Uncategorized

Don’t Put Your Newspaper Ad on TV

“Over the next three years, the biggest trend in our products will be the growth of video.”

-Mark Zuckerberg

If you’ve heard the news, many are proclaiming that Facebook is now even more pay-to-play than it already was. What do I mean? At one point, Facebook was raw and not filtered – you could view all content from everyone, just as with other sites, such as Twitter.

Then brand pages came along, interjecting branded messages if you liked their Facebook page. As more businesses hopped aboard, the user experience became more cluttered and viewers were presented with less of the content they really wanted to see.

With the introduction of boosted posts and Facebook ads, this paid-ad model has allowed Facebook to monetize the platform while giving advertisers a way to increase exposure. However, on January 11, Facebook announced that it will decrease brand exposure – even for paid advertisers – in order to “bring people closer together.” And marketers are scared.

Okay, so does this mean you as an advertiser should drop everything and abandon the platform as your content will now get less attention?

No, and here’s why: There’s a tip that came straight from the man himself, Mark Zuckerberg. Somewhat recently, Facebook began pushing publishers and businesses to post more video content – even going so far as to recruit celebrities and influencers to post their content natively to the site – and rewarding those that did with extended reach in newsfeeds. In fact, the preference for video continues to this day. And, as stated in the quote at the top of this blog, Mark Zuckerberg said it himself in Facebooks Q3 Earnings Call.

I would highly recommend that if your dealership is not yet regularly making and producing video content, you should make real plans to do so. Of course, if you are already spending money on Facebook to promote your content, you could continue to pay to promote that non-video content, but you’ll soon be paying more money to reach the same amount of people. Think of it this way, promoting non-video content on Facebook is like putting your newspaper ad on the TV as a 30-second static image!

The equalizer, it would seemor at least a competitive advantage is to utilize Facebook’s algorithm preference for video in your marketing and social content. It could be that video content – especially video that is engaging and prompts interaction is a lifesaver when it comes to connecting with your Facebook audience. If your dealership chooses to combine that video content with some sponsored posts, you could further increase engagement.

It’s becoming increasingly apparent that Facebook wants to be a platform of video content. They’ll reward you for doing it with increased exposure and, according to Mark Zuckerberg, it is the company’s focus for the next three years.

if you want to succeed in getting eyeballs on your message and engagement with your audience, video is no longer optional. So, go out and start making videos. That’s what your audience wants – and that’s what Facebook wants. Or become invisible. The choice is yours.

4 Reasons Why Your Customers Love Video

For professional marketers across all industries, the top priority for 2018 is to convert leads into customers, according to Hubspot’s State of Inbound 2017 report. Sound familiar? Most auto dealers I know have the same goal.

In order to accomplish that goal, 48 percent of these professional marketers will be adding video to their marketing strategy this year. In fact, video is their number one strategy, far above social media, email and other traditional forms of marketing.

The reason for this is simple: people love watching videos! Even those die-hard readers out there have to admit there is a time and place for video. There’s a reason why video is the number one type of content consumed globally.

Actually, there are several reasons why video should be your auto dealership’s top marketing priority in 2018:

1) People Trust Video

Trust is an important factor in the decision-making process. How can you get potential customers to trust you? Being likeable helps, but even more important is to have a brand that’s known for integrity and product expertise.

Videos are the ideal method for building a trustworthy brand image. You can post words on your website and broadcast them on radio, but the combination of video and audio delivers a far more powerful impact.

That’s because video conveys messages with both verbal and non-verbal cues. Remember that communication is:

  • 7 percent the words that you say
  • 55 percent body language
  • 38 percent the tone of voice

For consumers, finding a trustworthy brand is an important step along the car-buying journey. Another study found that a user’s positive experience with a video increased brand association by 139 percent.

2) Video Creates an Emotional Response

Emotion sells because it happens on a very instinctive level. People may not be aware of why they’re buying–they just know they feel good about it.

To differentiate your dealership and generate a powerful emotional response in viewers, create inventory videos with voiceovers that focus not just on the features, but on how owning the vehicle will make the buyer feel.

According to a recent Gallup study, “businesses that optimize this (emotional) connection outperform competitors by 26 percent in gross margin and 85 percent in sales growth.”

3) Video is Memorable

When was the last time you heard someone talk about a great newspaper or digital ad they just saw? When was the last time you heard someone mention a great video they just watched?

The reason why videos are memorable is based on science. People remember only 10 percent of what they see, but 50 percent of what they see and hear. A great video can touch people’s emotions like no other form of media can.

The right combination of music, narration, visuals and motion invites viewers to experience your product and your brand, instead of just hearing about it.

