community

Keeping with the Times is Essential in Video Marketing

Video marketing in the automotive industry is very dynamic, which makes it essential to keep your videos relevant and sensitive to your market.

During this pandemic, video has proven to be a tremendous tool for communicating with customers and potential customers, helping to gain their trust and create more impact in every stage of the sales funnel.

Here are a few video strategies that I have found to be successful in many dealerships. They are simple, produce great results, and best of all, take little effort on the part of your dealership.

Service – Most dealerships have processes in place to sanitize their customers’ vehicles after repairs and/or maintenance are completed. Consider making a video illustrating the steps from start to finish so customers can actually SEE what you are doing, rather than try to find it in print.

Does your service department offer vehicle pickup and delivery? Show your customers! Make a video showing a driver picking up the vehicle and then returning it. If there is a loaner car involved, show not only the actual process as it happens but also the customer’s vehicle (and loaner) being sanitized, all the way up to returning the serviced vehicle to the customer.

Do you offer touchless payment options? Can the customer pay online before coming into the store? Be sure to include those features in your video to make your dealership stand out from the competition.

Sales – Most states currently allow dealerships to present and sell cars to customers both online and in store. If a customer wants to come in and kick tires, test drive or make the transaction in person, make a video illustrating what they should expect, along with the safety precautions that your dealerships take for this type of sale. This can easily be done using a salesperson along with another dealership employee acting as the customer. In this way, your dealership will not need to get permission from customers to be filmed.

If your dealership offers to deliver vehicles to the customer’s location for a test drive and delivery of the purchased vehicle, make a video illustrating this process from start to finish. This can help build trust both before and after the transaction.

I see a lot of dealerships starting to shoot great content like I’ve mentioned, but then only post their videos on YouTube or Facebook. Video is an incredibly valuable tool, but to truly maximize your ROI you must have a strategy that gets your videos in front of your audience at the right time of the buying cycle (where it will have the biggest impact). The best way to make it work is to present the videos where your customers will see them.

Your video experience should live on your website, and it should be as easy as possible for a shopper to find. Put your videos in the places where you know your site visitors will be looking since buyers won’t go out of their way during the buying cycle to view your content. To capitalize on the impact video can bring use these videos in a variety of ways:

  • Put value proposition & testimonial videos on the same page as inventory videos so consumers get to see not only how great your inventory is, but how great it would be to do business with you. The majority of consumers are looking for a dealership that they can trust, every bit as much as they are a vehicle to purchase. Don’t make them search your site to learn why you are that dealership, put it in front of them where you know they will be looking.
  • Send video emails with a landing page featuring a vehicle a customer is interested in, while also giving them the option to watch several other videos that feature your inventory, value proposition & testimonials videos. Even include your personal introduction videos, all without having to leave the page.
  • Build a trust relationship between your sales team and customers by having them send picture-in-picture videos of a vehicle a customer showed interest in, explaining the vehicle in more detail, and letting the customer know that your salesperson is a trusted resource throughout their buying process. Be sure to include this video content on the landing page experience that I just mentioned. The possibilities are endless when you utilize video to give your consumers the best experience possible.

We are currently living in an interesting time. People have many different viewpoints when it comes to the pandemic. The most important thing is to put your videos where your customers will see them, showing your customers (as well as potential customers) that you care, are trustworthy, and that your dealership is a place where they can feel safe and comfortable. These emotions are what will make a consumer choose you over the competition, and keep your current customers coming back again and again. The single most effective way to build these feelings and connections? Video.  

Protect Your Community – Dealing with Bad Actors

Shane’s post about protecting your community is a great read.

Building a house requires hard work and dedication. The end result is a place of comfort and security where your family can live and grow. If someone started shouting obscenities from your driveway for 30 minutes every morning, would you ignore them, or would you take action to protect your family?

Building a community requires hard work and dedication too. It takes time to build trust and loyalty from community members. As its manager, you have a responsibility to protect your community from anything that threatens the culture of trust that took months or years to establish. So when someone says or does something inappropriate that threatens your community, what should you do?

via ShaneReiser.com

Facebook Launches Deals

The Daily Deal space is heating up fast.

Facebook is kicking off its long-awaited Deals program to users in five major cities starting Tuesday with plans to expand in other cities soon after.

Facebook Deals, which will offer online discounts and deals from businesses to its users, marks the company’s entrance into what’s becoming a crowded group-buying deal market that already includes Groupon and LivingSocial.

Via VentureBeat

How To Use The Data Behind Facebook Status Updates

SocialFresh complied some great insights about when is the best time to post your Facebook page.

Age stereotypes are key when thinking about your target audience. Younger users are more prone to talk about themselves and think about themselves, whereas older users are more prone to think of others.

  • Use this to your advantage when launching a contest, viral campaigns, or Facebook marketing (PPC) ads.
  • Posts are most effective at 11:00AM, 3:00 PM, and 8:00 PM. Post during these times to grab the attention of the largest slice of your target market.
    *However, be sure to respond to your fans whenever they are active, no matter what time of day.
  • Test and find your own sweet spots, every community is different
  • Post during the week for better conversations, relationship building and engagement of your brand. This would also be true of launching contests, polls, viral campaigns, etc.

Via: SocialFresh

How 7 Startups Are Building Their Online Communities

Great post about online communities and how manage/grow them.

Community management is anything but a science. But, more and more startups are figuring out early on that defining what “community” means to their business, and then working to incorporate and respond to that community is an essential element in their growth and the maturation of their products.

What follows is an in-depth look at how seven startups at various stages of development are approaching community management. For some, the in-house Community Manager is a must. For others, it’s a bit of an all-hands-on-deck approach. Regardless of technique, you’ll find that each of these startups uses a combination of support software and social media tools to ensure that even if the customer isn’t always right, the customer is always heard.

A few themes resonate throughout these examples: make users happy, listen to everything, incorporate community feedback into product development when appropriate, and stop fretting over the trolls. These may all sound like simple truths, but it’s the continual practice and adherence to these purist community ideals that make them complex.

1. Pandora: Measure Success One Interaction at a Time
2. Shwowp: Make Your Users Happy
3. Seesmic: The Community Manages You
4. Disqus: Feedback is Never Lost
5. Posterous: Community Starts at the Top
6. Klout: Respond to Each and Every Request
7. Curate.us: Celebrate the Community

Via: Mashable