At Visiting Media, we talk a LOT about immersive content. We encourage you to create 360˚ photography and video, add interactive points of interest with calls to action, and we get very excited about engaging your customers with your visual media.
But, how exactly does this work?
Getting a ton of views on your online video campaign can feel great. However, the most valuable videos do more than just generate passive views and warm, fuzzy feelings. They encourage your audience to take action and become long-term, loyal customers.
To transform your video marketing from passive to actionable, let’s looks at some tips for achieving the 3 C’s of actionable online videos: conversations, connections, and conversions.
1. Spark conversations
Most members are presenting TrueTour as a resource to answer a question. This is perfect! To start a dialogue with your audience, describe and present your videos in a way that encourages interaction. Pose questions in the video and in your description text that will encourage viewers to respond via comments. For example, for a wedding venue, ask, “We have 3 locations to set up your ceremony. Where do you see yourself?” or “We love themed weddings. What is your theme?” This encourages the start of a dialogue, which is one step closer to a booking reservation!
Use your TrueTour gallery to group videos into conversation starters. Title videos with key words and phrases which directly relate to the viewers’ question.
2. Create long-lasting connections
Engaging video content that viewers find valuable and entertaining is the first-step to forming a connection. The second step is ensuring your audience subscribes, so they’re notified anytime you post content.
There are a few tactics you can try to encourage subscriptions. Some video platforms like YouTube let you put a logo or brand watermark on your videos, which acts like a subscription button.
With TrueTour, every time someone shares your video, you are able to store their contact information as well as the recipient. This is invaluable data, and if handled with grace, is the start of a long relationship.
3. Convert casual viewers into customers
Despite popular opinion, video content can work hard to drive conversions. Marketers have employed a number of tactics to great success, like having creative hooks in the first few seconds and using the right pacing and rhythm. But you can also add features to your video that make it easy for viewers to take action.
Here is where you’ve heard us mention adding Interactive Points of Interest (IPoIs) which can be incredibly powerful. Simply contact a member of our happiness team and we will discuss exactly how to do this for you. Together, we will go over your photos and videos and suggest where to include buttons with calls to actions that encourage the viewer to become a customer.
For example, in addition to showing a 360˚ photograph of your wedding venue, why not include buttons which link to the booking reservation, contact you, or see about availabilities for booking an on-site tour? The viewer is transformed from a passive to active customer.
By starting conversations in your video’s description and in the comments, forming connections via subscriptions, and driving conversions with interactive elements, your video marketing can drive action. Not only will that foster brand loyalty, but it will help you get closer to your sales goals.