by Brian Cox
As published in the June issue of AutoSuccess
Car shoppers are relying on videos more than ever to help them with purchasing decisions. For car dealers, the first step in creating an effective video marketing strategy is to start with inventory videos. Stitched photo videos are a great option and deliver a better shopping experience for your customers than static photos.
However, if you really want to up your game, implement a process for full motion inventory videos. Live action videos are proven to engage more shoppers and convert more leads.
The good news is you don’t need a professional videographer or expensive equipment. You can start with a smartphone. Expect that the first few videos you shoot will be horrible. That’s okay. Practice makes perfect.
Here’s a quick primer on how to shoot professional looking inventory videos that sell.
First, get to know your equipment and learn how to use it. Small adjustments can make a big difference when it comes to video quality. Shoot with a 16:9 (horizontal) aspect ratio and experiment with different settings. The settings we recommend are:
Frames per second: 30
Shutter speed (exposure): 1/60, 1/125, or 1/250. The lower the light conditions, the lower the shutter speed. However, lower than 1/60 and your shots may be blurry.
ISO setting: It depends on lighting. If it’s a cloudy day or you’re shooting in the shade, use a higher ISO setting. However, the higher the ISO, the more grainy your video will be. Keep the setting as low as possible and never go above 800.
Aperture: This setting affects depth of field. If you want to bring the car into focus and blur the background, use a larger aperture setting. If you want both the car and the background to be in equal focus, use a smaller aperture setting.
When it comes to audio in inventory videos, there are three options:
- Talk while shooting the video
- Add voiceover in post production
- Use automated voiceover
If you choose to talk while shooting the video, invest in a good quality wireless microphone with noise reduction. Often it’s easier and more professional to lay down a voiceover track in post-production. If you’re not comfortable with either of these options, try an automated voice over option. With the right application, all you have to do is shoot the video and a data-driven audio layer is automatically added to your videos.
When deciding what to say in your videos, the most important thing to remember is this: information is important, but emotion sells! Your job is to make the car shopper want this car over any other car they’re considering.
The best way to accomplish this is to tell the viewer WHY a feature is important. For example, if a vehicle has a built-in GPS system, add a comment about how a GPS “keeps you from getting lost and keeps you on time for appointments!”
In general, it’s best to keep inventory videos between 1.5 and 2.5 minutes in length. However, there are some dealerships that produce videos from three to four minutes in length that have high completion rates. It depends on the quality and presentation of the video.
Don’t forget to include your dealership’s unique selling proposition (USP). Why should the viewer buy this car from your dealership instead of from the dealership across town?
Informational and Emotional Enhancement
An effective inventory video strategy is to have the audio focused on the vehicle’s features and benefits, as well as your dealership’s unique selling proposition. Then, use banner overlays and other visual elements to relay additional information important to the car shopper, such as:
- MSRP data
- Rebates and incentives
- CPO content
- CARFAX data
- Dealership specials
All the information listed on the VDP page should be included in the video. Be sure to integrate conversion widgets into your videos, so when viewers click on the video they’re brought to a landing page.
Don’t forget to include a call to action at the end of the video! You must tell the customer what you want them to do, and give them a reason to do it.
Once your inventory videos are complete, the next step is distribution. The more touch points your videos are viewed on, the more leads you will get. Make sure your inventory videos are viewable on:
- Your website’s Vehicle Display Pages (VDPs)
- YouTube, Facebook and other social media channels
- Third-party shopping sites such as Cars.com, Autotrader.com or eBay
- Email marketing campaigns
- Craigslist ads (provide a URL link to a video landing page)
To get your inventory videos ranked by Google, make sure your website provider utilizes a video sitemap for your website. A video sitemap greatly increases video SEO rankings.
The ability to produce quality vehicle inventory videos is the first step in creating an effective online video marketing strategy, guaranteed to draw more customers to your website and convert them into leads. Fortunately, these days, it’s easy and fast to create and distribute powerful full-motion inventory videos designed to capture car shoppers’ attention, educate and inspire emotion.
By Tim James
With all the worry and concern out there regarding the Coronavirus and the impact it will have on public health and business, this is a great time to talk about video communication. It has always been the perfect tool for connecting with consumers without having to be fact-to-face.
To be really effective your video communication platform should integrate New Model Test Drive videos, Inventory Videos, Video Calling, and Real-Time Notifications.
Google estimates that approximately 70% of all automotive shoppers are searching for New Model Review Videos early in the buying cycle. Stand out from the competition by offering shoppers video content, rather than the standard pictures found on common dealership websites. Using the right platform, it is easy to add New Model Review Videos to your website and deliver information in an emotional video presentation for those customers that prefer not to visit a showroom, and still effectively move them through the buying funnel.
Automated Inventory Videos are also proven to transfer more information and inspire more emotion from your VDP Pages than pictures or words alone. They are a great addition to internet and phone lead follow up.