According to the Online Publishers Association, 80 percent of Internet users recall watching a video on a website they visited in the past 30 days. Of that 80 percent, 46 percent took some action after viewing the video, including looking for more information, visiting the website, visiting the company and purchasing a product.

It’s pretty simple: use video to make your brand memorable, and consumers will remember your brand.

4) Video Saves Time

A two-minute video can deliver a lot of information. From the consumer’s point of view, watching a video takes less effort and time than reading text and trying to decipher which product or service is best for them.

Try viewing your Vehicle Display Pages (VDPs) from a car-buyer’s perspective. Do you think most people read all the specs listed there? A consumer may scan the text but unless they are looking for something specific, they won’t remember much.

Static photos don’t convey a lot of information either; only what the vehicle looks like. Video on the other hand, can present rich visuals along with a voiceover that helps to educate and excite the consumer.

In a sense, videos remove the burden of research, reading and decision-making on the part of the consumer. If all of that information can be delivered in a video, people will choose to watch the video, every time.

Is video on your 2018 marketing priority list? Consumers love video, so if you’re serious about giving your customers what they want, give them video.

Social Listening and Quick Action = Video Marketing Gold!

All too often marketers find themselves with writer’s block, if you will, when it comes to new ideas. Short of spending a ton of money for an ad agency, businesses can still find opportunities to insert themselves into trending stories for little money… IF they act quickly. 

Case in point: On Nov. 2, 2017, a young aspiring videographer decided to use the power of video to help his girlfriend sell her car. What was so special about it? Nothing! It was a 1996 Honda Accord. But he created this incredibly clever, well filmed video advertising the vehicle. In fact, it was so clever that, to date, it’s received over 6.2 MILLION views. Yes, a video merchandizing a car went viral. Surprise! Videos sell cars.

You can watch the video here:

CarMax heard about this trending video and quickly jumped into action. They created a response video integrating the features and items for the 1996 Honda Accord and offered $20,000 for the vehicle (We all know that a 1996 Honda Accord with over 100,000 miles is not worth $20,000). This video also went viral because outside observers joined the ongoing story to see what would happen.

Here is the response video by CarMax:

At the end of the day, the videographer accepted CarMax’s offer and his girlfriend sold the car to them – minus the cat.

Why did this work so well for all parties involved; and why did anyone care?

When making the video of the1996 Honda Accord, the aspiring videographer took the time to tell the vehicle’s story. He created a high-quality video walkaround that was over-the-top in personality. The seriousness of his tone in the video essentially became its own character.

Of course, people loved it. But why? For someone to even take the time to make a video like this is itself entertaining. But the character and personality injected into the vehicle throughout the video captured a lot of people’s attention – and for something that’s normally not that attention-getting.

Video has the power to engage and hold an audience when it’s done rightand this videographer did it perfectly.

CarMax saw an opportunity to capitalize on a trending video in a humorous way. But, more importantly, in a way that supports their brand message – namely, that they buy cars. The video had a tongue-in-cheek style that was appreciated by the Internet citizens paying attention. While their video didn’t go quite as viral (only around 350,000 views), that is certainly more views than they were used to getting on any vehicle inventory video.

In the end, the lesson to be learned is that every car has a story, something that makes it unique, special, and desired by “someone”. But that story can only be told by making videos in a way that engagers viewers. Your video doesn’t have to reach 6.2 million people. It only needs to engage one. And when it does, you’ve done your job right.

Make videos infused with personality, which are also high quality, regardless of if you’re selling a Ferrari supercar, or a 1996 Honda Accord.

The second lesson to be learned is that there are marketing and branding opportunities all over the place. You can capitalize on these without much expense, and little effort. While you certainly shouldn’t try and jump on every trending piece of social media that’s gone viral, you should identify those that fit well with your dealership and brand message. The Internet can be very critical if it senses you’re out of character, or solely trying to get attention. Your Internet audience can, however, appreciate a clever response that’s in-character.

Take this as an example of how two videos of a 1996 Honda Accord engaged millions. Consider any opportunities you have at your dealership to improve the quality and engagement of your vehicles through video marketing. You may start seeing more engaged buyers which will translate into faster inventory turn and higher front-end revenues. And that’s what video merchandizing is all about.

The Dominance of Video Marketing for Business

As video continues its quick rise it has become the most engaged with and preferred type of content for consumers. Marketers have taken notice and are quickly pivoting their content efforts accordingly. A new study by Magisto reports that video marketing has already eclipsed all other content types and is now a $135 billion industry. To put that into perspective, the report shares that advertisers in 2017 “expect to spend $83 billion on digital ads and $71 billion on TV commercials.” 84 percent of marketers created more video in 2017, with 60 percent of businesses having video marketing that accounts for more than 25 percent of their marketing budget.  

