Say it in Video.
Visual storytelling is a compelling way to share the heart of your company with current and potential customers.
Every company has a story to tell beyond the products they sell and services they provide. Visual storytelling allows you to tap into the unclaimed potential of your company, product or service to build relationships and gain market share.
Ask yourself: What makes your company uniquely you? What differentiates you from your competitors?
OK, so you know why you’re special.
But do your customers understand this concept as well as you do? If not, maybe you’re telling the wrong story—or telling the right story using the wrong media.
Effective storytelling doesn’t have to center around just the product or service. Your story can include the hands that make the company what it is today, or the brains that thought up the company many years ago, or a customer with a unique and compelling story. More about that later…
Find the faces that tell your story
So who are the interesting characters that make up your brand?
It’s not always the CEO or CFO who make the best storytellers. Look around you. Don’t overlook the cashier at the store who’s made friends with all his customers. Or the employee working to put herself through college and be the first member of her family with a college degree. What about the bellman at the hotel, or the night shift worker at the warehouse. How do they complete the story?
Get to know the hands and feet of your company and you’ll find stories your customers want to hear. Get to know your customers and you may find more than just a testimonial. Who knows where a good customer story can drive your business?
No matter the nature of the story, profiles put a face—and heart—to your company and make a connection with your customers.
Voice your values
We’ve been talking about heart. But what about the soul of your company? What about the values that guide it?
Values often get lost on company websites and in staff manuals, yet they can be a differentiating factor that forms a personal connection and lasting relationship with your customer. But remember—if you use video storytelling to describe your values, you’d better stick to them when push comes to shove!
Take your customers behind the scenes
Your customers want to understand what makes your company tick. They want to know what’s “under the hood.” Video is the perfect way to show the inner workings of your organization or company. So invite them in!
Show how your company makes its top-selling candy product. Let them experience the behind-the-scenes frenzy of introducing your new product—the one they’re going to love when they try it!
Video is a great way to explain hard-to-understand products and service. It’s easier to show than to tell. Many people are visual learners, which means the complex concepts will click once they’re put into motion.
Make the customer the star
Customer reviews are a great way to showcase your product or service in a unique way. People are more likely to trust a genuine endorsement than an actor making a pitch. And if you have a customer with a compelling story to tell about your product or service, you can rev up the impact of your marketing dollars by using value-added tactics to reach consumers. Remember what we said earlier? 72 percent of consumers are more likely to buy or use a product or service when a video is present.*
Take it one step further! Encourage customers to submit their own videos for consideration showing them using your product or service. By making the customer part of the story, you create personal connections that can grow into lifetime, loyal relationships.
Fueling your business
The potential opportunities you have for telling your story through video are almost limitless. No matter what approach you choose, visual storytelling can rev up your marketing with a high-octane impact. Your messages are more likely to connect with the audience, giving your company a face and a personality and building a relationship. When that happens, you’ll leave your competitors sitting at the starting line.
Remember the compelling story we talked about earlier? Check out our next blog to learn more about great customer stories.
For more information about how video directly affects your influence and SEO, please see our article titled,“Boost SEO with Video: The Shift to Visual Content.”
About the Author:
Kristin A. Pelletier is an award-winning writer and executive producer with more than 20-years of experience in script-to-air television production and is the president of Blue Truck Media, Inc. Blue Truck specializes in the writing and creative development of original screenplays, television programming and books, and offers customized marketing and video production services to corporations, worldwide.