Video is the new black.
But you probably already know that, right?
Video content – both streamed and on-demand – had been steadily growing for years, with 86% of businesses using marketing videos in 2020, compared to just 61% as recently as 2015.
You’re not speaking into the void either, with consumers increasing their consumption of video content and nearly 60% of adults watching video content at least occasionally on their mobile device.
Knowing this, we’re going to guide you through how to use video marketing throughout your customer journey to create and maintain loyalty.
We’re going to explore using video to:
- Acquire new customers
- Onboard those customers
- Educate your audience
- Support them through using your product
Ensuring you’re harnessing the power of video to create strong and lasting relationships with the people that matter.
Let’s get right to it.
Why is Video Important?
Video is the medium people have turned to during the Covid-19 pandemic.
Even more traditional video consumption is on the rise, with connected TV (CTV) viewing hours rising 81% year-on-year to 2020 according to research by Neilsen.
It’s a pretty compelling case for video, right?
We know that consumers like to watch video, so marketers need to find ways to harness this trend and make video a part of their overall digital marketing strategy.
Using video to engage with your audience of potential and existing customers – through YouTube or using an alternative video streaming platform – is a way to communicate on their terms.
Zendesk tells us there are seven ways to build customer loyalty, four of which can be directly achieved with strong video content production:
- Communicate your values
- Provide exceptional customer service
- Activate loyalists to help spread the word
- Connect in a deeper way
You can cover each of these functions using our specific scenarios for your marketing videos.
With that, let’s get into the different ways you can use video for a great customer experience that builds brand loyalty.
Strategy #1: Use Videos to Acquire New Customers
To have loyal customers, you first need to bring them through the door – virtually speaking.
Acquiring customers is a vital step to building a loyal base of users and consumers for your goods.
The cost of acquisition (CAC) per customer is increasing, with 31% of businesses reporting rising costs and those with a steady CAC are spending, on average, 25% more per acquisition already.
80% of marketers say that video content drives sales, which is exactly what you need to start the path to a loyal customer.
Using video to generate new leads and bring in new customers can start the relationship on the right foot.
Establishing trust between the customer and your brand, demonstrating your values, and communicating why your brand matches their needs through video content will get your potential customers engaged and show them that you can add value to their lives.
Let’s see how this looks in practice.
Here at Uscreen, we’re an all-in-one video-on-demand (VOD) platform, and we work on making loads of useful content.
Our video content isn’t all about closing the sale – rather, we try to offer valuable information to anyone looking to monetize video content.
Take the example below, where we search for “membership site ideas” on YouTube:
Image Source: YouTube
This topic is giving the viewer insight and information rather than extolling the virtues of our own platform or over-the-top (OTT) video delivery in general.
Image Source: YouTube
Above, you can see that our video gives solid examples of successful membership sites that should be sparking ideas for our – for now – potential customers.
This will start the path to loyalty by showing that we understand our customers and their needs.
Time to check out how another brand uses video to acquire new customers.
Period-proof underwear ecommerce company, Thinx, produces a product that a lot of women are unsure of.
To start their acquisition journey, they create video content that addresses the concerns of their users and share it on their social media channels.
Image Source: Facebook
Showing their product being used with no strong call-to-action (CTA) shows that the video is all about engaging their customer and sparking interest in the solution on offer.
This soft acquisition strategy allows potential buyers to resonate with Thinx’s values.
Now we’re going to check out the next strategy we have for you.
Strategy #2: Use Videos to Onboard New Customers
Once your customer has committed to your product, you need to welcome them aboard so they know how to get the most out of what they’ve just bought.
What better way to onboard your new customers than by showing, rather than telling, everything they need to know?
Your customers are going to connect with your brand when you onboard them thoroughly.
Start with an accessible video production to explain the ins and outs of your product and you’ll start the journey to a loyal, returning customer.
Want to see a couple of examples of how this is being done well?
SparkToro is a SaaS specializing in audience intelligence, providing a range of options to understand the needs of your customers.
There are lots of features to the software and different ways that it can be harnessed.
Because there is a learning curve involved, the company offers a range of branded videos that escalate in detail, to let users really get to understand the value of what they’re working with.
Showing the exact screen that the user will see, giving tutorials on use cases, and explaining how to set up an automation are all skills SparkToro’s users need from the start.
This effort expended to create good tutorials is a long-term solution to getting your customers engaged with and loyal to your offering.
Use the right tool to edit your video tutorial and it’ll flow as seamlessly as your overall onboarding process, impressing your customer in the process.
Need another one?
In a slightly meta example, we have a Loom onboarding video, teaching their users how to onboard their customers.
The video is short and snappy, showing the basics of how to use their most prominent feature of the SaaS – recording your screen and webcam.
