customer

Why Real Video Engages Consumers

by Tim James

Digital Marketing plays such an important role in a business’s success today that it is easy to forget how young this medium truly is.  It has, in fact, experienced a growth explosion that is historically unparalleled.  A new innovative marketing product seems to emerge almost on a daily basis. And everyone promises that if you use this new “insert buzz word here,” then you will get more leads.  With this explosive growth, and all the new products and features that roll out, it is easy to get caught up in chasing “the next big thing,” and forget about some of the basic fundamental rules of marketing that must be followed.

Rule 1: Emotion Sells

There is no technique in the world that can sell as well as emotion. It’s the exact reason why every sales process includes a test drive to get a shopper sitting in a vehicle, their hands on the steering wheel, and their mind taking mental ownership as they drive down the road. The problem with online car shoppers is that, unlike the customer standing in front of you, you can’t open the driver’s door and slide them in. However, you should be using your VDP Pages to duplicate this emotional experience the best that you can.  Having good quality photos and a good quality vehicle description is a good start, but the very best way to generate the most emotion possible in the virtual world is by creating live walkaround videos. Encourage your staff to interject personality into that walkaround. Another great way to use a walkaround is to personalize the video response for customers who have inquired about a specific vehicle. The customer will feel special and you can then begin to develop trust and rapport with them before they even step foot in the dealership.  The more emotion you can add to the overall experience for a shopper, the more leads you will get — with more of those leads actually showing up at your store to take a real test drive.

Rule 2: Be Relevant

In marketing, relevancy is one of the most important things, no matter what the media source. The first basic fundamental of marketing is to analyze your message and determine if the content you are trying to deliver matches the audience it is being delivered to. The ability to understand the consumer’s motivation at significant points in the buying cycle, and to then deliver relevant content to that specific consumer, is key to converting car shoppers. Different videos impact different shoppers at different times in the buying cycle. For example, you may want to give a different message to a shopper watching a video on your dealership website versus a shopper watching your video on AutoTrader. Or a shopper that is standing on your competitor’s lot while visiting your website (showrooming) to check out your inventory to see how your vehicles compare.  These are just a couple of the many examples of how you can utilize technology to increase the relevancy of your marketing message. One of the best aspects of using videos in your marketing strategy is that your videos can dynamically update your message based upon the relevancy to that particular consumer.

Rule 3: People Buy From People They Like (Trust)

Quite frequently, a customer browsing your website or VDPs does in fact have an interest in a vehicle, yet they do not submit a lead. In many cases, the underlying cause is that they simply do not trust car dealerships. Your dealership itself may not have done anything wrong to this person, but some past experience has perhaps infiltrated their thoughts. Address those fears in your videos and reassure the customer that your dealership won’t treat them poorly. If you make it clear that they will have a great car-buying experience, it can help entice them to fill out the form and click the submit button.

Rule 4: Call-to-Action

Make sure that you are very clear in your videos about the next steps you want the consumer to take. Having the video is great. But if you don’t tell the customer what to do next, you may find that they leave your website or VDP solely because they don’t know how to proceed. Be sure to lay out out a clear path for your customers to follow. Don’t rely on all of the widgets on your site, or third party VDP listings to do this for you. Include the call-to-action verbally in your video. This then helps to guide the car shopper to take the actions you want them to take. Make the process easy for the customer – don’t force them to guess. You could run the risk of the customer leaving your site and then getting overwhelmed by the many different calls-to-action that are present on most other websites.

All dealerships want more leads. The common thought process is usually along the lines of “If I get more leads, I’ll sell more cars.” However, if you rely solely on adding the latest gizmo to the numerous other ones already on your website, this is not the best process. Use these basic fundamental rules of marketing and you’ll see an increase in leads and end up with car shoppers further down the funnel, with a genuine interest in a specific vehicle, ready to engage with you. This will produce a higher closing ratio with less effort on your part.

They Watched Your Video. Now What?

by Brian Cox

There’s no doubt that video marketing is exploding in popularity with businesses and consumers. Both Facebook and Twitter are investing heavily in video and, in the case of Facebook, rewarding those who upload their video straight onto its extended reach advertising platform.

The days of reading long text descriptions and features of vehicles on websites are quickly fading. Manufacturers and dealerships are putting more effort and bigger budgets into video marketing. However, no matter how creative, funny, informative or compelling a video is, if it’s missing one simple ingredient, it will not help you sell more of anything – whether that’s a salesperson, the dealership or a car.

What is that simple ingredient? – It’s a call-to-action.

In terms of functionality and conversion, all websites typically contain calls-to-action. Customers that visit a dealership’s website can gather the information they want and, most of the time, there is a call-to-action on the page they’re viewing; be it the home page or a vehicle description page. Many videos, however, have no call-to-action. An online car shopper will visit multiple touchpoints when researching vehicles – Think of all of the sites your videos are on that the consumer could visit. You may control the content and call-to-actions on your own website, but it’s not always the case on every touchpoint.

Many dealers incorporate personalized video e-mail responses and walkarounds and introduce staff on their “About Us” pages. These are all great but, in many cases, they neglect to incorporate the single most important question that a consumer will ask after watching:

What do I do now?

Even if you have a call-to-action on the actual webpage that the consumer is on while watching your video, include a call-to-action within the video itself. It doesn’t have to be long or confusing. It should be simple. Something like:

  1. Call us at XXX-XXX-XXXX or email us today at XXXXXX
  2. Make sure to mention this video to claim your special offer
  3. Make sure to visit our website and get the exclusive Internet pricing only available on our website

If you’re not asking viewers of your video to do SOMETHING at the end of your video, they won’t do ANYTHING and you’ll be missing out on conversions. Guide the consumer through the funnel in relation to the video content they just watched. If the video was a “Why Buy From Me” sent by a salesperson, include their contact information at the end. Another thing that can be very beneficial is to incorporate a call tracking number on your videos.

If it’s a vehicle walkaround video, direct your customers as to what they should do next. Create a video explaining how your dealership assists people with challenged credit then direct them to your online credit application to get started. If you produce service videos, make sure to include an offer, coupon or, at the very least, an invitation to the dealership or to schedule an appointment.

It’s really not a difficult concept. Almost every other form of marketing will have calls-to-action (if they’re any good). So why shouldn’t you also include them in your videos? It’s up to you to tell your customers what you want them to do. If you guide them properly and with relevance, you’ll find that more of them follow the path you’re leading them down and will see more conversions.