digital

In Marketing, Consumers Want to Know What is In It For Me

by Tim James

 

People aren’t watching your commercial or video because they want you to sell them your product. They’re watching because they want you to sell them a solution.

In the world of online marketing, oftentimes marketers forget this very basic concept. Think of it as painting pictures when selling. The idea is that you want to tell the consumer why they need a feature, so that the consumer will visualize how each feature will make their life better, easier, more efficient. How it will make them more money, or provide a solution to a need. It’s not uncommon for salespeople to go on and on about the features of a vehicle. It has this type engine. It’s safe. It has Bluetooth, etc. They may as well (and some probably are) read the window sticker to the customer. Great salespeople, however, understand that the customer doesn’t necessarily care about the fact that the vehicle has Bluetooth, unless it’s tied back to how it benefits the customer.

Mr. Customer, one of the great features on this vehicle is that it has Bluetooth functionality. This will allow you to connect your cell phone wirelessly and accept or make phone calls without taking your hands off of the steering wheel. Which will make your commute for you and your family safer.

Consumers may watch dozens of video walkarounds in their car-shopping journey. If you’re doing live video walkarounds of your vehicles, consider this: How would you do a walkaround for a customer right in front of you? Why would you do your live video walkaround for your website and VDP’s any differently?

Create more memorable videos that capture a customer’s attention and sell the consumer on why they need the features of each vehicle. I’m not saying that you shouldn’t talk about the vehicle’s features. What I’m saying is that you’ll create more powerful videos if you tell the consumer why those features are important and highlight the impact each feature will have on their lives.

Forget MORE Leads. Focus On More QUALITY Leads.

by Tim James

In the world of automotive retail, dealerships are always searching for ways to increase leads. Whether they choose to pursue that goal through third-party lead providers, increase page rankings through better SEO, or various other ways, if there is a customer in their market who wants to buy a car, dealers want an opportunity to earn their business.

When a shopper shows up to the lot, the sales team is trained to engage the shopper and ultimately get the shopper emotionally attached to a vehicle, even if it is not the exact vehicle the shopper was initially inquiring about. In other words, your goal is to make the shopper want a vehicle the dealership has in stock, regardless of which vehicle the customer came in asking about. This is accomplished with the walk around.

This sales technique doesn’t have to be limited to physical customers at your dealership. Online, a good video will accomplish this same emotional process. A video is the best way to engage a consumer on your VDP Pages and showcase your vehicle. This highly visual medium allows you to deliver the most information while also selling your dealership and the vehicle at the same time.

Getting the consumer emotionally attached to the vehicle and MAKING them want a vehicle you have versus simply HOPING they will want a vehicle you have is how you produce the MOST & BEST leads you can get. They are more likely to re-engage after their initial communication (answer your phone call or respond to your email); more likely to set an appointment; more likely to show for that appointment and they are more likely to purchase.

This whole process is less about the information you have available on your site and more about how you deliver the information.  You could have tons of information and all kinds of pictures, but today’s consumer wants their content delivered via video…which is a “win/win” because with a video you can deliver the information and “sell” the vehicle at the same time.

Make good use of video and ensure that you have full and complete vehicle descriptions. You end up with more quality leads which should translate into increased responses and more productive engagement (less haggling over price), leading to the ultimate goal of increased sales.

Why “Just Do It” Is A Waste Of Time

by Tim James

In this high tech age, there are numerous tasks that an Internet or eCommerce Director has to tackle in order to correctly market their dealership and its inventory. In the past, you were doing a great job if you were writing custom detailed vehicle descriptions and taking multiple photos of your pre-owned vehicles. You were a superstar if you were also doing these things for your new vehicles. Then video entered the picture. Some dealers embraced video and used data feeds to syndicate video, vehicle descriptions and photos to their website and other third-party sites. Forward thinkers also uploaded the videos with proper tags and descriptions to YouTube.

However, with the fast pace of advancing technology, the number of consumer touch-points keeps growing and it has become an almost overwhelming task to keep up and still try to sell cars.

But one thing hasn’t changed, the key to a successful marketing strategy is getting the right content, in front of the right shopper, on the right touch-point, and at the right time of the buying cycle. The more exposure you get for your content, the more impact that content is going to have on your sales. Content that’s not seen is worthless.

I remember a story from not too long ago about one of the largest volume dealers in the world. This dealer was manually uploading their inventory to their website and every third party website for over 10 stores – one by one – daily. They chose to pay someone $100+ per DAY, rather than use automation and data distribution technology to accomplish the same task at a cost of just $150 per MONTH.

