Lehel Reeves shares why engaging online shoppers with video will lead to more sales.
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.
Live video is taking over. If you have been on social media anytime lately, you probably noticed the barrage of streaming Facebook Live videos. In addition, videoconferencing has replaced boring teleconferences on just about every major platform. Why? Because, while we supposedly live in a super connected world, people are, in fact, less connected than ever. We communicate via text in short sound bites that are constantly misinterpreted. Emails are frequently misunderstood and social communications via platforms such as Facebook and Twitter are often incorrectly perceived. This is because the majority of human communication occurs through visual cues such as body language, tone of voice and facial expressions… and you cannot see any of these through text or email.
Why the rise in live streaming with telecommunication companies and social media platforms? Because it’s engaging. Video, in itself, is engaging. But add in another dimension where it is not pre-recorded, but live, and conversations occur in real-time. It takes video to the next level as a communications tool.
If you think this is not already happening, let me tell you, it is. And it could be creating problems for your dealership if it’s happening on a salesperson’s personal Facebook profile or on a Facebook page they created to represent the dealership. First, if it’s happening on the salesperson’s personal profile or a Facebook page they created, there is truly no dealership connection, record of the conversation or ability for oversight. Second, when salespeople are representing the dealership, those conversations with customers belong to the dealership, not the salesperson. What happens if the salesperson says the wrong thing – even innocently?
Now don’t misunderstand my point here as live streaming video is an excellent way to engage customers. The customer can talk to a salesperson as if they were on your lot. The salesperson can walk out to the vehicle the customer is interested in, do a walkaround and interact with the customer live while answering their questions and showing them features they are interested in. It’s like taking a phone call to another level. Live streaming will certainly grow in used, just as video-conferencing has. If you are not doing so already, you would be wise to investigate solutions that allow these types of engagement between consumers and your dealerships in a way that’s measurable, and controllable, while enabling customers to communicate in the way they prefer and find the most productive.
Here are 62 statistics about live-streaming that are important to know. This blog would be a book if I went into all of them, but the key point is that live-streaming is quickly becoming the medium of choice for consumers for brand interaction.
In our era of smartphones with built in Facetime and Google Hangouts, consumers are utilizing real-time live streaming to connect with their loved ones and friends because it’s more intimate and personal. And that is spreading to the retail world. Consumers can gain a more intimate and personal connection with your dealership in the same communication manner. Whether it’s from a one-way video call (the customer can only see the salesperson) or a two-way video call (both can see each other), they are equally effective.
People want to deal with people. This is easy to do via live-streaming, right from the comfort of their home. Salespeople have a much better opportunity to build rapport and trust and help the customer while telling the car’s story. They can show customers what they want to see – all in real-time.
Oh, and just a quick note in closing, as I don’t want to make you work too hard — for those of you too young to remember the Dolly Parton and Kenny Rogers song “Islands in the Stream,” the title is a word play on the title of that song – stream – streaming video – get it?
With shoppers flooding the streams of video, your dealership needs to be the island they can rely on for great content, a personal connection and to get exactly what they want in the format they choose to engage.
Assuming your dealership has a video marketing strategy in place and that you’re getting good results, you may be ready to take your video marketing to another level.
To quickly review, the fundamental basic blocks of a video marketing strategy include:
- Content. Start with what you sell…your inventory. Next sell them on your dealership with value proposition videos, customer testimonial videos, and service “how to” videos. Also, sell them on your staff with personnel introduction/profile videos. All of these content videos build trust with the shopper.
- Exposure. In addition to your website, your videos should be on multiple touchpoints like Cars.com, Autotrader.com, Facebook, and any other distribution points video is accepted to display. Also using video in email marketing and in the lead follow-up process garners great results when compared to traditional e-mail and phone calls.
- Actionable Data Collection. Where you host your video plays a very important role in the success of a video marketing strategy. Using public hosting platforms like YouTube and Vimeo do not help your SEO nor guarantee to keep your shopper on your site. Your dealership’s video should be hosted on a platform that allows your website to claim the SEO benefits of your video, and also has the ability to collect actionable data from your video viewers so you know who’s watching which video from where and with what.
- Data Utilization. Use the actionable data to create relevancy, to create or adjust your marketing endeavors so you are able to serve up the right video to the right customer at the right time.
Now that we have reviewed the core elements to a successful video marketing strategy, let’s take a look at kicking it up a notch.
Here are some additional elements to add to your strategy designed to even further increase your engagement, conversions and leads.
Empower Your Customers with Information
Today’s consumers want to be in control of the purchase process. Videos can have a significant impact in that process, with up to 90 percent of people claiming that video plays a role in their purchasing decisions, according to one report.
Although customers want to be in control, they still need information and a trusted resource to guide their decision. Why not become that trusted resource?
When it comes to car shopping, most dealers don’t have a lot of information on their website to help prospective buyers in their research and decision-making process. Why leave that up to the OEMs and third-party sites?
Part of this process involves deciding where to buy. Customers want to buy from a dealership they trust. One of the best ways to gain that trust is to provide the car shopper with information in a transparent way.
If you don’t already have a video showroom on your website, it’s time to add one. Then, create and add the following types of videos:
- Explain the difference between your brand’s trim levels
- Explain the difference between your brand and your top two competing brands
- Explain new features in a newly introduced product/brand
- Explain the sales process/what to expect at your dealership
- Explain the F&I process and products
These videos should focus on educating the shopper. Their purpose is to gain customer trust, so the videos should be focused on your customers’ needs and your dealership’s expertise.
