auto dealer website

Five Types of Videos You Must Have Today

By Tim James

Video content is now the preferred medium for consumers and statistics show that consumer Internet traffic for online video will increase by 80% by the year 2018. That’s not too far away.

And, when both are presented on the same page, consumers would rather watch a video than read text. For that simple reason, video content simply converts better.

There are many types of video content and unless you devote (or outsource) this content, it can be difficult and take some hard work to produce all of the different types of video you need. This can include: Pre-Roll; PPC & Re-Targeting video campaigns; promotional; model comparison; video email campaigns; in-market video display; new model test drive; value proposition; testimonial; inventory lead follow up; delivery; service department; and, finally, life cycle marketing videos. Are you overwhelmed yet?

While all of these are important, I would like to help simplify this for you by focusing on the five types of video content that have the biggest impact on conversions, leads and sales.

Here are the five types of video content you should focus on:

  1. New Model Test-Drive – According to Google, the top three types of video content that auto shoppers are searching for are: test-drives, features & options and vehicle walkthroughs. In fact, the time consumers spend watching these kinds of videos has doubled in the past year. For this reason, if you fail to provide this video content for your customers, I guarantee that they will watch it on someone else’s website! If your competitor has New Model Test-Drive videos and you don’t, they may be getting the shopper into their funnel higher in the buying cycle — and you may lose them before you even get started!
  1. Inventory – Your VDP pages on both your website and 3rd party sites are THE most important advertisements your inventory could have. You spend a lot of money trying to get traffic on those pages. However, it’s becoming harder to differentiate your dealership from VDPs by your competition. Most websites are very similar – especially the VDP pages – and you really don’t have much control of the content you can put on them. So how do you create a more compelling VDP page that sets your vehicle apart from all of the other similar ones? Through video. Yes, perhaps you think it’s difficult to take full motion videos of each of your vehicles. But here’s the thing: video is no longer an option. If you can’t do it, have your lot service do it. If neither of these is an option for you, then use automated services that stitch together the phots into a video format. Why? Because they work. Your time on site will increase by 20% or more, videos will have an average completion rate of upwards of 75%, lead form conversions will increase by 20% and engagement by 200%! Inventory videos have a significant impact and are ridiculously inexpensive to create.
  1. Value Proposition – As much as shoppers are looking for a vehicle to fall in love with, they are also looking for a dealership and salesperson they can trust. One of the first things you train a new salesperson to do is to sell the dealership, then themselves and then the car, right? Why would you do it any differently when the “salesperson” that the customer first encounters is your website? Consumers simply want a dealership that they can trust to be fair and honest with them. That’s what this type of video content is designed to achieve.
  2. Testimonials – These videos reinforce the trust factor and compliment your value proposition videos with a combination of selling both the dealership and the salesperson. Consumers trust other consumers and video testimonials are a powerful way to show potential customers that previous customers had a great car-buying experience with your dealership and/or salesperson. They also show that it was so good that they were willing to broadcast it publicly via a video testimonial. People communicate through tone and body language – something that text cannot fulfill. Video, on the other hand, can. Prospective customers watching your testimonial videos can identify with, understand and be influenced by that testimonial, just as if the person giving the testimonial was standing in front of them.
  1. Lead Follow-up – When consumers submit inquiries via third party sites, oftentimes they are contacted by more than one dealership. Even if they convert on your own website, the chances are great that they are also cross-shopping you with your closest brand competitor. Most e-mails coming from dealership CRMs are templates. Consumers can smell these a mile away. They know these weren’t created specifically for them. If you send these, the consumer isn’t going to be impressed. However, sending a personalized video e-mail, makes an impression. In fact, it makes so great an impression that video e-mails see a 200% higher click-through rate and 80% get more replies. They also have a 70% higher conversion rate and 65% of the consumers watch 100 percent of the video!

