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3 Video Marketing Applications for a More Profitable New Year

By Tim James

Video has historically played a major role in car dealerships; from training with VHS tapes, to video messaging, text and Live Video Calling. As 2019 draws to a close and we approach 2020, it is clear that when it comes to consumer engagement and digital marketing, video is center stage.

There are many video marketing statistics and trends floating around currently. It is easy to get lost and it can seem a daunting task to stay head of the trends. In this short blog I have put together 3 practical ways to successfully incorporate video into your 2020 marketing strategy.

Communication

Why struggle wondering if your emails are opened and read? According to multiple reports an engaged audience will drop what they are doing to watch a video. In fact, email open rates increase by 7% if you include the word “Video” in the title.

Focus on quality! I always hear people saying, “keep your video short”. The fact is you should put your stopwatch away and focus on delivering high-quality information in an upbeat and emotional presentation. Too often people try to rush their presentation and simply don’t provide an educational or emotional presentation.

Nothing will lead to someone closing your video sooner than if you sound like you are just trying to rush through it, versus truly trying to assist them. If you are providing a great experience in your video message, what’s the worst thing that could happen?  Yep…someone stops watching.  But what about all of those who are truly interested in your message? If you are providing good (relevant) information, and delivering it in an emotional manner, the numbers show that a significantly high percentage of your email (and text) recipients will watch 100% of your video message.

Another good statistic to know is that adding video to your emails can increase click rates by 300%.

Vehicle shoppers appreciate the informational and emotional value of video. Live video calls and video chat are effective at increasing engagement and convert more website traffic to lot traffic as shoppers can now talk to one of your professionals “live,” from wherever they may be.

This does wonders for customer experience by offering a truly unique perspective of transparency. Consumers don’t need to wonder about availability if they can see the vehicle in a video behind you in real-time.

Website Conversion

Users spend 88% more time browsing a website if it has video. Video content humanizes your dealership, builds trust, and inspires higher funnel shoppers to actually pick up the phone and call you with their questions. Video on your landing page or VDP will increase conversion by 80%.

Inventory videos transfer more information. In addition, they help your VDP pages create more emotion from potential car buyers, much more than pictures and text alone. Website videos increase organic search traffic by 157%. You are then far more likely to appear on Google’s page one, driving more online shoppers to your website and into your sales funnel.

Social

For all social platforms , video has 12 times more shares than text and image alone and engagement is 13.9% higher if your posts include video.  How long should your videos be on social media? 30 to 90 seconds is the ideal length for social video marketing. But again, remember that this is because the viewers aren’t there just for your video.  They are socializing and have a short attention span (oh look, a squirrel). But you still don’t want to sacrifice quality for time.  The quality of your content always comes first.

What about the future? 360 degree interactive presentations and Augmented Reality are predicted to be areas with the most growth as marketers enjoy the ease of creating this type of content and it is becoming less expensive.

If your dealership isn’t using video in its vehicle merchandising or customer interactions, you could be missing out on opportunities. Let the consumer experience your inventory they way they want to experience it.  If you limit their options, you will also be limiting your leads.  It’s all about selling more cars and increasing service revenue. Video can help any dealership accomplish both with very little time, effort and cost.

If you don’t believe me, give it a try. I promise you will see the results and will continue to use video marketing at every possible customer interaction opportunity.

5 Pre-Production Steps for Better Videos

by Tim James, COO, Flick Fusion

Videos are consumers’ favorite type of content to see from a brand, as evidenced by the fact that 87% of marketing professionals use videos as a marketing tool. But creating a quality video requires more than just picking up a camera and shooting footage. Before you begin shooting your videos, it’s important to go through a pre-production checklist that will ensure that you get the most out of your time and investment.

Step 1: Begin with the end in mind.

What is the purpose of this video? If you’re creating a vehicle inventory video, think about the end goal. If you’re thinking “my goal is to sell the car,” that’s stating things a little too simply.

Of course you want to convert that video viewer into a customer, but not just a one-time sales customer. Your goal is to create a lifetime, loyal customer who will bring the car in for service. What’s the best way to do this?

Even in something as simple as a vehicle inventory video, you want to lay a foundation that will establish your dealership as a trusted expert and build an emotional connection with the consumer. By the end of the video, the customer should not only love the car, they should like the dealership brand.

Step 2: Who is the target audience?

Before you shoot video, understand who your most profitable customers are. This data exists in your DMS and/or CRM. Filter customers by number of visits and money spent at your dealership. Then look at the demographics and create an ideal “persona.”

What zip codes do they live in? What age groups spend the most with your dealership? What is their income level? Are they white collar or blue collar? Which groups are they affiliated with? What problems do they have?

It’s important to identify audience characteristics so you know what videos will appeal to them. Demographics can help you set the tone for your videos; whether they should be professional, humorous or heartfelt.

Step 3: Determine where the video will be displayed.

If you’re going to produce a video, be sure to maximize your investment by leveraging it across all your marketing touchpoints, including your website VDPs, 3rd-party auto shopping sites, Facebook, Google ad campaigns, email and text campaigns and more.

Also make certain that you can capture your viewers’ data, which enables you to personalize the content of the video for every viewer. This provides your customers with the most relevant experience and provides you with maximum conversion. Make sure your video host can provide you real-time notifications when your videos are being viewed by existing customers or leads.

Step 4. Identify your call to action

What is the next step that you want the consumer to take after watching your video? If it’s an inventory video, you might think the next step is to submit a lead or make a phone call. But many people who view inventory videos are still in the early stages of the car shopping process and trying to narrow down which vehicle is right for them.

If a customer is still in this phase, it would be helpful for them to view make/model test drive videos. So, a better call to action might be to encourage the viewer to watch more videos on your site. This is why it’s important that your video host is able to serve up relevant video content based on a customer’s browsing behavior.

Once a car shopper has narrowed down a make and model, the next phase of the shopping cycle is to decide where to purchase the vehicle. After your test drive videos, a good call to action might be to encourage viewers to watch your dealership’s value proposition and customer testimonial videos.

Step 5: What is the Vision?

Last but not least, this is where you plan the actual shots. Plan to shoot a lot of footage that you can use in future video projects.

Video can be re-purposed in dozens of ways for marketing and social media purposes. I recommend planning shots of the vehicles, your facility, service department, sales department and employees. Professional videographers often shoot hours of footage for a 5-minute video. You don’t have to go overboard, but you should plan to shoot dozens of 15-second clips and catalogue them so you can refer back to them easily.

These pre-production steps are an essential part of the video production process and will help you create videos that resonate with your target audience.

3 Holiday Videos to Spread Good Cheer

Christmas tree.jpg

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.

Holiday Deals

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.

Customer Appreciation

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.

 

How to Make the Most of Your Marketing in a Down Market

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.