Flick Fusion COO Tim James explains why dealers should incorporate video into their lead follow up process.
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 Tim James
All dealerships get leads that originate from the Internet. Not all dealers, however, are equal when it comes to how they handle these leads. Ever wonder why some dealers are able to close Internet leads at 12+ percent, while others struggle to reach 6 percent? The reason has everything to do with how these leads are handled – from speed of reply to the content in the reply itself.
One of the most powerful ways to communicate to today’s tech savvy customers is with video. It’s a highly effective form of communication because it engages the customer’s senses. It can help capture the customer’s attention and increase the amount of leads that turn into appointments.
There are three basic types of videos that I find work best when created and integrated into any lead follow up system :
- Lead Response Videos: When you receive a 3rd party Internet lead, chances are really good that lead also went to multiple other dealerships. This interested buyer then gets bombarded by e-mails and phone calls. Quite frankly, most of these responses are generic, contain no information, aren’t personalized and tend to start looking alike. Gain a competitive edge with your response — rather than simply send a template email, create a personalized video response that thanks the customers for the inquiry. Introduce yourself, mention the vehicle the customer inquired about and invite them in. Your video will stand out and make you the memorable one. Customers will also feel flattered that you took the time to create this video and realize that there is a real person communicating with them, not just a computer.
- Appointment Confirmation Videos: When you do get a customer that is interested in test driving a vehicle, it’s important to create a sense of obligation on their part. It’s proven that e-mails that contain videos get opened at a far higher rate than those that do not (especially when the word “video” is in the subject line). Create an appointment confirmation video and you can increase the chance that the customer will open and view it. In addition, use the video to tell them that you’re looking forward to seeing them and make it “personal” so they feel guilty if they blow you off and don’t show up. Let them know that you are doing something “for them” by making sure you have the vehicle cleaned up, pulled around and waiting for them…and offer to have an ice cold bottle of water or a cold Coca Cola waiting for them.
- Personalized Walkaround Videos: Nothing is stronger than sending a personalized walkaround video to your customers. The fact that you took the time to video and explain the features and benefits of the specific vehicle they inquired about JUST FOR THEM, can impress them and can also increase their interest level. People appreciate it when others go that extra mile to help them. Make your vehicle AND yourself memorable and you’ll have a better chance of building trust and rapport with your customer and, ultimately, getting them into your dealership.
Give one or two of these a try, I’m confident you’ll be impressed with the increase in the lead to appointment rates and appointment show rates that you receive.
by Brian Cox
There’s no doubt that video marketing is exploding in popularity with businesses and consumers. Both Facebook and Twitter are investing heavily in video and, in the case of Facebook, rewarding those who upload their video straight onto its extended reach advertising platform.
The days of reading long text descriptions and features of vehicles on websites are quickly fading. Manufacturers and dealerships are putting more effort and bigger budgets into video marketing. However, no matter how creative, funny, informative or compelling a video is, if it’s missing one simple ingredient, it will not help you sell more of anything – whether that’s a salesperson, the dealership or a car.
What is that simple ingredient? – It’s a call-to-action.
In terms of functionality and conversion, all websites typically contain calls-to-action. Customers that visit a dealership’s website can gather the information they want and, most of the time, there is a call-to-action on the page they’re viewing; be it the home page or a vehicle description page. Many videos, however, have no call-to-action. An online car shopper will visit multiple touchpoints when researching vehicles – Think of all of the sites your videos are on that the consumer could visit. You may control the content and call-to-actions on your own website, but it’s not always the case on every touchpoint.
Many dealers incorporate personalized video e-mail responses and walkarounds and introduce staff on their “About Us” pages. These are all great but, in many cases, they neglect to incorporate the single most important question that a consumer will ask after watching:
What do I do now?
Even if you have a call-to-action on the actual webpage that the consumer is on while watching your video, include a call-to-action within the video itself. It doesn’t have to be long or confusing. It should be simple. Something like:
- Call us at XXX-XXX-XXXX or email us today at XXXXXX
- Make sure to mention this video to claim your special offer
- Make sure to visit our website and get the exclusive Internet pricing only available on our website
If you’re not asking viewers of your video to do SOMETHING at the end of your video, they won’t do ANYTHING and you’ll be missing out on conversions. Guide the consumer through the funnel in relation to the video content they just watched. If the video was a “Why Buy From Me” sent by a salesperson, include their contact information at the end. Another thing that can be very beneficial is to incorporate a call tracking number on your videos.
If it’s a vehicle walkaround video, direct your customers as to what they should do next. Create a video explaining how your dealership assists people with challenged credit then direct them to your online credit application to get started. If you produce service videos, make sure to include an offer, coupon or, at the very least, an invitation to the dealership or to schedule an appointment.
