When it comes to marketing online, what usually comes to mind? The list would probably range from social media to SEO; but only a few would even consider using videos. As such, the use of videos in marketing is an untapped resource because it’s still in its infancy. But do you know that it’s so powerful, other people are actually doing the selling for you?
Why use videos?
Because people buy from people they know like and trust! People also buy on emotion. This means that you are marketing at an emotional level. This is important because as much as we think to be rational beings, in reality, we are actually highly emotional. When you use videos it’s delivering your message to appeal to your audiences eyes, ears and emotions.
Another reason why videos are effective tools is because it gives people a chance to see what you look like, or how you act and move. They can see your bosdy language if you use a face to camera video, which can be a great way to portray your personality and build the trust levels of your prospects.
You can also use case study videos and show the story of a recent client. It narrates how life was before, during and after your intervention. A good story teller would eventually see conversions using this modern technique.
Then there’s change and familiarity. These are two conflicting concepts that actually work real well together. When you say change, it’s answering the question of what change happened to a client’s life. And when you say familiarity, it’s about your choice of characters or stories that other potential clients can easily relate too. As a result, it would seem like you’re telling their story, in the way they want it to be told.
So to select a story, you first have to think of the subject in general and then zero in on what you really want it to be about.
There are a few types of marketing videos from case study videos, promotional videos to documentary style videos, sales videos, thank you videos and of course entertaining videos.
Case study videos the best form of videos for boosting conversions. They are better than testimonials because instead of just being a recommendation, they’re basically people telling other people that they’ve used your product or service; and they’re giving you the thumbs up. Testimonials are best used for those with a high perceived authority in the market.
Case study videos tell a story of before, during and after. Broken down, it’s all about:
- What life was like before they used your product or service?
- What was their biggest challenge and why did they choose yourproduct or service?
- How life is now that your product or service has solved their problem?
You can also inject yourself or your business in a case study video by presenting yourself as the solution to the problem.
In order to maximize the use of case study videos, you have to plan out the structure well, with the intention of coming up with a fluid and consistent flow. Of course, you have to be authentic. There’s no need to do a hard sell, as the case studies do the selling for you.
Leave a comment below if this has helped you and we can continue the conversation there…