Lehel Reeves shares three types of video responses to send to your customers that can increase show rate and lead conversions.
Social media is a great place for brands to get their message out to the masses using video. Not only are more people watching video on Facebook, but the platform itself is also giving it extended reach in order to entice marketers to publish more video on Facebook. Another really great (for marketers) feature of video on Facebook is that it autoplays in a user’s newsfeed. The problem is that it autoplays with no sound, so a user actually needs to engage with the video in order to hear it. If the user is scrolling through their newsfeed, you literally have seconds to capture their attention. So, how do you maximize the effectiveness of your Facebook videos knowing that users aren’t going to hear it, but only see it?
A recent article in Inc., shared that at the Salesforce Connections conference held in June, Facebook’s CMO Gary Briggs revealed a new trend that brands are beginning to use in their video marketing efforts on Facebook. Knowing that they’re pretty much at the mercy of a user when a video is presented in their newsfeed, marketers have started introducing text into the first 5-10 seconds of the video, so as to pique the interest of users and bypass the need for audio to capture attention. Similar to subtitles, this text is actually rendered into the actual video itself, allowing companies to use creative text in unison with their video to capture the user’s attention and get them to engage.
Facebook video marketing can be highly effective for dealerships, especially if it’s targeted properly. Video ads are one of the most effective means of advertising on the platform. The ability for dealerships to utilize various data sources and identify in-market car shoppers within their geographical area offers amazing opportunity. Consider incorporating video into your social media marketing on Facebook and, if it’s in the budget, utilize the precise targeting features that Facebook offers.
The most effective form of video marketing on Facebook for car dealerships would be more in the area of company branding, fun and random entertainment videos, customer testimonial videos, and occasional inventory walkaround videos. Of course, you should have an entire Inventory Videos page available from your Facebook Menu, making it easy for anyone visiting your Facebook Page to quickly see videos of your inventory (since you actually do sell cars).And, if you have a very rare or unique vehicle, and target it properly, a video ad for that vehicle on your wall could also help the vehicle sell faster as well. However, for the most part, the ability to expose your dealership to potential new customers through well thought out, creative and engaging video can keep you top of mind.
A successful video marketing strategy will ensure that your dealership is present at each and every touchpoint that a consumer could visit on their car-buying journey. It will also take advantage of any unique features of the platform to optimize the chances that consumers engage with the video. This super nifty trick will allow you to relay a quick message (a hook, if you will) to consumers without them having to engage with your video, and could make them stop and listen to what you have to say.
by Brian Cox
Bob visits a website searching for a new vehicle. As he filters down to the model he is considering, he is confronted with a seemingly endless list of stock photos with similar prices. Frustrated at the lack of information, he leaves and attempts his search on another site just to get the same results.
Suzy is in the market for a used vehicle. After comparing vehicles by prices and mileage, she finds one that fits her needs and her budget. The vehicle doesn’t have a very good description, however, and she has questions about the vehicle’s condition. She fills out the form and asks for more pictures of the vehicle. All she gets in return are repeated invites to schedule an appointment while being bombarded with phone calls from salespeople.
Joe is shopping for a new vehicle also. Joe is a very meticulous person. His house is always in order. His DVDs are alphabetized. He refuses to buy anything used. He knows that he wants the new Mustang. He also knows that he wants it to have as few miles as possible and, if feasible, to never have even been test-driven. He visits his local dealer’s website and all he sees are stock photos. He resigns himself to the fact that he is going to have to physically go to the dealership and inspect vehicles, which he does not have time for.
In all of these situations, the online shopper could have converted to a lead or sale. The friction point that stopped the customer from converting was very simple – lack of information. Humans are all different in their peculiarities, but do have one thing in common; they want to get the best value for their dollar. Had any of these dealerships taken the time to enhance their VDPs with dozens of photos and videos, these shoppers may have taken the next step towards the sale. Instead, they are left with frustration and no information.
Imagine if, while searching, Bob had encountered a listing that had actual images or video of a real vehicle in stock at a dealership. Or if Suzy had seen a video walkaround of the used vehicle that caught her eye. Maybe actual images and video of a specific new Mustang would have allayed Joe’s concerns of its condition and he would have reached out to the dealer to start the buying process.
Sadly, many dealers fall short of what is optimum – they have their DMS push out their inventory the instant it’s stocked and then distribute it to all of the touchpoints a consumer may visit. When a consumer finds that vehicle they are poorly served and presented with a VDP that has no description, images or video, and sometimes not even a price.
Most dealers recognize the impact that great image and video marketing can bring to their used vehicle inventory marketing. They know that the faster they get those images and video onto their VDPs, the faster they will see interest by consumers, and the faster vehicles will sell. The one thing that most of the automotive industry neglects, however, also happens to be the thing they have the most of: new cars. Perhaps dealers feel that there is no point taking pictures and video of each individual new vehicle as they are all the same at every dealer. The fact is that marketing your new vehicles may prove to be more important than marketing your used vehicles.
Including images and video of actual vehicles will make you stand out from your competitors in search results on the many consumer touchpoints.
Most dealers have 4-5 new cars for every single used car in inventory. Chances are that your competitor isn’t taking pictures or video of their new cars either. We all know the value SEO has in gaining new customers. By marketing your new vehicles with descriptions, images and video, you stand out from your competitors and increase your content within search engines by 4-5 times! This could easily help you dominate search engine results and every other touchpoint a consumer visits.
If you are not shooting photos and video of your new car inventory, you essentially have no marketing for the largest segment of your inventory. Start taking pictures and video of your new vehicles and you’ll achieve maximum exposure, which will lead to more leads and, ultimately, more sales.