Being able to share a quick video with users about how to use the new product they’ve just bought will iron out the pain points in the onboarding process and starting the relationship on a happy note.
Our next strategy is on the way.
Strategy #3: Use Videos to Educate Your Customers
Once your customers have bought your product, you need to ensure that they keep using – and loving – it.
Educating your customers can serve two linked purposes:
- They will learn all the different ways they can extract value from your offering, therefore becoming more loyal by default
- They will understand that you have authority in your niche and will respect that you’re informed and so connect with you in a deeper way
How can we be sure that customers want to be educated?
Some of the most common types of YouTube videos are:
- How tos
- Product reviews
Meaning that your audience is hungry for information in many different forms, all of which are opportunities to educate.
In terms of the effectiveness of producing educational content, buyers are a whopping 131% more likely to buy after engaging with educational content.
In the same report from Conductor, we find that, on average, brands see a 9% bump in trustworthiness when they educate their audience.
Time to see how this works in action.
As a creative tool to help businesses make engaging visual content, Visme has a lot of use cases.
Image Source: YouTube
In this video, the company presents their method for writing a business proposal which can be brought to life with their pitch decks and other templates.
This may not have been a function that a Visme user would have thought of, so by explaining how to write a proposal using their tool, Visme is creating new value for them.
Image Source: Visme
Over on their own website, they host a range of other video content that’s there to educate people about all the possible uses, such as how to create presentations or an infographic.
When users land on product/service landing pages and understand exactly what can be created through educational material, they won’t even consider other options.
A second example is coming right up.
Omniconvert is all about working with ecommerce companies to maximize their customer journey through data.
To that end, the company hosts live webinars with experts in ecommerce to discuss challenges that those in the industry will be all too familiar with.
This allows Omniconvert’s clients to learn from the best in the sector and shows that the SaaS they use really gets their challenges on a deeper level.
Further, they host a regular eCommerce Growth Summit; the last one brought in a range of authoritative voices to share their knowledge and educate everyone who attended.
Even more value is provided to users, to keep them coming back for more and renewing their plan, with online training courses like the Customer Value Optimization Course, above.
The video isn’t just about how to use Omniconvert, but how to improve business practices and increase revenue – a great piece of education that will make users value and feel loyal to the company.
We’ve seen how to use education to build a loyal customer base, now it’s time to look at the last strategy we have for you.
Strategy #4: Use Videos to Support Your Customers
An essential part of the customer journey through your business is the support that you offer when things change or issues arise.
Research says that 69% of customers who have a positive experience with the service they receive would recommend the company to others.
What’s more, 75% of customers would return to a company where they got excellent service.
Isn’t that what brand loyalty is all about, after all?
Taking advantage of video content to encourage customer loyalty that leads to a referral isn’t quite as hard as it sounds.
Consider creating a new product video when a feature of your product is added or changed, such as adding a new booking system for your co-working space.
You can even send a personalized video to a client who is having problems, solving their exact query with a visual guide rather than a lengthy email.
Here are a couple of examples to show different ways to provide excellent customer support that builds loyalty.
Invoicely is a small business tool that helps keep track of accounts in a simple and secure way.
When a client contacts them with a query – in this case how to create a recurring invoice – they have a video ready to go.
Rather than having people answering calls or working on email or live chat, a simple link can be sent over to the customer that fixes up the pain point quickly.
Knowing that issues and queries get resolved efficiently and effectively is sure to delight any user.
One more example; coming right up.
Search engine optimization (SEO) tool Clearscope recently added a new feature to be beta tested by some of their users.
When they added a GPT3 assisted content outline builder to their toolbox, they chose to communicate it through video, like in the screenshot above.
Particularly since the business is an online tool, sending a screen recording to walk through the new feature is super handy – saves scrolling through a load of screenshots when you’re trying to get work done!
Delighting their users with clear and simple messaging is bound to make them want to stay, rather than look for alternatives when they’re experiencing issues with their SEO.
That’s our four retention strategies covered – with useful examples – so it’s time to bring this all together.
Now Over to You
That’s our four strategies done.
You’ve now got our playbook on how to build customer loyalty using video, without putting a foot wrong in your video marketing strategy.
Using video throughout your customer’s lifecycle with your product is a great way to keep them loyal and even make them your brand advocate.
From acquiring your customers in the first place to onboarding them, then supporting them with education and outstanding service – video content can be implemented right across your business.
Have you worked to bring video into your acquisition and retention programs?
Try building it into your next campaign and see how your customers react!
Amir Shahzeidi is the SEO Lead at Uscreen, an all-in-one video monetization and OTT platform provider that empowers video entrepreneurs and creators to monetize their content and build thriving businesses around their videos