How to build trust faster with social media video
You know the importance of building trust with your audience.
Trust means your audience is more likely to listen to you.
Trust means your audience is more likely to engage with you.
When people trust that you’re an expert in something, you’re the one they’ll call when they have a question and you’re the one they’ll refer to colleagues.
And, people don’t buy from you unless they trust you.
But often people overlook one of the quickest and easiest tactics you can use — across every platform — to build trust.
First, let me tell you a story.
A couple years ago, I was looking for a gift for my son for his birthday. He was, and still is, super into Bach, so I thought I could maybe find a Bach concert to take him to. I discovered an orchestra in Cleveland called Apollo’s Fire who was doing a Bach program very soon.
I went to their website to check it out and the site had a big headline that read, “The Country’s most exciting baroque orchestra!”
I laughed because nothing sounded less exciting to me than a baroque orchestra.
But I love my son and I knew it would make him happy, so I bought tickets.
Fast forward a couple months, and we went to the concert.
First of all, we were the two youngest people in the audience by DECADES, so I was not holding out much hope for this thing. But then, they walked on stage and they started to play. And it was the best live performance I have ever witnessed. I absolutely did not ever want it to end.
Since then, we go to as many Apollo’s Fire concerts as possible. We even dragged my husband to one, who is a harder sell, and he actually enjoyed it. He said “these guys are the rock stars of whatever this is.” (a huge compliment lol)
The words “country’s most exciting baroque orchestra” did not even come close to convincing me.
The experience made me a believer and a lifetime fan.
This probably happens in your business. You say, If people could just experience our work and what it’s like to work with us, they would become customers.
This is the most direct way of building trust: when people actually work with you and your business. You can describe something with words, but until people see for themselves, it’s not the same.
There is a place between describing what you do with words and working with customers. A place that can help you bridge that gap and draw people in and start earning their trust, and that place is social video.
When you start creating more social video, you are going to see three huge benefits:
1.First, people are going to start feeling like they know you and your business before they ever meet you, and that is the first step in building trust. With video, you’re making an immediate connection with your audience.
2.Second, you’re going to be able to let people experience your expertise directly. And when you’re sharing what you know and what you do on video, your audience is getting a look at how much passion and excitement you’re bringing to the topic. Your enthusiasm will draw them in.
3.Finally, when you’re accelerating the time it takes for people to get to know you and trust you, you’re going to accelerate the time it takes for them to go from audience to customer.
Here are six quick and easy ideas for you to get started making social video content today.
Reuse existing content
This first category is about you reusing some content that already exists.
1. Old social content
Look through all the social content you’ve posted in the past, whether that’s on Instagram, Facebook, Pinterest, or even your blog. Are there posts that have done particularly well with your audience? Is there something that got a lot of likes and comments and questions? Or is there a blog post that’s driving a lot of traffic to your site? You can take those exact pieces of content and record them as videos.
2. A presentation or training you’ve created
Have you done a speaking engagement or a workshop? All of it, or chunks of it, would make perfect video content.
3. Part of a presentation you’ve done for a client
Do you have standard information or education that you give to clients? For example, when I worked at a branding agency, when we were helping a client name their business, we would always have a standard introductory piece that helped them understand categories of names that exist and what the advantages and disadvantages were for each category.
Those types of snippets make great video content, and you have the advantage of probably having already said it several times before, so you’re practiced at making it sound natural.
Give people a virtual experience
This second category of ideas is all about you offering people a virtual experience, and making them feel like they’re right there with you.
4. Offer a tour of your space
If you have a space, pick up your phone, go live, and give us a guided tour. Show us the cool things you have. Tell us about what clients can do there. Let us in on how you use the space to help clients, even if you never even host clients at your space.
5. Show what’s happening
Are you a yoga studio or a gym? Show us a snippet of your classes. Are you a car dealership? Let us ride along on a test drive. Are you a graphic designer? Give us a taste of the logo presentation you’re giving. Any time clients are experiencing something, you can share that with a broader audience.
Let happy clients speak for themselves.
6. Record someone talking about what it’s like to work with you and what results they got, or go live and interview them in real time which will showcase not only how you help real people but the awesome relationships you build with them as well.
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Want more ways to pump up marketing for your services based business?
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