I’m starting to see a lot of this same mentality today with video. Many dealerships have gone out and purchased some great video production tools, and are doing a great job producing some very good video content. They are then manually uploading their content to YouTube and manually embedding links on as many touch-points as they have the time and ability to do so (not all touch-points allow a manual upload). They would rather invest hours of their time to manually place their content on fewer touch-points, than use automation and data distribution technology to accomplish the same task (with more touch-points) for just a couple hundred dollars a month.

I believe that many dealers, managers and Internet directors understand the importance of having their dealership and inventory positioned properly and in as many places online as possible. The problem I see is two-fold: They either don’t understand that technology exists that could transform their Internet marketing and sales without putting an undue burden on their staff. Or they don’t believe that the investment in this technology will produce results.

I can guarantee you this. If you’re simply doing it for the sake of doing it, you’re wasting your time. If nobody sees the content you create, it might as well not exist. The fact is video is “content,” just like any of the other “content” that you utilize to market your dealership and inventory. You don’t spend your day manually cutting and pasting your other content on multiple touch-points all day long — manually uploading photos, and manually writing vehicle descriptions over and over. Why on earth would you try to manually manage your video syndication when producing the content can be time consuming enough.

If you focus your efforts on ensuring that you have great video content, and then utilize technology to get that content on as many of the sites consumers view in the car buying process as possible, then you will be significantly more likely to have the right content, on the right touch-point, in front of the right consumer, at the right time of the buying cycle. This is the only thing that’s going to engage more shoppers and increase sales.

Nike’s old slogan of “Just Do It” needs to be revised when applied to successful marketing strategies today to “Just Do It Right.”

The Single Worst Thing A Dealership Can Do In Video Marketing

by Brian Cox

It has long been considered a best practice in search engine optimization and search engine marketing to use deep linking to take searchers to the exact content they are searching for, rather than simply directing them to your home page. If the searcher is not taken directly to the content they are seeking, they are forced to do a second search for the information once they hit your site. In many cases, searchers will simply click the “Back” button and move on to the next result. Consumers don’t have the time or patience to navigate your website, whether they landed there through an organic search or clicked on a PPC ad. There’s nothing more frustrating when researching a product online, clicking a link and being taken straight to a store’s home page, rather than the actual product page. Google recognizes this and takes deep linking and relevant results into account in search engine results as well.

In video marketing, there is a similar phenomenon that businesses use that is parallel and equally frustrating – video pre-roll. Video marketing success is determined and measured by how many people actually watch your video. Video pre-roll is, in general, just as annoying to consumers as pop-up ads. If a consumer is exposed to your video marketing message, is interested and clicks to watch it. To then have to watch a commercial before actually viewing the content they desire, can be just as frustrating as being taken directly to your home page. Volkswagen recognizes this and integrated it into a video ad campaign for the new Brazilian Beetle, the Fusca. The campaign takes advantage of the fact that consumers hate having ads appear before content. The “skip ad” option on YouTube has to be the most clicked on link on that site. Where does your mouse hover while you wait the obligatory 5 seconds simply so you can view the content you actually want to watch? A study by research firm MetrixLab concluded, “Of those who has seen pre-roll ads, 94 percent had skipped them, and 52 percent said they did so frequently.”

Taking this a step further, many dealerships are now front-loading their videos with commercials for their dealerships. Video marketing is a very powerful way to market your vehicles. When a consumer takes interest – regardless of where they encounter the video – forcing them to watch a 20 second (or longer) commercial for the dealership, prior to showing them the actual video of the vehicle, can be even more annoying then pre-roll ads. If 94 percent of people would skip watching a video pre-roll ad, how many consumers will sit through a commercial for your dealership, knowing that they cannot skip it?

If the vehicle videos on your website have pre-rolls branding your dealership, this forces the customer to watch the same marketing message for every car they review. So we suggest not putting them on your website videos. If you have to have a pre-roll then keep it short and create two versions of the video, one for your website without pre-roll, and one with. Another option is to not use pre-rolls and just put post-rolls, this way you are still getting your message across, but without inconveniencing the customer.

There’s nothing wrong with branding your videos. In fact, you should. There are many opportunities and methods you can use to integrate branding into your videos – from walkarounds to company culture or frequently asked question videos. Don’t misunderstand me. There is nothing wrong with creating commercials as content and a way to promote your sale or dealership. However, you should use them independent of your other content. Don’t make a consumer choose not to watch your vehicle marketing because they don’t want to sit through your commercial.

Just as in deep linking, you will see better results by immediately serving up relevant information on the subject a consumer is searching for. You’ll see more views, lower bounce rates and increased conversions for the most obvious of reasons: consumers will watch them.