audience

Why Face-to-Face Conversations are More Important than Ever

By Timmy James

 

By nature, humans are social creatures. Need more proof? One of the worst punishments our legal system has come up with is solitary confinement. Not only is this dreaded by inmates, but it can also affect their mental health. Whether an introvert or an extrovert, we all crave personal interaction.

Like many of you, I am currently working from home. And, at the end of one day last week I had an impromptu meeting with one of my customers. The meeting started on the phone but, after 15-20 minutes of the call, we decided to switch to a live-stream one-on-one video call. While we continued talking about the business matter, the conversation quickly changed into a personal chat. Just two people who have been working from home for many days now. While we both interact with people throughout the day, most interaction is via the phone or text. When we switched to the live-streaming video call, emotions changed into joy and excitement that we were having a personal, live, face-to-face interaction with an individual outside of our homes.

Even before this health crisis, people wanted to have live interaction. That’s exactly why sales managers are renowned for telling salespeople to “Just get them in.” Of course, at the moment, we have a quandary. Many salespeople are out of work, CRMs are still spitting out the same messages and consumers are still shopping for vehicles… but nobody is answering them.

We’re dealing with a situation unlike anything seen since the measles or polio breakouts decades ago. The entire country is hunkered down, sitting at home with their families. And many are very bored. What do people do when they are bored? They tend to accomplish tasks they’ve been meaning to but have not yet found the time for. And guess what? This could very easily include researching a vehicle purchase. 33 states have either halted or limited vehicle sales forcing salespeople to stay at home. However, in many cases, their CRMs are still receiving leads. OEMs are offering aggressive incentives and interest rates are low.

Car sales are all about emotions. That’s why the standard has always been to get the customer to test drive, kick tires, breathe in that “new car” smell and take mental ownership. However, before any of that can happen, a salesperson or BDC agent needs to create rapport to get that specific customer to choose their dealership.

Customers currently don’t have the luxury of visiting the dealership. But you can approach that level of face-to-face contact with live video chat. It builds the rapport needed for the customer to decide who to buy from and what to buy. Your dealership can interact with these customers in a personal way while building that emotional relationship with the salesperson, the dealership AND the vehicle. And what do those interactions produce when doing this via live-streaming video calls? The same as it produced for me and my customer — Joy and excitement. It helps move that customer down the line to the sale.

Many dealerships are experimenting with virtual test drives and video calling to provide that in-store face-to-face experience right now and having amazing success. But like all sales processes, it must be done right to have the most effective impact. Many of the popular video calling platforms out there require both users to install plugins or download the same apps to assure cross-platform and cross-operating system compatibility. These platforms are great for organized meetings, entertainment, or educational purposes. But when you need to engage a customer or a lead from your website, or for email/texting communications, the best video calling technology to utilize is one that allows a “one-click” audio and video communication to work inside web pages through direct peer-to-peer communication. This eliminates the necessity to install plugins or download apps and ensures an instant video connection; no matter what device or platform the customer or lead is utilizing.  This could alter the entire experience completely and make the difference between a GREAT video experience, and no communication or experience at all (another lost lead).

So, consider using live video chat to have that face-to-face interaction with your customers that is very much desired, especially right now. Combined with good storytelling through strategic vehicle and dealership marketing videos, it could easily slingshot your dealership into a consumer’s first choice. Not just in these times when it is even more crucial to communicate this way, but also when everything goes back to normal. And now is the time to start planning for the future. You don’t want your competition to beat you and take your customers away!  Get that competitive edge and create those loyal customers now!

Why Video Titles are so Important

Videos are essential for effective marketing and will continue to rise in importance in the future. They are engaging, and consumers would rather watch a video than click through a bunch of photos. I’ve talked plenty of times about the different types of videos. But for this blog, let’s get off VDPs for the moment. Some of the video content I recommend for dealers are how-to videos, vehicle walkaround videos, and reviews. This is excellent content for a dealership’s website as these videos engage existing customers. But there is another benefit that dealers tend to forget – they also attract prospective buyers and service customers. The trick is that they must be easily discoverable.

According to an article on CEOWorld, matching your video title to a search and optimizing the video description and URL is an excellent way to increase your dealership’s SEO strategy and performance.

Everyone uses a search engine – mostly Google. On a basic level, Google delivers search results by deciding which content is relevant to the search and tends to favor local results first. For example, if a consumer were to search “Chevrolet dealership,” Google won’t serve up results for dealerships across the country, but rather those nearby. The problem is that how-to and video walkaround videos and reviews don’t show up in many consumer searches because dealerships fail to tell Google that their video is relevant.

Think about it. If a consumer is looking for a review of a new model vehicle, what do they typically type into the search bar? Most consumers will type in precisely what they are looking for. If searching for a review of a 2019 Chevrolet Silverado 1500, that is pretty much exactly what they type into the search bar. Or, if they want to know what a radiator flush is, that’s what they type in the search.

It makes sense to ensure that the title of your video mimics the questions a consumer is most likely to type into a search engine. You then show relevance to Google and will show up in searches. If you hit the nail on the head and the title of your video is an exact match for the consumer’s search, you are infinitely more likely to show up high in the organic search results. And not just Google but all search engines. Also, because Google favors local search results, chances are high that local consumers will be served up your video over others.

Video is increasingly favored by search engines, social media platforms, and consumers. Therefore, it’s imperative that your dealerships have an effective and comprehensive video marketing strategy in place.

Create content consumers want to see and be smart with your titles. Consumers will then be served up your dealership website as the answer they are looking for. And that’s a great thing for sales and service.