This blog post is all about how to build customer loyalty using videos.
What keeps customers coming back time and again, bring referrals, or share their positive experiences with others about a particular brand?
The answer is simple - customer loyalty!
Customer loyalty is the key to success in any business. Ignoring it means leaving the money on the table, considering that attracting a new customer can cost five times more than retaining an existing one.
But in today's fast-paced world, where gaining and holding customer's attention is, undoubtedly, a challenging task, building customer loyalty is slippery at best.
This is where videos come into the picture.
This post will cover the five essential ways to use videos to attract loyal customers and keep them coming back for more.
Let's dive in!
Include Videos in Email Campaigns
People spend almost three times longer on websites with video content than on ones without. So, why not leverage videos in emails you send to your prospects?
Nowadays, people get more emails from brands than ever before.
And without a unique angle, your chances of reaching your customers are next to impossible.
This is why video is a perfect addition to your marketing emails.
Sharing videos in your emails is a sure-shot way to improve email opens, click-throughs, and conversions. Plus, it captures your customer's attention and imagination in a way text can't.
Don't believe us? Check out these statistics:
- Almost 90% of marketers use videos in their marketing campaigns.
- Including videos in your emails can increase the click-through rates by up to 6%.
- Videos in emails can reduce the unsubscribe rates by 75%.
Thus, video is a rich media format that your customers love. Plus, it builds deeper connections and fosters long-term loyalty.
The best part? You can use it with any type of email that works best for you.
Adding videos to emails is easier than you think. To ensure that your message lands successfully, here are a few things you can consider.
The easiest way to share your video via email is to embed it. Here’s a detailed guide on how to embed videos in emails.
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Including the word "video" in the subject line can boost open rates by 19%. Plus, a short, sweet, and to-the-point video has a better chance to entice your customers and get your message across.
Placing your videos below email copy, enabling auto play with sound off, and including video captions are some other powerful tactics to take your email marketing efforts to another level.
Share Videos on Social Media
Social media is a powerful way to engage with your customers and boost loyalty. But, with bucket loads of content available online, social channels are becoming more and more saturated.
The best solution to cut through this noise is to leverage videos.
One significant advantage of social media over other channels is that customers don't have to come looking for your content. They generally discover it when scrolling through their feed, might watch it, and follow you for it.
You can share a mix of numerous types of videos on your social handles to see what your audience responds to.
However, whether you share an interview video, behind-the-scenes, live video, tutorials, or product video, it all boils down to how engaging and eye-catching it is.
Communities are built around sharing, a thriving community can harbour a loyal user base. Social sharing is tricky to encourage in a context since the marketing collateral isn’t inherently viral but your best bet at creating shareable content would be delivering value through video.
This can include tips, best practices, helpful tools etc.
Wondering how to create spellbound and professional-looking videos for social media? Check out these tips:
Anybody can create and share a video on social media. But, if it's not engaging in the first few seconds, your customers are likely to ignore it and keep scrolling. Adding an attractive title card, animated GIFs, or auto play option can make a world of difference in getting more clicks.
Make it mobile-friendly
Do you know 50% of the time spent on social media is on mobile devices? Well, if that's the case, then optimizing your videos for mobile can work wonders. This means allowing subtitles, adding captions, enlarging the text, including a compelling CTA, etc. Plus, test vertical videos so that viewers don't have to rotate their screens.
Upload native videos
On platforms like Facebook and Twitter, you can either share a link of the video hosted on another site (such as YouTube), or you can upload it directly, which is called a 'native' video.
Facebook’s algorithm favors native videos. Facebook native videos receive 168% more interactions than YouTube videos. Thus, such videos are more likely to be seen in your customer's feed.
Reveal your value proposition
You have just 10 seconds to grab your viewer's attention. So, communicate your value proposition or at least your company's name in the first five to ten seconds of your video. There's nothing worse than revealing it at the end.
Get Ahead With Video Customer Service
Video content is changing the customer service landscape. With 68% of customers preferring to watch a video over calling a customer representative, it's high time you get on board with this trend.
Whether you want to deliver quicker and more effective solutions to your customers or speed up your resolution process, video is a great marketing tactic to level-up your customer support efforts and ultimately build a community of raving and loyal fans.
Plus, you'll be surprised to see how happy your customers are with their support experience.
