Now more than ever, video content is playing a significant role in customer experience, and according to a recent study, 63% of executives agreed that video is an important part of an effective digital presence.
Add to that 96% of marketers agreeing that videos have helped increase user understanding of their product or service, and the business case for video content has definitely been made.
But, video content is difficult for some businesses, especially those that don’t have much time to create.
Indeed, crafting video content can be time consuming, so in this article, I’m going to share some ways to get better results from your video content and how you can use content to improve the customer journey and ultimately, your ROI.
How to Add Video Content to Your Marketing Strategy
Using video as part of your digital marketing strategy is almost a given these days. But, if you’re not really sure what would work best for you and your business, here are 5 easy ways video can improve user experience and make the customer journey better:
Create How-To Videos
Creating how-to videos for your business is becoming an increasingly popular way to improve customer experience. Let me ask you, would you rather read a long article or watch a video on how to play guitar?
Most people will choose to watch the video because the content is more accessible and easier to follow.
Most people appreciate a quick and visual learning experience. Businesses who understand this fact are fully embracing video content and benefiting from it. A recent survey shows that 73% of business decision-makers consider video content as an effective way to connect with customers.
Customers want to feel like they’re getting great service, and what better way to show your customers that you care than to create a video that can help them with their issues, right?
Creating your own how-to videos as part of your content marketing calendar can be challenging at first, but it will be helpful not just for your business but also for your customers.
The first steps for creating “How-to” videos:
- Choose a topic and plan your steps.
- Write an outline of what you’d like to cover.
- Gather your materials and equipment.
- Prepare a script or notes and practice your narration.
Create a More Personal Experience
Video content is one of the most effective ways to improve customer experience. But how? By being more personal!
We all know that video is a powerful and emotive tool. Videos captivate people and they can build a positive emotional connection with your brand. And that is the secret to great customer experience. If you want your customers to trust and like you, they need to experience you as a real person.
When customers fail to connect emotionally with businesses, they are 66% more likely to switch brands. This statistic is just one of many that speaks to the importance of emotional connection when it comes to the success of any business.
I have always been intrigued when a customer is really into a brand. I figured it was simply because that customer has had a good experience with the product or service that they’re interested in exchanging real money for. Enter video content.
Customer experience, customer reviews, and product demonstrations have always been there – but only in the last few years has this type of video content become more prominent and accessible to the everyday person.
Video content is the fastest growing form of content on the internet today and it’s estimated that by the end of 2023, more than 80% of all online traffic will be video based.
But, what does this mean for business? Well you’ve got to get your “video game” on if you want to stay competitive.
Use a Customer Spotlight Series
A customer spotlight is a content series that highlights individual customers in an effort to humanise your brand and improve emotional connections.
A customer spotlight series is essentially a series of case studies, allowing you to talk about your customers and how they’ve helped grow your business (and vice versa). Most people love recognition, so this can be a great way to “give back” and share thanks, too.
Spotlight videos don’t need to be too long, maybe three to five minutes at most.
Customer experience is an important part of managing websites these days. It’s all about providing added value and creating a great experience. When you work on your website, that means you need strategic, considered content – lots of it. This can be a lot of work for one person, but authentic user-generated content such as this can really help ramp up your productivity.
How to create a customer spotlight series using video:
- Decide who you want to highlight and what it is you want to achieve
- Figure out the format of your interviews
- Create a storyboard for your video
- Have a filming day
- Edit the video footage
Explain Your Product or Service with Video
Adding explainer videos to your website is a great way to provide added value, improving customer experience and ultimately conversion rates.
Explainer videos are usually highly engaging, captivating, and instructive–all elements of effective marketing, because often those seeking out information are driven to find a solution. Who hasn’t done a quick Youtube search when trying to figure out how something works? We’re in the age of video.
From an SEO perspective, the fact that Google now readily ranks video content as part of their People Also Ask search results means there’s also more opportunity to pick up some prime real estate in the SERPs.
Not to mention, explainer videos can be very effective at converting leads, potential customers and buyers as they’re specifically designed to target those further down the sales funnel.
Due to these factors, businesses of all kinds have been rushing to add content with explainer videos.
How to create “explainer videos”:
- Identify your purpose.
- Define your audience.
- Determine the scope of your video.
- Create a script that engages viewers.
- If using animation, decide on a visual style that accommodates your branding.
- Find a reputable animator.
- Insert background music or ambient sounds.
- Finalise the video with a call to action.
Use Video to Solve Customer Problems
Video content can help you solve customer pain points and provide value to your audience. Essentially, think of these videos as an extension of your customer services team.
Think about the things people are asking you, and highlight the common questions. It could also be worth finding out what your competitors are doing to answer these questions and how they fully understand their customers needs, wants and issues.
It’s all about solving customer problems and answering questions better than your competition. Creating video content is one of the most effective ways to increase conversions, build trust, boost engagement, and help customers better understand your company, products and services.
The Takeaway
Video content can improve the overall customer experience in several different ways at once. It’s a powerful tool for helping you engage your customers, which in turn translates to more brand recognition, consumer confidence, and more happy repeat customers.
Thanks to the likes of TikTok and Instagram, there’s been a huge surge in accessibility in recent years when it comes to quality video production. This means that video content is something that any business can do – whether you’re a one man band or a multinational corporation.
With the aid of an online video editor, you can create quality, engaging videos with multiple elements to capture your audiences’ attention with minimal outlay, all you need is time and a bit of imagination.
If you need help digging deeper into your social media management or content marketing strategy, or you’d like to take advantage of a full content audit, just get in touch and one of our experienced team of digital marketers will be on hand to help!
This article was written for the Boom blog by Wendy Gecomo from Veed.io.
