How to Build Business Relationships with Video

There is no question that video has become wildly popular on websites and social media. Businesses have taken notice and are using it to prospect for new customers with eye-popping graphics and slick visuals. That's great and I am a fan of the style, but this doesn't always translate to customer acquisition or retention. I believe most business are missing the biggest key to using video at it's full potential. They are not focusing on a message centered around relationship building. 

Customers want to feel invested in the product or service they are buying. They want to know who they are buying from, and more importantly why they should by from you. The most effective way to accomplish this is to be the spokesperson for your business. When people hear directly from you they get an immediate impression which leads them to making the decision of whether or not they will buy from you.

If done correctly, video can jumpstart a relationship with customers before you meet in person or talk over the phone.

Here are some key concepts to consider to maximize video's potential to help you build relationships with your customers:

  1. Be Authentic. No one is perfect and if you try to memorize a script, or present yourself in a way that is not real to your true self, customers will see right through it. Speaking off the cuff is not a bad thing, and you can structure it by developing questions that can be answered in a conversational tone. 
  2. Be Passionate. You obviously have a deep rooted love for what you do, so express that love when speaking about your product or service. It's ok to be excited about the things you love. Customers will resonate with that because they know how that feels.
  3. Be Confident. Customers want to feel that they will be taken care of when they buy from you.

I helped a client of mine, Designs By Debra, put these three key concepts to work in her video. She's an amazing person with an amazing product and we worked together so she was authentic, passionate and confident on camera.

I'd love to hear your comments on this subject and ways you build relationships with customers.