for consumers. According to an infographic on The Drum, in 2017 only 63% of businesses used videos in their marketing. Fast forward to 2021 and that statistic has exploded to 86%. In addition, 85% of consumers stated that they would like to see even more video content from businesses. But forget about these statistics for a moment and just think about yourself and your habits. Would you prefer to read a bunch of words about a product you are researching, or watch an informative video on it?
In my past blogs I have shared various ways you can use video to engage your customers — but here is another idea:
Most dealerships hold new car-owner clinics designed to welcome shoppers who just purchased a new car to the dealership’s family, introduce them to service, and answer any questions they may have after owning their vehicle. These clinics handle a variety of things from how to set the seat memory function, to how to pair their iPhone with the vehicle’s entertainment system. The clinics are designed to invest the customer in your dealership while encouraging them to continue to do business with you as well as refer their friends and family.
If run well, the clinics show the customer that you care and that they are important to your dealership. This sort of service builds tremendous trust with your dealership’s new customers. The problem is, especially now with Covid, many new car owners don’t show up. Whether that’s because of a scheduling issue, or a feeling that it is not important, varies from customer to customer. What if you could offer a similar experience to your customers through video? It’s quite simple!
Think of an interactive video similar to a choose-your-own adventure-type experience. Do you remember those books? You read a page and then, at the end of the page, decide what you want to do next. How about creating a similar experience for your customers, but with video? As vehicles become increasingly more sophisticated and technology-infused, these questions will become more frequent, and your customers will go online to find the answers to their questions rather than come to you. Why don’t YOU become their go-to resource?
Start with what you want them to see and learn, along with the people you want them to meet, and make videos of those things. Typically, at these events, salespeople answer the customer’s vehicle-specific questions such as how the memory seats work, or how rain-sending wipers are set up.
Then, you need to put these videos where your customers will see them. The best way to get these videos seen is to use video email/text to follow up with your new customers. First, create a video introducing how your process works. Put this video on a landing page that includes videos covering the car-specific topics that you think the customer should see, whether it is features of their vehicle’s infotainment system or unique settings on their seat adjustments. This allows customers to guide themselves through your educational process at their own pace, using the power of video to retain more information and come back to watch whenever they need to.
Finally, offer each consumer the opportunity to Live Stream with you on the fly. I know that we all have become familiar with many live streaming services like ZOOM or Facetime. The problem is that not all live streaming services work on all devices (Apple, Android, Desktop, Mobile, etc.) and scheduling set times to live stream often leads to consumers ditching because something came up at that time. Utilize the new “one-click” live streaming technology that places a “Video Call” button on your landing pages (or any designated page) that the consumer can engage anytime at their convenience. This button will call into your dealership’s system and ring any designated team member who is online at that time. When the call is answered by a dealership employee, the consumer and employee are instantly placed in a live streaming call, and it all happens at the consumer’s convenience. Now your employee can walk through the various features with the consumer, just as if they were at a live event.
Interactive, personalized video engages your customers. It also makes you their go-to resource, helps the customer gain more familiarity with your dealership and staff, and starts the process of building brand loyalty which, hopefully, culminates with a brand advocate. And there is no better, or more profitable, customer than that!