2020 has been the year of growth and development amidst pandemics and all of the unknowns. In automotive, dealerships and marketing departments have been catapulted into new solutions, technologies, and processes that prior were considered an option or a nice add-on.
One solution that has quickly proven as a necessity and not a “will do it if we have time” is video.
71% of people watch more video than they did a year ago. (HubSpot)
Regardless of if you are using this tool for customer engagement, informational spread, or a sales enhancer (for both sales and service), video has proven a staple in our ever-changing times.
The growth for video-conferencing solutions alone has been exponential, with savvy dealerships taking the lead of physicians and other technologically advanced verticals giving customers the ability to receive the information that they want and need in the manner in which they feel most comfortable.
So, what should this look like for dealerships and what is the best/most efficient way to implement this?
Three Types of Video Engagement
There are three basic types of video engagement for dealerships that directly affect not only website traffic but overall sales:
- Video for Customer Engagement
- Video for Educational and Information Purposes (Drive traffic)
- Video for customer engagement and sales in parts and service
The amazing thing about video is that if you have a good phone with a decent camera, you are able to address all three aspects of video listed here, but there are also some incredible solutions that not only assist you in this, but make it even easier than expected.
Video for Customer Engagement
Finding ways to engage with and create relationships with potential customers has become a hurdle in 2020. Sales is highly relational, and when we cannot depend on our face-to-face abilities at the dealership, there needs to be alternate methods to create the trust and comfort level customers need when making a major purchase.
One effective way to do this is to incorporate video messaging into your normal communication with customers. This can look different depending on the situation, but everything from video emails to one-to-one video communication has proved successful in our industry.
There are many solutions you can utilize, from Co-Video, CarFilm and BombBomb to YouTube, and all are an easy and effective way to create a personalized relationship with people when meeting face-to-face is not an option.
Ways to communicate via video:
- Utilize a video messaging tool and communicate live with the customer Ensure they are prepared for the live chat and always send an invitation first
- Send video messages instead of emails or text messages. 59% of executives stated they would rather watch a video than read text (Wordstream)
- Create “evergreen” videos to send out introducing yourself, the management team, ect… This allows the customers to see you and “get to know you” prior to coming in to finalize the deal
All of these methods, if done correctly, will surprise and delight your customers and put you a step ahead of the competition (assuming they are not already doing this).
Video for Educational/Informational Purposes
The second largest search engine (Google is #1) in the world is YouTube. People look to YouTube for product reviews, information, and education and expect to find the answers they are looking for. Want to learn how to bake bread? YouTube. Want to learn how to build a deck in 2 days? YouTube.
- 72% of customers would rather learn about a product or service by way of video. (HubSpot)
- Users view more than 1 billion hours of video each day on YouTube. (YouTube)
- Nearly 50% of internet users look for videos related to a product or service before visiting a store. (Hubspot)
- Video increases organic search traffic on a website by 157%. (Conversion XL)
These statistics alone show the relevance of YouTube and other forms of video for educational purposes. People are searching “How to connect my phone to my Traverse” or “How to use lane assistance with my F150.”
You can create short videos on some of the more searched topics and provide information to customers proactively. Not only will you be positioning yourself as an informational leader, but you will also be increasing your SEO. Google favors video when ranking for SEO, and if you have current, relevant videos with great SEO enhanced descriptions, you will see your ranking increase.
Video for sales enhancement for Parts and Service
Savvy dealerships have been utilizing video in the service lane for quite some time, but there is a new focus on this as customers are declining to wait in the showroom more and more and opting to drop off the vehicle and stay home during the service.
Advisors can and techs can use video to communicate with customers, show progress with work, and discuss additional work that may need to be completed. When a customer receives a video about their car, with the tech showing real time what the filter looks like, or tire tread, or brake pads that need to be replaced, it is hard to argue with the validity of that.
Also, customers return to advisors they trust, and video can help create and secure that trust while we are still social distancing.
Video is here to stay, and will continue to grow and develop as quickly as it has in the past. Are you ready to make it a part of your regular communication cadence?
- If you are looking for a 1-to-1 video communication solution, reach out and we can direct you to some of the most successful and easy to use technology created for automotive
- Have your staff brainstorm some of the most commonly asked questions about the technology in a car. (Pairing phone, how to use xyz….) Create short (under 3 min.) videos and post to YouTube, Facebook, and Instagram.
- If you are posting educational videos, make sure to have a consistent pattern in posting. 1 a week tends to perform best.