Video has been widely used by many companies as an important part of content marketing, and it is also the second best way to attract and please viewers. Research shows that nearly 70% consumers want to watch short product demonstration videos to learn more about services and products. Similarly, more than four-fifths of people said that they decided to buy according to the brand's video. -This is much more than any other type of content.
Video not only helps to cultivate customers throughout the purchase process, but also helps to build trust with your audience, helps to improve your SEO work, and provides a way to show customers how a specific product benefits them and how to use it. And greatly reduce the bounce rate of your website.
The following are the skills of using video to attract and transform potential customers in the process of digital marketing:
1. Develop a long-term video strategy.
A big mistake many companies make when making videos is to invest a lot of time and money to build high-quality brands or social media video content, and then never use it again. Creating video content takes time and, more importantly, consistency.
To make the video content that consumers really want to watch, it is best to start planning your video creativity several months in advance. This will give your team time to research, write, record and edit videos. The more you plan, the less likely you are to make mistakes.
2. Provide valuable content at every stage of purchase.
Making highly targeted videos for each stage of purchase is the key to transforming and retaining new customers. This means that you must create video content that can effectively attract and benefit your customer base.
The potential customers in the "attracting" stage are at the beginning of the purchase. They are determining the problems they face and how to best solve them. At this stage, you should avoid talking too much about your products. Instead, focus on sharing how to help solve their biggest problems.
In the "participation" stage of the purchase, your video should focus on building a lasting relationship with potential customers.
Finally, the "benefit" stage is to provide excellent customer experience and turn your customers into brand supporters, who will be happy to promote your products and company to their friends. Excellent post-purchase experience provides the ability to upsell other products or services and gives users the opportunity to trust your brand.
3. Communicate industry content, not just promote your brand.
If you want to attract new business leads, you need to do more than just make a brand promotion video about how great your company is. You can build trust with potential customers and establish your authority in specific fields through educational videos that show your profound industry expertise. After all, we are constantly being marketed by general marketing strategies, which will produce aesthetic fatigue. Your target audience is more willing to witness your brand value through the content you create, rather than being "marketed".
Just like an article, you should create a video to promote the content of your website.
4. Show your feelings in appropriate places.
Emotion is a means that all marketing activities should use, and video content is no exception. In fact, video is one of the best ways to make the audience feel something about your brand, product or service. A good example of using emotion in video content is the mixed use of brand and customer recommended videos.
The recommended video provides a real application case to illustrate how your product or service benefits customers. Just like when you want to buy a product online, checking the customer's evaluation of the brand can give you some credibility.
On the other hand, brand videos can give you a deeper understanding of your company type. By using branded videos, you can connect with customers. Even if customers get similar products elsewhere, they will give priority to your brand.
Among them, friendly customer service is usually more important than the products you sell.
Due to the increasing demand for more video content, companies can no longer rely solely on written content to attract customers. Making videos may seem very complicated at first, but there are many free production tools that can help you make the transition more easily.
What you need to pay attention to is that you must turn your attention to measuring different indicators. Just like SEO, video creation has more active parts in this process, so please make sure that your goal setting is a desired result.
Using these four techniques to make marketing videos, your company will eventually build higher brand awareness and brand loyalty, and bring more transformation to your products and services.