Some friends of mine own a custom jewelry making business. They have long had a presence on Facebook, but have recently been dabbling with Instagram for more exposure.
They told me that, to their surprise, after posting a video of one of their employees doing a funky dance in their warehouse, they had a spike in sales. One customer even wrote them and told them that she had been following them for a while, but after seeing the video, she had to buy one of their products.
My friends were perplexed. They reported that the video had nothing to do with their jewelry. I commented, that it may not have showcased their jewelry, but it showcased their workplace culture and was authentic.
I then explained that consumers crave authenticity. They want to know who they are doing business with. The video of an employee dancing showed their clientele the human side of their business.
As an author, you can take two lessons from my friend’s experience.
1. Use Video
Video on the internet is extremely popular. Everyone is watching videos. Video on the Internet is extremely popular. Everyone is watching videos. In fact, Cisco predicts that by 2020, 82% of all consumer web traffic will be video.
Video has become an important part of people’s shopping experience. Consider these statistics:
- Almost 50% of web users look for a video before visiting a store, says Google.
- Wyzowl says that 79% of consumers prefer watching videoto reading about a product.
- And Hubspot says that 43% of consumers want to see more video content this year.
If you have not yet jumped into videos, try using some video in your marketing this year. You can post videos on your blog and in your social media posts.
2. Show Your Authentic Self
People want to know you, the author of the book. So, show them your true self in your videos. In other words, make some informal videos that show your personality and likes or dislikes. Tell a story, even one that is not related to your book’s content.
To make your video attractive and draw people to your books, keep these three tips in mind.
- Grab attention fast. Studies show that the first 8 to 10 seconds of your video determines whether it will be watched to the end.
- Keep it short. People are busy. Videos that are one to two minutes in length are more likely to be watched all the way through.
- Include a call to action if you can. You cannot insert a link into a live video, but if you are using a prepared video, include a link to your website at the end.
Don’t miss out on any of the great information shared in this blog. Subscribe to receive each post in your email box. Just click here.
Photo Courtesy of Drew Graham.