First impressions are formed in less than a second. Seriously, extensive research has shown that we make a judgement about someone within a second of meeting them so despite what we’ve been taught by our parents, we are hardwired to judge a book by its’ cover.
So, when it comes to content marketing and video in particular, first impressions are vital. That’s why video marketing leads with a significant advantage, an impression and a message can be conveyed almost immediately.
As a result, we have put together a few tips on how to create the perfect first impression using video to potential clients…
Trust – Build a Rapport
Clients need to trust you as a business and as individuals before choosing to spend their money on your services. To do this, they need to know about you, and the ‘About Us’ page of your website is simply not enough for them to do so. Videos not only provide a platform to convey a message, but also familiarise the client with the face of the business. As we said, impressions are subconsciously made within a second of seeing the stimulus and therefore videos create an implicit rapport almost immediately.
Inspire – Tell a Story
Why are you in the business? Only 20% of visitors read articles all the way to the end which puts videos at the forefront of content marketing when engaging with viewers. Tell a story which demonstrates knowledge of your field and also inspires the viewer, building a relationship. Focus on why and how you do what you do. Avoid telling them what you do, because your potential client already has an idea, and also, they’ll be hearing something similar from a competitor.
Be Relatable – Speak your Audience’s Language
So you’re building a rapport with the viewer by telling your story, remember to speak to them in their own language. Put yourselves in their shoes. If you were them, what would you want to see? Whether it is being empathetic or using a conversational tone, videos should be relatable. This will strengthen the rapport and the trust between your business and the potential client.
…And Action – What’s the next step?
The next step is to offer a next step. Offer a ‘call to action’ to finish off the video. If the viewer has watched your video up until now, the chances are, they are interested in your services, all you are now doing is giving them a nudge in the right direction. Many businesses forget to do this but it’s very important to making a successful sale. By stating something as simple as ‘Call us for a free quote’ provides direction for the viewer to take the next steps to choosing your service.
Overall, we do judge books by their covers, and also businesses by their marketing. By using video to market your business, you’ll be able to convey your company’s message with a personalised touch, creating a strong first impression almost immediately.
