how to use video marketing effectively

Video Content Marketing - Give Customers a Consistent Experience [VIDEO]

In this video you will learn why it is so important to give your customers a consistent experience. I talk a lot about video content marketing being a great way to educate your customers, build trust and to establish credibility. However, we cannot neglect other aspects of the online experience that your customers have. https://youtu.be/sDES81cmAOM

It's not only the videos

Video content marketing is a powerful way to reach your audience. This is something most business owners have heard of at some point in the last couple of years, and probably more so now a days. But we cannot forget the importance of what happens when a customer views are videos and goes to our website.

You could have the absolute best videos in the world, made by a famous Hollywood director, but if your customers get to your website and it's too old, or slow, or is difficult to navigate, then the video can be viewed as a failure. The reason is because the customer's experience with you at that point does not match with their expectation of your company that they got from watching your video.

What to do about customer experience

Here are three suggestions for ensuring that after viewing the videos about you and your company that your prospects have a great experience when they get to your website.

First, reassure them.

Ideally, when your customers come to your website after watching some brilliant piece of video content marketing, they should see something that tells them they are in the right place. This could be a reference to a video that led them to your website, or it could be similar imagery or slogans.

Second, make sure your website is up to date.

The worst thing that could happen, in my opinion, is that a customer who thinks you are cool and sophisticated goes to your website only to see something that was made five years ago or more, and that has a date from that time as well at the bottom of your homepage.

As an example, I know a very famous dentist who is very well respected in the dental community because of the amazing work that he does and the lectures that he gives. He has not updated his company website in at least five years. His reasoning for not doing so is that he has enough business that he is not reliant on his website for new patients. However, I wonder how many more patients he could have if he had an up-to-date website that was congruent with his stature.

And third, be responsive to customer inquiries.

If someone searches for you on Google and comes to your website after seeing one of your videos or reading about you, and they contact you but you don't reply within a few hours or a day, at the latest, that can create a negative impression of you and your company. The reason is they have choices beyond you and your products or services. Unless of course you are the only provider in town or online, but in most cases, your customers will have multiple options.

Video content marketing is great but don't mess up the rest of it

So keep in mind the importance of not just producing great video content, but ensuring that what happens when customers reach out to you is equally as great, if not better. I have identified a few areas that could be important but do yourself a favour and go through your own customer experience and make the necessary changes today. Your business could literally depend on it.

Video Content Marketing - Using Videos to Answer Customer Questions [VIDEO]

Video content marketing can be used to answer or address customer questions and concerns about your product or service. This week, I received a comment from someone on YouTube about one of the microphone test videos I made for Edutige, and I thought it was a great opportunity to show how video can be used to not only address questions and concerns, but to also demonstrate authenticity and interest in customer concerns. This can also help other people who may have the same questions/opinions. https://youtu.be/SlzCI2LXxX8

Challenged

A person on YouTube said that a test I had done was flawed, that the microphones needed to be at the same distance to the subject to better gauge performance. I agreed and pointed out a few other tests I had done that fit his test criteria. But I wanted to do another test to demonstrate the Edutige microphone’s effectiveness compared to the GoPro’s built in microphone because I thought it was a great way to address the question and create content. So challenges/questions from customers can be a great source of inspiration for content marketing purposes.

Shows authenticity

Another positive outcome of this type of video content marketing is that it demonstrates your authenticity because you’re willing to openly address customer concerns as they happen, and it shows that your company is accessible. Having your business exist behind a walled garden just doesn’t work in this day and age, and your marketing efforts should reflect this openness and authenticity.

Video content marketing builds trust

On top of showing authenticity, doing a comparison video like the one I did is a great way to build trust with your audience. They trust that your product works as it should, and they learn to trust you, as well. However, you can’t do this with one video. As I’ve mentioned in a previous post, you can’t expect to make one video and be done, thinking that’s all it will take to get people to buy from you. Video content marketing can build trust but it requires a dedicated amount of effort over time to make it work in favour of your business.

Is it worth it?

Although the immediate ROI of video content marketing may seem low, you need to look at a couple of different measures. One is lifetime value of your customers, the second is that videos are a long term investment, and third, you can’t buy the type of trust you can earn through videos. This last point is especially true if you offer a service.

I don’t want to deep dive too much into whether videos are worth it, but most of the research on consumer buying behaviour points to video being highly influential. So maybe it’s a matter of doing it now to get ahead of your competition or trying to play catch up later. Your choice.