Whether an economic crisis, times of civil unrest, or even a global pandemic like COVID-19, large companies and small businesses alike have a unique opportunity to use their platforms to bring people together and promote the social good.

But when you need to conduct business-as-usual even though everything seems uncertain, how can you continue to connect to your customers and clients on an emotional level? 

How are you supposed to differentiate yourself and stand out from the crowd when everyone is moving online?

We think this is a perfect time to hone in on your STORYTELLING. That includes the way you share stories about your business, your customers, and your community. Your story is how people remember you.

One of the best ways to communicate your brand story is with video. It doesn’t have to be a movie! Even a few seconds of video on Facebook or Instagram can give your audience a breath of fresh air — and keep you fresh on their minds.

Here are five easy tips we recommend to help your business stand out during challenging times.

1. Leverage your unique emotional connection 

Why do your customers come to you over the dozens or even hundreds of businesses that are similar to yours?  It’s because they have a unique connection to your product or brand.  To your customer, no one can do things quite like you can!

Use this opportunity to show them another side of your business.  Take viewers behind the scenes, or highlight the efforts of a related industry that makes your own work possible.  Leveraging the right social networks can add depth and credibility to your brand.

2. What do other people say about you?

We’ve talked before about the power of testimonial videos, and there’s probably no better time than now to use them.  When people are looking for trust and connection, a human voice can compel a viewer to take the step from lead to customer.

How do you solve your customers’ specific challenges from their own perspective?  Ask customers to participate in a filmed interview, or encourage them to upload their own videos showing off how your work impacts their everyday life.

3. Use humor

What better way is there to get someone to fall in love with your brand than making them smile?  And when times are tough, it’s hard to take a smile for granted.

It’s important to have a consistent brand voice, but even if your brand leans on the side of seriousness, try to find ways to work humor and lightheartedness into your content.  You could highlight your team enjoying time at home or engaging in non-work-related hobbies, for example.

4. Connect to social good

People want to know that your business is committed to the good of its employees, customers, and community.  Address a challenging situation by demonstrating the part you play in helping make the world a better place.

Do you make a meaningful product or provide an impactful service that helps people overcome challenges?  Do you partner with nonprofits or other charitable venues to advance a social cause?  Now is the time to emphasize the difference your brand is making in the world!

5. Tell your story well

Telling your story well — especially over video — means planning a great script and executing with solid audio and visuals.  This might seem like a basic tip, but you’d be surprised how many people treat this as an afterthought!  With all the content on flooding the web, you absolutely must invest in quality if you want to stand out.

That being said, sometimes all you need is a smartphone to get your message out there in an effective way.  And if you’re worried about the production costs of a higher-end video, remember that there are plenty of ways for anyone to create a strategic marketing video without breaking the bank.

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The best stories, no matter the video style, are ones that create an emotional connection and compel your viewers to take action.  That’s why we want to share our eBook Videos That Create a Stronger Connection with you for free.

Simply enter your email address below to start creating awe-inspiring videos today.