exposure

3 Tips to Up Your Video Marketing Game

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.

What to Do with the 5 Must Have Types of Video Content

by Tim James

In my last blog, I shared the five types of video content you must have when beginning your video marketing initiative. To recap, they include: New Model Test Drive, Inventory, Value Proposition, Testimonials and Lead Follow-up.

Hopefully you’ve begun the process of creating this content. Now for the next step!

Effective video marketing requires much more than just content creation. In fact, if used strategically, video can be one of the most effective ways to steal your competitor’s business. However, if no strategy is involved, you will simply be wasting your time.

So, as promised, here are some strategies that can be used to make those videos effective and capture more business.

The keys to transforming your video CONTENT into a video marketing STRATEGY are:

  1. Exposure – If nobody ever sees your videos, they’re pretty useless. Consumers look at up to 24 different touch points in their buying journey. You have to ensure that your videos get on the right touch points to be seen by your buyers at the right time in the buying cycle and without them having to work to find it. The problem is that some of those touch points make it difficult for dealers to get videos onto these sites. Video files are extremely large and most touch points don’t want to host the video. In fact, they would prefer (some even require) that your videos are hosted elsewhere and then just hyperlinked or embedded on their site.

    That is why the right hosting platform is so important. It will automate a large portion of your exposure and make it very easy to integrate your video content with your Sales & Marketing strategies, getting more of your video content in front of your shoppers, at the most critical decision points, which brings me to my next point.

  1. Data Capture – The right hosting platform can be one of your biggest assets when it comes to video marketing. By having your videos all hosted together your hosting company can capture your viewer’s data from more touch points and then you can use that data to communicate with a shopper in real-time via the video. This data can also be utilized to generate real-time alerts via your CRM, no matter what video is being watched, and no matter what touch-point the video is being watched on. Which brings us to personalization.
  1. Personalization – How cool would this scenario be: You send a video email campaign out to your existing CRM database. The data from your existing customers (and all of your abandoned leads) that engage with that email is then captured and matched with your video viewer database from your video host. From then on you receive an alert in your CRM every time someone from your database is back “in market,” because they are watching one of your videos.

    Armed with this knowledge, you can then send personalized videos to that specific customer with various messages. Perhaps the customer has been consistently watching videos of Honda Civics in your inventory. Sending a video message informing them of special offers on Civics would certainly be relevant and give you the fast track to selling them a vehicle before they start shopping at your competition.

    However, there’s a fine line between personalization and creepy. So make sure that the video doesn’t necessarily inform the customer that you KNOW they’ve been shopping. The video message should be something relevant to the behaviors you have seen them make, without crossing that line.

  1. Tracking – Because you’re capturing this data and it’s being matched to buyers, you’ll get a notification that your buyer is watching one of your videos, along with which touch point that they are watching it on. Now you know that right at that second Joe Smith is on AutoTrader, Cars.com, or any other touchpoint out there, and what vehicle(s) videos they are viewing. Wouldn’t it seem like a good idea to call them at that point?
  1. Conquest/Geo-Targeting – This technology allows you to know which site they are viewing your video on and you can also see where (as in physical location) they are watching it. Imagine getting an alert that Joe Smith is watching your video and happens to be on your competitor’s lot at that exact moment. The right hosting company would enable you to know this information, call Joe and in addition queue up a “last chance offer” as a banner ad right there on the video they are watching… all in real-time!

A video marketing strategy isn’t just about the video. It’s a strategy that involves getting MORE of your videos on MORE touch points while capturing MORE data. Then utilizing that data to your advantage to know exactly how and where your customers are watching your videos. Then sending more personalized, relevant and perhaps even deal-saving messages to them in real-time.

There is nothing more powerful than to communicate with your customer exactly at the right time, with the right message, in a way that they know is just for them.