When leads become sales, it’s tempting to feel like your job is done. You’ve worked hard to earn those conversions, but it’s a mistake to sit back and let fate run its course when you still hold major sway over the customer experience. You can keep customers coming back by continuing to invest in the relationship.
Building long-term relationships with customers involves creating a dialogue. For this reason, consider sending your audience members a delightful video that communicates what they mean to you.
Don’t Lose Sight of Delight
Across industries, companies are spending their time (and money) on making the sale. Once customers have converted, they are quickly tossed aside in favor of the next untapped source of profit. Ultimately, this behavior is a recipe for dissatisfied customers. They’ll look for another option to meet their needs when they could have been a source of repeat business.
Remember: It’s cheaper to keep an existing customer than it is to acquire a new one — much cheaper. Data suggests that finding a new customer costs five times more than keeping an existing one, and increasing customer retention by just 5% can boost profits by 25%. With this information in mind, show your existing customers how much you value their business.
One of the best ways to do this is with video. Besides making your brand real and approachable, video content can also generate additional leads. After all, when customers enjoy a branded video, 83% consider sharing it with their network of friends and family members, expanding your reach in a big way. People also share videos 1,200% more than links and texts combined.
To make the most of your next reengagement campaign, delight your customers by relying on video to meet the following needs.
- Make your audience feel welcome. When you onboard new customers, a well-made video communicating what they should expect will help them feel confident about their decision to partner with your brand. It can also work wonders with prospective customers who visit your homepage or specific landing pages — even increasing your conversation rate by 80% or more. That’s just one of the reasons visitors who arrive at our company homepage are greeted by a montage of video content we’ve created specifically for them.
- Offer a dense FAQ video. Let’s face it: It can be tough to communicate the value of a feature-packed product without a wall of text. Avoid scaring off potential customers with a friendly and upbeat FAQ video addressing the most common questions and concerns. As an added bonus, viewers retain about 95% of a message when it’s delivered via video — compared to just 10% retention for text-based messages. Even complicated platforms like Pinterest can condense material into 90-second videos that are easy for viewers to digest.
- Demonstrate tips and tricks.Even after customers have purchased your product or service, you hold their satisfaction in your hands. By sharing a video that highlights your insider knowledge, you’ll help make the most of their purchase. You’re also using the medium they’re most comfortable with: Research indicates 68% of consumersprefer to learn about new products or services via short videos. Perhaps that’s why tech giant Apple regularly releases brief videos that show consumers how to navigate its products.
- Show your gratitude.While you know that you couldn’t run your business without customers, it’s important to remind them of that fact. Humanize your brand and connect with customers by sending a “thank you” video. Your customers are sure to be touched by the gesture; as a result, they’ll be open to receiving additional messaging. Take advantage of video’s ability to keep the lines of communication open.
Build Loyalty That Lasts
Many company leaders are skeptical about spending money just to delight their current customers. If your efforts aren’t designed to yield immediate sales, what’s the point?
However, sending videos to delight customers is about building loyalty and staying on their radar. Examine metrics like views, view-through rates (i.e., how many viewers watch the whole video), and impressions to weigh the impact of your videos. If you’re not getting the results you want, try tweaking your content to send a different message instead of opting for a complete overhaul.
You’ve already put the time and money into earning your customers’ business, so don’t let them turn into one-and-done purchases. When you put effort into creating delight, you’re making a long-term play that can generate real ROI. You already have your customers’ attention, so make the most of it. With the right video, you can turn one-time buyers into lifelong customers.
Written by Hope Horner.
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