Video marketing is essentially ruling the roost when it comes to effective strategies. As many as 86% of marketers use it as a tool to promote a product and/or brand, and there’s no denying that it’s one of the best ways to connect with your target audience.
One of the things that makes video marketing so successful is that it allows people to take a peek “behind the curtain.” It can foster a humanlike quality to your business, and make it easier for consumers to feel comfortable with your brand. That builds a strong relationship, loyalty, and can increase word-of-mouth advertising.
Still, there’s always room for improvement when it comes to your video strategies. By bolstering authenticity in your marketing strategy, you’ll form an even greater connection with your audience, which can boost the longevity and success of your business.
Let’s take a look at four ways video can bolster authenticity in your marketing strategy, so you can make the necessary changes and adjustments that will take your video efforts to the next level.
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1. Give Insight Into Your Business
Now more than ever, consumers are craving meaningful relationships with the companies they frequent. The best way to foster those relationships is to show the human side of your business. Who’s working for you? What do things look like behind the scenes?
Using video, you can give your audience a peek into different aspects of your business by showcasing different departments or individuals.
By opening things up and being transparent, different departments can let consumers know what they’re doing to keep things running smoothly and provide the best products/services possible. It’s a great way to show that organizational silos don’t have to hurt the customer experience as long as each department is passionate about what they’re doing.
Highlighting employees who have been working for you for years, or those with interesting stories is also a great way to put a little more heart into your videos, and your audience will love learning about who is putting in the work and what kind of people they are.
2. Provide a platform
When you take the time to prioritize video marketing, you’ll become known for it. So, it’s important to provide a solid platform for different types of content. Instead of strictly posting advertorial content, open up your marketing efforts to things like:
- Livestreams
- Q&A sessions
- Panels
- Webinars
By utilizing different platforms, you’ll establish your brand as an authoritative voice within your industry. Try to have the same people in front of your audience each time to build familiarity and trust. It’s a great way to increase word-of-mouth advertising and expand your brand’s professional network.
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3. Build a Community
If you haven’t been putting a lot of focus on user-generated content, it’s time to start. Some of the biggest benefits of UGC include:
- Boosted social media reach
- Greater SEO efforts
- Lead generation
- Clearer audience insights
You can foster an environment of UGC through video by using it to build a sense of community. Open up your brand to user-generated content by creating things like interactive videos that people can respond to. Ask questions. Hold contests. Offer incentives. Or, partner with well-known influencers that make sense for your industry and share a few videos with them as your “star guest.” Whatever you can do to engage your audience and get people talking about your brand is a win, and video is a fantastic way to make that happen.
4. Show Off Your Products or Services
It’s one thing to share photos and relevant content regarding your products and services. However, video allows you to take things further and get more detailed with your descriptions. You can show off everything you have to offer in more thorough ways.
If you sell a particular product, for example, you could share multiple videos explaining how to use it in different situations, or how to set it up. If you offer a service, give people some “free advice” on how they can maintain things for themselves.
For example, if you’re in the maintenance business, you might create a few videos about some DIY maintenance tips people can do around the home. It likely won’t cost you any real business, and it will help your audience realize you’re trustworthy and experienced, rather than just another business trying to make a quick buck.
These ideas are just the tip of the iceberg when it comes to bolstering authenticity through your video marketing strategy. The best part about prioritizing video is that it gives you the opportunity to be creative, and be yourself. Consumers will respond positively to that, and they’ll be more likely to share your business with others. So, don’t hesitate to focus on finding your brand’s voice and let the humanistic side of your business shine through in all of your videos. You might be surprised by the connections you make within your audience community.
Author:
Luke Smith
