If a picture is worth 1,000 words, videos are worth 100 million, said Cheryl Milani, Vice-President of Mobials Inc.
Now that YouTube is the second most popular search engine, it’s critical that dealers are using video to connect to their customers.
If a picture is worth 1,000 words, videos are worth 100 million, said Cheryl Milani, Vice-President of Mobials Inc.
“Video is not an option anymore. We have to staff our digital dealerships and put that experience online,” said Milani.
Here are Milani’s top tips:
• Post short video bios of sales people online. “Emotions are visible and engage people.”
• Share videos, such as online bios and customer testimonials, when emailing customers. “Using the word ‘video’ in an email subject line boosts open rates by 19 per cent.”
• Ask your customers questions on video to help tell the story of their experience. “What were you worried about when shopping? Which feature are you most excited about? Out of all the salespeople in the world, why me?”
• Tap into your customers’ social network. Ask them to post video testimonials on their favourite social platforms. “Seventy-eight per cent of people say they trust online reviews just as much as recommendations from acquaintances.”
• Put video where you spend the most money. “Differentiate yourself from everybody else with a video of a salesperson with personality.”
• Length matters. “Viewers tune out after 10 seconds.”
• Be authentic. “It doesn’t have to be special, just natural.” Milani shared videos of dealer staff dancing, interviewing customers and showing off showrooms to demonstrate relatability.
• Make video mandatory in your dealership. “If you’ve got 14 salespeople and no one will do, maybe you drop a couple and get someone who does.”
