A conversational marketing strategy allows companies to engage with their customers in real-time through chat, video, and other digital tactics.
In the following guide, we’re going to focus on videos and how they contribute to an effective conversational marketing strategy.
To be precise, we’ll talk about:
Plus, we’ll touch on more aspects where video can play an integral part in creating a more human buying experience for customers.
Without further ado, let’s get started.
Just because you might know your product or service inside-out, it doesn’t mean that your customers do, too.
More often than not, they need additional guidance to learn how something works and how they can get the most use out of it.
Makes sense, right?
A great tactic to take advantage of are product tutorials and demos in the form of videos.
They use a step-by-step process to guide users through a product, helping them understand why and how they should use it. This is particularly important for products new to the market and can help position you.
However, try not to make your tutorials too lengthy or complicated, as your users might end up abandoning them and not using your product at all.
Author’s Note: You can deliver great video tutorials to your users with the help of a video-on-demand (VOD) platform.
Let’s have a look at an example to make things more clear.
Dropbox, the world-famous file hosting service has created a simple yet clear video tutorial on how their service works.
As you can see, the process is in a step-by-step format and covers all aspects of the user’s journey when interacting with their service.
You can also see first-hand how powerful a video can be since it visually explains aspects of the service in ways that other forms of tutorials can’t (at least, not as clearly).
Overall, video tutorials and demos are an excellent way to engage with your audience as part of your conversational marketing plan.
All you have to do is create a highly informative video and find the best video hosting service for you!
Let’s continue through the list.
Marketing campaigns come in all shapes and sizes.
Many brands take advantage of social media marketing, email marketing, influencer marketing, and other types of marketing activities, but the vast majority lack a certain element.
We’re talking about the element of personalization; something that can make your campaigns more effective (and in turn, make your customer interactions enjoyable).
80% of consumers are more likely to make a purchase when brands offer personalized experiences.
While there are quite a few ways to personalize a marketing campaign, videos can put a recognizable face on your business and prompt users to engage with you.
Take a look at the following video by Meta – formerly known as Facebook.
To announce its rebranding and market the video to as many people as possible, Meta took advantage of video marketing in order to connect with users.
Notice that the company’s founder is in the video and uses phrases like, “our company”; this allows viewers to feel closer to the brand and want to engage with it.
Why not do something similar for your own company?
By having yourself or a team member the face of your business, your marketing campaigns can see great improvement!
Have you ever visited a page and noticed an FAQ section?
Chances are you have, and there’s a good reason for that.
FAQs (frequently asked questions) allow visitors of a website to find the answer to common questions (including some that they may have) all in one place.
While many companies make sure to answer their audience’s most frequent concerns, not all realize how much better it would be to answer them through a video.
This tactic can solve questions in a fun and engaging way, whereas simple text might sometimes seem tiring to read through.
Videos will also show customers that you’re serious about helping them and that you’ve put a lot of effort into helping them out.
Makes sense, right?
Needless to say, through a video, you can always share more information than when using text, and be more descriptive.
This offers more chances of answering your customer’s questions and keeping them satisfied with continuing to use your product or service with ease, as well as engaging with your company.
To give you a better idea of video FAQs, have a look at the following video:
While its purpose isn’t to answer product-related questions, it effectively answers common questions about working at a company called BlackRock.
This is quite smart; by having your existing employees answer concerns that potential new employees might have, you give better insights and come closer to your audience, since the element of personalization has also been added.
All in all, FAQs with short videos should be part of your conversational marketing strategy; they can not only keep your customers satisfied, but also save you time by answering potential concerns that might arise in the future. Personalization is also a key part of a strong brand.
Let’s continue with the next tactic.
Having a strong presence on social media is essential nowadays to increase brand awareness and connect with your audience.
Social media content can come in many forms, including:
This list isn’t exhaustive; there are many more options as well, depending on the platform.
While posting a combination of the formats above is what’s widely suggested, we strongly recommend focusing more on the video content.
From those stats alone, it’s clear that videos can keep your audience far more engaged and help you increase your follower base.
When it comes to the content of your videos, you can publish company news, product updates, or anything else you think is a great way of marketing your business (and engaging your audience).
For instance, SaaS company Shopify has recently been releasing some great videos on social media, showing why someone would want to use the eCommerce platform.
With this focus, people wanting to launch their own online store can get inspired and begin using the platform.
Author’s Note: If you know how to make YouTube videos, the platform can contribute to your video marketing strategy’s success.
All in all, using videos as part of your social media content strategy is a great way to strengthen your online presence.
Let’s move on to the next one.
One of the most prominent ways of boosting your conversational marketing strategy is through the use of live streams.
Live streaming offers a wide variety of benefits for businesses, including:
You also have the option of repurposing the stream into other content formats, such as social media posts, which is a great way to keep your content calendar full and lessen the amount of work you need to do.
Another great advantage is the fact that users consume this content on your time, not on theirs.
This means that you’re only engaging with people who care enough about you and find your content interesting enough to engage with the moment it’s happening.
For example, the following video is Apple’s live stream from September 2021…
…when the company announced a few of its newest products.
Company and product announcements, in particular, can benefit from live streams, since they allow you to create buzz by setting a countdown if the stream is on YouTube, Facebook, or Instagram.
Overall, we strongly suggest integrating video live streams in your conversational marketing strategy, as it can offer amazing results for any business.
So, there you have it.
We talked about conversational marketing and the importance of adding videos to your strategy.
We hope that our guide will help you connect with your target audience and reach greater customer engagement levels.
The next time you’re thinking about what type of content to share or how to educate your customers, don’t forget about including videos.
They can be a game-changer!
Author: PJ Taei
Bio: PJ is the founder and president of Uscreen, an all-in-one video monetization platform that empowers video entrepreneurs and creators to monetize their content and build thriving communities around their videos.
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