Starting your video marketing with a focus on these 5 types of video content should immediately increase VDP views, conversions and, ultimately, sales. Keep in mind, however, that simply creating the videos is only the first piece of the puzzle. You can create all of the video content you want but if you aren’t doing it with a strategy in place, you may find less success.

In my next blog, I’ll show you what a strategy looks like, how to implement it and why choosing WHERE your videos are is extremely important.

How to Make a Value Proposition to Die For

by Tim James

The first thing most people do when meeting someone new is to introduce themselves. This first meeting can quite easily dictate the future outcome of the relationship. If you come off as insincere or indifferent, the other party will probably not engage you again. However, greet someone with genuine interest and sincerity and you just might make a friend for life.

The same exact principal applies when introducing yourself to a customer that submits a lead or visits your website — except for one small thing – you can’t see them.

Most dealers nowadays have some sort of value proposition content that they put in front of customers. It typically appears in the form of an e-mail template or written content on the website (your “About Us” page, for example). While this is better than nothing, it is certainly not the most effective way to meet someone. Human beings are driven by their emotions. Heck, oftentimes the simple act of buying a vehicle can be emotional. A value proposition done with video has a distinct advantage over any written message – the customer can see you. Humans communicate in more ways than just speech. We use our eyes and ears and monitor everything from body language to facial expressions. These subtle cues can sway whether we believe someone is sincere, sarcastic, lying or joking. Written content cannot as effectively project any of these on to a customer. And, since you cannot see or even know who you will be meeting with these online leads — you should strive to create the best value proposition video possible.

What is a value proposition video, really? There’s a very simple answer to that question. A value proposition video is your dealership’s opportunity to convince a customer to choose to do business with you. I’m sure you’ve heard the phrase that in any interaction someone is being sold. This is no different. You are trying to convince (sell) the customer of the fact that you are a good choice for them. If, when creating a value proposition video, you approach it as if you were tailoring the perfect elevator pitch, you’ll have a better idea of what you should say.

Here are a few tips about what a value proposition should and should not include, along with some techniques on how to interject a little personalization into these videos.

Make it short. – No customer is going to watch a 5-minute video about how great your dealership is. Plain and simple: If you can’t describe what you do, the problem you can solve for the customer, why you are different and why they should care, in 60 seconds, you should re-evaluate your value proposition.

Stop making it about you! – Most value propositions inevitably include statements such as “We’re the best!”; “We have the lowest price.”; “We’ve been in business for 187 years,” etc. Stop that. The customer is NOT meeting you, they are in the process of deciding whether they WANT to meet you. Do you see the difference? The more you can avoid using the pronouns “We” and “Us” and “Our” the better.

While most value proposition videos try to talk to EVERYONE, make yours more personable as if you were talking to an individual. Use pronouns such as “I” and (even better) “you.” The only person that matters at that specific moment in time is that one single customer. Craft your value proposition as if you were making it for that one person. And then proceed to make your video about them. If the video is going to be displayed on your website, your dealer principal or general manager should deliver the message. If the video is designed to be sent to a customer that submitted a lead online, the message should be delivered by the person sending the e-mail. This transforms the video from a generic, impersonal piece of content to one which will have greater meaning to the person watching.

I’m not saying that you have to make an individual video for each internet lead (although that would be a very powerful tool in your sales process), rather you should have one created for each dealership employee – whether that’s a manager, salesperson, internet manager or BDC rep – that responds to and interacts with customers who submit leads. Remember, this video is NOT a “Why Buy from Me,” that’s another topic. This is a “Why Buy from Us.”

An example of a “Why Buy from Us” word track delivered in a personal way is as follows:

“I can assure you that you’ll have a great buying experience here. You’ll find a great selection of vehicles and knowledgeable sales consultants who can assist you in finding the vehicle that best fits your family’s needs and budget. Just as my other customers have, you’ll want to keep coming back after you buy your vehicle here.”

That’s one great way to deliver a dealership value proposition in a way the customer feels as if you are talking to them, and that it is not all about the dealership.

