Ideally, I’m sure you would have your best sales executive sat in front of every customer that you were trying to sell a car to. Similarly, your best business manager would be perfectly suited to present your F&I offering to every customer. However, this isn’t possible in most instances – especially if you have retail sites that are spread over a wide area.
So is there a way of making sure that every customer that visits your website gets a clear and consistent message every time? I believe that this is possible, and one of the best ways to ensure this consistent approach is to use bespoke video content.
In an earlier post I discussed my thoughts on adding video from a search marketing perspective (research shows that you are 53 times more likely to appear on the first page of Google if your site has relevant video content, and that customers spend 20-40% more time on sites with video) but this month I would like to build the case from a customer education and customer engagement angle.
When you think about it, video content tailored to your business makes so much sense.
How much more effective would a presentation of your service plans or GAP insurance be if you could dictate the message rather than someone else?
Also, by being forced to concentrate on the main features and benefits of your business, you should end up with a more focused message that has less ‘sales spin’.
But controlling the message that reaches your existing and potential customers is not the only benefit. You can also track the number of customer views of the video, and how long it has been watched for. Also, you can use video tactically – for special offers and important announcements, for instance. However it is used, tailored video content will assist in providing the customer with genuine reasons why they should buy from you.
At Codeweavers we have been successfully been producing bespoke video content now for some time. The results from some of our clients are extremely encouraging – some have hundreds or even thousands of views per month, with nearly 70% of customers watching the video all the way through (my video colleagues assure me that this is a very impressive figure!). We have also noticed that customers are viewing the content on many different platforms – iPhones, iPads, laptops – even Playstations and XBoxes!
Quite simply, when you have tailored video across your site you can increase the popularity of your web pages. Most people prefer to watch rather than read, so share your message and create a dynamic website that attracts and keeps visitors.
Codeweavers can help you make this a reality, so get in touch with me to further explore the possibilities that video can bring.