Building trust and forming connections with Web-based videos
When Jasmine Star opened her Irvine, Calif., wedding photography business, one priority was to create an introductory video for her website. The impetus grew from her experience as a bride-to-be a few years earlier. Searching for a photographer, she saw such a video on the website of David Jay of Santa Barbara, and found it both engaging and disarming. Star knew video would play a pivotal role in her Web marketing.
“When you enter a website, there’s usually a transactional feeling,” says Star. “But video gives a perspective on the personality of the photographer.”
The video is working. About half of Star’s clients book her purely on what they see on her website. “One bride said my videos were a decision maker she didn’t want a stranger photographing her wedding, but a friend. I talk about becoming friends with my brides in my video, and that convinced her.”
Like Star, Grand Rapids, Mich., photographer Emily Vandermolen wanted to differentiate herself from the competition, and her new video does the trick. Since posting the video a few months ago, several prospects have told her they called her because of the personality she displayed in her video.
Vandermolen suggests posting videos to Facebook and YouTube as well, as another way of reaching out to your clients and driving traffic to your site. Social media are a growing resource for marketing, and YouTube has evolved into a popular search tool for people seeking photography.
“In a fast-paced society like ours, trust is currency on the Web,” says Star. “The faster you build that trust, the better. Video is particularly useful for photographers, because our clients make purchased on emotion. Video helps you to relate emotionally better than words and still images alone.”