Don’t you love video?
I remember the day MTV went on the air. It was August 1, 1981. I was home on leave from the Navy hanging out at a friend’s house and saw the very first video MTV aired. It was The Buggles “Video Killed the Radio Star”. That day changed entertainment forever. Now, video is changing the way car dealers market their products and services…forever.
Video supercharges the senses and evokes emotion. It’s captivating, interesting and something we feel compelled to share. It’s also very inexpensive to produce and free to broadcast to potentially billions of people.
According to alexa.com, the estimated number of global Internet users who visit YouTube.com is 33%. That’s one out of every three human beings on the planet who log on to the Internet visit YouTube on a daily basis. YouTube exceeds 3 billion viewers a day. Nearly doubling the prime-time audience of all 3 major U.S. broadcast networks combined.
Thankfully it’s not going to create a billion leads for you, but done correctly, video will change your business in many positive ways.
Let’s look at how you can leverage video to enhance your online presence, wow your customers and tap the creativity of your employees.
The first thing you need to understand is that the search engines love video. Google loves video so much they bought YouTube for 1.65 billion dollars. Excuse me, but even Dr. Evil would have to be impressed with that staggering number. If the search engines love video that much, you should too. Because you want the search engines to love you!
The search engines like video because it’s user generated content; popular, current and relevant to the searchers inquiry. So in the most basic of marketing axioms, “fish where the fish are”, doesn’t it make sense to broadcast to a billion people a day?
In this manner you can compete with larger dealers. A simple video explaining the different features in one model from another can give your video a top five organic placement in a Google search, competing with millions of websites.
Next is the wow factor. As online shoppers work their way down the funnel they eventually begin to engage the dealers. On average they will shop five or six dealers online and visit one or two. So there is a definite selection process going on. What shoppers encounter is an unmistakable sameness when they inquire, especially by email or an Internet form. The auto responses all say the same thing. We’ve been in business for 50 years. We have the largest selection and the lowest prices and we are here to make your experience fast and easy.
The shoppers’ inbox blows up with templates, irrelevant content and invitations to come on in when that is exactly what they chose not to do. Bring some video into your process and you immediately cut yourself from the herd. You become different and memorable.
What kind of videos? Here is a short list of videos you can use to wow your prospects, attracting them to you and your store.
- Video auto response.
- Introduction videos.
- Short video walk around of the car they are asking about, or one similar.
- Customer testimonial videos.
Other videos to have available include how to videos.
- How to pair your phone.
- How to use Sync or OnStar.
- How to change a tire.
- How to check your cars fluids.
Longer video walk arounds make for a great resource in your YouTube library. You can use them as virtual test-drives. As that library grows, so does your name and your search equity.
Finally, it’s a great way to bring showmanship and salesmanship to an otherwise boring, left-brain process. Since buying a car is an emotional act for your customers, video can bring that emotion in to the equation and give you an advantage towards being the dealer they want to do business with. Your employees will have fun with video and it gets them engaged with the products.
The downside to video is small. For the most part it’s free. A YouTube account doesn’t cost anything, or does broadcasting on YouTube. Ask your ad agency to broadcast to a billion people for you for free and see how that goes over. Sure, you’ll need to a camera or smart phone. Some dealers invest in green screens and editing software but that is not entirely necessary. Your time in effort represent your biggest investment.
Sometimes your customers can’t view your video because they are at work and YouTube is blocked by their web filters. Tools like Eyejot can get around this or simply parking your videos on your own website for viewing.
So what are you waiting for? Do you want to reach more customers? Improve your dealerships search engine performance? Wow your customers and get your sales people involved in selling?
I have just three words for you – lights, camera, action.