Tim James shares why simply having video content isn’t enough in the second video blog in this series.
In this series of video blogs, Flick Fusion COO Tim James shares Google’s 5 auto shopping moments that every dealership should know and how to take advantage of those moments to lead customers to your dealership.
by Tim James, COO, Flick Fusion
Car shoppers still hate to visit dealerships. Ask them why and they’ll tell you they don’t like pushy salespeople, they’re afraid of being ripped off and that buying a car still takes too much time (among other reasons).
In an attempt to banish these customer fears, dealerships come up with marketing slogans like, “No haggle guarantee,” and “Your friendly neighborhood dealer.” But car shoppers remain skeptical. They take to social media, ask friends for recommendations and read online reviews. And increasingly, they’re watching videos.
Video is by far the most powerful communications medium because it taps into our emotion at a sub-conscious level. As human beings we evolved to pay attention to how other humans talk. We interpret their body language. We sense their sincerity. Our very survival can depend upon whether we decide to trust someone–or not.
Instead of telling prospects to trust you, show them they can trust you with videos designed to banish their fears. Create a video showroom on your website that mirrors your sales process and answers your customer’s biggest question: “How will I be treated when I visit this dealership?”
Once you have some good video content, your strategy needs to evolve around getting this video content in front of the right shopper at the right time. Just throwing it on the Homepage or About Us pages of your website doesn’t solve the problem.
Think about it: you train your sales team to “sell the dealership, sell themselves, and then sell the car” when taking an up. This should also be your strategy on your website. Your value proposition and testimonial videos need to be on a landing page along with your inventory videos. So when shoppers click to watch your inventory videos, you are selling the dealership and building trust when it matters most.
What videos should you include on your inventory video landing page? Here are some great ideas:
Value Proposition Videos. After a car shopper decides which make and model they want, the next question they ask is, “Where should I buy it from?” Your video showroom should contain several value proposition videos that give your customers reasons to buy from you.
These videos may have titles like, “Family owned,” “Community involvement,” “Huge selection of vehicles,” or “Fair and upfront pricing.”
Educational Videos. First-time customers and even repeat customers who have not purchased in a while may not know what to expect when they visit your dealership. One of the best ways you can avoid disappointing customers is to set expectations. Create at least one video that takes the customer step-by-step through the process of buying a car. Tell them how much time it will take and explain why each step is necessary.
Customer Testimonials. Today’s car shoppers want social proof. It’s critical to have several customer testimonials in your video showroom that show ordinary people talking about why they like your dealership. When videotaping your testimonials, ask your customers to share what their biggest fear was, and how it turned out they had nothing to fear at all.
Intro Videos. Introduce your general manager, sales manager, service manager and parts manager with personal profile videos. Ensure that the subject is at ease and comes across as likable and friendly. People want to do business with people they like. Video can immediately create that perception, giving your prospects the feeling that they already know and like your staff.
The more you can remove your prospects’ fears and objections, the more you should see an increase in calls, appointments and ups.
What are you customers’ greatest fears? Do you have ideas for videos that will banish those fears?
Flick Fusion COO Tim James explains why dealers should incorporate video into their lead follow up process.
If you haven’t drunk the video marketing Kool-Aid yet. Or, perhaps are overwhelmed by the thought of creating and distributing videos, it’s time to consider the advantages of having a video marketing strategy.
There was a time in my career when dealers used to complain about having to take multiple PICTURES of a vehicle. Now, however, most dealers include as many as 40 or more for each vehicle. Why? Because buying a vehicle is an emotional purchase and your online merchandising must transfer information while inspiring emotion. By providing more photos (and a good vehicle description) dealers give shoppers more information and help to facilitate them in becoming emotionally attached to a vehicle.
Once dealers understood that with multiple pictures customers would be more interested and they’d receive more inquiries, that’s all that mattered. And then along came video….
Look, technology is rapidly advancing and consumers are advancing with it. If video marketing didn’t benefit you in the only way that matters — which is to help you sell more cars — I’d be the first to tell you not to worry about it. But, the facts are the facts.
An excellent article published on Business2Community shared a wealth of statistics on the benefits of video marketing for businesses in general. While all of them are impressive, here are some highlights from the article that I thought applied specifically to an automobile dealer:
- Including video in an email leads to a 200-300 percent increase in click-through rate.
- 90 percent of people say that a video is helpful in the decision making process.
- Including a video on a landing page increases conversion by 80 percent, while including one on your homepage can increase conversion by 20 percent.
