What’s the fastest way to build trust and authority with your audience online?
Social media posts? Blog content?
No… it’s video.
Enterprise video content has become the secret weapon businesses use to stand out from their competitors, build credibility and win more customers. And the statistics prove it…
Did you know that 91% of businesses now use video as a marketing tool? We’re sitting at an all time high and that number is only growing.
But here’s the problem:
The majority of businesses are doing video wrong. Instead of creating thoughtful content that reaches business goals, they pump out low effort clips with no real strategy or direction. Then they wonder why it doesn’t work.
Successful businesses use video to achieve defined marketing objectives and build trust with their audience. They invest in quality and spend time pre-planning each video.
And those businesses are raking in the leads.
In This Article:
- Why Video Builds Trust Faster Than Any Other Content
- The Different Types Of Video Businesses Should Use
- How Video Impacts Your Brand’s Authority
- Putting Together A Video Strategy For Your Business
Why Video Builds Trust Faster Than Any Other Content
Take a step back for a second and really think about this…
When someone watches your video, they see real life human beings. They see your products being used. They see actual results.
This level of authenticity is hard to match with text on a screen or a person standing in front of a green screen.
This is why video builds trust faster than any other content.
Did you know that 89% of consumers say video quality plays into how much they trust a brand? Make sure your videos are professional. The quality of your video speaks volumes to your audience.
When you create high quality video content, you’re showing your audience that you mean business. You care about what you’re selling and you want to do it right.
Low quality videos send the opposite signal. They hurt brand perception and push people away.
85% of people have purchased a product or service after watching a brand’s video. If your content isn’t convincing these people, your competitors will be.
Video = Trust
Trust = Sales
The Different Types Of Video Businesses Should Use
Not all video content is created equal.
Knowing what types of video to create takes you one step closer to building your ultimate video marketing strategy. The best businesses know exactly what types of video they should be using to accomplish their goals.
Here are the video types that are taking businesses to the next level right now:
- Explainer Videos. Explainer videos allow you to breakdown your services or products into bite-size content that provides enormous value to your audience. They’re great for educating your ideal client on why they need what you’re offering.
- Testimonial Videos. Nobody trusts a business more than another customer does. Having someone rave about your product on video is the absolute best form of social proof you can receive.
- Product Demos. If you sell a physical product or offer a service, show it off! Product demo videos allow you to showcase your product in use and answer common questions people have about your product.
- Business Stories. Every successful business has a story to tell. Use video to share your brand story with your audience. Make your brand more relatable and allow your customers to connect with you on a more personal level.
These are just a few examples of the types of videos you should be utilizing for your business. When you produce a video, always go back to your goal. Are you trying to build awareness? Go with a brand story. Trying to generate more sales? Testimonials and product demos should be your go to.
Simple.
How Video Impacts Your Brand’s Authority
Here’s another thing most people don’t think about when it comes to video content…
Enterprise video content doesn’t just help you build trust with your audience. When done correctly, it can help you build authority with everyone inside your industry.
Every time you publish a professional video, you’re sending signals to the market that you’re an expert in your field.
Think of it as each video being an endorsement of your brand.
This builds up over time and before you know it, your business becomes the go-to brand in your industry.
84% of consumers want to see more videos from brands they follow. When more and more consumers are seeking out video content from your business, you have the opportunity to establish serious authority within your industry.
Not only does video build authority with your customers, but it can also help you rank higher in search engines. Quality video content gets linked to, embedded on other sites and shared all over social media. Guess where that shows up? Google Search. More eyes on your content means more authority and more traffic to your website.
Authority = More Opportunities To Convert
There’s another level to this too.
Video can be used to gain authority over competitors.
Sound impossible? It’s not.
Producing professional videos that teach your audience about your industry will establish your business as that go-to authority. When someone has a question about your industry, who do you think they’re more likely to go to? The business that helped them understand your industry better or the business that didn’t?
Almost 70% of buyers will watch video content during their buying process. That’s right almost 7 out of 10 buyers will use video to learn more about what your business has to offer. If your competitors aren’t using video as a tool, you have a huge opportunity to dominate your industry.
Putting Together A Video Strategy For Your Business
Now you understand…
Why video is the best form of content for building trust.
How video helps you build your brand’s authority.
But how do you actually create a video strategy that works?
Well first off, you have to plan out every video you produce. Successful businesses don’t just go into the video studio and hope something great comes out of it.
Here’s an easy process that’ll help you build out your next video:
- Identify your goal. Is this video going to be used for brand awareness? Do you want to generate leads? Each video should have a goal before you even begin creating it.
- Know your audience. Who is this video for? You need to produce videos that your ideal client will actually watch. By knowing your audience, you can create content that answers their pain points and questions.
- Invest in your video quality. Brand trust is earned by producing videos that look professional. If you send the wrong message with low quality videos, it could deter potential customers from buying what you have to offer.
- Have a plan for distribution. Produce a video? Great. Now what? You need to make sure your video is being seen on your website, social media, email campaigns and anywhere else your target audience consumes content.
- Track your results. Just like any other content you produce, you should be tracking the progress your videos are making. Use that data to improve your next video and exceed your goals.
Businesses who use this process see major improvements to their brand perception. They start to generate more leads and grow their business’s authority.
Simple right?
Want To Build Trust With Video?
If you didn’t come into this article with a video strategy, you should exit with one.
Enterprise video content is here to stay. More and more businesses are using video as a tool to build trust with their audience and establish authority over their competition.
Here’s what you need to know:
- Trust — High quality video content allows you to build trust with your target audience faster than any other content marketing strategy.
- Authority — Publishing consistent, quality videos will brand you as that go-to expert in your industry.
- Racking Up The Results — By creating a video strategy for your business, you’ll start to see an increase in traffic to your website, more leads and yes, you guessed it… more sales.
Want to see results with your video marketing? Start creating a strategy today.
