A good video marketing strategy can contribute to better customer retention. Video is the most popular online format, increasing the chances that your audience will engage with your videos encouraging them to bond with your brand and consider buying other products from you. You can place your retention video on your website and direct customers to them via email, and on your social media channels.
In this post, we tell you how you can put video to good use in keeping customers loyal to your brand and increasing their lifetime value. Let’s dive in.
Emphasize that you provide personalized support
In the services and SaaS industries, customer success (CS) teams primarily interact with new sign-ups during onboarding and subsequently, as required. Usually, this happens via email where customers get their first introduction of their CS manager. There’s an opportunity here to create more personalized connections with videos of CS managers introducing themselves and explaining their role at your company. The videos will go on your website’s landing pages.
Make the video authentic and engaging, with CS managers telling customers what they love about their job, along with text graphics to the side of the video sharing fun facts about them (e.g. “my special talent”). Note a video marketing opportunity here - the CS manager’s favorite video of your brand, hyperlinked, of course! Clicking on it will take new sign-ups to your how-to or another product video.
Add a thumbnail of the video to the emails to your customers, with personalized elements indicating that the messages have come from your CS managers themselves. Add only 2-3 lines of email text to keep the focus on the video. Try this video marketing tip and capture which customer watched the video and for how long.
Sounds like a lot of work? Not really. Use a marketing automation platform that automates your email campaigns and allows you to capture customer interactions with your videos. You’re already using people to deliver your message. Make them sound authentic and interesting. Keep your video short, up to a maximum of one minute.
You can use the same video marketing tactic to upsell to customers who’ve been with you a few months. Based on how they interact with your video, you can follow-up accordingly.
Create a video knowledge base
Taking a more encompassing approach, you can create a video marketing strategy that includes video customer support. Replace or supplement your textual knowledge resources with videos. So, rather than going through a troubleshooting guide, customers can see and listen to how they can fix their issues.
Your customer support videos are also relevant for marketing on social media. Potential customers of your products who visit your channel will know they can quickly and conveniently find answers to their questions in your customer support videos.
Examples of customer support videos:
Account set-up: Show customers, step by step, how they can get their accounts up and running.
Troubleshooting: Give easy-to-follow instructions on solving the common problems customers encounter.
Video FAQs: Put together a video FAQ of the basic queries your support agents receive. With the video available for guidance, customers can get answers without having to contact customer support, which will save your team more time for complex customer queries.
Looking to create a self-service portal? Consumers love them, with 81% saying they want more self-service options. Use video to help customers use your self-service portal quickly and easily. For example, you can create videos that walk customers through how they can manage their accounts and make service requests.
A welcome video
A welcome video is intended for new sign-ups. A well-done welcome video will keep them in your service/product app and if they see value from using your product, encourage them to stick to your brand. A welcome video does the following:
Thanks customers/new sign-ups
Introduces you
Starts the onboarding process by sharing key information and next steps
Best practices for creating a welcome video:
Personalize it to the recipient
Keep it short and crisp
As much as possible, show rather than tell
Showcase your brand’s personality
Drive action by explaining clearly and in simple words what customers should do next
Corporate social responsibility (CSR) videos
Customers increasingly want to associate with brands that aren’t motivated solely by profit but also committed to community and environmental well-being. Your CSR videos showcasing your values will resonate with customers, reminding them why you’re better or on par with your competitors in the CSR stakes.
Post-sale, one of your customer engagement emails can be dedicated to underscore how your CSR initiatives are creating impact. The email can direct customers to the relevant video on your CSR page. Also share the video on your YouTube and other social media channels.
Customer testimonial videos
It’s very likely your customers went through reviews of your product before choosing you. Your customer testimonials videos will have also been influential in nudging customers towards you in the sales cycle. They can also create the reinforcement that makes old and new customers feel confident about choosing you.
Keep your customer testimonials updated and varied. Customers like to see how a company solved a pain point they’re themselves facing. With 2-3 testimonial videos, you may be able to cover all the ways in which your product is making a difference to customers.
Build out your customer retention video plan
It costs more to retain existing customers than to acquire new ones. If you’re a SaaS company, acquiring a customer can cost three to five times more than keeping one. Moreover, fewer resources are required to retain customers.
Video is an effective component of your customer retention strategy. You can use different kinds of videos to build rapport with new sign-ups and re-engage old customers.
Creating effective videos for customer retention requires creative brainstorming and technical chops. The best customer retention videos contain innovative elements and approaches aimed at building deeper connections with customers, driving actions like feature usage, and encouraging upsells and loyalty.
A video marketing agency brings the expertise and experience needed to create unique and engaging customer retention videos. Give your retention rate a boost with professional video production services.
