Tutorial Tuesday: Quality Content Grows Audience and Loyalty
With so much content published daily, it’s important that yours not only looks good but also provides value to the buyer in order to truly stand out.
Content hosts such as Snapchat Discover, Twitter Moments, Facebook Instant Articles, and LinkedIn Pulse are all examples of distributed sites making a move towards higher quality content regulations. For example, Snapchat has updated their guidelines to persuade publishers against posting images or photos without any editorial value while other sites discourage links to unreliable news sources and have cracked down on clickbait.
As these platforms get pickier on what content they’re willing to share, creating pretty content without value is no longer effective in reaching audiences. Content must also educate, entertain, or provide some other value to the buyer. Providing your audience with quality content adds value for the buyer and ultimately grows your audience and increases loyalty.
Here are three reasons why video is the best vehicle to provide value to your buyers:
VIDEO BUILDS TRUST
A video can lead the buyer to trust a salesperson or the product they’re presenting.
For example, seeing and hearing a person through video can establish a connection with a prospect (or even with existing clients) in a way that no email could. Video better communicates personality than text alone.
As for building trust for a product, customer testimonials, explainer tutorial videos, and demonstration videos are some the most effective types uses of video content. Animoto reported that 80% of buyers say a video showing how a product or service works is important when learning about the company. A video can bring the concept to life in a way that text and phone calls can’t. When done in a creative way, the video can provide the buyer with the added value of entertainment and education that 4 out of 5 buyers agree is helpful.
VIDEO IS LIKELY TO ENGAGE AND CAUSE EMOTION
Video content is likely to engage us and ignite emotion; just think of all today’s YouTube and Facebook personalities with millions of loyal followers. A study by the E-Tailing Group reported that 57% of buyers say that videos gave them more confidence to purchase online. Additionally, WR Hambrecht reported that video is proven to increase knowledge retention by 25% to 60%. So not only are buyers more willing to make a purchase after watching a video; they are also more-educated buyers.
VIDEO IS EASY TO CONSUME
Video is super easy to consume. Diode Digital reported that before reading any text, 60% of site visitors will watch a video if available. Additionally, video content can capture a wide audience or it can be a direct and personal message. Insivia found that an introductory email that includes a video receives an increase click-through rate by 96%! Video is a great way to stand out from competition and get across your message.
A single video can be viewed and shared an unlimited number of times, adding both value to the buyer and well as to your time spent creating content.
While today’s buyers are inundated with media day and night, it’s essential to have that quality content providing value to your audience. This will ultimately grow your audience and increase loyalty.
Ready to adopt video across your sales organization? Start your year right by downloading our free 5 Steps To Implement Video Across Your Sales Team eBook. In it, you’ll find everything you need to start leveraging personalized video in your sales strategy for prospecting, booking meetings, and closing deals.
Posted on January 23, 2018