7 Proven Ways To Use Video Content To Improve Customer Retention
When we discuss customer retention, it is evident that existing customers need to stay longer on the website and also keep coming back. It is the procedure to build and continue a cordial relationship with your customers and slowly gain their trust and loyalty so that they would stay with you. Businesses are looking for novel ways and strategies to obtain and retain users as obtaining a new customer is almost five times more expensive than retaining existing customers. In this post, we will discuss the use of video on websites to retain customers.
Make a Welcome Video for Users
Making a welcome video for new users can grab the attention of your target market and we know it is difficult to gain loyalty during these times but it is a good starting point. You can excite your customers by sharing a welcome video that explains the benefits of your product or service that they are interested in. It will be easy to provide a demo on how to use your products and make it feel like a personal experience. If you have already sent a welcome video to your users, then it is best to send them a reminder video. It will help you to build a long lasting relationship with your future users.
Managing Expectations
You must look to keep your engagement rates high by setting and managing clear expectations with your users. It is best to create a video which shows what users can expect in future which will again keep them interested. Try to keep yourself in your users’ shoes and figure out what you would like to see from you. It will increase your website’s hype and also be a reason why users keep coming back to you in anticipation. Know what they would like to obtain from your website and understand how to address their pain points. Create targeted videos to educate your users that you are there for them and how you can help them solve their problems. Ensure that you follow up on what you have promised else it would be difficult for the users to be able to trust you. Try to under promise and over deliver, which will mostly exceed the users’ expectations.
Keep It Short
Long video format is more suited for webinars and live sessions as users are more willing to attend and watch the full video. If you are trying to create tutorial videos or product demos should be to the point and precise. People tend to get bored with long videos and it can also make them think that all your videos are generally this lengthy. A guide to social media marketing videos per channel:
- Social media videos upto 30 seconds.
- Informational videos upto 120 seconds.
- Email marketing videos upto 45 seconds.
- Product videos upto 120 seconds.
- Explainer videos upto 90 seconds.
- Customer feedback upto 90 seconds.
Notifications about Product Updates
It is best to keep your existing customers engaged by sharing videos of upcoming product releases. It is because they have already bought something from your brand and are willing to buy something from you again that can help them. Try to share these videos on social media and also make personalised emails or messages to your esteemed customers. This will create a sense of good faith in your brand and they would be willing to buy your products or refer to their friends or family.
Client Testimonials
You can simply ask your clients to send a video message or you can collect older messages from clients and create a client testimonial video. It is human tendency to see what other people have said about a product or service before they decide to buy from the brand. Positive feedback can enable trust building and actually increase customer retention. Your existing customers will be happy to see like minded customers which helps create a special bond with other users too. This way they will keep supporting your brand.
Share Appropriate Content
Lackluster or uninteresting videos will definitely discourage your customers and they may also unfollow or unsubscribe from your service. To avoid this, keep working on keeping them interested by taking a better look at their demographics. Check their age, location, gender and interests and offer them videos based on these demographics. We have discussed the importance of segmentation and how it can improve the video experience for your customers. Moreover, you can add timely and appropriate content so you keep churning out fresh and interesting content to your customers. Create and update a sheet where you keep adding new ideas from time to time for your team to work on.
Video Greetings for Users
Let your existing clients know that you remember and appreciate them. You can easily do this by sharing video greetings on their birthdays or anniversaries and other milestones in their lives. It can be a generalised video message or a personalised one too if you have the time and resources to make it happen. Moreover, you can also offer special discounts for your customers on their special days. It is a way of showing them that you actually care about them and they mean a lot to you. It is a way of going above and beyond your expectations and customers feel a sense of loyalty towards your brand.
Final Word
Healthy competition is always good for brands but it is also difficult for new brands to survive this tough competition and hence it is best to do everything in your power to keep your customers happy. You can now take advantage of using video marketing and see how it impacts customer retention and loyalty shoot up. Increasing customer loyalty and retention doesn’t happen instantly and is a long process. You will have to keep working hard and update your strategies from time to time based on the results you achieve in the previous months. In the end, give your customers enough reasons to be engaged with your brand and keep buying from you to improve your sales line. Let us know in the comments below if you think we have missed any trick to use video content effectively.
Dhruvil is a Writer & Marketeer for Nimblechapps, joining December 2014, based out of Sydney, Australia. He has worked briefly as a Branding and Digital Marketing Manager before moving to Australia. At Nimblechapps, he worked on Social Media Marketing, Branding, Email Marketing and Blogging. Dhruvil studies Business at University of Western Sydney, and also handles Operations for the company in Australia.