Using Video to Drive Purchase Decisions During COVID-19
COVID-19 has changed the future of purchasing; most likely forever. Decisions on what to buy, how much to spend, and what you really need are critical to the average customer.
The fear of uncertainty, tighter budgets and a need to act now means brands must adapt their marketing plan to the new normal. According to thinkwithgoogle, “consumers need more help than ever exploring and evaluating the many options within the messy middle of the purchasing journey”. Therefore if a brand is to compete, their message needs to be direct, simple and have more clarity than ever.
Whether your business has suffered during the pandemic or you’re looking to improve your sales going forward, video marketing can be a great way to drive purchase decisions. But how do you make videos during COVID-19 that will highlight your products and services to your audience without making them feel like you’re just trying to make some money?
Influence purchase decisions at the consideration phase
Customers want answers because they are concerned about wasting money. They want to be sure that they are making a valuable purchase that’s going to solve their problem. This drives them to spend more time evaluating before making a decision. Help videos are the perfect solution for this. They are a brilliant way to address your audience’s burning questions, whether it’s to do with your brand or industry. They can also be used as an awareness tool, because more and more people are actively using YouTube to seek solutions. Some great examples of help videos include product demos, explainer videos, customer testimonials and case studies.
Use The Buzz Of Social Media
Whether you’re participating in a home workout session with Joe Wicks or learning to Charleston with Anton Du Beke, by now we’re all used to connecting with our favourite celebrities online. But what’s stopping your business doing the same? Think about what your brand has to offer and share this with your audience. Be a presence, create a buzz and get people talking about your products. Positive feedback, reinforcing comments and influencing others; use social proof to gain ground when it comes to marketing. Videos allow your customers to get a real feel for your products and services, something that is difficult to emulate when they can’t experience what your business has to offer in person.
Build your content hub
A content hub presents your business as the go-to guide for a particular subject. It helps to remind your audience of your product or service and indirectly influences purchase decisions. You might be thinking that building a content hub will be a costly venture. Well, it doesn’t have to be!
You can build a content hub over time and you don’t always need to hire the professionals. Now more than ever, producing your own content has not only become acceptable, but in some cases, it has its advantages. According to prweek, “Its strengths lie in telling stories with genuine authenticity and sharing an unpolished truth.” It allows your audience to get to know the personality behind the business; it’s a natural way to connect with your audience, plus it humanises your content and helps you build trust.
There are many self-shoot guides out there that can get you started. DIY videos can still follow your brand guidelines and fit in with the rest of your content. If you already work with a video agency or partner, ask if they can supply an ‘assets pack’ with stills from previous shoots and renders of opening/closing logo animations. Don’t have time to edit your own content? Another option could be to send them the footage and have them edit the videos for you.
Show empathy
Now is not the time to ignore what the world is facing. Advertising does not need to stop, but it is more likely to be effective if it resonates with reality. Money may be tight, there may be hardships and lack of companionship for some, and showing you understand this could help you better connect with your audience. Emphasise what you are doing to help. Recording a short interview discussing some of your products or one that focusses on the current pressing problems your business solves, can help to get you in the spotlight for all the right reasons. You may be offering free delivery, a next day service or even offering discounts to key workers. All of these could help to resonate with your audience.
Be brave and carry on producing content
This may seem obvious, but show you are open, ready and reactive. Up-to-date videos showing how you’ve adapted to the pandemic and are continuing to provide products or services could be all that a potential customer needs, to have confidence that you’ll deliver. You might not be ready to invite a full production crew on location, but that doesn’t mean you need to halt your marketing plan. Whether you’re launching a new product or need to explain how your services are changing, 2D and 3D animation are much simpler to execute in a COVID-19 world. However, if animation doesn’t suite your needs, using stock footage and repurposing your own content is a great way to introduce live action footage into your plan.
While there are a wealth of options open to you if you’re looking to create a video to highlight your business, its essential you get it right. A hastily put together video with unclear messaging could, after all, do more harm than good to your business. Instead, consider reaching out to industry professionals who will be able to help you plan out content with clear messaging that speaks to your audience. Whatever type of content you decide to make, act now so you can truly reap the benefits of the shift in purchase decisions during COVID-19 and beyond.
