Brand Videos Offer Transparency… and Your Customers Will Love It!

B2B sales are often built around relationships. Customers like to do business with companies they trust. There are no shortcuts to developing trust with your customer, but there are a few things you can do to establish trust on a strong foundation.

When a potential customer views your website, they are looking for reasons to trust your brand. Your copy must be compelling, and your images must be engaging, but it does go deeper than that. One tried and tested method of developing trust is to include customer testimonials and reviews and display them on your site. A handful of carefully curated 5-star reviews can really testify to your brand’s legitimacy.

Another way of securing trust is to develop a web video series that helps customers at all stages of the buying cycle warm to your brand. There are a few ways you can go about this:

If you have a novel or superior product, capture it on video. Descriptions and benefits and images work well, but a video can really sell customers on your product. It can answer a lot of questions for the customer before they even pick up the phone to make an inquiry, and it helps them imagine using that product in their own lives.

There is no better way to convey your values than a short video highlighting your brand. When you have your customers’ attention for thirty seconds, it can really be beneficial to show them the unique and interesting aspects of your brand and may move them to make a purchase. Again, B2B buyers like to do business with brands that they trust and explaining why your company does what it does could win them over. If your brand has been around for a long time, it is worth emphasizing how many years it has been providing products or services. Longevity, too, builds trust.

If your company is an expert in its field, that’s thanks to the people behind the scenes who use their expertise on a daily basis in the service of the company. One of the most valuable things you can do with video is interview the resident experts at your firm to highlight their knowledge and skills. This does more than assure prospects that your firm can handle their business effectively—it provides a human face to your brand and demystifies the whole experience of dealing with your company.

Showcasing your skills and expertise stacks your brand against your competition. If you have confidence in your brand differentiating itself from others with superior knowledge and history, then you will fall into place among your competitors. If your competitor does “Y,” and you do “X,” then customers who are looking for “X” will be drawn to you versus your competitors. Alternatively, if they are looking for something that isn’t your specialty, it saves time and money figuring that out and allows them to explore other options without wasting your time on a lengthy call or email thread.

In addition to these benefits, there is one more reason to incorporate video into your marketing mix—SEO. Video can be optimized to appear more favorably in the SERPs with just a handful of tweaks, including creating transcriptions and subtitles and naming the video file with a keyword. These steps don’t take long to complete, and they really do increase the number of eyes on your video.