By Tim James
Video content is now the preferred medium for consumers and statistics show that consumer Internet traffic for online video will increase by 80% by the year 2018. That’s not too far away.
And, when both are presented on the same page, consumers would rather watch a video than read text. For that simple reason, video content simply converts better.
There are many types of video content and unless you devote (or outsource) this content, it can be difficult and take some hard work to produce all of the different types of video you need. This can include: Pre-Roll; PPC & Re-Targeting video campaigns; promotional; model comparison; video email campaigns; in-market video display; new model test drive; value proposition; testimonial; inventory lead follow up; delivery; service department; and, finally, life cycle marketing videos. Are you overwhelmed yet?
While all of these are important, I would like to help simplify this for you by focusing on the five types of video content that have the biggest impact on conversions, leads and sales.
Here are the five types of video content you should focus on:
- New Model Test-Drive – According to Google, the top three types of video content that auto shoppers are searching for are: test-drives, features & options and vehicle walkthroughs. In fact, the time consumers spend watching these kinds of videos has doubled in the past year. For this reason, if you fail to provide this video content for your customers, I guarantee that they will watch it on someone else’s website! If your competitor has New Model Test-Drive videos and you don’t, they may be getting the shopper into their funnel higher in the buying cycle — and you may lose them before you even get started!
- Inventory – Your VDP pages on both your website and 3rd party sites are THE most important advertisements your inventory could have. You spend a lot of money trying to get traffic on those pages. However, it’s becoming harder to differentiate your dealership from VDPs by your competition. Most websites are very similar – especially the VDP pages – and you really don’t have much control of the content you can put on them. So how do you create a more compelling VDP page that sets your vehicle apart from all of the other similar ones? Through video. Yes, perhaps you think it’s difficult to take full motion videos of each of your vehicles. But here’s the thing: video is no longer an option. If you can’t do it, have your lot service do it. If neither of these is an option for you, then use automated services that stitch together the phots into a video format. Why? Because they work. Your time on site will increase by 20% or more, videos will have an average completion rate of upwards of 75%, lead form conversions will increase by 20% and engagement by 200%! Inventory videos have a significant impact and are ridiculously inexpensive to create.
- Value Proposition – As much as shoppers are looking for a vehicle to fall in love with, they are also looking for a dealership and salesperson they can trust. One of the first things you train a new salesperson to do is to sell the dealership, then themselves and then the car, right? Why would you do it any differently when the “salesperson” that the customer first encounters is your website? Consumers simply want a dealership that they can trust to be fair and honest with them. That’s what this type of video content is designed to achieve.
- Testimonials – These videos reinforce the trust factor and compliment your value proposition videos with a combination of selling both the dealership and the salesperson. Consumers trust other consumers and video testimonials are a powerful way to show potential customers that previous customers had a great car-buying experience with your dealership and/or salesperson. They also show that it was so good that they were willing to broadcast it publicly via a video testimonial. People communicate through tone and body language – something that text cannot fulfill. Video, on the other hand, can. Prospective customers watching your testimonial videos can identify with, understand and be influenced by that testimonial, just as if the person giving the testimonial was standing in front of them.
- Lead Follow-up – When consumers submit inquiries via third party sites, oftentimes they are contacted by more than one dealership. Even if they convert on your own website, the chances are great that they are also cross-shopping you with your closest brand competitor. Most e-mails coming from dealership CRMs are templates. Consumers can smell these a mile away. They know these weren’t created specifically for them. If you send these, the consumer isn’t going to be impressed. However, sending a personalized video e-mail, makes an impression. In fact, it makes so great an impression that video e-mails see a 200% higher click-through rate and 80% get more replies. They also have a 70% higher conversion rate and 65% of the consumers watch 100 percent of the video!
Starting your video marketing with a focus on these 5 types of video content should immediately increase VDP views, conversions and, ultimately, sales. Keep in mind, however, that simply creating the videos is only the first piece of the puzzle. You can create all of the video content you want but if you aren’t doing it with a strategy in place, you may find less success.
In my next blog, I’ll show you what a strategy looks like, how to implement it and why choosing WHERE your videos are is extremely important.
by Gina Reuscher, Director of Marketing, Flick Fusion
For dealerships that are considering video marketing, or in the early stages of developing their video marketing strategies, we recommend starting with inventory videos. Inventory videos are a great way to attract and emotionally engage car shoppers. According to a recent Gallup study, “businesses that optimize this (emotional) connection outperform competitors by 26% in gross margin and 85% in sales growth.”
Emotion sells because it happens on a very instinctive level. People may not be aware of why they’re buying–they just know they feel good about it.
So how do you create emotionally appealing inventory videos? Visually, most inventory videos are pretty straightforward. Typically they’re two to four minutes in length and show the interior and exterior of the vehicle. They should also highlight popular features such as infotainment systems, cameras or hands-free tailgate openers.
Although these visual features by themselves do stimulate some emotion, let’s face it: there’s only so much you can do with lighting or mood effects without getting cheesy. It’s an inventory video after all, not a Hollywood movie.
The best way to make your inventory videos emotionally appealing is to create a custom, unique voiceover track for each vehicle. Most inventory videos, including virtually all automated voiceover videos, simply recite the features and data that the consumer can already see on the Vehicle Details Page (VDP).
To differentiate your dealership and generate a powerful emotional response in viewers, create inventory videos with voiceovers that focus on how owning the vehicle will make the buyer feel.