Want to learn how to do that? Here are some strategies:
Build a video knowledge base
71% of customers want the ability to solve most of their issues on their own. Having a video knowledge base helps solve customers' queries with pre-packed video instructions and walks them through different complex steps. Plus, it will save a lot of time for your support team so that they can focus on more critical issues.
Revamp Your Help Centre
Build a Video Knowledge Base
Use live chat support.
90% of customers feel that immediate response is essential when they have a query. Outsourcing customer support ensures quick replies, easy accessibility, reduced efforts, and a personalized support experience make live chat a preferred choice for more than 41% of the customers .
Create customer onboarding videos
Getting started with a new product or service can be confusing. Customer onboarding videos make it easier for customers to understand the features of your product. 97% of people think of video as a powerful tool to welcome and educate new customers.
Send Personalized Videos
Sending personalized videos is your best possible chance to break through to your audience.
A customer may identify your brand or even purchase your product/service, but it doesn't guarantee their return business. The need is to establish a human connection with the buyers, and this is where using personalized videos can help.
Brands have recorded 8X more improvement on click-through rates with a personalized video than a standard email campaign. Further, 98% of marketers feel personalization enhances customer relationships.
By sending a personalized video, you immediately differentiate your brand from your competitors. Not just that, it signals your customers that they are important to you and makes them wonder, "Is it made especially for me?".
There are no set rules to use personalized videos - the options are endless. Whether it's social media, emails, landing pages, or websites, sharing such videos can foster a relationship with the customer, which helps build customer loyalty.
Take this video by Cadbury, for example.
You can send a 'welcome' or 'thank you' video to your customers within 48 hours of purchase or signup or a personalized follow-up video to make them trust you and take action.
Create High-Quality Video Content
Anyone can make a business video that'll spark some interest. But if you want to create a buzz among your customers, quality content is the way to go.
Quality is something that can make or break your first impression with the customer. Crisp, compelling videos can bring in new customers and build a loyal fanbase, whereas grainy, poorly-lit videos can make people turn away from your business.
Making high-quality, professional videos doesn't mean you need to hire an expert videographer or use expensive video cameras. A few tricks and a bit of creativity can go a long way than money ever could.
Any clue about where to start? We've got your back!
Here are four simple tips that can turn your average videos into viral-worthy ones (and that too in a good way).
Know your audience
Think about who your target customer is. The more you understand your audience, the more powerful your videos will become.
Insert a call-to-action
Tell your customers exactly what you want them to do after viewing your video. And yes, do it before the video ends.
Keep it short and simple
When it comes to business videos, shorter is better. Your prospects won't even watch your video if it's longer than 60 seconds. Think about how to pitch your product/ service in the most concise and simple way possible.
Consistency is the key
Your loyal customers are the most valuable assets of your business - and they will not just appear out of nowhere. So it's up to you to constantly hit them up with high-quality videos and entice them in a short time.
Use Video to Onboard New Customers
Product tours are well and good but adding video to a customer’s onboarding experience makes the process smoother and helps the customer better understand the tool he/she will be using.
Blogs and support docs demand more effort when compared to consuming and understanding a video.
Video onboarding can be done either through pre-recorded video that’s set to play within the product or it can take the form of a personalized recorded video of an AE or a CS rep welcoming a new user.
Using video at this touchpoint establishes a strong connection and can pave the way to a long association. Onboarding video is also a quick way to explain the unique features of your product so that a new user can start using them to realize the value you could offer.
Video to Educate Customers
This tip segues perfectly from the previously mentioned video onboarding. The acquisition of a customer needn’t necessarily mark the end of the value cycle. Educational/explainer videos can be used to help customers get the most out of the product.
In addition to explainer videos courses are also a great addition. They do take a longer time to create in terms of conceptualizing, structuring and creating but they pay off in more ways than one. Besides being a conduit for value, courses are also a means to establish a brand via thought leadership.
A trustworthy brand inspires more customer loyalty.
To Sum It Up
Customer loyalty is all about their experiences with your brand. The more you make their experience memorable and worthy, the higher is the chance for them to keep coming back for more.
The best way to get good at videos to build customer loyalty is to start making them.
As much as it might seem like a pain to create engaging, professional-looking videos for your prospects, that's what you ought to do for the best results.