video

Don’t be Generic in Your Video Marketing

Today’s consumers want marketing that is personalized to them. In the past, marketing has always been about broadcasting the same message to everyone. Attempting to catch as many “fish” as possible. That strategy no longer works in today’s modern world of consumer shopping behavior.

To truly capture a customer’s attention and win their business, you must focus on personalization. Many marketers utilize generic, bland, stock imagery, and video to tell their “story.” This practice is so bad that a poet even created lyrics parodying marketing in a video titled, “This is a Generic Brand Video,” .

 

 

Somewhat ironically, this video ended up being supported and promoted by a company that sells stock photos and video. While the video may be a little dated, the message and lessons it implies still hold true today.

Technology has made it possible to personalize every video to every individual customer without having to do a lot more work. In the dealership world, that means that every personal communication, service video, vehicle walkaround, or employee introduction can be tailored and personalized. Sadly, too many dealerships are failing to take advantage of this ability.

It is well-documented how video content is hugely desirable and highly influential to today’s consumers. If you can engage these consumers with relevant content and become a resource, you are a step ahead of the game. Take it to the next level by then personalizing that video content, and you can blow your competition out of the water!

Your customers don’t want to feel as if they are part of the millions. They want to feel as if they are the most important one among the millions. If you can accomplish that, you will earn their business, trust, and loyalty. Watch the video again and be honest… how many commercials have you seen that employ those same generic marketing tactics? This video struck a chord with marketers because it is hilariously accurate. It did, in fact, go on to win awards.

People don’t care about you or what you are trying to sell them if you don’t care about who they are. Use today’s technology to leverage the power of personalization in your video marketing effort. You will find that anyone you are trying to win as a customer will choose to do business with you because you cared about them.

Why Video Titles are so Important

Videos are essential for effective marketing and will continue to rise in importance in the future. They are engaging, and consumers would rather watch a video than click through a bunch of photos. I’ve talked plenty of times about the different types of videos. But for this blog, let’s get off VDPs for the moment. Some of the video content I recommend for dealers are how-to videos, vehicle walkaround videos, and reviews. This is excellent content for a dealership’s website as these videos engage existing customers. But there is another benefit that dealers tend to forget – they also attract prospective buyers and service customers. The trick is that they must be easily discoverable.

According to an article on CEOWorld, matching your video title to a search and optimizing the video description and URL is an excellent way to increase your dealership’s SEO strategy and performance.

Everyone uses a search engine – mostly Google. On a basic level, Google delivers search results by deciding which content is relevant to the search and tends to favor local results first. For example, if a consumer were to search “Chevrolet dealership,” Google won’t serve up results for dealerships across the country, but rather those nearby. The problem is that how-to and video walkaround videos and reviews don’t show up in many consumer searches because dealerships fail to tell Google that their video is relevant.

Think about it. If a consumer is looking for a review of a new model vehicle, what do they typically type into the search bar? Most consumers will type in precisely what they are looking for. If searching for a review of a 2019 Chevrolet Silverado 1500, that is pretty much exactly what they type into the search bar. Or, if they want to know what a radiator flush is, that’s what they type in the search.

It makes sense to ensure that the title of your video mimics the questions a consumer is most likely to type into a search engine. You then show relevance to Google and will show up in searches. If you hit the nail on the head and the title of your video is an exact match for the consumer’s search, you are infinitely more likely to show up high in the organic search results. And not just Google but all search engines. Also, because Google favors local search results, chances are high that local consumers will be served up your video over others.

Video is increasingly favored by search engines, social media platforms, and consumers. Therefore, it’s imperative that your dealerships have an effective and comprehensive video marketing strategy in place.

Create content consumers want to see and be smart with your titles. Consumers will then be served up your dealership website as the answer they are looking for. And that’s a great thing for sales and service.

Do Stitched Photo Videos Provide Value, or are they Outdated Technology?

Stitched photo videos have been around awhile. I’ve had many people ask me lately if they are still relevant, do consumers really watch them, and why dealers should have them when they already have a large number of photos and vehicle description on the VDP. My response is to remove personal opinions out of the equation and let the “data” do the talking.

