One of the biggest challenges small businesses and start-ups face is gaining credibility in their market. Customers feel more comfortable doing business with an “established” company; one with years of experience and a platinum list of clientele on their resume. But image also plays a key role in gaining customer confidence. Video creates the impression of scale, adds personality, and creates a direct connection with clients that builds trust.
Scale
We often face the fears of clients that are intimidated by the concept of adding video to their marketing or training campaign. The general tone is that video is a HUGE undertaking, that is expensive, time consuming, and requires tons of planning to execute; thus reserved for other “bigger” companies. Of course this isn’t true (though we’d love to charge $50,000 on every commercial) and in fact there are many affordable approaches to adding video to even the smallest start-up. The important point here is that the impression of difficulty remains.
By adding a video to your website, you communicate a sense of accomplishment that bolsters credibility.
Personality
Many are familiar with the Old Spice commercials from a year ago that became instant viral hits. The campaign was a huge success, not just from the overall viewership, but also because people wanted to like their product. Customers identified with the company’s personality and felt good buying from them. Just as people go to the theaters to take in a specific genre of film, so too can marketing videos convey and appeal to a specific emotional tone. Video gives small businesses the power to make their products relateable.
Direct Connection
Making a direct connection with your customer builds trust. Taking a video testimonial or documentary approach removes the cold facade of your business and reveals the real people that make it up. People like to do business with people, not companies. Videos such as executive interviews, customer testimonials, and company documentaries aim to connect with customers on a personal level.
The addition of video, no matter how complex, makes a personal and relateable connection with customers, demonstrates a level of accomplishment, and bolsters desire to do business with your company.
The R.E.D. Team
www.rapideyedigital.com
www.rapideyedigital.com/blog
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