3 Video Marketing Tactics to Improve Customer Engagement
Video marketing isn't a new channel to explore for most marketers, but still there are some who have yet to work on a video content strategy to further engage their audiences. That said, marketers can't ignore that websites with videos are 53 times more likely to appear on top of Google’s search results. It's undeniable that videos are engaging.
When learning something new, how many of you would choose a textbook over a video? The majority will choose a video because our eyes are attracted to movement by default — so video marketing naturally draw people’s attention. Other than attracting attention, videos also are some of the most desirable content to share. In fact, videos get 1200% more shares than text and images combined.
Conveying complex ideas in a digestible form is something videos are good at. Audiences are then able to process the information quicker since our brains process visuals much faster than text. Most of the time we end up trying to remember what it was and go back to reread it a few more times. This phenomenon is called regression and happens mostly when we read written text. However, viewers are able to retain 95% of a message when it’s in a video compared to reading written text which only retains 10%.
So, if you now realize you should be using video marketing to improve your customer engagement, here are three tactics to employ when including videos in your marketing strategy.
Make Your Customer the Focus
Customers are great for business but the biggest asset anyone can have are engaged customers. According to research, “Companies with the strongest omnichannel customer engagement strategies retain an average of 89% of their customers, as compared to 33% for companies with weak omnichannel strategies.”
Around two-thirds of a company’s profit depends highly on customer engagement. Although, this doesn’t mean your customer engagement strategy should be about pushing sales. Your strategy should go beyond a transactional relationship — it should focus on growth.
A few things you can do to grow your relationship with customers and improve engagement with video marketing is by utilizing videos as a means of communicating with your customers. You can use video to answer customer questions, showcase how to use products, and even highlight customer reviews.
By doing so, you’ll be focusing on the customer’s needs and you’ll be providing them with content that has value.
Be Authentic, Trust and Loyalty is Key
Customers of today want more than just products and services. They strive for a connection to a brand. Seventy-one percent of consumers believe that companies should make more attractive loyalty and rewards programs. However, many companies are still lacking this — only 24% of companies are focused on creating loyalty/rewards programs.
Loyalty programs are great opportunities to connect with your audience. When a brand doesn’t do this, they’re definitely missing out on building a relationship with customers. Today, people want to be associated with a brand that can demonstrate empathy and deliver a unique experience that’s personalized— they want to relate to a brand.
Videos have the ability to tug on a person’s emotional heartstrings. When you can create a video that people want to watch and take action on, you’ve succeeded in engaging your audience.
So, what better way to promote your loyalty programs than with a video marketing strategy. It showcases all the benefits and features your brand has. It conveys the message in a simple yet persuasive way and attracts an audience, increasing the chance of customer engagement.
Never Forget the Call-To-Action
In the end, customers want to relate and be a part of your brand. So, how can you do that? You can create videos with user-generated content, create contests, include customer testimonials, etc.
With videos, you can also conduct Q&A sessions to connect with your audience. This will also prompt them to take action (reach out to you for questions) and make them feel included in the brand.