Why is video so dominant as content? According to the study, “Done correctly, video has the scale of television, the precision of digital marketing and the power of authentic story. Businesses are using video to distribute their messages in ways that contribute real value to the attention economy…”  

Consumers prefer video content. Just look at the most popular websites – namely social media platforms such as Facebook and Instagram. Video content dominates consumers’ newsfeeds because that’s the type of content that Facebook sees is most engaged with. But don’t think this is all about social media. Magisto shares that by noon Pacific time every day, 120 billion emails are sent and 35 million photos uploaded to Instagram.  

Consumers are voting by their actions as far as the type of content they prefer — time spent on web pages with video averaged 7 minutes and 21 seconds. While time spent on pages without video was only 2 minutes and 48 seconds, according to a study by Wistia, which analyzed consumer behavior on the top 100 websites.  

Why is time on site important? The longer a consumer spends on your site, the more likely they are to convert. In fact, having video on a web page can increase conversion by up to 80 percent, making online shoppers being almost twice as likely to buy from that business! 

 Video content should not be something you are “considering.” That time has passed. It’s now only a matter of what kinds of video should be produced, and how your dealership should use it with your customers. Engaging consumers is the number one way to increase interest and steer them towards your dealership and away from the competition. Of course, if your competition is using video and you aren’t, chances are they are already taking away sales from you.   

Video marketing is not hard, nor is it expensive, it just needs to get done. It’s no longer whether you should be doing video, it is how much is it costing you NOT to? 

Are You Throwing Customers Away Due to Lack of Communication Channels?

I was recently in need of a moving company. There was one in my community that had done such a great job of branding and building consumer awareness that I decided to give them first shot at my business. I WANTED to do business with them because of their brilliant marketing.

When I was ready to pull the trigger, I Googled their business name and went to their website searching for an email address so I could interact with them and get information via email.  However, when I landed on their website, the only contact option offered was to call them.

Well, I had seen their number all over the place already, on signs throughout the neighborhood, on the side of their vans, through paid search ads, organic search ads and their organic search listing. But that’s not how I wanted to communicate with them! I wanted to email them, as that is what I prefer, but they didn’t provide that option. So, guess what? I bounced from their website and searched for other companies that would allow me to communicate with them the way I felt comfortable communicating.

This is an interesting analogy as the same problem is so prevalent in our industry — Do you know how many times potential car buyers have moved onto your competition as you do not allow them to interact with you by their preferred method of communication?

If you aren’t offering every form of communication possible, or fail to clearly post all methods of contact throughout your website, you are probably losing potential vehicle sales and service opportunities more often than you think. Consumer preferences for how they wish to contact and interact with a dealership can vary greatly. Some want to call and talk to a live person. Some want to text. Some want to email. And now, with today’s technology, the younger crowd wants to communicate via live video stream – something most dealerships aren’t prepared for.

Regardless of how the customer wants to interact, my guess is that you want to sell them a car. If they are of the same mindset that I was, you could easily lose that opportunity by failing to provide the form of communication the customer wants to use. And therein lies the problem.

There are many generations in the market today buying vehicles – and each one (not just generations but people) prefer different forms of communication.  They may even prefer a different sort of communication at different times, or with different businesses. Imagine if I wanted to communicate with that moving company at 1:00am. I couldn’t even send them an email because all they had was a phone number!

Our goal shouldn’t be just to move shoppers through our sales funnel, it should be to make it easy for shoppers to move through our sales funnel.  To accomplish this, you must ensure that all your bases are covered when it comes to providing your customers – or potential customers – their preferred means of communicating with you.

If you are like most dealers, I am sure you try, unsuccessfully, to communicate with customers that submit lead forms all day long. Why make it difficult for them to engage with you when, in fact, they may really want to?

Can You Hear Me Now?

Engaging video needs to be quality video. Whether you’re making it with an iPhone, or a $10,000 camera, it’s important to make sure that a viewer (or viewers) can clearly make out what is being recorded. As personalized video and social media content such as Facebook Live are becoming increasingly popular, there’s one thing many aspiring video marketers fail to consider… 

Sound quality. 

The fact is, it doesn’t matter how expensive (or inexpensive) your video equipment is, almost all tend to lack microphones that are of sufficient quality to really isolate the speaker. Think about it. When you’re doing a video walkaround for a customer, consider all the challenges you face. You’re probably doing it on the dealership’s lot, which means all sorts of background noise is going on: other customers; people paging each other; service department noise; weather-related noise (like wind); and, since most dealerships are roadside, you probably have some traffic noise too. All of these background sounds can easily affect the sound quality of the video and make it difficult for a customer to hear you clearly, which makes the video less engaging –despite how great the video quality may be.  

