An interview is the most effective and efficient way to extract valuable information from subject experts. High profile Television Programs like 60 Minutes and Media Distribution Networks such as The Associated Press (AP), use the interview process to bring compelling stories for increased viewership and brand loyalty. Seeing is believing, especially when a notable expert with proper credentials makes a compelling statement. In business, an expert interview that shares insights into your products, objectives and goals creates tremendous credibility with your target audience. This will Increase Brand Awareness, Enhance Your Sales Funnel, and Build Customer Loyalty. These three benefits from properly executed interviews will boost sales. So why shouldn’t your business invest in interview videos?
Increase Brand Awareness
When it comes to marketing your company, the most impactful way to present your brand to your audience is through video. However, not all videos will have the same impact on your viewers and future clients. To increase brand awareness and deepen brand loyalty, Viewers need to understand, relate, and trust the content you produce.
Brand trust is hard to gain. Consumers are attracted to specific brands because they trust them. Brand trust is not just about branding your marketing content. It’s mainly about the whole customer purchasing experience. According to Terakeet, a New York Marketing Company, brand trust is the willingness of average consumers to believe your brand will deliver on promises and fulfill their needs.
Enhance Your Sales Funnel
Videos are a great way to personalize and entice viewers to buy. You can optimize your sales funnel with properly placed interview videos. The Awareness Stage is the first stage of your sales funnel. Here educational videos help generate brand awareness and position yourself as an expert. A sincere and natural interview will make your brand more relatable and personable to your audience.
In the next part of the sales funnel is the Consideration Stage. Explainer videos are a great way to briefly introduce a pain point and how your company can fix the problem. This is a perfect time to add an interview to legitimize your brand and gain brand trust.
And finally, the Decision Stage, is where customers decide which brand to purchase. This is all about brand trust. What better way to grow trust with your future customer than to make a customer testimonial video? A customer testimonial is the leading way to show your customers that real people believe in your products and brand. You can buy written reviews by bots on the internet. However, a video of your customers speaking highly of your company is more reliable.
For more information on how videos help your sales funnel, visit our blog on how to use video to help your sales funnel.
Build Customer Loyalty
This is the true expression of brand trust. When the sales funnel fills and purchases are flowing in, you want customers to become owners in spirit. They take pride in using your products. They believe in you business when your interview videos are relatable and truth-worthy. This is only possible when the brand thrives within the company as well. Employees embrace the brand and help create the culture of the company. This is best achieved by allowing employees to express their insights. They too become owners. Employee interviews are very effective at gathering valuable insight for improving the brand through company stories. More importantly their valued input generates strong loyalty which is recognized by your customers through direct interaction and online videos.
Boost Sales
When you effectively create interview videos you will see increased sales through growth in brand awareness, enhancement of your sales funnel, and creation of customer loyalty. A survey of 582 marketing professionals and online consumers conducted by Wyzowl discovered that 93% of marketers say video has helped them increase brand awareness. 94% of marketers say video has helped them increase their understanding of a product or service. 81% of marketers say video has helped them directly increase sales. And 88% of people say they’ve been convinced to buy a product or service by watching a brand’s video.
Conclusion
Most of our business and personal time today is spent online and in the digital domain. It’s important to bring a human touch to your communication. The human approach adds great depth to your message. The nuances of facial expression, eye contact, speech inflections, body language and many other characteristics are communication gems that can’t be reached through text or audio alone. Create interviews that position real people and real experts demonstrating your products, exposing your brand and gaining audience trust. Do this effectively and you will fill your sales funnel and increase your sales. Have your business invest in Interview videos and you will see the profits.
In our next Blogs we will discuss the importance of hiring a professional interviewer and the steps for preparing, recording, and finishing a successful Video Interview.