For each video, identify one or two emotional opportunities that you want to tap into. The emotions will be different depending on the type of vehicle. Then, decide on a specific call-to-action that you want the car shopper to perform during or after viewing the video. Include hyperlinks or an audio prompt for the call-to-action in the video along with phrases designed to generate emotion.
In Barry Feig’s book Hot Button Marketing: Push the Emotional Buttons That Get People to Buy, he uncovered 16 emotional opportunities that drive conversion:
- Desire for control
- I’m better than you
- Excitement of discovery
- Family values
- Desire to belong
- Fun is its own reward
- Poverty of time
- Desire to get the best
- Sex, love, romance
- Nurturing response
- Reinventing oneself
- Make me smarter
- Power, dominance and influence
To get you started, here is a list of emotions and sample phrases that you may want to incorporate into inventory videos.
|Sex Appeal/Desire||Imagine how you’re going to look in this car, you’re going to look so good driving this car, this is a sexy car and you’re going to look sexy in it, you’re going to be the envy of your friends/family.|
|Admiration||Your friends are going to love it, your kids are going to love it, your dog is going to love it! You are going to love yourself in this car.|
|Family Values||Imagine your entire family on a road trip in this spacious SUV, imagine how much fun you and your family will have trekking in this vehicle, this is the perfect vehicle for creating that special family bonding time.|
|Discovery/Excitement||Imagine the places you can go in this vehicle. Explore, discover and escape the ordinary, enjoy unparalleled freedom in this adventure ride, imagine escaping into the great outdoors, you’ll forget all your worries the moment you get behind the wheel.|
|Humor||Imagine all the stuff you can fit in here; kids, dogs, hogs, farm animals, circus props, all your wife’s/husband’s old junk. Lots of stuff, you’ll never have to go anywhere without your stuff again.|
|Smart||Buying this car will be the smartest decision you ever made, with this deal/rebate you’ll be walking off the lot feeling like Einstein, buying this vehicle is one decision you’ll never regret, this one’s a no-brainer folks.|
|Confidence||Don’t worry, worry-free, satisfaction guaranteed, no-hassle buying experience. Imagine all the money you’ll save with this fuel-efficient vehicle; imagine all the things you can do with that money! You can go out to dinner, you can go on a trip, you can buy new clothes.|
|Desire for the best||Rest assured with this vehicle you’ll be getting the best in class, highest quality, top of the line, best value, best looking, etc.|
|Fear of missing out||Isn’t she a beauty? We haven’t seen a make/model in this primo condition for a long time, this one won’t last long folks, this vehicle is going to fly off this lot, this vehicle is in high demand, if you want this, don’t delay, this won’t be here more than a few days|
|Pride||You’ve worked hard, you deserve this car, you know you deserve it, you’ve earned it and you’re going to feel so proud every time you slide behind this wheel.|
These phrases are just suggestions. Feel free to brainstorm and come up with your own! It will take some practice to feel comfortable producing custom inventory video audio tracks, but with time it will become second nature.
One thing is certain: creating inventory videos with emotional appeal will be worth the effort. Emotion plus a call-to-action will convert more shoppers into buyers because emotion sells.
by Tim James
In determining the effectiveness of video marketing, perhaps the metric most used is views – How many views did this video get? In fact, in a recent study by Yahoo-owned video platform Brightroll, 31 percent of polling respondents from over 70 ad agencies in the UK, placed completed views as the most important metric, followed by brand lift (28 percent) and a four-way tie between inventory quality, conversion, click-thru-rate and sales impact, which all came in at 8 percent. Hold on a minute. Does this mean that these marketers care about video views almost four times more than sales?
In video marketing, too much focus can be placed on how many people saw a video when, in fact, what matters is did someone watch the video and then buy the car. Yes, it’s important to have your videos on every touchpoint a buyer may visit in the purchasing process. It’s also important that your video is engaging enough that that individual watches it and decides that YOUR car is the one they want, versus the many others they may encounter. But make no mistake, car buying is an individual journey.
Our world is so noisy today that consumers go out of their way to be alone. Don’t believe me? Try to visit mostexclusivewebsite.com then come back to this blog. I dare you.
It didn’t take long for you to come back, did it? You know why? That website only allows a single visitor on its servers and then only for 60 seconds at a time. Once a person gains access, they can then leave a short message on the site to prove that they were there. Sounds kind of silly, right? I mean, why would someone visit that site? The fact is that so many people are trying to access the site that it cannot keep its servers up. According to the Washington Post more than 300,000 people have tried to access the website while only 55,000 have been successful.
People crave individual experiences. They want to feel special. Creating relevant and engaging video content can accomplish that. It can warm the customer up to your dealership as they make their way along whatever path they’ve chosen. On high funnel touchpoints, you want customers to find videos about your dealership’s value propositions and why they should consider purchasing from you, service and sales overviews, along with customer testimonials. These will start making an impression on your customer and plant a seed that you are the “good guys” and that they can trust you. As they move further down the funnel, they’ll be watching your inventory videos while searching for a vehicle. Once they are low funnel shoppers, that’s when you want to treat them like they are the only lead, the only customer, and the most important person in the world, by serving up personalized lead responses, vehicle walk arounds and appointment confirmation videos. Video also gives you the ability to serve up custom content via your video players, throughout the entire buying cycle and specific to an individual shopper’s behavior and viewing pattern. This makes the overall experience even more relevant and more personal to each shopper.
Stop thinking of video marketing as a numbers game. There is only one number that matters –and that is the customer that is watching your video… right… now.
Flick Fusion VP of Sales, Tim James, answers the often asked question of why dealers should be creating live video walkarounds for their inventory in this installment of Flick Quick Tips.
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.