Virtual Reality Video
Virtual Reality (VR) is already mainstream. The good news for dealers is that creating VR videos doesn’t require a lot of expensive equipment or time. You can create VR videos in approximately the same amount of time as you can a regular video.
VR videos are highly engaging and will differentiate your brand, at least until the rest of the Jones’s on the block catch up. If you want a captive audience, start by creating and posting a few model review videos on your website in VR first as these will be more relevant longer then an inventory specific video. To get even more engagement you can then distribute them through email and your social media channels.
Watching a VR video is a completely different experience than watching a regular video; if you haven’t tried it yet, you should! The experience is completely immersive, memorable and emotional.
You don’t have to start doing VR videos for every piece of inventory. Focus on creating a VR video for your new models and make them both educational and fun, if possible. As the customer is sitting in the front seat, guide them through what they’re seeing, touching and feeling.
Consumers can experience VR videos if they own a smartphone and a pair of VR goggles or headsets. All that’s required is downloading an app that can play virtual reality videos.
Live Streaming Video
Today’s consumer demands instant information and transparency during the car-buying process, and live-streaming video calls are a great way to establish a connection, build trust and provide information in an immediate and transparent manner.
Live streaming is another technology that you may want to consider incorporating into your sales process. Allow your shoppers to connect in real-time with your team. It’s not just Millennials that want their information now…Boomers do too!
Are you ready to take your video marketing game to the next level? Try these three video strategies designed to engage customers and increase conversions and leads.
I’ve spoken many times about the types of video a dealership should produce outside of inventory videos to create an emotional connection to your brand, dealership and employees. However, there is one thing I have touched on in the past that needs more attention. It is, in fact, one of the most important pieces of advice I can give:
The car should always be the star!
What do I mean by that? Regardless of the type of video you produce, the sole focus of each is fundamentally to excite and persuade a potential customer to choose your dealership and come in to buy a vehicle. But what about personalized walkaround videos, personal e-mail responses, why buy videos, or customer testimonials?
If you’re creating video content for your dealership and only take one piece of advice from me, let it be this: Make sure that the brand you represent, and/or the vehicle you are trying to sell, is visible in every video.
It’s great to send a personalized video email response to a customer. It’s certainly engaging and puts a face behind the name. But, while the personal video e-mail response will do that, the customer ultimately is considering purchasing something you sell.
Imagine how much more powerful a personalized video response would be if, instead of filming in front a background consisting of a white wall or other desks, it was filmed in front of the exact vehicle the customer inquired about. I’m not talking about a walkaround. Simply a little product placement. There’s a reason major brands pay big money for product placement in movies, television shows and video games. That’s because it pays off! That Pepsi can that the actor is drinking out of may never be mentioned or referred to — but I can guarantee you one thing… it was noticed.
Make sure that, when making a personal video response, why buy video, or while filming a customer testimonial, the background contains either a vehicle that you sell, the specific one the customer is interested in, or the vehicle they already purchased.
Video content is evergreen in that it doesn’t expire. It can float around the digital universe for an eternity if you want it to. Ensure that as many videos as possible promote not only your store and employees, but also the vehicles that you sell. You never know when someone will come across it and be impacted by it.
Many times, those accidental or unintended video views lead to relationships that span a lifetime. Make sure every piece of video content displays your vehicles – even if that’s not the video’s intent – and you’ll take your engagement and connection to the next level.
As video continues its quick rise it has become the most engaged with and preferred type of content for consumers. Marketers have taken notice and are quickly pivoting their content efforts accordingly. A new study by Magisto reports that video marketing has already eclipsed all other content types and is now a $135 billion industry. To put that into perspective, the report shares that advertisers in 2017 “expect to spend $83 billion on digital ads and $71 billion on TV commercials.” 84 percent of marketers created more video in 2017, with 60 percent of businesses having video marketing that accounts for more than 25 percent of their marketing budget.
Why is video so dominant as content? According to the study, “Done correctly, video has the scale of television, the precision of digital marketing and the power of authentic story. Businesses are using video to distribute their messages in ways that contribute real value to the attention economy…”
Consumers prefer video content. Just look at the most popular websites – namely social media platforms such as Facebook and Instagram. Video content dominates consumers’ newsfeeds because that’s the type of content that Facebook sees is most engaged with. But don’t think this is all about social media. Magisto shares that by noon Pacific time every day, 120 billion emails are sent and 35 million photos uploaded to Instagram.
Consumers are voting by their actions as far as the type of content they prefer — time spent on web pages with video averaged 7 minutes and 21 seconds. While time spent on pages without video was only 2 minutes and 48 seconds, according to a study by Wistia, which analyzed consumer behavior on the top 100 websites.
Why is time on site important? The longer a consumer spends on your site, the more likely they are to convert. In fact, having video on a web page can increase conversion by up to 80 percent, making online shoppers being almost twice as likely to buy from that business!
Video content should not be something you are “considering.” That time has passed. It’s now only a matter of what kinds of video should be produced, and how your dealership should use it with your customers. Engaging consumers is the number one way to increase interest and steer them towards your dealership and away from the competition. Of course, if your competition is using video and you aren’t, chances are they are already taking away sales from you.
Video marketing is not hard, nor is it expensive, it just needs to get done. It’s no longer whether you should be doing video, it is how much is it costing you NOT to?