Before we talk about how to make your video marketing strategy a success, let’s see what benefits you can expect from a good video marketing strategy:
- Create a friendly image in the eyes of your customers;
- Maximize your visibility in your communications;
- Express your business philosophy;
- Tell your story and humanize your business;
- Demonstrate your company’s involvement in your market;
- Embed your company in the collective consciousness of your customers;
- Show your strengths and boost morale against the competition.
- Present and solve a problem in minutes;
- Create desire by promoting the benefits of your product/service;
- Create a strong and recognizable brand image;
- Invite your audience to take a specific action (buy, subscribe, share, etc.).
These benefits apply regardless of your field of activity.
It’s beautiful, isn’t it?
And the list is not complete!
In order to benefit from all these benefits, it is necessary to consider the 6 Influencing Principles that guide all our decisions and that are reflected in the works of Dr. Robert Cialdini, a well-respected professor of social psychology at the State University of Arizona.
Use these 6 principles in your video marketing strategy and you will naturally increase your chances of making an impact with your customers.
According to some agencies, any type of video has its place in a video marketing strategy as long as it’s used correctly and shown in front of the right people…
…this is what the video marketing agency Enord is saying, which offers a whole range of video products so that you can use these 6 principles of influence in your video communication.
So let’s take a closer look at these principles.
Tell your story in a dynamic image film and offer your audience visualization elements to recognize them in you.
Your corporate video is not meant to be used solely to communicate on the networks, but it is an excellent complement to maximize your visibility thanks to the simple exposure effect (the more people see you, the more they remember you, it makes sense ). .
Use corporate videos to not only humanize your speech through your story, but also to share your values, your business philosophy, your reasons for doing things, and the principles you care about.
With a beautiful image you anchor your brand in the collective consciousness of your customers, for this it is not enough to make a campaign in the networks, we agree. But it helps.
And beyond the commercial aspect, your image film has to show you from your best side, you have to appear stronger than you really are, it has to heat up your competitors!
Reciprocity is a very strong feeling that most people (usually) feel when they are offered something (a gift, special benefit, favour, etc.).
We are social beings, which is why the balance of “give and take” is so important to us.
Mutuality is therefore one of the foundations of our relationships (collaboration, friendship, love).
Give something of great value that doesn’t cost you much (because value ≠ price).
Share a real expert tip to hold your audience accountable.
You know the saying… one has to give in order to receive!
This is exactly the whole principle of the tutorial video!
This type of content is massively consumed across the internet, and I’m pretty sure you enjoy watching tutorials too.
Problem, maybe you don’t know what tip to give your customers?
So look at these examples:
- If you are in the food industry, offer original recipe guides;
- If you sell beauty products, show best practices to achieve a perfect result.
- If you sell baby products, provide practical, step-by-step tips on how to get to sleep or develop an infant’s senses.
Ask yourself, “What do my customers need to know to get the most out of my product?”
And usually you have material to create tutorial videos that will really help and will indebted your customers a lot.
What is your reflex when you buy a product on the internet?
You always look at customer reviews, right?
It has become so natural in the buying journey.
While we know there are a lot of fake reviews out there, we think the reviews of those who bought a product before us are pretty reliable.
Because in principle these people have more or less the same expectations and the same needs as we do.
So the question arises: How can you use the influence principle of social proof to improve your video communication?
Very simply by making videos of customer reviews (who are of course satisfied with your products or your services).
They explain how it solved their problem or how it helped them achieve a goal.
The more testimonials you have from happy customers promoting your business, the faster people will trust you.
Form matters, but substance prevails here. The content of the message does almost everything.
That means you don’t need the best video production to create this type of content.
You can even make videos of customer reviews filmed with the webcam, that will work very well.
We have been used to obeying authority figures since childhood. It starts with our parents, then childminders, teachers, firefighters, police officers, doctors, etc.
We obey authority because this model is reliable. You will not go to your gardener for legal advice or how to prune your tomatoes from a lawyer.
On the other hand, you blindly trust what your doctor tells you about your health.
After all, a doctor has at least 10 years of study and is sufficiently qualified to care for you in the best conditions, he has not been professionally trained to diagnose by tossing a coin.
You can use contextual elements (staging, props, etc.) to create your video interviews and convey a compelling image.
There are so many video campaigns with actors in white coats to subtly introduce the element of authority…
…the best thing is not to cheat but to use certain elements to sublimate yourself.
Instead of doing your video interview at your location (like your competition), you can rent a TV studio for half a day to differentiate yourself and appear more impressive in your industry. do you see the idea
But you can also ask influencers to promote your products via video (if your customers use Instagram).
The idea, as the title of this part suggests, is to impress, support and lend credence to your words thanks to the principle of influencing authority through good interview videos.
A study in social psychology, described in Doctor Cialdini’s book, shows that our writings concern us much more than we think. Especially if it’s going to be public.
When you leave a comment under an Instagram video or post, you are publicly taking sides with something, giving your opinion.
A totally objective and benevolent opinion of course, huh! lol
In fact, when we state our opinions publicly, our brain will do whatever it takes to support our argument and find any arguments that point in that direction. This is called confirmation bias.
And typically, when your customers pay attention to you and leave you a review (let’s say positive), that review is like a seed that grows stronger over time.
Obviously it works the other way around, your haters will hate you more and more too.
But don’t forget to design your videos in a way that invites people to say something publicly about you.
People who speak well of you are more likely to become your next customers.
Oh, and also… So, in a way, creating customer review videos helps increase engagement from your customers, which speaks for you.
If they publicly assume they are praising you, it will reinforce their argument and reinforce their idea that you are the best of the best.
What is rare is often precious. And therefore often desirable. you know it well
But you can make your product or service even more desirable by creating urgency around your offer.
The fear of missing a good opportunity is extremely unpleasant (Fear Of Missing Out, short FOMO). Rarity can make many ordinary things interesting.
And that’s what we almost always see in video ads.
“Offer reserved for loyal customers, within the limits of available stocks”; “Offer valid for 24 hours only”; “Prices will double next week”; “The product will no longer be offered for sale after this [telle date]”; Etc.
All of these alerts are heavily used because they work so well.
So don’t forget to include an exact action at the end of your promotional videos, but if you can do it with a zeal of urgency, your offer will become even more rare and therefore even more desirable in the eyes of your customers.
Everything said here only applies if you target the right people.
Gary Halbert (perhaps the best mail order company) would often ask his students if they had a french fry stand what advantage they wanted (if they only had to choose one) in hopes of gaining the upper hand over their competitors.
Some advocated a conspicuous sign, others opted for regional and organic products, and still others for food packaging.
Often a far cry from the benefit Gary Halbert wanted, which was a crowd of hungry people.
Not a pretty sign, not a lot of hassle in packing the fries, no organic potatoes when you’ve got a crowd of hungry people in front of you.
Knowing the people you are talking to should be your main concern. If you haven’t already determined it, you need to define who your ideal customer or persona is (the principle is the same) to find that “hungry crowd”.
If you have a deep understanding of your customers’ needs, applying the 6 Influence Principles to your video communications should make your offerings compelling.