Negotiations end and contracts are signed only when both parties believe – and are convinced – that their opponent is being forthcoming and upholding their end of the bargain.
WHY WOULD IT BE ANY DIFFERENT ONLINE?
When it comes to doing business over the internet, trust is perhaps even more vital. When you’re standing across from someone, you may swiftly communicate your thoughts and get a sense of how they’re being received.
You can’t do that when you’re online. As a result, marketers must develop creative ways to convey their message in a way that is both fascinating and instills confidence – trust – in potential customers.
Now, we know that video outperforms the alternatives when it comes to engagement and effectively delivering your brand’s message. But what about the issue of trust? In your internet marketing videos, how do you address this intricate part of the business?
There are a few characteristics that people generally associate with trustworthy people. They are, for the most part, competent, knowledgeable, and effective communicators.
In this essay, I’ll go through some of these desirable qualities and how video can help you communicate them effectively. As a result, the marketing campaign will be stronger overall.
COMPETENCE – PRODUCTION QUALITY AND A PROFESSIONAL FINISH:
Beyond the quality of your content, individuals have little else to evaluate your brand’s competency and the dependability of its products or services online.
Unless they’ve done business with you before, that blog post, website, or product video serves as their primary source of information about the value you bring to the table. In that way, a low-quality piece of content can cause you more harm than no content at all.
So, if you want films to assist you to reinforce your customer’s belief in your brand and depict how capable it truly is, make sure to maintain high-quality standards and ensure a professional-looking finish in each video you use in your marketing campaign.
There’s a lot that goes into crafting a great-looking marketing film, to be sure. As a result, general advice such as “make them nice” has little to no practical relevance.
Instead, I’d like to focus your attention on two elements: storyboard and voice acting, which, when handled properly, will account for a significant percentage of your video’s perceived quality.
Whether you’re creating an intriguing whiteboard animation to simply explain your services or a compelling product film to capture the interest of potential customers, the storyboard and voice acting are two crucial components that will determine whether the final result works or not.
Spend some time in production working on putting together a logical storyboard. One that allows consumers to envision your message while you focus on other parts of marketing (like branding). In terms of voice acting, the biggest advice I can provide is to never quit up. Choose the one that is appropriate and appropriate. Voice acting should ideally mirror the tone and message you want to convey, as well as reflect your target demographic in some way.
If you pay special attention to these two areas from the start, you’ll have a much easier job ensuring that your film conveys your company’s expertise.
KNOWLEDGEABLE – QUALITY CONTENT AND THE VALUE OF INFORMATION
If you’re not confident in the thoughts, you’re trying to portray with your video, and your audience will be as well.
It’s a regular problem I find in badly prepared video marketing content, and it’s usually mirrored in the language and visual signals.
Dealing with someone who knows what they’re talking about is one of the fastest ways to build trust. So much so that they can easily assist you in understanding it.
Giving long dissertations or intricate explanations – all of which are significant no-nos in marketing – isn’t the best way to show you’re educated and versed about anything. Making the difficult seem simple and being meticulous where it counts, on the other hand, are two unambiguous markers of experience.
Then there’s the question of value and how you’ll make sure your movies deliver it.
Showing a lot of experience in areas that aren’t directly related to the concept you’re attempting to convey in your video is a great method to ensure they won’t work. Similarly, restricting your content to include relevant information helps ensure that you are offering value for every second of your video.
And, absolutely, useful information is valuable. That much is self-evident. It isn’t, however, the sole option.
Adding value to any marketing plan can be as simple as providing entertainment, comedy, or solutions to a problem. And should be used to spice up your material and make it valuable for anyone who clicks play whenever possible.
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COMMUNICATION – HOW YOU SAY SOMETHING IS AS IMPORTANT AS WHAT YOU SAY
Finally, I’d want to discuss effective communication and how videos may help you communicate your brand’s message.
The fact that you can deliver a lot of information in a short amount of time is one of the reasons why video content works so well in marketing.
Videos are a great way to get your message across. Sounds have the ability to elicit strong emotions. The use of visuals can help to reinforce the points stated by the voice-over. When it comes to more complex tactics like color theory and branding, there’s a lot to get creative with, especially with explainer movies and whiteboard animations.
That means you have a plethora of options at your disposal, including visual effects, on-screen text, pictures, audio, and voice-over, to direct the viewer’s attention where you want it to go. And you may easily reinforce the specific points you’re pursuing.
But, at the end of the day, they’re all tools, so you need to know how to utilize them. There are two areas you should concentrate on for this: storytelling and branding techniques.
A compelling marketing video relies heavily on storytelling. Make sure to write an engaging story that is both compelling and relevant to your audience, and then use all of the techniques we discussed to put it into action.
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When it comes to branding, there’s a lot you can do with a film, such as deliberately using color to establish a favorable image. Sound cues are used to guide attention and elicit emotion. Or even how the voice-tone overreacts to the actions to help hammer home the points you want to make.
Do you want to see how everything we’ve discussed works in practice? As an example, take a look at this whiteboard video. Observe how the company’s colors are employed at specific times to emphasize desired themes – such as their product resolving the core issue in action – and how a straightforward and entertaining story connects complex information. And how excellent the voice acting and aesthetics are. All of the aspects unmistakably inspire viewers’ trust.
When you know how to use all of the resources at your disposal with videos, they can be wonderful tools for inspiring trust in your audience.
You may make compelling marketing pieces that will increase the efficacy of your overall plan by generating high-quality films with a professional finish, covering only important data that delivers value to your audience, and conveying the information effectively and efficiently.