3 Ways Videos Can Help You Connect with Your Customer

According to a 2014 study by MultiVision Digital, the average user spends 88 percent more time on websites with video. The study also found that videos build trust and business-consumer relationships, and have an extensive shelf life with the lifespan of an incredible four years. Compare this to the lifespan of a Facebook post — about 3 hours, says EdgeRank Checker — and it’s easy to see why many companies use video in their marketing process. Here are three way to make your branded video work to your company’s advantage.

Share Behind-the-Scenes Footage

Give your brand a face by posting exclusive backstage footage on your social media accounts. Letting customers inside the daily happenings of a business creates a friendly and human connection with them. Great events to record include product creation, customer service interactions and the shipping process.

Social Media Examiner reminds business owners that though something may seem mundane to an employee, it could be fresh and exciting to followers. Crayola created a great example of an insider’s video, which shows the process of how their crayons are made and the work that goes into getting ready for the back to school season. Another well-filmed behind-the-scenes video was made by IKEA. The furniture company documented their catalog photo shoot and shared the incredible process with viewers.

Email Videos of Company Announcements

Keep your customers up-to-date with the latest company happenings, such as marketing events and product announcements by including video in emails. Email videos break up long blocks of text and deliver a lot of information in the shortest amount of time.

Keep in mind the email program your company uses before sending out an email with a video attached. Microsoft Outlook and Mozilla Thunderbird use HTML format to embed video clips, but Gmail and Yahoo won’t allow that, says Social Media Examiner. Work around this problem by uploading videos to YouTube first, much like LifeLock has done, using the webpage URL as the link.

Be sure to include a graphic of a video in your email by taking a screenshot of the YouTube video and placing a play button on the center of the image. Add a hyperlink to the video graphic to take users to the YouTube video page. Make Tech Easier offers a comprehensive step-by-step tutorial on embedding videos into Gmail.

Create a Company Channel

One of the best ways to connect with your audience is by sharing information that is useful to them. Regularly scheduled videos posted on a company website can drive sales and increase ranking power. Video alone attracts two to three times as many monthly visitors.

Pair that incredible outcome with targeted content and you’ve found the best way to increase organic traffic. Of course, the type of information you include in your company videos depends on your customers’ interests.

For instance, if your business sells outdoor gear, follow in the footsteps of REI. Their videos focus on camping advice, member stories, and traveling. On the other hand, if you own a beauty business, you’ll want to tailor your content to an audience that enjoys topics on fashion, makeup and healthy living. Pay attention to your customer, serve them with thoughtful and thought-provoking content, and see your engagement lift off.

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