With the world on lockdown, we're all feeling isolated these days. The lack of face-to-face interaction hasn't just put a damper on our social lives — it has removed the human element from our customer interactions, which, in a business like ours, is critical to earning the trust of new clients. To survive, we all must adapt to new ways of doing things. Video marketing to the rescue!
Unsurprisingly, video was an effective marketing tactic long before the days of hunkering down at home. With people becoming more selective about to whom and what they'll give their time and focus,[1] brands have to work harder to win the attention of consumers and engage with them in a meaningful way. Fortunately, video marketing is a proven method for doing so. With the current state of things, here’s why we all need video now more than ever.
When it comes to receiving content from brands, 54% of consumers prefer video over any other content type.[2] Additionally, people retain 95% of a message when they receive it through video, compared to just 10% when they read it as text.[3]
Without getting too scientific, the reason we're so drawn to videos is that they activate more of our senses. They combine movement and sound, both of which capture attention better. We're also able to process visual information faster than text: 60,000 times faster, to be exact.[4] Combine that with the storytelling power of video and its ability to evoke and convey emotion, and there's really no question: Video is one of the most effective marketing channels out there. Fortunately, video messages are simple to incorporate into your marketing strategy and much easier to create than you might think.
Not sure how video could fit into your marketing or customer experience? Below are some different types of videos you can create.
"About Me" Video
Your customers are researching you online before they decide to work with you, which means you've already made a first impression before you even know it. A video bio on your website, LinkedIn, and Facebook page gives you control over that narrative and allows you to create a positive first impression with a personal touch.
Explainer or How-to Videos
If you're trying to educate clients about a complicated or not-so-exciting topic, video can help distill that information into something easy to digest. First-time homebuyers might appreciate a "5 Steps to Buying a House" video or "Things You Need Before You Make an Offer." If a topic is quite extensive, you can use video as a lead-in to that subject, then direct people to your blog for more in-depth info.
Client Testimonials
Hearing first-hand from other past clients about their experiences is far more powerful than hearing your sales pitch. Testimonials give your clients something to relate to, which helps you build credibility and trust. To avoid any awkward "ums" or deer-in-the-headlights moments, agree on a script with your clients before filming that outlines what they'll say in the testimonial.
Event Highlight Reels
Did you attend a conference or trade show earlier this year? Did you host an event or webinar that your clients attended? A highlight reel can create interest for those who missed out and be used as a promotional tool to increase attendance when you hold your next event.
Live Videos
Fun fact: Viewers watch live videos 10 to 20 times longer than pre-recorded videos,10 so they're the perfect opportunity to engage with your clients and get them to interact with your content in real-time. You can use live videos to share behind-the-scenes content, announce exciting news, or even host a live Q&A session. Just be careful with live videos because they're, well, live ... so once it's out there, it's out there.
Personalized Messages
Infuse a human touch into your customers' online experience via personalized video messages. Sure, you could send a quick email or text, but they're easily forgettable. Personalized video allows you to connect with people in a way that's authentic and memorable. This can be as simple as a 10-second status update or a check-in with warm leads.
While it doesn't fall under the "video marketing" umbrella, video conferencing is a great way to connect with your clients until you can resume in-person meetings. Video conferencing captures body language and other social cues that you miss out on with a phone call or text, and it's becoming the new norm as schools, businesses, and families have shifted to online meetings as a means to communicate effectively. Besides, who wouldn't want to see your smiling face?
There's no need for fancy equipment when it comes to making your videos. There are oodles of video marketing platforms out there that let you create videos right from your laptop or smartphone. Watch this video to learn how to create quality videos every time.
Sources:
[1] Prezi, 2018 State of Attention Report.
[2] Hubspot Content Trends Survey, Q3 2017.
[3] Impact, The Importance of Video Marketing.
[4] 3M Meeting Network, Polishing Your Presentation.
[5] Depositphotos, 2017 Video Marketing Stats.
[6] Wyzowl, The State of Video Marketing 2020.
[7] Social Media Today, The Benefits of Video Marketing.
[8] National Association of Realtors®, Real Estate in a Digital Age, 2019 Report.
[9] Quick Sprout.
[10] Forrester, Build an Action Plan for Video in Financial Services.