The reality is that stitched photo videos can be the most important type of video content your dealership has. Consumers are video-oriented and, while it is good for a dealership to have a large number of photos of a vehicle on their VDP, consumers simply don’t want to scroll through all those photos or read all the text in the description.

If you aren’t going to invest in a full motion inventory video, then you must provide consumers with a stitched photo inventory video at a minimum. Consider this, the completion rate for a stitched photo inventory video is 70-75%! Think about that. If consumers did NOT like them, would they watch a stitched photo video for an average 1-1/2 to 2 minutes right through to the end?

The fact is, Google identified Inventory Videos as one of the most desired types of video content that today’s shopper is looking for. Dealerships who add inventory videos (stitched photo or full motion) traditionally see a 10-15% increase in total leads (all sources), appointments, shows, and sales. And when incorporated into an integrated video marketing strategy, these numbers can easily double.

Our lives revolve around video already. We watch video reviews, TV, news, Netflix… whatever. We don’t unroll the daily newspaper anymore. Everything is on demand. And that’s what consumers want.

Let me reiterate, just to be clear, I’m not saying that stitched photo videos are the BEST form of video marketing. But, for those dealers who have yet to make the commitment to full motion inventory videos, or who don’t want to pay a service to create them, my suggestion is that stitched photo videos are, at minimum, the most essential inventory marketing piece these dealers can have.

Why?

Because the data proves it. They increase VDP Engagement from your shoppers, raise your Time on Site (which Google loves), and they generate more leads than SRP’s and VDP’s that only have still photos. Is that enough reason? I would certainly think so, especially if your dealership is already taking those multiple photos of the vehicle. If that’s the case, stitched photo videos are the most straightforward solution and are very effective.

One last point that should be mentioned here: one of the most important reasons you need an inventory video (stitched photo or full motion) is to get your Value Proposition, Testimonial, and FAQ videos in front of the shoppers at that phase of the buying cycle. There is no other way to get this rich video content in front of the shopper while on the SRP/VDP, other than using the Inventory Video as leverage. This is the most critical time for that video content to be viewed!

A Mobile First Strategy is the Future of Marketing

Consumers increasingly use mobile devices to view content online. Study after study cites the fact that mobile devices are on a continued rise as the preferred medium for content. They surpassed desktops not too long ago and will undoubtedly continue to rise in dominance.

Mobile devices are always at hand, can be used almost anywhere, and are a convenient way to consume content. Because of this, marketers are on the lookout for the preferred type of content consumers want to view on their mobile devices.

What’s easier to do on a mobile device? Reading an article or watching a video? If you answered watching a video, then you’re in the majority.  Video ad spend is expected to reach over $100 billion by 2023, accounting for 80 percent of all Internet traffic according to a recent article on MarTech.

Facebook was the first to tie “mobile first” to “video first” as a strategy for brands. Why? Well, think about the billions of Facebook users and its unlimited content. Facebook knows where people browse on their site and, more importantly, what type of content they pay the most attention to. And that content is video.

Just look at the evolution of video. Why do you think we’ve progressed from stitched photo videos to real-time video and now 360 degree, augmented and virtual reality video? It’s not because marketers want it. It’s because consumers want it. There is simply no other reason to create a strategy and invest the time and effort into content production.

Look at Netflix. It went from a small mail-order movie rental company into one that dominates consumer’s televisions with streaming content. It is now one of the fastest and most prolific producers of original content in the country. Why would it choose to make that investment? Because that’s what consumers want! Netflix knows that the more eyeballs it can get, the more money it can make.

And that’s precisely how you should be viewing video content.

Video continues to dominate every form of content delivery. It takes less effort to consume and is more immersive. It’s easier to consume on mobile devices and captures more details in a way that text can’t. A consumer can’t really “see” a car by reading a Monroney sticker. They can, however, kick its virtual tires online and cruise through and around it via video.

Video content is here to stay. Not only is it here to stay, but marketers that fail to use it – and fail to have a robust mobile and video strategy – will quickly find themselves left behind eating their competitors’ dust. And, more importantly, left behind by their potential customers.

Decide now to increase your video content production efforts and include mobile in your strategy. You will quickly find that not only do your customers like it… but so does your bank account.

To Script or Not to Script? That Is the Question

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.