5 Ways Video Can Build Better Customer Relationships

September 30, 2021

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Meisha Bochicchio


Customer experience is at the core of every modern successful business. Whether they operate in a B2B or B2C space, companies with the best customer relationships are generally the ones that see less churn and a more robust bottom line.

“Companies with the best customer relationships are generally the ones that see less churn and a more robust bottom line.”

New and existing customers want to know that your brand is more than just a trendy logo pushing a new product — but what does customer relationship management actually look like today?

While traditional tactics like phone calls and email follow-ups are nice, we live in a time in which video platforms like TikTok and YouTube reign supreme. As a result, video has become one of the most influential breeding grounds for businesses to strengthen their customer relations and expand their audiences.

So what do marketers need to know about using video to build strong customer relationships? Well, we’ve got more than a few answers on deck for you! Keep reading to learn five ways video content can help you better connect with your people.

1. Use video as part of your customer journey

Video is an excellent way to keep your target audience engaged and entertained as they move through their customer journey. Deploying video at different touchpoints throughout the larger sales funnel can create a positive association with your brand that will set the stage for a strong, enduring customer relationship.

Think about the different stages of your funnel, and strategize about how video can match your customers’ needs at each phase. At the awareness stage, for example, the goal might be to offer helpful information about more prominent topics within your industry. Once potential customers reach the conversion stage, however, you might provide product demos and video testimonials that speak directly to your business’s strengths.

Even if you’re already writing blog posts or sending email newsletters to correspond with different touchpoints of the customer journey, those pieces of content should be complemented with video. After all, one study found that people retain 80% of what they see versus 30% of what they read. Because it’s so memorable, video is one of the best ways to encourage a steady stream of loyal customers over time.

Using video in your customer journey doesn’t stop after the sale. Use video to bolster your customer retention efforts with emails that include video content relevant to your customer base; you might send existing customers emails with videos that showcase how other people are using your products to inspire more customer loyalty or provide people with new ideas.

2. Personalize your customer support video content

Every customer wants to feel special and understood. Though broad video marketing campaigns are a great way to bring in new customers, providing exceptional customer support can be a relationship gamechanger — particularly when personalized video content comes into play.

Personalized videos are especially valuable when problems pop up. No company can avoid product issues — they happen and are a natural part of doing business. It’s up to your business to figure out the best way to serve your customers and react to their issues. Why not think of this as yet another opportunity to create a more personalized experience?

When issues pop up, consider having a customer service team member film a quick video of themselves guiding the customer through the problem. They can start the video by addressing the customer by name. From there, they can do a brief walkthrough of how to resolve the issue.

Check out this example of a personalized video, sent from Harper on our Wistia support team to a customer who was having an issue with their video embed.

If it’s a more complex problem, you might have a service rep jump on a live video chat with a customer. This personal, proactive approach will make people feel like they matter to your brand and that customer satisfaction is a top priority for your business.

If you don’t have enough staff to support personalized videos, a chatbot may be your next best option. Chatbots can send numerous pre-recorded video resources based on customer interactions and flag significant issues that arise so that customer support staff can take a closer look.

3. Source video content ideas from your audience

Remember what we said about customers wanting to feel special? Well, they also want a say in the decisions your brand makes — and sometimes, giving customers that say in your video content can lead to some of your best ideas.

Customer feedback is never a bad thing when it comes to content. It makes perfect sense to find out what people want when you consider they’re the ones who will be consuming your video content. Customer expectations can also change over time, so collecting input can help alert you to shifts in what people expect from your company.

Set up a poll about desired video content and use your email list to reach out to customers directly. Ask them anything, from which video topics they want to see down to what guests they might be interested in learning from. Share the poll results with customers after they submit in order to keep them in the loop and show them you’re taking their input seriously.

Take your video content surveys and polls to social media to get a broader scope of what your target audience wants to see. The answers might not all come from existing customers but the audience will likely be similar to your customers, thanks to social media algorithms. This means you’ll still be able to get a good idea of what people are looking for.

4. Create a regular schedule for your videos

Surprises can be fun, but when it comes to your video content schedule, the fewer surprises, the better. Imagine your customers eagerly anticipating an upcoming video, but having no idea when it’s going to come down the pipeline. They’ll eventually lose interest and move on to something else if you’re randomly publishing videos with no discernible cadence.

Having a regular video schedule not only helps your audience know what kind of content to expect, but it also keeps you at the top of their minds. Think of a popular TV show like The Simpsons. Every week, people count on the fact that Homer and company will have a new episode airing on a specific day at a particular time.

“Having a regular video schedule not only helps your audience know what kind of content to expect, but it also keeps you at the top of their minds.”

If you want customers to care about your videos, let them know when to expect them. That consistent output from your brand can help make your videos a regular part of a person’s routine. It also gives your business time to promote your efforts on social media channels so that more people know about your video and show up to support it.

Never overpromise and underdeliver. If you can only create three to four videos per month, it’s better to share that schedule with your audience instead of saying you’ll be ramping up to daily videos. The last thing you want is to get customers’ hopes up and then let them down.

5. Host live video events

Live video events like Q&As and webinars tend to be popular because they’re a direct line of communication between customers and your brand. These videos give customers a chance to see your brand operate in real-time, which helps to build trust. People know when they watch live events that you’re operating from a mostly unscripted place and that the knowledge you’re sharing comes from experience and expertise.

A Q&A could be focused on your product, but it doesn’t have to be strictly oriented around your brand. For example, you might ask a thought leader to answer customers’ questions about a niche industry topic. Hopefully, that person will also market the event to their audience, giving you the potential to introduce new folks to your company.

Check out this live Q&A we hosted on Instagram to answer questions about bringing our video series, Show Business, to life:

View post on Instagram

If your video doesn’t have a free-flowing question format, make sure you still give your audience time to ask questions during the event. Allotting 20 to 30 minutes for questions will get people more engaged in the topic and, as a result, your brand as well. These events are also ideal for highlighting segments of people who may have similar questions or issues, which can help build a sense of community among attendees.

Entice customers to join your live video event by offering a unique discount code. Gated content can also help motivate customers to show up to the live event; you might give registered attendees a special ebook on the topic you’re presenting on.

Set your business up for customer success with video

Managing customer relationships goes beyond sales team outreach and customer relationship management (CRM) software. Leverage your brand creativity to make a lasting connection with customers by incorporating video content for both new and existing customers. This will keep your business on their minds whenever they need a product or solution you sell.

September 30, 2021

Topic tags

Meisha Bochicchio


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