Another critical tool that can win over car shoppers is New Model Test Drive Videos and Full Motion Walkaround Videos. These types of videos are great for car shoppers early in the shopping journey. Inventory videos are then the next logical touchpoint.
During a time when fewer people will chose to visit the showroom, wouldn’t it be nice to know if your leads are still shopping or not? They may not be coming into the dealership, or returning your calls, but what are these folks stuck at home actually doing?
Our platform offers real-time notifications and sends an alert every time one of your prospects is live and watches one of your inventory videos – whether on your website, AutoTrader,Cars.com, or other third-party marketplaces. You then know exactly when you should attempt to contact them. Even if you cannot reach them at that moment, you can see exactly how active that prospect still is.
Speaking of lead management, one of the easiest ways to increase shopper interaction and convert more website traffic into on-the-lot shoppers is to enable your shoppers to talk to one of your professionals “live” from the comfort and safety of their own home. Live Video Communication is quickly becoming the preferred means of communication.
You can increase the humanization and personalization of your communication touchpoints dramatically in both sales and service by utilizing live video and texting. Live communications make it easy right from that start, and you can scale your video calling strategy throughout your entire dealership, regardless of size. Encourage your customers to video call you and get that face-to-face interaction without actually being face-to-face – something that would certainly appeal to car shoppers nervous about coming into the dealership.
If customers are spending more time at home, they probably have more time to shop online. Provide stimulating and emotional product information to keep your dealership top-of-mind not just now – but in the future once life returns to normal.
In this period of social distancing, video can help your dealership continue to respond to and communicate with car shoppers while moving them down the sales funnel while your competition is waiting.
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.
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.
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.
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.
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.
by Tim James, COO, Flick Fusion
You don’t have to look very far to see that Video Marketing is the future of digital marketing. Not only is it cost effective, easy to create and use video online, but consumers favor video on almost every platform.
If you are a dealer, video is too important to overlook. While it is popular now with marketers and consumers, that popularity will be even larger over the next few years.
Here are three things fueling the growth of video marketing over the next five years and beyond. Along with some simple tips you can use to stay ahead of the trends in 2020.
- 5G is coming…
The world is on the edge of a communication revolution. 5G networks will be rolling out in the US by the end of 2019. Since most mobile devices are already designed for viewing video and downloading large files, the real innovation for video in a 5G world will be Augmented Reality.
For example, Panera Bread recently launched an AR ad unit for mobile devices. Consumers can project and rotate menu items and share the content across popular social media channels. The idea is to add transparency and increase engagement. For your dealership to be competitive, it makes sense to incorporate AR advertising and image overlays into your 2020 marketing strategy. A consumer can’t really “see” a car by reading a monroney sticker. They can, however, kick its virtual tires online and cruise through and around it via video. Imagine car shoppers interacting with a vehicle walk-around video right in their own homes.
Some other major national brands and games have found success with AR applications. Snapchat filters are wildly popular among younger generations and are a great example of how simple overlaid images can enhance the user experience and help spread brand awareness.
- 70% of the workforce will be millennial or younger over the next 5 years
Speaking of younger generations, 70% of the workforce will be millennial or younger over the next 5 years and their purchasing power will continue to rise. Millennials, Gen Y and Gen Z consume video for more than just entertainment. They use it to guide them in everything from fixing their own washing machines, to learning about brands and products. This then influences their purchasing decisions.
According to a consumer study by Animoto, 8 out of 10 millennials find video helpful when researching a product or service. In fact, they are 85% more likely than baby boomers to purchase if they can watch a video explaining it first.
How can your dealership take advantage of this? Include demo videos on product pages as consumers prefer product demo videos over still images. Placing video on your website increases conversion by 80%. Also, having video on a website makes it 53 times more likely to make it on Googles 1st page. In addition, email open rates increase by 7% when the word “video” is in the title. So, it make sense to include video as part of your lead follow up process.
- By 2020, most content will be video
In 2016, Facebook predicted that almost all of its content would be video. Since then video consumption has increased by 100% per year. By 2020, 80% of all digital content will be video. 6 out of 10 consumers prefer video over television. Not only is video the consumer’s preference, it can also reinforce your brand because viewers retain 95 percent of a message that they watch through video.
Video continues to dominate every form of content delivery, and somehow manages to break its own records year after year. Video content is here to stay. Not only is it here to stay, but marketers that fail to use it – and fail to have a robust mobile and video strategy – will quickly find themselves left behind eating their competitors’ dust. And, more importantly, left behind by their potential customers.
Decide now to increase your video content production efforts so you are ahead of the competition in 2020. Include video on your website, use it for more effective customer follow up and make it a core part of your overall marketing strategy. It is what consumers want, and your profit margins will probably agree.