Consumer demands have evolved over time, and engagement strategies have adjusted to these new expectations. No longer do we seek to reach the masses with a broad message and deliver standardized services. Instead, the goal is to deliver relevant content to a specific consumer base and meet their needs by providing an exceptional experience.
This customer-centric focus is necessary to compete in today’s marketplace, and the following are five ways that startups can use video content to make this connection with their customer base in order to grow their business.
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Branding
According to the experts at Aberdeen, brands that use video marketing grow their year-over-year revenue 49 percent faster than brands that don’t.
For a startup, branding begins with introducing yourself. This basic “explainer video” shares who you are, what you do, and how you can serve those who watch it. This piece of content should be short, precise and informative, while showing your personality and style.
Make sure that the content resonates with your target audience and makes them want to know more about you and your business. This isn’t time for a sales pitch, just an introduction to share how your goods or services address your customer’s needs. Production values don’t have to be high-tech or include special effects. Content is all that matters, and if it looks a little DIY, that’s OK.
Related: How to Create a Viral Crowdfunding Video Campaign in 8 Steps
Customer testimonials
Telling others how great you are and what you can do for them is not nearly as persuasive as having a third party do it for you. Customer testimonial videos let your work literally speak for itself, and allows viewers to imagine the positive impact your products and services could make in their lives or businesses.
Choose clients who are representational of your target audience and let them do the talking. Allow the conversation to focus on the benefits you provided them, the solutions you brought to the table or the amazing performance of the product they purchased. This real-life application will have a bigger impact on your audience than you can imagine.
Education
Videos are a great way to educate viewers on what your startup does and the tangible benefits of what you offer. In addition, it can help viewers understand how something works, through demonstration or “how-to” videos.
You can also take things to another level with an interactive video, which can include choice-based videos and Q&A sessions. Millennials love choice-based marketing, because these types of videos, whether pre-recorded or live, tell them a story.
In contrast, you can create a more interactive educational video with a live Q&A session at the end. After you’ve presented your information, viewers are invited to ask questions that are answered in real-time. This level of engagement appeals to the masses: a reported 80 percent of consumers would rather watch a live video from a brand than read a blog.
Expand your reach
For startups providing personalized services, video services like Skype let you expand your client base from local to global, connecting with customers as close as next door and as far away as on the other side of the world.
Here’s a great example: Dyce Kimura is a professional singer and guitar player based in Fort Lauderdale, Florida. In addition to being a sought-after performer, he also offers an online Beginner Acoustic Guitar Course to his customers:
“It started out as a locally-based business and I found I really enjoyed teaching,” Mr. Kimura said. “I added teaching videos to my website so that others could learn from me, but it wasn’t always enough so now I offer personal lessons using Skype.”
Kimura now works with clients across the country, which has allowed him to teach full-time and expand his business. Through the use of video content, delivering a personalized service means you don’t have to limit the geography of your client base.
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Bottom line
Today, personal engagement is critical to startup success, and with the use of video content, you can connect with your target audience on an impactful, value-driven level. Deliver relevant, personalized content to your customers and prospects, and watch your business grow.
