Before talking about how to make your marketing video strategy succeed, let's already see what are the benefits to expect from a good marketing video strategy:

These profits are valid regardless of your sector of activity.

It's beautiful, right?

And the list is not exhaustive !

To benefit from all these advantages, we must take into account the 6 principles of influence which govern all our choices, described in the works of Doctor Robert Cialdini, a professor of social psychology, very renowned, at the State University ofArizona.

Use these 6 principles in your marketing video strategy, and you will naturally increase your chances of having the impact on your customers.

According to some agencies, each type of video has its place in a marketing video strategy, provided you are properly used and broadcast in front of the right people ...

... This is the speech of the enordant marketing video agency, which offers a whole range of video products, to allow you to use these 6 principles of influence in your video communication.

So let's see these principles a little more in detail.

1.Create a feeling of sympathy

Tell your story in a dynamic corporate video and offer your audience, visualization elements so that it recognizes yourself in you.

Your business video is not to be used alone to communicate on networks, but it is an excellent complement to maximize your visibility, thanks to the simple exposure effect (the more people see you, the more they rememberyou are logical)).

In addition to humanizing your speech through your story, use business video to share your values, your corporate philosophy, why you do things and the principles that are important to you.

With a nice image, you will anchor your brand in the collective conscience of your customers, it is not enough to campaign on the networks for that, we get along.But it contributes to it.

And beyond the commercial aspect, your business video must show you in your best light, you must seem stronger than you are actually, it must give your competitors hot!

2.Create a feeling of reciprocity

Reciprocity is a very strong feeling that most people (normally constituted)) feel when they are offered something (a gift, a particular advantage, a favor, etc..)).

We are social beings, that is why the balance "giving-behind" is so important in our eyes.

Reciprocity is therefore one of the foundations of our relationships (collaboration, friendship, love)).

Give something of great value that does not cost you much (because value ≠ price)).

Give a real expert tip so that your audience is indebted.

You know the saying… you have to give to receive!

This is the whole principle of the tutorial video!

This type of content is massively consumed on the internet, and I'm almost sure you also like to watch tutorials.

Problem, you may not know what kind of tip to give to your customers?

So look at these examples:

Ask yourself, "What do my customers need to know to get the most out of my product?"

And normally, you will have material to make video tutorials that really help and make your customers very liable.

3.Reassure social evidence

What is your reflex when you buy a product on the internet?

You systematically look at customer reviews, right?

It has become so natural in the purchasing course.

Even if we know that false reviews swarm, we always estimate as quite reliable, the opinions of those who bought a product before us.

Because in principle, these people have more or less the same expectations and the same needs as we.

So the question arises: how can you use the principle of influence of social evidence to improve your video communication?

Simply by making customer reviews (which are satisfied with your products or your services, it goes without saying)).

Who explain how it solved their problem or how it helped them achieve a goal.

The more you will have satisfied customer testimonies that boast your business, the more people will trust you quickly.

The form counts, but it is the background that prevails here.The content of the message does almost everything.

That means you don't need to have the best video production to create this type of content.

You can even make customer reviews filmed at the webcam, it will do the trick very well.

4.Impress thanks to authority

Since our childhood, we are used to obeying the figures of authorities.It starts with our parents, then nannies, teachers, firefighters, police, doctors, etc..

We obey authority because this model is reliable.You will not ask for legal advice from your market gardener, or how to cut your tomatoes from a lawyer.

On the other hand, you are blindly fed what your doctor tells you about your health.

After all, a doctor has done at least 10 years of study and is qualified enough to take care of you in the best conditions, he did not train on the job, pulling battery or face, to make diagnoses.

You can use context elements (staging, accessories, etc..)) to make your interview video and return an authority image.

There are so many video campaigns with actors who wear a white blouse to subtly bring the element of authority ...

... the best is not to cheat, but to use certain elements to sublimate you.

Au lieu de faire votre vidéo d’interview dans vos locaux (comme vos concurrents)), vous pouvez louer un studio de télévision une demi-journée pour vous différencier et paraître plus imposant dans votre secteur d’activité.Do you see the idea?

But you can also request influencers to promote your products in video (if your customers use Instagram)).

The idea, as the title of this part indicates, is to impress, support and credit your words thanks to the principle of influence of authority through good interview videos.

5.Retain with commitment and consistency

A study in social psychology, described in the book of Doctor Cialdini, demonstrates that our writings engage us much more than we think.Especially if it is intended to become public.

When you leave a comment, under a video or an Instagram post, you take part publicly for something, you give your opinion.

A perfectly objective and benevolent opinion of course, huh!Lol.

In fact when we give our opinion publicly, our brain will do everything to come and comfort us in our reasoning and find all the arguments that go in this direction.This is called confirmation bias.

Et typiquement, quand vos clients vous accordent leur attention et vous laissent un commentaire (disons positif)), ce commentaire est comme une graine qui se renforcera avec le temps.

Obviously it works roughly the same in the other direction, your haters will hate you more and more so.

But don't forget to design your videos to invite people to say something about you publicly.

People who will say good you will be much more likely to become your next customers.

Ah and also ... making customer reviews therefore contributes, in a way, to increase the commitment of your customers who testify in your favor.

If they publicly assume to praise you, it will strengthen their reasoning and comfort them in their idea that you are at the top of the top.

6.Create emergency with rarity

What is rare is often precious.And therefore often, desirable.You know it well.

But you can make your products or your service even more desirable by creating the emergency around your offer.

The fear of missing out on a good opportunity is ultra unpleasant (The Fear of Missing Out, or Fomo)).Rarity can make it interesting, a lot of common things.

And we see that almost all the time in video advertisements.

“Offer reserved for loyal customers, within the limits of available stocks“;“Offer valid for 24 hours only“;“Price will double next week“;“The product will no longer be available for sale after [such date]“;Etc.

All these alerts are used massively, because they work wonderfully.

So don't forget to give a specific action to perform at the end of your advertising videos, but if you can do it with an emergency zest, it will make your offer even rarer in the eyes of your customers, and therefore even moredesirable.

Conclusions

Everything that is said here is only valid if you address the right people.

Gary Halbert (peut-être le meilleur vendeur par correspondance)) demandait souvent à ses élèves, s’ils avaient une baraque à frites, quel avantage voudraient-ils avoir (s’ils devaient n’en choisir qu’un)), pour espérer avoir le dessus sur leurs concurrents.

Some advocated an eye -catching brand, others parked on local and organic products, still others on the packaging of food.

Often far from the advantage that Gary Halbert wanted, namely, a crowd of hungry people.

No need to have a good sign, nor to make a lot of effort on the packaging of fries, nor to have organic label potatoes, if you have a crowd of hungry people in front of you.

Knowing the people you are addressing must be your main obsession. Si vous ne l’avez pas déjà établi, vous devez définir qui est votre client idéal, ou votre persona (le principe est le même)) pour trouver cette “foule de personnes affamées ».

If you know the need for your customers perfectly, using the 6 influence principles in your video communication should make your offers irresistible.