By Greg Ball, President of Ball Media Innovations
Business videos can be used as a tool to build customer loyalty. For companies trying to sell products or services, it’s important to keep in mind that there are many factors that go into a person’s buying decision. These factors might push them from one company to another when it comes time to make a purchase. The decision may be based on price, availability or any one of a myriad of other reasons. But underlying their purchasing decision is a key component that is critical for making the purchase:
Trust. That’s easy to say, but a little harder to do. Still, it’s worth it to put the work and resources in to build that trust.
Why? Customers are willing to pay more for a purchase if there is trust involved. Plus you’re more likely to get their business in the first place when they feel that sense of trust.
Of course, trust isn’t something that just happens – it’s built over time. It comes by consistent practices such as delivering on your promises to your customers, by always communicating with them so they’re aware of anything that might affect their purchase, and by having employees committed to being open and honest with customers at every level. There are a variety of ways to build trust, and business videos can be an excellent tool to do just that.
Here are our top ways to build customer Loyalty through the use of business videos:
1. Telling your story through a business video.
Before trust can be built, it’s important to allow perspective customers know you. That’s a great first step for building trust. How do you do that?
You have to create and tell your brand story. That story talks about your company, your goals, identity, mission and your overall “voice.” Those are the cornerstones of your brand story. And nothing can tell that story like a business video.
Also, remember that without brand awareness you can’t build brand loyalty. People have to know your brand in order to become loyal to it, and video helps build that critical brand awareness.
Why does video work best for telling your story?
As with any message you create, customers want to be engaged, and often entertained. Those are some of the key reasons why video works well – it utilizes sight, sound and motion, and often in unique and unexpected ways. It can be informative, educational, moving, entertaining or just about anything you want it to be. Instead of merely talking about something, you can show your customers, putting the product or service into action.
Another key is that viewership of video is exploding. Businesses are embracing video: Research on wyzowl.com say that almost 80% of all Internet traffic includes video, and 63% of businesses are now using video content marketing. Consumers are embracing it as well – 50% of them want to view videos, which is more than any other type of content. More importantly, 70% of consumers have shared a brand’s video.
Here’s another interesting statistic: 72% of businesses that use videos say that video has improved their conversion rates. That’s a significant number, and speaks volumes about the power of video. While that’s good news, it’s important to remember that video is not just for new customer acquisition, it’s used for customer retention as well.
2. Building Customer Loyalty by giving away valuable video content
In addition to building customer loyalty by telling your story, when creating videos remember to provide content in your business videos that is valuable to the viewer. Producing videos that answer questions and solve problems will have customers and prospective customers coming back to view more.
If viewers consider you a “trusted adviser” when they need information, you’ve built a relationship that will last. Always go for content that is not only interesting but also helpful to your customers.
This can also help build brand transparency with your customers. As customers watch your videos and become engaged with your products or services, they grow more knowledgeable about what you offer. The more you keep them in the loop, the more they will remember your brand as trustworthy. They’ll also remember what you offer.
So a great marketing strategy is to stay engaged with your customers using video. You can do this by using social media, posting videos on your site and on YouTube. You can also send “tips and tricks” type videos by email. This keeps your name and brand image in front of the customer, helps to reinforce their purchase decisions and educates them on what you offer. It can also drive traffic to your website or social media page.
3. Empowering your customers by making things easier for them.
Finally, empower your customers by offering resources that are easy to use and easy to follow. When you make a customer’s life easier, that goes a long way towards building trust and encouraging customer loyalty. These resources may include videos on how to use a product or service, how to assemble an item or how to access different help centers within your company for “service after the sale.” The more visual you can make these videos, the better.
Finally, Creating Quality Business Videos Helps Build Customer Loyalty!
When it comes to business videos, success is closely tied to the quality of the videos you create. Remember, they have to support and match your brand identity, so anything less than top quality could damage your brand image.
While not everyone has unlimited budgets to produce award-winning business videos, it doesn’t mean that they can’t be high quality. You can still achieve quality without breaking the bank. The last thing you want to do is shoot a video that’s poorly lit, grainy, has distorted audio, poor lighting or was shot hand-held and jumps around. People notice. Even if it’s sub-conscious.
One key to creating quality business videos is to show your customers something rather than merely telling them about it. Customers will remember what they see far easier than reading a lot of text. It will also have a far stronger emotional impact.
Another key is keeping your videos consistent. If you create a specific look or style for your videos, use it consistently. Once you’ve developed a visual identity, use it.
For more on why quality is important with video, and how to get quality video, check out this article called The Secret to a Successful Video.
In upcoming articles I’ll share more on how you can build customer loyalty by using video content in your marketing efforts.
If you’d like to learn more about how we can help you by creating business videos that build customer loyalty, give us a call! We’ll be happy to show you samples and provide you with a cost estimate. Happily, there’s no obligation at all!
Contact us to get started.