Quality counts – If you are going to make a single video to be repurposed, ensure that the video is filmed, edited and presented in a high-quality and professional manner. Simply filming a selfie while standing against a wall is like showing up to a job interview dressed in shorts and flip flops. First impressions matter — and you only get one chance to make one. So, make this one count. These may very well be the most important videos you make. Deliver them in a proper, professional way, and you’ll find that customers watch them and that they make the impact you’re searching for.

In the end, a value proposition video is not a commercial. It’s your first opportunity to convince a prospective customer why they should choose your dealership over your competition. Pulling this off successfully will start to build a relationship and trust in you and your dealership. And, once you have those, the odds of you winning the business increase exponentially.

Are you making it easy for your customers? NO.

What do your dealership’s website and your retail location have in common?  It’s pretty simple, both are designed to take in consumer traffic and create a shopping environment that is conducive to creating a sale.

Imagine yourself as a Dealer Principal who had the vision to locate your franchise on the busiest stretch of road in town.  There is no denying that everyone in town (at some point) drives past your location.  You have also great sightlines, a brightly lit lot, the latest product, and a welcoming staff.

Now imagine, to your horror, the city has approved a major 2-year road improvement project that’s going to make it really hard for customers to get to your store.  Let that sink in. You have a great location and facility but a physical obstacle that hinders customers from reaching you.

In the digital space, this is exactly what the vast majority of dealers experience every day. Except it’s not the city cluttering things up; it’s your dealership’s website.

When you look at automotive retail dealership web design it can be a visual assault on your customer. The clutter found online is the equivalent of ripping up the road and scattering blinking construction horses everywhere. Here is an example

This turns off customers and contributes significantly to the “bounce rate” of your site. The fact is most customers who visit you have ALREADY decided what car they want to buy. They are only deciding if they want to buy from you.

Blinkers, clutter and junk only make them want to go elsewhere.  Like a bad breathed salesperson, you can be your own worst enemy.

Dealer Impact created the KiNETiQ® design platform with this in mind. Through analytic process, we took our 14 years of data to derive dealership platforms that are consumer-centric.

The science behind our design is why we are a leader in conversion friendly platforms.

By making sites that are a utility for shopping customers, we have moved away from the “digital newspapers” and brochures that affect how dealership websites are done.  At Dealer Impact, we have singularly moved the industry forward by making sites for customers that are simple and optimized toward turning traffic into customers.

Think of Dealer Impact as a bulldozer.

We clear out the junk in front of your store so customers can get to you and BUY from you.

Dallas to Chicago – 3 Tier Reporting

We had such a great time at the GM eSummits in Fort Worth that we are gearing up to do it all over again at the GM eSummits in Chicago next Wednesday.

The GM e Summits in Fort Worth hosted great speakers from different niches in the digital marketing industry. It was also host to vendors large and small showcasing there expertise in the industry. The afternoon workshops were a great tool for dealers to take advantage of and provided great insight to utilizing social media, the importance of videos and a basic understanding of reporting.

Dealer Impact Systems had the distinct ability to showcase the three tiers of digital marketing reporting. Each tier is important but not all are utilized in the dealership.

Tier I – What? Basic-Anybody gets this. Google Analytics made it easy for pretty much anyone with a computer to claim they are a Social Media Strategist.

Tier II – Who? Dealer Impact is leading the industry with customized tools to give you an advanced look at your dealership and better yet the dealerships down the street.

Tier III – Why? We analyze and explain exactly what the report means to your dealership. We have the ability to tell you who is looking at your website, how often and even what time. We give you the really 10,000ft view.

Want to keep track of your dealership and stay ahead of your competition? Look for us at the Chicago GM eSummits! 

If you can’t wait until then contact us at sales@dealerimpact.com.

Welcome Swant Graber!

