I’ve been loving Francisco’s blog over at SocialMouths lately. There is a million social media blogs out there but this one stands out for me. He uses a clean, easy to read blog design and frequently publishes concise, informative and fun posts. Even if I am knowledgeable on a topic he is covering their is almost always a new piece to the marketing puzzle I pick up on while reading.
His latest post How to Build Instant Trust on Your Website is no exception. It’s a great article complete with lot’s of eye candy graphics and statistics!
In this post I would like to humbly add on to the building trust conversation started in his post. In addition to the valuable strategies discussed in Francisco’s article I would like to add one more. I think it’s the most powerful way to instantly build trust on your site but still is one of the most underutilized.
Yup you guessed it! VIDEO. And even better- QUALITY VIDEO that is well lite, sounds great, engages and is properly featured on your site.
At this point if you want to jump over to read Francisco’s post first, feel free to do so. Just be sure to come back!
In Francisco’s article he talks about the human connection factor and never is that factor more direct on your site then when you are leveraging video. Your followers can see you, hear you, and connect with you on subconscious levels that are not possible with text and photos.
In my new Sociable Video training course (to be released soon) I have a whole episode called ‘Leverage The Human Connection Factor Of Video,’ this episode and six others are completely free if you sign-up for my newsletter using the form in the right hand column.
People buy from people and huge companies spend millions trying to humanize their brand to emotionally connect with potential customers. You can do this too by becoming the face of your brand and appearing in video content targeted to your audience. A welcome or product demo featured on the top of your site can go a long way with connecting with your visitors and making them feel more comfortable. Later when they read something you have written on your site they might even imagine your voice and even your face speaking to them. This brings more color to the written word and makes it more powerful as well.
Let’s take a look at some people leveraging video content correctly. It’s interesting that two of the sites Francisco’s uses to demonstrate other trust building strategies are doing a good job utilizing video as well. However with different degrees of prominence and focus. Let’s take a look at those sites and then one more I think is really leveraging video in the correct way.
First up let’s look at Lewis Howes site:
Lewis features a video fairly close to the top of the page that begins by telling his story of how he went from playing professional arena football to becoming an internet marketer. The production quality is solid (produced by Mashable) and your interest is instantly piqued by his unique story. He goes on to tell the rest of the story of his business and give lot’s of great tips on using LinkedIn to grow your business. Within the first minute you are already emotionally invested and have started to trust Lewis. He speaks with authority but with a likable tone on topics related to his market.