You don’t need a lot of time on Google to be won over about the stats on conversion rates for video. So I don’t need to get into that. The fact is you need regular video content if you want to engage with your clients or customers and be at the front of their mind when they are ready to buy.
Sure you need the old fashioned articles, blog posts, impactful images, maybe some quotes in there too, but don’t forget about video. Video is the most highly engaged form of social media posts because people connect to other human faces and voices.
So what should you talk about in your video?
There are many different genres of video and I’m not suggesting you need a professionally shot video every time (depending on who you are), but they should all be carefully thought out and measured. I’m talking about live videos, stories, brand videos, 15 second pre-rolls, anything that moves and has sound. You want to make sure you are regularly adding value to your audience’s lives. Use Video to move them up the engagement ladder and then call them to action. Video is the fastest way to share a message.
What I mean is, don’t use video to constantly tell people how good you are, or constantly ask them to buy now, you’ll become boring and your audience will disengage.
You want to be sharing stories that talk to your audience, solves a problem and makes their lives better. For this to happen you need to understand what your customer wants from your brand, and understand their problems. You need to be able to empathize with them. This is what your content should speak into.
Then your customers and clients will identify you as someone that is helping them survive and thrive. That’s a good thing. Then, when it does become time to ask them to buy, and you have that direct call to action, they will do so with excitement and anticipation because you’ve already built that trust, that bond, and they already know how you will make a difference to their lives.
Think of your video strategy like a miniature series rather than a miniature stand alone feature film. With your customer journey or your engagement ladder in mind, how does this episode lead into the next and the next.
Focus your video strategy first on generating empathy, have the answer to your clients internal problem, and have strong calls to action and you’ll see your engagement go up and success in your click throughs.