Interpreting meaning through communication can be hard.
For example, the simple statement “Fine.”
What does that word really mean? Ultimately, it depends on the context and, more importantly, how it’s said and the body language which happens in that exact moment.
When your significant other says “fine,” you darn well better know what it means, or you can be in a whole world of trouble! Or, if you tell a teenager they must clean their room before they can go out with friends, play video games or whatever they want, there are many ways “fine” can be expressed. If they say it loudly while slamming the door in your face, that has a much different meaning than if they say it in a low submissive but agreeable way.
Humans are masters of perception. We all communicate, and that communication comes across in different ways – be it vocal, physical, or via some activity.
But what does all this mean as far as your dealership and communicating with your customers?
As marketers, with all the data available to us today, we can better interpret customer interactions and more effectively communicate with them than ever before.
An argument could be made that a customer’s digital activity can tell us more about their intent than a face-to-face conversation. Ultimately, the digital footprints a customer leaves throughout their car buying journey are, in fact, a conversation. You may not be able to see the customer, but they express their intent through their online activities.
That customer looking at your website and bouncing through your entire used car inventory, who also jumped around on third-party listing sites, is much higher in the sales funnel. They are having a conversation with you. Something along the lines of, “I’m in the market for a car but I don’t know what I want.”
A customer visiting your website, viewing every Honda Civic in stock, is not only telling you they want a Honda Civic but, if you want to get granular, also which trim level, price range and mileage restrictions they value.
Whatever they spend the most time viewing is probably the best fit for what they are searching for. An unlimited amount of data is out there to help you identify, define and motivate customers. You must just take the time to look at it.
Now that you know the customer’s intent, where they are in the funnel and what they are interested in, what’s the best way to communicate with them?
While you have the secret-agent advantage of all this relevant data showing the customer’s intent, the customer still wants good old face-to-face interaction when it comes down to the sales process. Simply sending a templated email accomplishes nothing. It’s not personal, is not directed to them, fails to really interact on an emotional level, and usually has little relevance.
Of course, you “could” take the creepy road and tell them everything you know about them — but that would likely be counterproductive.
The best way to engage a customer is through a personalized video response. They can see you, hear you and read your body language. If you’re sincere, friendly and engaging, and use the data you have about the customer’s digital journey to craft a personal response, the customer will be able to relate; rapport will be established infinitely better than any “Buy from us because we love you” e-mail template.
Don’t be afraid to send video email responses to your customers. Most of your competitors simply send those canned templates from their CRM with ZERO impact – if they even make it through the customer’s spam filter.
Make an impression and win business using technology that allows you to interact with customers the same way business has been won for decades… in person. With video you can now interact in person, without the customer even being in your showroom.
The statistics show that customers respond to video. They can read your personality and intentions more clearly via video than a written communication, because emotions are more clearly illustrated. And, more importantly, as a result they will connect with you better and choose your dealership to buy or service their car. Then everything will be just “fine!”
by Tim James
Amazon and Google are engaged in a war. Both produce proprietary hardware that consumers can purchase and use to access content through various means — and the competition is getting vicious.
I recognize that, in terms of video marketing hosting platforms, YouTube is the 800-pound gorilla — it certainly has large market share in terms of search and users. But recently, YouTube chose to engage in a battle with Amazon that threatens the usefulness of their platform. Why? Well, as consumers have grown used to accessing YouTube in different manners – via mobile phone, browser, connected device or streaming hardware – they now simply expect the same access, regardless of where they choose to access that video content.
Why should dealers care?
As in all marketing, dealerships should expect to benefit from the fruits of their labors. While technology has made the path of entry to different solutions easier, as a dealer, it still takes time and effort to create your content and messages.
When it comes to video marketing specifically, regardless of whether you are shooting video on smartphones, or have an elaborate professional setup, most of you probably still make the effort because you realize the value and exposure video content brings.
But, what if you do all the work and miss out on customers because companies don’t like each other?
Ah… the million-dollar question. I’m sure you’ve heard the expression “You get what you pay for,” right? Yes, YouTube is highly popular with dealers in the video marketing arena, for good reason. They are the 2nd largest search engine in existence and, more importantly, they are free.
Um, but hold on a sec… are they really, free????
What happens when a customer searching for vehicles gets blocked from watching that video you made of your inventory? What about when they get an “Access Denied” message when trying to watch that personal video response you made for them? Any of these scenarios could cost you a sale, which costs you money. Not so free then, right?Well, that ease of access is no longer the case, and it could get worse. What am I talking about?
First, in October 2015, Amazon pulled Google Chromecast and Apple TV from its inventory and no longer offered it for Amazon customers to purchase, presumably to encourage use of its own Fire Stick product as a streaming solution.
Then, Amazon expanded its voice-activated hardware, Echo, to include the Echo Show, which includes a screen and video capabilities. At first, YouTube was available on this hardware. But soon after its debut, YouTube pulled access from the Echo Show because of how Amazon implemented it, which excluded some features.
Moving on forward, just last month, YouTube again appeared on the Echo Show, prompting many to believe that the companies had made up. However, apparently that was not the case. According to TechCrunch, Amazon simply developed a workaround to allow Echo Show users to access a web version of YouTube without Google’s knowledge.
Next, on the 5th of December, Google once again blocked Echo Show users from accessing YouTube content. And it doesn’t seem like this battle is anywhere near the end.
On top of that, consider the data deficiencies, CRM integration or other workarounds staff go through to integrate inventory, or personalized video messages to your customers. The mere fact that videos hosted on the YouTube video platform could NEVER BE SEEN, even by those who TRY TO VIEW THEM on what’s arguably the most patronized company on the planet (Amazon), should concern dealers.
Neither Amazon (who is making inroads into selling cars on their website) nor Google particularly care about car dealers. There is much more revenue to be had in the marketing ad revenue world, as well as the cable-cutting trend that led them into the hardware business — and Amazon is working on coming after a share of the pie that Google has carved out.
As the war between the two companies’ heats up, avoid becoming collateral damage and consider the hidden costs associated with hosting your video on these platforms. “Free” isn’t always free. Make sure you have a video marketing platform that protects YOUR interests. Ensure that those valuable, time-sensitive messages are delivered and can be viewed by your customers, and remove yourself from the battlefield.