It’s really not a difficult concept. Almost every other form of marketing will have calls-to-action (if they’re any good). So why shouldn’t you also include them in your videos? It’s up to you to tell your customers what you want them to do. If you guide them properly and with relevance, you’ll find that more of them follow the path you’re leading them down and will see more conversions.
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.
By Tim James
In my last blog article, I discussed the importance of building rapport with leads through the use of “Why Buy From Me” and “Lead Response” videos personalized for each customer. Now I would like to take this one step further — Building rapport should in fact start much earlier than simply upon the receipt of a lead.
Think about the first contact a customer has with your dealership. Chances are good that they either went to your website, or found a vehicle that matched their interest on a third party site. At this point, detailed descriptions, images and video walkarounds can certainly make your vehicle stand out from the others. But how about further increasing the probability that the customer chooses to deal with you over any competition? How about building trust and rapport at this first entry point instead of waiting for them to put in their personal information and enter your CRM as a lead?
Just as you can integrate video walkarounds of the vehicle on VDP pages, you can also integrate your “Why Buy From Us” or “Why Buy From Me” videos into your vehicle display pages, as well as your most visited page on your website – your homepage. Sell The Dealership, Sell Yourself, Sell The Car…This simple rule can have a significant impact on the number of shoppers who see your online advertisements and ultimately trust you enough to reach out to you and inquire about a vehicle. And a HUGE impact on your sales once the customer arrives on your lot.
These actions help to build rapport and establish trust prior to receiving a lead, making the process of contacting the customer and engaging them that much easier when you do receive a lead. The fact is that you can build so much likeability and trust with a shopper that they decide that “you” are the dealership or sales person that they want to do business with, even before they have landed on a specific vehicle. You will even have shoppers who call you, email you, or even just show up at your dealership, without having settled on an exact vehicle, simply because they like and trust your dealership, or one of your salespeople. They thus reach out to you to help them find the right vehicle. Combine the above actions with walkaround videos and personalized video e-mails and you’ll find it much easier to win over a customer, leaving your competition in the dust.
Start creating rapport at the first touch-point, otherwise you could find yourself competing with four other dealers for the potential customer’s attention. A successful sales career is all about building relationships. The earlier in the car buying process that you can accomplish this, the easier it will be to engage a customer, more customers will show up for test drives, and you will haggle significantly less over price. You will get more sales and higher gross, because you are the good guys and the shopper wants to do business with YOU!
By Tim James
That classic line from the song “Somebody to Love” by legendary band, Queen epitomizes the destination for consumers and the goal of all salespeople. There’s not a doubt in my mind that you’ve heard the phrase “People buy from people they like.” In the past, a consumer had to come into a dealership to start the car shopping process. This is where the important skill of “building rapport” came into play for salespeople. Great salespeople learned quickly how to find common interests and develop relationships with their clients, while assisting them to find the right vehicle.
Fast forward to today. Consumers now have the option of car shopping anonymously. Dealership Internet and BDC departments are inundated with leads arriving from countless sources. Consumers chose to share some or all of their information after narrowing down their online research. They’ve engaged with you to some degree and have given you the opportunity to earn their business. You must remember, however, that to the consumer, you are only a car dealership. Chances are also good that you are not the only car dealership who they (or a third party) has given this opportunity to. All dealerships have auto-responders and the standard “Why Buy From Us” email templates are sent to leads pretty quickly. Because the consumer is inundated with these templates, they are meaningless.
The fact is that people buy from people they like. So, how do you make that emotional connection with a lead? It’s certainly not through e-mail templates.
Consumers like to be treated as if they are special. They can smell an e-mail template before it even hits their in-box. While it’s fine to tell your dealership’s story, don’t forget the importance of building rapport — it will go a long way towards winning the sale.
Highly successful dealers have started sending out individualized “Why Buy From Me” type videos in their e-mails. These videos are personalized to each and every customer. These are not just a homogenized blanket “one size fits all” type of message. The reason this works is because of a very simple concept known to salespeople. By saying someone’s name, you recognize them as a person… and individual. No longer is your video message “My name is Tim. And I would like to earn your business… Mr. Blank.”
Instead the message is directed to the individual as … “My name is Tim and I want to earn YOUR business, Mr. Smith.” — That’s a very different message.
What do you do if you see someone you know walking nearby, but out of reach? You yell out their name! Why? Because it gets their attention! And that’s exactly what personalized video responses accomplish.
The bottom line is that the possible touch points on the consumer’s online car shopping path are increasing at an incredibly rapid pace, almost daily. It is becoming more and more difficult to stand out and claim a customer’s attention. This very simple technique can make your interactions more personal and help to gain the customer’s attention. I am sure you will find that more people appreciate, respond and give you the opportunity to earn their business.
After all, we all simply want to find somebody to love. Make sure that somebody is you.