It’s not easy being a business owner nowadays. Business owners, both big and small, often have to wear more than one hat to get the job done. The competition is fierce and unrelenting, so you need to learn how to reach out to and keep your customers – or someone else will do that for you. Here’s the best way to convey your message and nurture your consumer.
Today, consumers are in the center of the production process and of all marketing efforts. Everything is done with the target consumer in mind. That means that there are a lot of options for the consumer and a lot of competition for business owners. It’s also why you need to get creative in order to entertain and retain your customers.
So what should you do?
First of all – be consistent.
Secondly, you need to get with the times and use all available resources to engage and build the rapport with your consumers. And the best way to get their attention is to tell the right story through videos. Videos can work wonders if you know how to use them.
Let’s dig in.
Customers love consistency
People need to feel that they can rely on you every time. Consistency is the secret recipe for customer nurture and satisfaction. If you want your customers to come back for more, you need to provide them with consistently flawless service throughout the whole customer-journey. But not just that. You also need to show them emotional consistency and communication consistency. Emotional consistency means giving your customer the best treatment each and every time, therefore making them feel special and worthy. Communication consistency, on the other hand, refers to the message you’re sending. How do they see your brand? Are you delivering on your promises?
Buy them with unique stories
First of all, you need to have one unique story you want to convey to your audience. Start by creating a short explainer video. Tell your own story – about your humble beginnings, the obstacles you had to overcome to get to where you are now, who was with you from the start, etc. Without a captivating and memorable story, you will be just another fish in the sea. Having your own story is important both for prospects and for existing customers.
Think about your audience and what you would like them to know about you. Bear in mind that you need to appeal to their limbic brain, because people make their buying decisions using their emotions, not their logic. That being said, your story has to be relatable and emotionally-appealing.
Every now and then you can feature fun campaign videos where you can bring up your problems and concerns. Don’t forget product demo videos and interviews with thought leaders in your niche.
This way you will humanize your brand and bring yourself closer to everyday people – your customers.
Make it personal – include people
People will remember faces better than features of a product. That doesn’t mean that product details are irrelevant, it just means that you should find a balance between the two.
So make sure you give people something to remember you by. Create videos by incorporating yourself and your team members. Be natural and be creative. Let your team members talk about their day-to-day business, challenges, etc. You can even ask your business partners to participate, why not! Close that gap between the business world and consumers, and take your business one step closer to your audience.
And it doesn’t have to stop there – you can involve your customers as well by featuring their success stories. The sky’s the limit basically.
Always finish with a strong CTA
Never leave your audience without an instruction on what to do next. If you want to convey your message you can’t end your video with a blank screen. Always include a call-to-action, provide links to your previous case studies and white papers, include a recommended video or a link for those who want to know more. This can also be a perfect place to promote your upcoming interview with prominent thought leaders, etc.
Also, make sure you use the active form verbs such as ‘download’, ‘click’, ‘see’, ‘help’, ‘share’ etc. to spur action.
Another good CTA strategy is to share the sense of urgency throughout your video, perhaps by using the phrase –‘buy now’, ‘act now’, depending on the nature of the video and of business, of course. Answer the question: What will happen if they don’t act now? Be persuasive and use calls to action wisely. But be careful: you don’t want to come off as too pushy either.
By being consistent in your words and actions and by incorporating videos into your overall marketing strategy, you can engage and nurture your audience, whether on social media or on your website. Plus, videos are not only engaging, but also measureable – so you’ll be able to see what’s working and to what extent.
Do you agree that consistency and videos are helpful in conveying your message and nurturing your consumer? What’s your way of nurturing your consumer and sending the right message across? Feel free to brag about your successes in the comments!
If you’d like to learn more about explainer videos, go ahead and download our ebook!