content

How to Maximize the SEO Value of Website Videos

Tim James, COO of Flick Fusion, shares tips on how to maximize the SEO value of your video content.

 

Flick Fusion Video Marketing is a pioneering video technology company, specializing in creating, managing, and distributing dynamic and cost-effective online and mobile video products on the world’s largest content delivery network. Each video is designed to help our clients reach and engage their customers with richer content and greater impact that results in increased sales and ROI. Data, photos, inventory, audio, music, and special offers are automatically combined to create compelling multimedia video solutions that are fast, easy, and affordable.

Win Business by Helping the Customer On Their Journey

In my last blog I discussed micro-moments – the critical moments, as defined by Google, in a customer’s car buying journey. I also covered the importance of having a strategy that caters to and attracts a customer’s attention at each touch point.

The 5 moments Google defines as important are: Which car is best? ; Is it right for me? ; Can I afford it? ; Where should I buy it? And, Am I getting a deal?  

In this blog, I’d like to share exactly which types of video you can create to cater to buyers at each of those critical moments. More importantly, I want to share the secret to “mastering the moments” using video content.

As you know, a successful marketing strategy isn’t about simply providing a car buyer with content, it is using the content that the car buyer is looking for to attract them into your sales funnel while moving them from stage to stage throughout the entire buying cycle. This is no different with Video Marketing.

One of the biggest mistakes I see dealerships make is to satisfy the consumer’s quest for a particular type of information (moment) in a video and then leave it up to the consumer to search and find the information that is now critical to the next moment.

The secret to “mastering the moments” is to make certain to provide the content (or quick access to the content) for the next “moments” at the same time you are satisfying the current moment. In this way, you make it easy for the shopper to move from one moment to the next, become a trusted source of information to the shopper and keep them in your sales funnel.

 

  1. Which car is best? – This phase is typically the beginning of any car buyer’s journey. The moment can be as quick as seeing a car they like and deciding they want it; to as long as knowing they need a new car, but having no idea which will work for them. Of course, consumers have many choices in vehicle brands and your objective at this point is to convince a shopper that your brand is the best decision for them.

    This moment is heavily dominated by OEM advertising, as brands compete for return and conquest buyers. Unfortunately, you aren’t just competing against other brands, you are competing against other dealerships that offer the same brands that you offer as well.  This means that you must provide the same (or similar) content as your OEMs so that you will attract the car buyers to your “path to the sale.”  To help the customer make that decision about “which car is best?” be sure to market your own Model Review and Model Comparison videos.This phase is also heavily influenced by the shopper’s peers and automotive experts, so Review Videos and video content containing “user experience” from “other shoppers” are great types of videos to market at this phase as well. Shoot a couple of quick videos of a new customer talking about their experience with a previous brand and why they chose you (your brand) this time, versus the brand they were driving.Most importantly, now that you’ve satisfied the shopper’s quest for information at this moment, make it easy for the shopper to move on to the next moments by having your “Is it right for me”; “Can I afford it”; “Where should I buy it”; and “Am I getting a good deal” content available at the same time and from the same location as your “Which car is best” content.  Another important trick at this time is to also ask the shopper if they would like a “personalized walkaround” of any particular Model, Trim, or a specific vehicle from your inventory.

 

  1. Is it right for me? – Now that a shopper is feeling confident about their direction after their research in the previous moment, they need to start looking at specific vehicle features to make certain that they match their wants and needs. You can easily move the shopper from the “Which car is best” moment to the “Is it right for me” moment by having New Model Test Drive, Trim Specific Features & Options, and VIN Specific Inventory Videos available for the shopper to watch at the same time they are watching their “Which car is best” video content.This is another great time to utilize the “Request a Personalized Walkaround” call to action, as mentioned above. It is at this moment that the shopper will start having some very real questions that only the dealership can answer.

 

  1. Can I afford it? – Now that you’ve moved the shopper through the “Is it right for me” moment and they can visualize themselves owning a particular vehicle, you can make it extremely easy to move the shopper to the “Can I afford it” moment by having content such as Rebates, Incentives, and Special Pricing dynamically display on each video that is relevant. Make certain that this content is able to update in real-time so that it can be continually updated without having to create new video content.You can include quick access conversion widgets on your videos such as Get Pre-Approved, Receive a Lease Quote, Value Your Trade, etc., so that the shopper doesn’t have to leave the video of the vehicle that they are interested in to go searching for their “Can I afford it” answers.  The easier you make the process for a shopper, the more shoppers will stay in your pipeline, trust you for their information, and will not have to venture off to go looking for the information they are seeking.

