5-Point Check For Video Blind Spots
Success in the age of the online shopper is driven by video. Perhaps in no industry is this truer than in the automotive industry. In fact, recent Google research has shown that one in three adults in the U.S. watches auto content on YouTube at least once a month. The same research found that one in four of adults who watch auto content will then go on to visit a dealer.
So, if a customer is getting excited to buy and beginning a search based on video, how is your dealership experience – both in store and online – catering to this audience? You may be using some sort of online video right now, but making sure it aligns with your shoppers will help move them from browsing your lot to driving off of it.
- Tell a story. Every video you produce – whether it’s a simple vehicle walk-around or featured highlights piece – should excite your customers and compel them buy. Rather than walking a circle around a vehicle you just acquired and talking about power locks and windows, play more to the emotional side of the customer and talk about what it feels like to sit in the driver’s seat and grip the wheel. Google’s research states that test drives, walk-arounds, feature highlight reviews and safety tests are the most demanded videos. Adding personality to yours will set you apart.
- Provide the right information. And oftentimes it might not be in the right place or at the right time. Take a hard look at your online presence and see what videos you have where. Tell your dealership’s story on your homepage or about section. Tell a vehicle’s story on each listing. Start with test drive or walk-around videos to appeal to the emotion that landed a customer at your site. Then get into more specifics about features and benefits once they’re picturing themselves in a particular vehicle.
- Use video to sell vehicle service contracts. Giving your customers the tools to educate themselves about the value of vehicle service contracts and other F&I products will help them discover value on their own. Short, engaging videos are an easy way to work a digital experience into your process. Have some playing on loop on a showroom monitor or utilize mobile technology like iPad apps to let customers view helpful videos.
- Use video to communicate. If you’re riding the emotional high of shopping for or purchasing a vehicle, would you rather read through four paragraphs of info from a dealership or hear from someone personally? A tool like Covideo can help you do this by sending video messages for lead nurturing, sales follow ups, service reminders and more.
- Use video for training. While training isn’t something that directly faces your customers, when done correctly it can have a great impact on them. Online virtual training helps improve retention among your staff and create consistency throughout your sales process so you can be more successful selling more cars and more vehicle service contracts.