Using Video To Inspire Confidence In Your Brand

I want you to try something — a little social experiment.

Take a look at two different websites, both with equal years in their respective industries, both delivering the same quality of products and services, with one crucial difference: one uses a personal video greeting from the “face behind the business” and the other uses only static images and text.

Click on the images or the company names to see the difference:

Website #1: Rhode Island Kitchen & Bath

Website #2: Ocean State Kitchen & Bath, Inc.

Were you compelled to click on the video on Rhode Island Kitchen & Bath’s landing page? If you were looking for a remodeling company, which of these two businesses would you feel most comfortable with?

Rhode Island Kitchen & Bath knows the value of using web video to enhance their image as a trusted remodeling company. Visiting a website without a personal video greeting is akin to walking into a showroom or store and finding no one there to greet you. If your visitors don’t see what they want right away, and there’s no one there to greet them and welcome them, they turn around and walk out the door.

However, when a friendly, confident business owner greets a potential customer immediately, the visitor is inclined to stick around and go deeper into the showroom — and perhaps become a customer.

On the internet, the same principle of human interaction applies. Your website is your showroom, and a polished web video greeting gives your visitor a virtual experience of interaction with you, the spokesperson for your brand. Delivering a friendly personal greeting and information about your company via a well-done web video inspires trust by putting a face to the name of your brand, and allowing you, the face of the business, to speak directly to the customer.

Watch our company’s landing page video to see how to incorporate the owner’s greeting, the right music, a customer testimonial, and text for a video greeting that delivers several confidence-building elements to website visitors:

Your eyes, your body language, your voice, and your surroundings all raise your “human factor” and give your web visitor greater confidence in you. They immediately get a sense of whether or not you’re trustworthy and confident, and by seeing the corporate image you portray, will judge whether or not you’re a person they feel comfortable doing further business with.

Even the music bed — the background music you choose — helps to set a mood and tone that can dramatically enhance the image you want to convey to those tentative first-time customers.

In addition to the human factor, studies have shown that web video keeps visitors onsite longer and inspires them to act upon what they’ve seen and heard. According to recent studies and surveys, online video dramatically increases the probability of turning a visitor into a customer.

If you’re ready to put your best face forward on your website, consider hiring a professional videographer to shoot your video. His expertise, camera, microphone, and lighting will deliver an image that portrays you in your best light, with the image your business needs to compete in your industry. A home-produced video tends to convey the image of less-than-quality products or services, and depending on your brand, won’t inspire the confidence you want your web visitors to have in doing business with you.

Talk to your web designer about embedding video into your website, or hire a multimedia company proficient and experienced at audio, video and web, to get everything you need in one place. That first impression on your website could mean the difference between a visitor choosing your company or your competition’s.

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Michelle handles all Social Media for New England Multimedia. You can contact her by email, on our Facebook, or on our Twitter.