Video content is more intimate than other forms of content, making it one of the best ways to build brand trust. Trust is one of the strongest elements in a decision to purchase. Video can create meaningful interactions with prospects at every stage of the marketing funnel.
97% of marketers say that using video has helped increase user understanding of the product or services they are promoting. When they grow to trust your brand through these interactions, they become loyal to you and customer loyalty is highly valued today.
If you try to sell to prospects immediately, they are unlikely to respond, and most of them will be put off. If you sell to them once you’ve established trust, it’s a different story, and they are much more likely to buy your product or service. If they purchase one time from you and are satisfied, they are likely to buy from you again.
The quality of your videos can shape a customer’s opinion of your brand. Customers are appreciative of quality video, and it helps to relay trust in the quality of your business. Today recording a video does not require expensive equipment or a large investment of time. You can use your smartphone to record a video where you speak from your heart and come across as sincere and natural.
People will do business with you today if they come to know you, like you and trust your expertise. Video can help you achieve this and here are some tips on how to use it effectively.
1. Tell your brand story
Thoughtfully crafted videos can tell your brand story and reveal to prospects the values your brand embraces. Share why your brand was created, the struggles it faced and what it’s all about. Videos that show why you do what you do is a great way of cultivating trust, especially if your business addresses a noble cause.
This important, timeless content is valuable throughout a brand campaign and can form a foundation with links to other topics and advertising messages.
Behind-the-scenes videos are very popular today, such as giving audiences a peek into what is being done in your offices. These videos help to humanize your brand and make customers feel that they know your company on a more intimate level. They give a sense of authenticity which is crucial to establishing trust.
Crossfit’s brand storytelling videos are very specific to a certain audience and make them want to learn more. They show off the results of their intense workout method.
2. Highlight your industry
Highlighting your industry can also help to build trust with your audience. Work with other businesses in your industry. Perhaps you could do a video where you ask experts questions about their business processes. Swapping videos with other businesses can help you to grow your audience and create a supportive network.
Create videos about recent trends within your industry and new technological innovations. Sharing live video from a convention is another popular option. Those interested in your industry will be drawn in by knowing your brand is on the cutting edge of what’s happening in the industry and will want to know more about what you offer.
Reach out to brand ambassadors who are active in your industry. An interview with a brand ambassador could extend your reach and help you to win trust. Brand ambassadors could also help to share your videos with their audiences.
3. Demonstrate your brand’s expertise
If people see your brand’s expertise, they are more likely to buy from you. Post videos of company members receiving awards or giving presentations. This way, you can share your knowledge and develop your presence at the same time.
Company employees who speak clearly and confidently while sharing valuable content will boost credibility. A “day-in-the-life” video, for example, can help customers meet the staff members who provide services, allowing trust to build. Putting a face to a name by introducing key team members and allowing them to share their knowledge shows openness and honesty.
Thought leadership videos are another way to demonstrate expertise. A brand that’s doing it right is Moz with their WhiteBoard Fridays.
4. Showcase your products or services
Video has become the format of choice, and 64% of people are more likely to buy a product online after watching a video about it. Online shopping has the disadvantage of not offering customers the opportunity to handle a product and examine it up close, but video can be the answer. It can allow customers to see a product from every angle and show them exactly how to use it.
Customers who shop online want to know every detail about a product before buying it, and video can help them to make a decision. It can help show them the benefit of a product or service to them and how it can solve a problem in their lives.
If your demo video is mindlessly walking users through your product, you will lose their interest. You need to dream up creative ways to keep them engaged. FTP Today is a company that is doing it right, showing those in the medical field how to use the service.
Explainer videos focus on providing useful information and educating customers. Autoglass uses an explainer video to effectively and clearly address concerns of customers. It answers whether a windscreen can be repaired, what happens to repair a chip and what happens when a windscreen is replaced.
5. Actively engage viewers
Using video should not be a one-way street. Viewers should not be watching passively but be actively engaged. Here are some ways you can improve engagement.
- Don’t just post your videos and forget about them. Always respond to comments because this shows those who wrote them what type of person you are and establishes how when you know your product or service.
- Start using live videos. On many platforms, you can see audience reactions and comments as you film your live video. Benefit Cosmetics is a company with a live ongoing video series where viewers can learn the latest about cosmetics.
- Answer questions in video format. If you receive questions, answer them in a video where you address them and clarify any misconceptions. This helps people to feel like part of a community and that their opinions matter.
- Respond to other videos. If you respond to other videos, people are more likely to respond to yours.
- If you receive criticism, how you respond to it is important. If you respond in a harsh manner, you will lose customers. When Samsung faced trouble, it was how it responded that told a great brand story.
- Don’t forget to share your videos on social media, in emails and more.
The more you interact with viewers, the more of a relationship you build with them. You will create a positive impression about your business that they’re likely to share with others.
Customers who strongly connect on an emotional level to a brand are likely to buy more products.
6. Social proof convinces customers
People today listen to other people’s opinions before making a buying decision. Everybody tends to watch product review videos too, which give potential customers an idea of how a product works in the hands of a current customer.
Get your customers to talk about why they chose your brand rather than one of your competitors and what it was like working with you or using your product. This type of proof is better than anything you can come up with yourself.
Viewers will equate the quality of your video testimonials and product reviews with the quality of your brand so make sure you prepare a good recording environment, use the right equipment and hire a professional cameraman for the best results.
Your brand personality should show in all your videos, including customer testimonials and product reviews. Add the colors of your brand for visual elements and separators, brand typography for any text and your logo. If you over-edit the video, it can lose credibility and spontaneity. Remember that people are also savvy enough to see through scripted reviews and testimonials.
7. Create customer appreciation videos
Expressing appreciation is a simple way of connecting with customers. Aside from common occasions to thank them, such as when they first become a customer, you can also create short, sweet appreciation videos on holidays and other special occasions.
Concluding thoughts
By using the right videos in your marketing campaign, you can easily attract prospects and build up trust slowly over time. Customers are savvier today than they were in the past. They’re unlikely to respond to direct advertising, and you shouldn’t even try to sell to them before you gain their trust.
You can establish authenticity in many different ways. Use real people who use your products and services rather than actors. Use live video to show them what really goes on behind-the-scenes. Don’t try to manipulate them into sales but find out what they want and meet their needs. Building this type of trust with customers will keep them coming back time and time again.
