Read this week’s guest blog from Cebron Walker of Walker Kreative on Part One of Nine Free Ways to Use Video to Build Trust and Convert Consumers into Customers.
How to Use Video to Grow a Small Business
It is common knowledge that people like to do business with people and companies they know and TRUST. Who wants to hand over their cash to someone they have barely met, especially if it is for a high-ticket service?
Gaining trust can be tough (and take a lot of time), right? Trust can feel sort of like a rainbow or sun mote—so ethereal and ungraspable as a goal. How do you get it?
Yet you must get it—with every single possible consumer!
AND building that trust will get you another thing we all so vitally need – the awesome power of ADVOCACY. Not only do you get that consumer’s business, but their loyalty leads to their friends and associates coming your way.
Duh, you say, “Trust and loyalty depend on good service and customer care!” Yes, of course, but that’s in other divisions of your business: production, delivery and quality assurance. Right now I’m talking to you about a marketing tactic to build trust before you’ve ever met the consumer.
I’m talking, of course, about the reigning king of content – video!
Video is more engaging, more wanted, more liked and more useful to consumers – and most importantly – it produces the most CONVERSIONS of downloads and sales. Just ask yourself, if you could choose between reading a blog post or watching a video about the same thing, which would you pick?
WHY?
Video is like a super-magnet for the eyes. Video also builds COMMUNICATION and CONNECTION. These are vital ingredients to building the key item we need most – TRUST.
How does it do that you ask? I am getting there. Stick with me.
YOUR CUSTOMERS want to watch a video to learn about products and services. And most importantly, they make decisions to buy based on watching a video. There are some astonishing facts about how the human brain is wired for video – we humans process visual information 60,000-TIMES FASTER THAN TEXT.
So, what do I do with my marketing video, you ask? There are exact things, which I’m about to share with you, to make sure your video is seen and that it does valuable work for you.
Listen, I’ve done a lot of videos for a lot of clients around the world. And, unbelievably, there are clients who have some amazing videos produced by my team, which they (the client) barely used. Here is a video that is a perfect example of a great video that had very little utilization to create more business for the client. It’s so frustrating! Yes, I got paid. But man! All that effort and time to create stunning images and information for a business and then they sit it on a YouTube channel unused or even worse, on a computer where no one can see them!
I know, you can’t imagine it. But it’s true and it happens.
I think part of the reason is that some people have a hard time being spokespeople. Possibly they feel like video makes them seem vain or arrogant.
My response is simple – “Get over it!” And if you have a hard time getting over it, then find someone like me to help you get over it!
We have no choice today but to be our best spokesperson for our brand. No matter if you are a dentist, an attorney, a coffee shop owner, car repair shop, watch maker, salon owner, restaurant owner or veterinarian… YOU NEED TO TELL YOUR STORY.
Consumers need to SEE you, HEAR your voice and learn about your business, products and services from the source of them – YOU. Then you will win their TRUST. You will make them feel like they know you before they’ve ever met you in person.
So, yes, having a video is one thing. Using it effectively is another.
Here we go with what to DO. Putting your video or videos in all the correct places will help you attain the full value in terms of profitable return on your investment.
The 9 Things to Do with Your Video:
- YouTube
- Website
- Email Blast
- Email Signature line
- Introductory Emails to Possible Customers or Clients
- Facebook (Natively Posted)
- Sales presentation
- Trade show or convention booth
I’ll break down details of the how and why for each of these in next week’s guest blog post!
Cebron Walker is the CEO and Creative Director of Walker Kreative, with the mission to provide innovative, effective and integrated branding and communications solutions which help clients grow their businesses and realize their marketing goals.