 

  1. Where should I buy it? – Now we get into more familiar video marketing territory. This stage is where “Why Buy from Us”; “Why Buy from Me”; and “Why Buy from Them (Testimonial) videos become extremely important. We know that people buy from people they like, and you have the ability at this moment to make a real emotional connection with a customer via video. Rather than simply being a website, or generic dealership, a good video can easily sway a customer into giving you the first crack at their business. Remember, this moment doesn’t necessarily start at the end of the buying cycle, the shopper is looking for someone to trust throughout the entire buying cycle.  Each of these videos should in fact be included for each moment, along with all of the previously mentioned videos.Again, don’t make the consumer think about what they want to do next and then have to go find the content. Have the content there and lead the consumer from moment to moment.Once the shopper does reach out to you with any question throughout the entire buying cycle, the use of Lead Response and Appointment Confirmation videos will have a huge impact on building that trust relationship with the shopper and satisfy the “Where should I buy it” moment  through the relationship that you’ve built.

 

  1. Am I getting a deal? – If a customer has followed your lead throughout their car buying journey, the answer to this question, while important, almost becomes insignificant. People are willing to pay more for a vehicle if they feel comfortable with the business, like their sales person, and have a great customer experience.If, at this stage, you have provided the shopper with an excellent experience; and you focus your efforts on reassuring a customer that you will continue to provide them with an excellent experience after their purchase; you should be able to win their business — even if a competitor is slightly less.That said, Google states in their study that 50% of shoppers with mobile while standing on a competitor’s lot. So, not only is it important to have your Inventory Videos (as well as Testimonial Value Proposition videos) on your VDP Pages. It is also important to have your competitor’s Geo-Targeted so that you can present a “last chance” offer to a shopper when they watch your videos from one of your competitor’s lots — and even receive an alert from your CRM if your video data is integrated with your CRM.

 

While not all-inclusive, this list should get you off to a good start as far as having content available that helps consumers answer the questions posed in these five moments. And this will help to position your dealership at the top of the food chain for their business.

A Primer on Video E-Mail Response

So, you’ve decided that you want to send video responses to internet leads, but you don’t quite know where to begin. Well, first, congratulations! You have made an excellent decision that will engage more of your customers, build rapport faster and elicit increased responses. Now to the nuts and bolts of how best to do this:

Technology – The simplest tool you need to create video is probably right in the palm of your hands. You may even be reading this blog on it, right this minute. I’m talking about your phone. These days, most smart phones have pretty impressive video capabilities. On the other hand, perhaps your dealership is willing to invest in a little dedicated video equipment. That is great as well. The biggest thing to understand is, regardless of whether you’re shooting video from your smartphone, or from an expensive camera, you need to ensure that you’re familiar with all of the settings that the camera offers and how to use them. Read your manual. And, In the case of an expensive camera, pay attention primarily to the Exposure Triangle (ISO, Aperture and shutter speed). Understanding these three features, and how to manipulate them, will help you produce great looking quality videos.

Deliverability – I am frequently asked about the best way to deliver videos to a customer via e-mail. Should the video be embedded in the e-mail or linked? Well, embedding a video inside an email sounds cool. But, “sounds cool” isn’t functional because only a few e-mail clients would actually play the embedded video. In addition, many spam filters flag e-mails that contain embedded video as spam. This means that most of your customers won’t even see them. A video is worthless if it doesn’t make it through spam filters. Because of this, your best option is to utilize a video landing page and insert a link to the video which is embedded in the landing page.

Creativity – Creativity is an important piece of any video marketing strategy. First, decide how you are going to utilize your video content. Are you going to build a library of stock video responses to send to leads? Or, are you going to personalize each one? Perhaps a combination of the two? Regardless of which strategy you choose, there are advantages and disadvantages to each. That being said, each one can be effective if it is implemented properly.  Here are some fundamentals that apply universally:

  • Use the word “VIDEO” in the subject line.
  • Use e-mail to support your phone call strategy, not replace it.
  • The focus (i.e. the call-to-action) of the video should be to get the customer to call you.
  • SMILE! There is nothing worse than seeing a video with an unhappy face.
  • Use a video landing page that contains the video you created for the customer along with additional supporting videos such as your dealership’s value proposition video, your salesperson’s introduction video and perhaps even some video customer testimonials. Sell the dealership. Sell yourself. And sell the car. All at the same time.

