While thousands of Web videos have made the world laugh with funny antics and viral concepts, many of today’s business owners are looking at video with fresh eyes. After all, Web video is a powerful platform that can help establish you or your company as an expert or industry leader. In short, Web videos are a terrific way to build credibility with new and existing customers.
Strong Production Values Build Credibility
In order to build credibility with viewers, Web videos must have strong production values. Today’s viewers may tolerate a guy with a webcam; however, the value of a well produced video with professional lighting, crystal clear sound, and excellent image quality cannot be stressed enough. Do this part well and your first impression will be a good one. Not only that, you won’t be giving your viewers any reason to doubt your professionalism because it will be readily apparent throughout the video.
Credible Content Builds Credibility
Next, a credible Web video should be filled with credible content, not opinion or sensational topics. Make sure that your script is well written with facts, supporting information, and useful information. Avoid “fluff” and give your audience relevant, useful information. Your viewers have limited time, so keep your Web video relatively short and tightly focused.
Credible People Build Credibility
In addition to strong production values and a well written script, the people featured throughout your video build credibility with online video audiences. This doesn’t mean you need to hire actors or pay big bucks for a celebrity endorsement. For example, a weight loss video could feature interviews with doctors and personal trainers while a do-it-yourself plumbing video could employ a plumber as the spokesperson. The presence of these professionals builds credibility.
Product Demonstrations Build Credibility
If you’re marketing a product, Web videos that show the product in action can build credibility. After all, a picture speaks a thousand words. . . In addition to demonstrating the product, consider “behind the scenes” videos that show the product in various stages of development. Your own research and development team brings its own layer of credibility to the process, so take advantage of it. As viewers see the behind-the-scenes commitment to quality, your product will become more credible to them.
Your Expertise Builds Credibility
Don’t overlook your own expertise and the events your company may be participating in, either. For example, have you recently participated in a seminar or conference as a speaker? Posting a Web video of your speech, or highlights from it, can immediately build credibility you’re your site’s visitors. You’re the expert, so show it with your online videos.
Well written, professionally produced videos that position you as an expert are an important part of the overall “video to lead funnel” strategy. Engage, convert, and nurture prospects and leads with credibility built into each video that you produce.