 The same issues can arise with personalized email videos, or any type of video content. Your showroom isn’t going to go silent just because you want to record a personalized video email to a customer. It just won’t! There are phones ringing, salespeople talking, customers milling about, perhaps kids in the service waiting area, or even background music playing. All of these things can also affect the overall quality of the video and detract from the professionalism you wish to present to your customer.  

 My advice is to invest in a great microphone. Regardless of the equipment you use to make the video, there are many choices for external microphones that will work with it and it doesn’t have to be expensive. By simply adding an external microphone to your smartphone, DSLR or video camera, you can greatly increase the clarity and engagement of your video. Nothing is worse than creating a super video only to find out later that some car horn in the background, or other noise, interferes with your voice.  

If you’re the type that makes videos on your own (i.e.: selfie video emails or walk arounds), then a simple corded lapel microphone should be sufficient to adequately capture your voice and minimize ambient noise, while not interfering with your video production. If you have someone filming you, whether that’s with a smartphone or DSLR, consider upgrading to a wireless lapel microphone. This allows the camera to be further back, hides microphone wires and minimizes ambient noise, while nicely capturing your voice.  

Go ahead and keep making those videos. People love watching them… but they also want to hear what you’re saying. Follow this advice and you’ll find that your video quality increases and your audience is more engaged. 

The Real World of Conferences! 

I’ve been in this industry for over two decades and in that time, believe it or not, (while I sure don’t want to age myself here) I have participated as an exhibitor and speaker at EVERY Digital Dealer conference. I’ve run sales teams and had booths at all of them –regardless of which company I was working for.

But, you know what I’ve never done at any single show? I’ve NEVER lamented or complained about the lack of dealers, low prospect count, or lack of ROI.

Why?

Well, the truth is, being an exhibitor at a conference is MUCH more than simply setting up a table and backdrop. There’s a lot more to it than simply being there — no matter how large or fancy your booth may be.

How many times have you yourself thought – or heard the staff you sent to the conference say things such as:

  • “Attendance was bad. There weren’t any dealers.”
  • “The dealers wouldn’t talk to us.”
  • “Dealers acted like we were invisible and brushed us off.”

Or something to that effect.

Listen, just as in any other form of marketing, conferences are an investment. You spend money and expect to see a return on that investment. It’s certainly a hefty investment, that’s for sure! Therefore, as an exhibitor, you should do everything in your power to ensure your conference investment gets a good ROI. However, the problem is that, unlike online data, a large human factor is involved in conferences, which can dramatically affect the outcome.

Why is it that at every conference some exhibitors come out with pots of gold, while, at the same time, others complain about poor results? Common sense should tell you that perhaps the exhibitors leaving with the gold are doing something different. Something right.

But what is that?

In a first-of-its-kind, never before seen at a conference session, I will share my decades of experience as a Digital Dealer exhibitor in an exclusive pre-conference session arranged especially for you by the conference organizers. Our joint goal is to help ensure your success at this conference.

Be sure to attend so you can learn the things I have done, trained my team in and executed over every Digital Dealer Conference to ensure success. Learn best practice tips that will ensure you and your team leave the conference with ample contracts and prospects, along with the knowledge that you made a wise investment in the conference.

This special session, sponsored by the Digital Dealer Conference, is designed to make sure that exhibitors leave with maximum connections, relevant conversations and the prospects they need to ensure a successful investment.

Another reason to attend is my renowned, wonderful and engaging co-presenter, Arnold Tijerina, president of Storytailer. Many of you will know him as he has been behind-the-scenes at over 18 Digital Dealer Conferences. He has attended in just about every role; ranging from dealership employee, to working as my employee at one of my past vendor businesses to drive traffic to the booth and close deals. He has even worked for the conference itself and, because of that vast variety of experience, can share insights and observations he’s had over the years.

I sincerely hope we can share some valuable knowledge with exhibitors – both old and new – which will help you be more successful in connecting with and earning the business of dealership attendees while at the conference.

I look forward to seeing you there!

If you are an exhibitor at Digital Dealer 23, you’ll want to register and attend this special pre-conference session “An Exhibitor’s Guide to Success at Digital Dealer.” Digital Dealer is offering a pretty valuable perk for doing so!

TheDigital Dealer 23 Conference & Expo will be held this Sept. 18-20th in Las Vegas, NV. Register now to start building your agenda by choosing from more than 100+ sessions!