Hosting – One of the most important pieces of the puzzle for an effective video marketing strategy is where your video is “hosted.” All of your video content, including your video e-mails, should be hosted on the same platform so that you can track the viewing data of your shoppers across all touch-points and match that shopper with their history within your CRM. This also allows you to deliver “viewer specific” content to your shoppers based on their history and/or geo-location. Hosting videos on the same platform allows you to see if the prospect you sent the video email to watches another one of your videos on your website, cars.com, AutoTrader, Facebook Video pages, a blog, through another e-mail, etc.

Make certain that your video hosting platform knows what it is doing and can serve up real-time marketing/re-marketing content, or special offers, all based on rules that you can set, in order to return the best results. You can even geo-target your competitor’s lot. This means that if a specific shopper ends up visiting your competitor, but then decides to come back and watch your video e-mail just one more time (or any of your videos for that matter), you then receive a notice that they are on your competitor’s lot, while your video throws up a last chance offer to entice them over to you, before they buy elsewhere.

I hope this blog provides some useful data on the fundamentals of implementing an effective video marketing strategy. With the right tools and technology, you’ll find that it’s not that complicated at all.

Facebook Enhances Algorithm to Deliver More Video Content

by Brian Cox

Last year, Facebook changed its algorithm to favor video content in an effort to gain market share in the very popular video content market. In fact, it’s done such a good job that daily video views increased by 400 percent – a huge rise over its September, 2014 numbers of 1 billion per day,  to an incredible 4 billion per day. That’s a significant rise in less than a year.

Now, as a further enhancement, at the end of June, 2015, Facebook announced that it is again making tweaks to its algorithm so as to better identify the types of video content its users want. In the past, Facebook’s algorithm tracked the types of content that each individual user liked, and subsequently delivered more of that type of content. For example, users that interacted with photo content the most would be delivered more photo content. And the same for video. However, it always necessitated action on the part of the user. Whether that action materialized as a like, share or comment, Facebook’s algorithm noted that and factored that into the content type it delivered to that person.

In a recent blog article, Facebook shared, “There are many times people don’t want to like, comment on, or share a post, but this does not mean it wasn’t meaningful to them. In an effort to capture that meaningful content without actionable engagement, Facebook is now taking into account more interactions with videos that we have learned indicate whether someone found that video interesting, such as choosing to turn on sound, making the video full screen, and enabling high definition. So, if you turn the volume up, or make the video full screen, we have updated News Feed to infer you liked the video and will show you similar videos higher up in your News Feed. We have found that this helps us show people more videos that they are interested in.”

This comes on the heels of another significant algorithm change that was also made in June, 2015, whereby Facebook started to track how long a user lingered on a video in their Newsfeed. Facebook began using this as an indicator of relevance to that user and factored this in as an indication of interest.

From a video marketing perspective, this algorithm now enables auto dealers to see increased reach for their videos from consumers that watched them, but took no further action. Chances are, if a consumer is watching your video on Facebook – whether they are interacting with it or not – they are pretty low down the funnel. Facebook’s new algorithm will take note that they lingered on your video, interpret that as interest, and increase the priority as far as delivering similar content to that user.

Facebook knows that its popularity hinges on finding the right balance between satisfying its advertisers and delivering the types of content its users want to see. By continuing to tweak its algorithm, Facebook can more successfully deliver interesting and relevant content to individual users, providing a better overall customer experience and increased opportunities for video marketers to reach relevant consumers.

 

Two Tips to Differentiate Your Dealership from 99 percent Of Competitors

by Brian Cox

In order to decrease bounce rates, if a customer clicks on an ad – whether that’s a banner ad, PPC, email ad or one specifically targeted for a mobile device – it is not a good practice to simply take that customer to your home page. Forcing a consumer to then do a second search for the information promised in the ad is a recipe for failure. Best practices prove that creating landing pages relevant to the ad itself result in higher conversion rates.

Wistia Co-founder and CEO, Chris Savage, revealed in a recent blog that out of the estimated 375,000 landing pages in existence, only 0.25 percent use video. That statistic could offer an immediate opportunity for dealerships. By simply incorporating video content into a landing page, you’ll be differentiating yourself from 99.75 percent of not just the automobile industry, but ALL industries, according to Savage’s study.

It’s a well-known fact that video converts better than any other medium. Consumers love video content and businesses are working hard to create it and get it published. Social media platforms are begging popular music artists, news media and other top video content publishers to publish directly to their platforms. In exchange, these platforms offer a reach beyond what these companies can expect to get through simply linking to a video on YouTube, or any other video publishing platform. Because consumers are responding so positively to video content, it makes perfect sense that delivering that content on a landing page engages your customers better and increases conversion rates.

