Video marketing is all the rage in the New Year. There are several reasons for this, including that when a video is involved email click through is almost doubled, Google front pages results are increased 53 times, and audiences are 10 times more likely to engage. Why is this, and how can you use it to your advantage?
Why Video Works
We have multiple senses, and the more senses we use the better we take in information. Video allows us visual and auditory sensory engagement. Not only does this help us to retain information better, but is also does a better job of evoking emotion.
In addition, video provides more entertainment for less work. We like to be entertained and we do not like to work. Reading is work. Watching a video is the path of least resistance.
Emotion is a powerful thing for humans and often results in action. This is why we see more action in response to video than simple text. Our interest is peaked, we retain the information, and our emotions are awakened.
Use Video through the Whole Customer Experience
Don’t just use video to get them hooked. Use it to peak their interest, use it to sway them if they are in the consideration phase, and use it as a support tool after you already have them as a customer.
You can use video to get them to your side, then use it to show them more about each product or service, and after purchase offer video support for troubleshooting, tips, and more.
Make it Entertaining and Useful
The key is to not simply show commercials. We can see those anywhere. Front end videos should be highly entertaining. Humor usually does very well. While it should not be devoid of information, the key here is the hook.
Once you have them, give them more useful information on individual products. They are considering, and you are trying to show them why they should buy. Continue to be entertaining, but show them something practical. How does the product work? How can it help them specifically?
After the purchase offer support videos. These should be entertaining but offer more supportive information. What happens if this breaks? How can you fix a particular problem? What are some other products offered that work well with what they have already purchased?
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