Dealer Impact Systems is excited to announce the addition of the Swant Graber Auto Group to our client family. They needed a partner with strong digital marketing solutions that could offer them the best possible online video presence in the industry.

Urbandale IA August 8, 2012

“The Swant Graber team was looking for a partner who delivered an excellent buying and customer service experience,” according to Katie Wagner, Internet Sales Manager with Swant Graber Auto Group. “We needed the ability to showcase our inventory and we felt Dealer Impact Systems gave us a tool to do that. “

Dealer Impact Systems is a OEM digitally certified platform provider for  retail automotive dealers. Since opening its doors in 1998 we have been dealer focused and results driven.  Dealer Impact Systems has been a segment leader by implementing the auto industry’s first online inventory publishing tool in 2000. This innovative technology allowed dealerships to put photos and complete vehicle information online, without knowledge of complicated coding.

“With all of our clients, I anticipate having a long working relationship with the Swant Graber.” stated Patrick Shelton, Sales and Marketing Director for Dealer Impact.

About Swant Graber Auto Group

Swant Graber Auto Group is a Ford, Chevy and Dodge dealer in north western Wisconsin providing new and used vehicles.

About Dealer Impact Systems

Dealer Impact Systems provides digital marketing and reach solutions which allow automotive dealerships across the country to leverage current and emerging digital technologies, including all-types of social media, to increase online presence, generate new sales leads, and build customer relationships.

Dealer Impact Systems Adds Automatic Human Voice Over Capabilities

Dealer Impact Systems Adds Automatic Human Voice Over Capabilities

Dealer Impact Systems (DI), a leading provider of digital marketing and reach solutions, is once again raising the bar for automotive dealers seeking to elevate their online inventory presence across the Internet. The company today launched their AHVO or “Automatic Human Voice Over” application, the latest addition to the company’s comprehensive suite of video and digital reach products developed exclusively for auto dealers.

DI customers can add AHVO to their current digital marketing solution with a single phone call-no onsite or system upgrades are required. Once enabled, the AHVO application automatically pulls nightly inventory information from the dealer’s videos and generates vehicle-specific descriptive commentary from an existing bank of thousands of pre-recorded voice clips. The AHVO application then auto-creates a complete human voiceover clip for the video, including detailed vehicle information, as well as geographical and dealership information.  The human voice clips not only enhance customer experience, they also boost search engine results rankings.

Voice Clips Automatically Generated

“Even with recent improvements in text-to-speech technology, studies show that consumers recognize and prefer a real human voice to computer generated speech,” said Brian Cox, president and founder of Dealer Impact Systems. ” That’s why we took the time and resources necessary to ensure that our voice bank is extremely comprehensive.”

DI has long been committed to helping automotive dealerships promote their inventory listings across the digital landscape as quickly and seamlessly as possible. “AHVO significantly shortens the time it takes to get a vehicle that’s sitting on the lot into the dealership’s Internet marketing promotions in a powerful way,” said Cox.

DI customers can add the AHVO enhancement to their current digital marketing system for $150 per video license per month. There is no set up fee.

5 Social Media Trends to Watch Right Now

“With social media itself an exponentially growing trend that’s here to stay, many companies both small and large are keeping tabs on new social technologies as they emerge. With new sites, services, apps and practices that help businesses connect more directly with customers coming online at a rapid pace, it’s often helpful to zoom out a bit and keep an eye on upcoming trends on the cusp or just over the horizon.

Whether or not particular individual services succeed, the following trends are likely to stick around in the near-term future. Some may not be immediately relevant to your company or industry, but being aware of oncoming movements in the social media landscape can help keep you and your business out ahead of the curve when a new trend holds promise for your organization’s growth.”

1. Location, Location, Location
2. Group Buying
3. Mobile Ads
4. Mobile Payments
5. Having a Social Media Policy

Source: Mashable

Let us breakthrough the social media barriers at your dealership give us a call at 877.334.9638 or email us at sales@dealerimpact.com.

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