People buy from people they trust and people trust someone with whom they have made an emotional connection.  This might sound like rhetoric, but there is a lot of truth to it.

So how do you create an emotional connection with customers in this noisy age of digital media?  

One approach can be with the use of video. Video can be a powerful tool for creating an emotional connection with customers.  Creating simple but tailored video content is easy to do and makes a huge impact with the viewer.  

DrivingSales member Lehel Reeves, Director of Partnerships and Business Development at Flick Fusion Technologies, points out in a recent video:

"Shoppers get emotionally attached to something they can see. There is simply no better platform to achieve this than that of video."

Send Your Videos via SMS

In a recent panel discussion, DrivingSales member Chad Morgan, founder of Quickpage, broke it down by the numbers, emphasizing the benefit of sending your videos to customers via SMS (text message). 

"90% of texts,” Morgan says, get opened up within the first three minutes." Now throw a video on top of that and you have a combination to start engagement.  If you engage with your customer within the first five minutes you're 10 times more likely to make a connection with them and 30% of the sale goes to those that make the first engagement.  So you come in with a video, you've got a really strong chance of getting them into the showroom."

With everything video marketing can achieve, you might think that means it is a difficult form of marketing to get into and develop.  And while video marketing can be a lot of work, it doesn’t have to be. Thanks to advancements in everything from hardware and software to hosting and distribution, getting started in video is easier than it has ever been.

Using video also gives you, as the creator and host, much more information to work with when it comes to future customer engagements.  We’re not talking about Big Brother style surveillance, either. This is data customers are only too happy to share since it gives them what they want:  tailored content.  

Video is a real Win-Win

Customers get to cut through standardized and general content to get the information they want, when they want it.  They’re at home, they’re comfortable, and they don’t feel like they have to be ‘on guard’. It makes the shopping experience easier and more pleasant from the beginning.  

And Retailers get to engage with customers when they are most receptive.  They also get access to an amazing array of information that helps them to engage with their customer now and track trends that can give useful insight for the future.

Connecting with customers through video creates an instant connection in a form that today’s customers are already comfortable using.   Many people today get news through video and also are more likely to video call friends and family. Video is, simply put, the way people want to engage today.