Video content is king.
Video continues to be an ever-increasing presence in our lives, thus making video a critical aspect of almost every business’s marketing strategy. A study by Cisco reveals that video is projected to claim more than 82 percent of ALL internet bandwidth by 2021. This increase is thanks to the proliferation of live video offerings such as mobile video streaming, YouTube, and Facebook Live, to a name a few.
Video content has become a fierce battleground for businesses, and the battle will only get bigger as video streaming engulfs more and more of the internet. Ask yourself: Is the content you create and distribute different than anything else out there? How are you differentiating yourself? What makes your brand worthy of a customer’s attention?
In today’s world, we are bombarded with constant attention-grabbers. Our mobile phones ping, the radio blasts music, and the TV sells the latest and greatest thing.
Online video used to be a rare commodity—partly due to technological limitations, but also because there simply weren’t that many people out there making good video content. Now there are hundreds of ways to stream TV, thousands of YouTube channels, and even more businesses running digital and TV video ads.
How are you supposed to differentiate yourself in this deluge of content? Your video content needs to go beyond just marketing to customers.
You need to create the minimum amount of content that begets the maximum amount of behavioral change in consumers. Tell stories, interact with customers, take the time to personalize your videos, and earn their attention.
Video is probably the most powerful tool in a marketer’s arsenal, and it can be used for so many more things than just advertising. Let’s take a look at three creative ways you can use video beyond marketing.
Use Video for Customer Support
50 percent of consumers choose the vendor who responds first. You’re ten times less likely to land a lead after five minutes of contact.
That’s a very tight window! That’s why it is critical to up your customer support game. Video content can be the key to that growth.
When most people think of customer support, they think of someone on the other side of a phone loathingly answering customer questions. For many companies, this old model of customer support is still their go-to method. Yet, there are honestly better ways to engage your customers while giving them the support they need for your product.
One creative way to leverage both video and the directness of social media is by using Instagram’s live video chat feature. If you receive business contacts regularly through Instagram’s direct messages, try initiating a video and communicating instantly with the customer face to face.
You can also initiate Q&A sessions that make your audience active participants in the video. Everlane’s “Transparency Tuesday” is a great example of how you can simultaneously showcase your products, convey your brand’s values, and engage customers.
Instagram already gives businesses a “contact” feature that streamlines the communication process. Adding video allows you to respond even faster to a customer’s questions, giving you more control over the entire process. Here’s a nifty tutorial on how to use Instagram’s live video chat feature.
One particularly useful video type is the educational/instructional video. These videos are great for bringing a product or service into the awareness stage.
The simple goal of this type of video is to be helpful. It can be a video about interviewing workers within a company, how to make something related to your product, or simply how to use it.
These videos aren’t about selling a product to a new customer, but they do place questions into their head. 80 percent of customers can recall a video they watched in the last month, so even a simple educational video can increase your brand’s strength. An artfully crafted educational or instructional video identifies customers’ problems and shows them how your product could fix them.
The next step is to create explainer videos that explain your business idea within seconds and describe who you are and how you can help them. This type of video casually steers customers into sales territory and toward your sales funnel.
Use Video for Sales
Speaking of sales, video is the secret weapon in landing customers.
A buyer’s first impression is heavily influenced by how quickly an organization reacts. You’re probably already sending emails or instant messages on social media, but those avenues have a high chance of being ignored. Imagine if, as a customer, instead of receiving a boring block of text, you get an invite for a quick video chat?
For casually interested customers, this may not be their cup of tea. But for the engaged customer, a face-to-face interaction could be the thing that sells them. Target, for example, live streamed a launch party for their Cat & Jack children’s clothing line on Facebook Live and received nearly twice as much engagement as normal and over 500 million impressions.
Face-to-face requests are 34 times more effective than a request sent by email. You create a deeper, more meaningful relationship with the customer by engaging them through live video chat.
If live video isn’t appropriate for your customers, using video voicemail is a great way to interact with them. Video voicemail allows you to create a personalized video message in place of a standard voicemail or direct message. This form of video is less intimidating than an immediate live video chat and allows the introverts of the world to engage on their terms.
By personalizing a video with the contact’s name, you create an instant connection that shows the customer you’re already willing to go above and beyond. Services like Vidyard’s GoVideo allow you record short, easily shareable videos that help you connect not only to customers but to team members as well.
A HubSpot study found that 83 percent of consumers would share video content with their friends if it fit within their specific interests. Creating videos and slapping them onto your website or social media accounts, then, isn’t enough. Your content must be relevant, provide the customer with valuable information, and appear clean and professional.
Creating real engagement with the customer is about providing them content they truly need. Video, whether it’s for marketing or some other flavor of engagement, is a great way to engage your customers and differentiate you from your competition.