The No. 1 Most Overlooked Video Content Marketing Strategy
Is your video content marketing strategy producing leads? Most B-to-B marketers are generating views, clicks, shares and likes, but netting few leads. Don't be one of them. Generating leads and sales with video isn't difficult if you get back to basics. The trick is publishing videos that create self-confidence in your viewers. This is a faster, easier way to create engaging discussion—and ultimately trust in you.
What Does Confidence Have to Do With It?
Don't let any gurus convince you that "social selling" is somehow mystical, new or different.
In video marketing, trust is rarely earned by what you say in videos or how you say it. Trust is earned by what your videos DO for prospects that gets them confident in themselves as buyers.
For example, have you ever watched and taken action on a short video? Maybe it was a direct TV infomercial where you saw a product demo. You probably didn't need what was being sold, but you took action anyway. Why?
Even if it's purely novel, after watching a product demo humans are "hard wired" to react. But only if we witness a transfer of confidence—from seller to buyer. Or from "the converted" to the skeptic.
If written, shot, edited and distributed correctly, videos of various lengths can produce leads consistently. These exceptional videos succeed because they do one thing better than others.
Why Confidence Works So Well
You might think going viral is the key, but it's not. Videos that create leads work because they demonstrate raw, credible, believable confidence in action.
Videos that generate leads tap into skepticism, fear, annoyance and ambition—and put it to work for the seller. Again, think in terms of infomercials: from kitchen gadgets (skepticism) to fear (financial and medical) or ambition (college, weight loss).