After chatting with a few different organisations about video content in the last couple of weeks, the main message that came across loud and clear was: I want people to know my business and my philosophy.
To satisfy this need, more and more organisations use an ‘About Us’ style video on their website, which aims to distil the essence of their company. Take a look at this excellent example from Zendesk, whose customer service platform is paired with an underlying philosophy of bringing businesses and customers closer together.
The rise of content marketing has lessened the tendency to go for a hard sell. Most organisations realise that it’s how your audience see you that is most important, and are acting accordingly. Zendesk’s message is that human interaction is the main pillar of good customer service, and their video reflects this, providing a charming story that is more warm and fuzzy than cold and corporate.
In many industries, the sheer amount of competition means that it is the less tangible factors like philosophy and personality that mark you out from the rest, in situations where price, quality and speed of service can be very similar. This is the case with the healthcare industry. Because at first glance there isn’t much to distinguish one healthcare provider from another, they’re keen to show their personality and philosophy to prospective clients. A good example of this is the video we made for Core Health and Wellness.
Communicating who you are takes some time and the right approach. It’s been really pleasing for me recently that the people I’ve spoken to really understand that for best effect, more frequent, shorter pieces of content are the way to go. Whether your aim is to make your website a better experience for users, retain site visitors for longer, or improve your SEO, one thing is clear: More content is better, as long as it’s not at the expense of quality.
Telling people about yourself or your organisation is a positive step, but you can also educate potential customers about what’s available, whether that’s your own range of products, or by comparing your service to others. A well-informed customer is more likely to make the correct choice about the product that’s right for them, and will feel all the more positive about your company if you’ve given them clear information.
The more the customer is spending, the more information they seem to want. Good for them! When it comes to high-cost products, consumers are keen to see video. This is particularly evident with tech products, with 9 out of 10 users saying they watch videos about the products they may buy.
The key takeaway is this:
You can then feed your ideas into content such as videos, blogs, and infographics. Think of every piece of content you produce as an opportunity to teach your audience something. Let them know about anything new you’ve learned, and how that might be reflected in the services you deliver.