Just as important, however, is to ensure that the video content is engaging. Another tidbit revealed by Mr. Savage is that you are just as likely to lose a viewer’s interest in the first 2 percent of your video (the nose) as you are in the 96 percent that is the body. His advice is that viewers prefer jumping right into useful content and will drop off when introductions and brand offerings flood the beginning of the video.

So, if we look at this data, an effective video marketing strategy that could set a dealership apart from its competitors should incorporate video content into landing pages. This video content must be relevant, engaging and begin with the content promised, rather than lengthy intros or branding. These two things could very well result in dealerships seeing higher conversion rates, more leads and more car sales.

Those Were the Days

by Brian Cox

Remember the days when television actually closed for the night? In those days, if you were up late enough, inevitably you’d hear the Star-Spangled Banner followed by that creepy off-the-air snow that is a potent reminder of the movie Poltergeist.

Television has been a part of most people’s lives since the late 40’s. DVRs or online streaming weren’t even a concept at that time. There was no on-demand. People planned their evenings around the programs that the networks were broadcasting. It’s a very different scene today.

With all the technological advances we have in digital video and online streaming, I find it interesting that some dealerships balk when asked to invest in online video content. Yet these same dealerships are heavily investing in traditional television advertising.

I recently saw an incredible statistic in Digital Sherpa:

In the next 30 days, more video content will be uploaded online than all three major U.S. television networks have created in 30 years.

The fact is that online video marketing is highly cost-effective and produces an excellent ROI. In addition it can be efficiently targeted and can be produced without the need for an expensive video setup. Consumers today are immersed in video content. They cannot get enough of it… and I don’t mean the kind on TV. Commercials lost some value the second a DVR came along, allowing consumers to fast-forward through them. Besides, how do you know who’s watching a given show and whether they’re in the market to buy a car? You don’t! The facts are that with traditional television advertising, you get demographics and viewer statistics and then start playing fish in a barrel.

Video marketing doesn’t mean you need a studio, professional camera equipment or actors. All you need is a smartphone. Most smartphones nowadays have an integrated camera with the ability to take videos. Some even have higher resolution lenses than stand-alone video cameras!

I’m not here to completely bash traditional television advertising. There are plenty of dealers that still use it and find value in it. All I’m saying is that television advertising is actually a more expensive form of video content. The only difference is that it costs more — and, in most cases, a LOT more.

If you still have doubts, read the Digital Sherpa article. It has 24 other statistics that support the value and effectiveness of video marketing.

Jameson Irish Whiskey Takes Video Marketing to the Next Level

by Brian Cox

Jameson Irish Whiskey has taken video marketing on Instagram to another level – “the first brand to successfully utilize 3D video for advertisements on Instagram and Facebook,” according to a recent article in the Independent.

The video itself is very simple, and suggests that you slide a shot to your friend. It then proceeds to slide a shot glass of whiskey towards you, the viewer, which then appears to come off the page. It’s rather clever how they were able to create the illusion of 3D on a non-3D platform.

 

 

According to many studies, brands are increasing their content marketing budgets to include more video marketing. Social media platforms, such as Facebook, Twitter and YouTube, are going to war to become the World’s premier video platforms, something that YouTube has enjoyed for years.

As is the case with any marketing, the ability for advertisers to cut through the noise with video marketing will continue to increase in importance. In addition, marketers should not rely on a single platform to host their videos. Regardless of who ends up winning this battle for viewership, consumers will still have their preferences. Believe it or not, some people still use MySpace, and other platforms that many abandoned long ago. This is why it’s important to ensure that your content is on all of the sites YOUR consumers visit. You never know where your next sale will begin their journey. Bear in mind, however, that to accomplish this you will either need spend a lot of time posting your video to each individual site. Or you can go the route of automation to get it done more efficiently.

Successful video marketing today demands entertaining and creative video that engages your audience. It’s not simply about having video content; it’s having the right video content. That can only be accomplished with a solid strategy that’s executed consistently.

Even a micro-video should have the same concepts behind its creation – creative, outside the box thinking – it should be engaging. What makes these type of videos a success is not any different from the winning formula for any videos — whether it be a “Why Buy from Me,” company culture-type video, or a vehicle walk-around video.

You only have a short period of time to catch and keep a consumer’s attention. Make sure that you use that time wisely and you’ll find an increase in views and conversions.