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While every business has its unique marketing challenges, all of these challenges seem to stem from a single cause: the changing behaviors and expectations of today’s buyers.
Customers want a sense of connectedness with brands, and most of that is happening digitally today. They want to learn and get involved in their free time and expect smooth experience when researching new topics or getting to know providers. You seldom want to block the time to talk to real people, but they expect and crave a personal connection with what your company does and how.
In response to these changing trends, video has become a powerful content format for marketers. It offers new ways to show how your product or service can help, rather than saying it, and it can make more meaningful connections and gain the trust of buyers before they engage your sales team.
And all in an on-demand format that respects the time and preferences of today’s online audience.
Effective video content marketing focuses on the unique properties of video that can make it more useful than traditional static content – what I refer to as the 4Es of video.
The 4Es of the video
Video is the best way to raising Audiences looking for answers throughout their buying journey.
Videos can explain complex topics and are easier to understand and more memorable than static content. In fact, the human brain processes visual information much faster than text.
You can use video content to clearly answer questions from your audience, visually demonstrate how to solve a problem, or guide people through your product or service in a clear, concise, and memorable way.
Put your own preferences to the test: Would you like to learn more about how a product works, read a guide, speak to a sales representative, or watch an online demonstration?
Video is a great way hire Audiences, draw them into your story and maximize content consumption time.
Video uses images, audio, music, and creative storytelling to bring something to the audience that piques their interest. With video you can create tension, arouse curiosity and offer enormous added value in a short time.
And that doesn’t just apply to video ads and promotions; You can make any topic more engaging with a thoughtful approach to visual storytelling.
Video content can stimulate you emotionally Response from someone first experiencing your brand – or coming back to learn more.
Whether it’s a fun and creative social media video, an inspiring interview, or a high-reference customer story, evoking an emotional response increases the chances of online audiences and consumers coming back for more content.
Video can present empathy and create a human connection that goes deeper than just messaging.
Empathy is important at every stage of the buying journey, even when potential buyers are looking for trustworthy answers to their questions. A short video with one of your employees or customers that vividly explains a complex topic beats any text-based article as it shows that you really understand your market and can build a relationship with your buyers.
Use video content to align your strategy with buyer expectations
Inbound marketing and content marketing have become an integral part of modern marketing programs.
The premise of inbound marketing is to publish helpful content online to attract new visitors to your website, rather than using paid advertising and other forms of “outbound” media to compete for their attention. The content you post tends to target the most common questions your prospects are looking for or the topics they need to learn about as they look for possible solutions.
But the role of content has now expanded well beyond inbound marketing. In order to meet the new expectations of the “on-demand” buyer, marketing teams are taking on an ever larger part of the customer lifecycle.
These trends have sparked another important change: the diversification of the content media used to reach audiences and the growing role of content throughout the customer lifecycle.
When learning new topics, especially in the B2B world, most people will choose to interact with a variety of content formats for both passive and active learning. Blog posts, guides, social media content, videos, explainer, podcasts, and even clubhouse chat rooms can all play a role in how today’s buyers educate themselves and connect with ideas and potential vendors.
As they delve deeper into potential solution providers, buyers increasingly prefer on-demand self-service content to better understand what the providers are offering. While that call to the sales rep may still be required at some point, most people prefer to study on their own during most of the deliberation and decision-making stages of a buying journey.
For this very reason, tech savvy brand Marketo has swapped its “Talk to Sales” calls on its website for “View a Product Tour” calls. After that, the conversion rate on the website increased by more than 1,000%. The engagement time on the site skyrocketed and the time to qualify a new lead was cut six times.
Of course, once prospects become customers, their preferences don’t suddenly change; and the way you treat them, neither should. Well-planned onboarding videos and FAQ content can play an important role in helping your customers see value quickly and get off to a quick start.
Equally important is that video content marketing shows that you are willing to invest the time and resources to deliver the best possible experience for your customers.
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It’s an on-demand world and business is becoming more and more virtual. The role of content is more important than ever: it is used to market, sell, and support your customers on a large scale.
And if your content strategy includes rich media formats like video, you will find new ways to raising Your prospects faster than ever, hire them with on-demand content that is on a emotionally Level, present yours empathyand transform satisfied customers into enthusiastic fans.
More resources on video content marketing
How to use videos to provide a better customer experience
Business video benchmarks: content, engagement, and distribution trends
Here’s how to use video for each stage of the sales funnel