Director of Partnerships & Business Development, Lehel Reeves, shares why video is imperative in today’s society and how dealers can lose business if they abstain.
Stitched photo videos have been around awhile. I’ve had many people ask me lately if they are still relevant, do consumers really watch them, and why dealers should have them when they already have a large number of photos and vehicle description on the VDP. My response is to remove personal opinions out of the equation and let the “data” do the talking.
The reality is that stitched photo videos can be the most important type of video content your dealership has. Consumers are video-oriented and, while it is good for a dealership to have a large number of photos of a vehicle on their VDP, consumers simply don’t want to scroll through all those photos or read all the text in the description.
If you aren’t going to invest in a full motion inventory video, then you must provide consumers with a stitched photo inventory video at a minimum. Consider this, the completion rate for a stitched photo inventory video is 70-75%! Think about that. If consumers did NOT like them, would they watch a stitched photo video for an average 1-1/2 to 2 minutes right through to the end?
The fact is, Google identified Inventory Videos as one of the most desired types of video content that today’s shopper is looking for. Dealerships who add inventory videos (stitched photo or full motion) traditionally see a 10-15% increase in total leads (all sources), appointments, shows, and sales. And when incorporated into an integrated video marketing strategy, these numbers can easily double.
Our lives revolve around video already. We watch video reviews, TV, news, Netflix… whatever. We don’t unroll the daily newspaper anymore. Everything is on demand. And that’s what consumers want.
Let me reiterate, just to be clear, I’m not saying that stitched photo videos are the BEST form of video marketing. But, for those dealers who have yet to make the commitment to full motion inventory videos, or who don’t want to pay a service to create them, my suggestion is that stitched photo videos are, at minimum, the most essential inventory marketing piece these dealers can have.
Because the data proves it. They increase VDP Engagement from your shoppers, raise your Time on Site (which Google loves), and they generate more leads than SRP’s and VDP’s that only have still photos. Is that enough reason? I would certainly think so, especially if your dealership is already taking those multiple photos of the vehicle. If that’s the case, stitched photo videos are the most straightforward solution and are very effective.
One last point that should be mentioned here: one of the most important reasons you need an inventory video (stitched photo or full motion) is to get your Value Proposition, Testimonial, and FAQ videos in front of the shoppers at that phase of the buying cycle. There is no other way to get this rich video content in front of the shopper while on the SRP/VDP, other than using the Inventory Video as leverage. This is the most critical time for that video content to be viewed!
When making videos for your dealership, it can be easy to get so caught up in the “What should I say?” that the video never gets made.
Some video marketing experts advise that scripts are the way to go as the person on camera then knows what to say. But that may not be best for everyone.
The person that is making the video, doing the talking and/or the subject of the video, ultimately is representing the dealership. Of course, everyone wants their videos to be professional. But you should also want them to be genuine (sincere) and engaging to the customer. Have you ever seen a video where the person speaks in a monotone or without emotion because they are reading from a script? It’s not very engaging, is it?
To that point, in this blog, I’d like to cover a couple of best practices that can help when executing different types of videos for your dealership that will more effectively engage your customers.
1. Walkaround videos – Whether for general merchandising or personalized emails, it is essential to be knowledgeable about the vehicle. Managers expect that their salespeople know their product. If your salesperson has to read a window sticker to do a walkaround in person, that certainly is not acceptable.
Well, the same holds true for video walkarounds. Customers get excited about vehicles when the salesperson is excited. If a salesperson can knowledgeably explain to a customer while emotionally engaged why a vehicle is excellent and/or why it’s right for the customer, the customer is much more likely to trust and engage with the salesperson. This is especially important when a customer is still in the “Is this vehicle right for me?” stage. If a salesperson can’t correctly show a car without a script, they should not be showing cars period — much less doing walkaround videos.
2. Personal email videos – The whole purpose of a personal email video is to convince a customer who inquired about the vehicle that your dealership cares about them on an individual level and that they should do business with you. Scripted videos can take the personality out of the equation, come off as dry and uninteresting. Ultimately, they could even be counterproductive to the primary goal – getting the customer to like the salesperson or BDC agent.
While it is OK to train employees on what they should say in general, to engage the customer, employees must be able to take those basic talking points and integrate them into the message using their personality. Just as customers can tell whether an email response is a template or an actual communication from a person, customers can also determine if a video response is genuine or just someone reading from a script.
It is definitely okay to write your thoughts down on paper and organize your thoughts to prepare for your personalized video. But when the camera starts rolling, put the script down, make eye contact with the camera, and let your personality shine.
Ensure that your salespeople and BDC agents are knowledgeable enough to make personal videos for customers without having to read a script. They should display who they are and showcase their own individual skills and personality. Customers will be more engaged, the message will come across as genuine and, ultimately, your dealership will see more success.