Every business wants to have a solid customer community, because a satisfied and loyal community will more be willing to recommend products and services to their friends and family.
Not surprisingly that according to a survey conducted by the the Boston Consulting Group, 50% of consumers is paying close attention to their friends and relatives’ recommendations before buying a product. It is essential to capitalise on consumers that behave like brand ambassadors.
So the big question is: How to engage with a a community and stand out in the vastness called the Internet?
Start by following the 6 steps below and discover how video can help you build a strong community.
1. Know your audience
Building a community takes time. It is important to know your audience to make sure they identify themselves to your brand: age? location? social background? What is the kind of content they engage with online, what are your competitors doing - you’d be a fool not to take a look there - and what kind of burning questions are roaming inside their heads.
It’s important to find an answer to those questions first as they will determine the story you’re going to tell.
2. Determine the tone and content of your story
Depending on the outcome of the above, you determine the tone of your message. Is it something serious, technical or is your audience more interested in some light and funky content. Also good to come up with relevant keyword that you would like to use in your production. Creating lexical and semantic fields will help you a tremendous deal in afterwards with your SEO strategy. But most important of all is the storytelling part: : build a strong story around your brand that is engaging and enticing for your audience. In the end you want people to feel connected to your brand.
3. Don't spam, stay relevant
This is not a surprise: you are not the only business to create videos. If you have a team within your company that can deliver a series of high quality videos, go for it! Otherwise, it’s better to publish less videos but of superior quality.Good quality videos depends not only on the technical aspects (sound, image…) but most importantly on your understanding of your audience’s expectations. So, I highly recommend to be sure that your video is relevant to your audience.
4. Include rituals and schedule your videos
To maintain your community’s engagement, it’s highly recommendable schedule your publications, to impose regularity on release dates. For example, if you decide to create a serie of scripted videos that have a central theme, you can publish them once a week, always on the same day and at the same time (i.e. Tuesday at 4 pm). That’s called managing people’s expectations.
5. Interact with your audience
Interacting with your audience is essential! It is very important to let your viewers express their opinions and that you give them a platform to vent their criticisms. For example, you can add a comments section below your video or gather comments that appear on social networks.
These comments, reactions and questions are a gold mine! People might tell you what they would like the next video to be about, or you you can distill the theme of your next video by analysing their reactions and questions. Listening and paying attention to what your audience is saying is a step that is frequently forgotten in a good communication strategy.
6. Reward your most active viewers
Creating customer loyalty is important: show your brand ambassadors that you’re grateful for supporting your brand and they will remain engaged. You can reward them with exclusive content, discounts, invitations to events or include them in the next videos (quotation, walk-on parts…).
These steps should be followed throughout your whole communication strategy and not only when you’re setting out your strategy. Your audience may change over time and so do their expectations. It is your job to make sure that your content is in line with what they are looking for. Good luck!
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