- Video ads increase purchase intent by 97 percent and brand association by 139 percent.
- An introductory email that includes a video receives an increase click-through rate of 96 percent.
- Video increases organic traffic from search engines by 157 percent.
Think about these statistics. The highest converting (as in sold) leads come from your dealership’s website. Why then, would it not be prudent to increase conversions on your home page by 20 percent? Or how about an 80 percent conversion increase on a landing page (like a VDP)? How many leads are you getting per month from your website and inventory? You do the math. These leads are gold waiting to be mined.
And what about your salespeople sending follow up e-mails to customers? Or replying to leads for the first time which get no response at all? Don’t you think that increasing click-through rates by 97 percent by having the customer watch an introductory video tailored specifically for them would increase engagement?
Give your sales staff (or BDC) an edge with video. The stats are there to prove that you’ll interact with more people. Think of it this way. If you had a lot full of customers, but your salespeople weren’t allowed to interact with them until the customer interacted first, you’d probably sell less cars. Of course, you wouldn’t allow that to happen! But that’s what’s happening with all of those people on your virtual lot!
People can be lazy. Most people would rather watch the movie than read the book. Why? Because it’s easier. We enjoy it more. The same applies to your marketing and follow-up efforts.
Want to increase views, conversions and engagement? Send your customers a video. You’ll see how powerful video content is.
And, before I forget, I’d be neglectful if I didn’t answer the question I posed in the title of this blog. According to Forrester Research, one second of video filmed at 30 frames per second (which means that it has 30 pictures per second) is the equivalent of 10,000 words. This means that a 60-second video is worth 1.8 million when it comes to the amount of information that you can deliver with a video, versus static photos. However, you can’t even begin to measure the increased emotional impact that a video will have versus the static photos…and emotion sells.
Want to make an impression on your customer? Seems as if video says – and produces – more than a picture by far. Take advantage of video marketing. The results will speak for themselves.
By Gina Reuscher
Quality video content can manipulate emotions and convey meaning far beyond the capability of written words or any still images. But videos aren’t effective simply because customers can see you or view the vehicle, they also work well because another sense is stimulated – sound. In a personalized video email, your voice and message is conveyed without ambiguity. Customers can see your facial expressions, hear your tone of voice and interpret what you’re saying in the most effective way. And, music can take the experience to a whole new level.
Imagine going to see Jaws with no soundtrack. That “duh na duh na” whenever Jaws is around instills fear without the shark even being on screen. In fact, many of you probably had the sound from the famous score come into your head as you read this. That music is just as famous as the movie. It was specifically created to instill a sense of fear and foreboding. Most viewers would know when that music plays – and it gets faster – nothing good is about to happen.
Music is a great addition to video as it can more easily convey emotion to viewers. Consider adding music to your inventory videos as they then become that much more powerful at playing on the customer’s emotions and pulling them into your message. That being said, due to copyright issues, you can’t simply download a popular artist’s song and stick it in your inventory video. So what do you do?
There are plenty of music libraries out there for dealers of all sizes and budgets. Some offer royalty -free or public domain music. And, there are also sites that offer extensive music libraries which you can subscribe to and use in your videos as needed. Here are a few resources I like, which were also highlighted in this article by Vidyard:
There is a reason why some businesses choose certain types of music – because it sets a mood. If the customer wants luxury, play to that by choosing suitable music. Cars targeted to younger demographics could work well with a little more pop or hip-hop type background tracks.
Playing to consumers’ senses is not a new concept. However, auto dealers as a whole could to a lot more with it, especially in video. Did you know that Disneyland pumps the smell of popcorn into their parks before opening every day and throughout the day? They do this because the smell of popcorn instills a sense of happiness into people as they’re entering. And, while we may not be able to add new car smell into videos yet, you can use the same techniques and tricks that play to customer’s senses to make your videos that much more engaging, attractive and interesting to the viewer. And, if you get their attention and keep it, chances are much better that the customer will inquire about or come in to see the vehicle in person… which is exactly what you want them to do.
Note: Be aware of companies that administer copyrights on behalf of artists. Some have been known to aggressively file unsubstantiated Content ID claims with YouTube on a broad scale. This mostly only impacts videos that are hosted on YouTube. If hosted on an alternate platform, you don’t have these concerns. Their motive is to create an unscrupulous stream of revenue and they are a huge inconvenience to those following the rules — namely, you! Best-in-class video production and hosting platform solutions typically own their own library of exclusive music tracks and are knowledgeable on how to handle these kinds of minor setbacks for their clients.