Video is a great marketing tool. I think we can all agree on that. But what most brands don’t seem to realise is that video marketing isn’t only a strategy for acquiring new customers; it can be used just as effectively to market to your existing customers.
In fact, existing customers seem a little neglected in general. So I’m here to fight their corner! Existing customers are unquestionably valuable. For one: they are already aware of your brand — which is a big hurdle in today’s crowded marketplace.
Studies have found that the probability of selling to an existing happy customer is up to 14 times higher than the probability of selling to a new customer — so by ignoring existing customers you’d be missing a trick.
In this article, I’m going to show you 7 ways you can use video to delight existing customers so that they keep coming back for more!
1. Instructional Videos
If your product or service isn’t as straight forward as taking it out of the box and switching it on, then your existing customers may benefit from instructional videos.
Instructional videos are a great added extra for your customers because they help them to get the most out of their purchase(s).
You may think that added instruction is not necessary for customers that have simply purchased an explainer video — but that is exactly why they delight our existing customers! By giving customers something extra, you show them just how much you appreciate their custom!
2. Help Videos
Similar to instructional videos, help videos allow your users to solve any potential problems they may be having with your product or service.
Time is precious to your customers. If they have a problem, they want it to be solved as quickly and efficiently as possible. Recent research by Aspect found that nearly a third of consumers would rather clean a toilet than talk to customer service! But videos, on the other hand, are preferred by customers.
Even better than help videos, are interactive help videos. Interactive videos are gaining traction quickly in the video marketing world because of their…well, interactivity! Interactive videos allow users to navigate content in order to choose options that are relevant to their needs.
3. Thank You Videos
It’s always nice to be thanked. After all, manners cost nothing. But they can gain you something:
Customers want to feel appreciated. It’s one of the few things that can help your brand stand out in a time where customers can compare prices from all over the world using just their smartphone.
You may think a thank you video is a bit of a costly way to show your appreciation. But, with 68% of businesses losing customers because they feel indifferent towards them, it’s worth every penny. Besides, you don’t have to create anything flashy — a simple ‘straight-to-camera’ approach will more than suffice.
4. Personalised Information Videos
Continuing with the theme of showing customers they are valued and appreciated, personalisation can really delight existing customers.
So, how does personalisation work for videos?
Well, by using video personalisation tools like Impossible Software and Imposium, you can add personalisation ‘fields’ to your videos. This allows you to create videos that are specific to your viewers — like this one that presents a car insurance quote to a customer called Patrick:
This new and interesting way to present information to your customers will generate buzz around your brand and may even help you to acquire new customers.
5. Knowledge Base and Tutorial Videos
Great content must fulfil two purposes:
- It has to look fantastic
- …and it needs to share knowledge with the user
In our aftersales workflow, we like to include videos that we refer to as ‘knowledge videos’. Knowledge videos are filled with tips, tricks, and information that we think would be useful to our existing customers. We send these out as a way to ensure that our customers are supported by us long after they’ve completed their purchase.
But you don’t have to make your knowledge videos exclusive to existing customers, you can delight everybody by posting your videos to your website or blog, like Moz:
Moz has a strong base of knowledge videos known as Moz’s Whiteboard Friday.
6. Train Your Team
According to CareerBuilder research, 25% of employers have seen an increase in customer loyalty after increasing employee educational requirements.
And the best way to increase employee educational requirements?
With video of course!
Video is great for training your team because it combines visuals with sound to create an easy to digest and engaging learning tool.
By training your staff so that they are confident when talking about your products and services, you are equipping them with the tools they need to not only acquire new customers, but to delight existing customers that have queries and problems that need to be solved.
7. Surprise Your Existing Customers
One of the best ways to delight your existing customers?
Surprise them! Create fun videos that remind them why they love your brand and encourage them to spread the word.
Oreo are renowned for making videos that delight their customers by suggesting awesome, ‘outside-the-box’ things to do with their products. Take a look:
Existing customers are precious — so delighting them is a must! Think of your existing customers as an extension of your marketing team; and a powerful one at that!
Word of mouth marketing is considered by many to be the most effective way to grow your business. According to research by Nielsen, 84% of consumers take action based on personal recommendations, with 70% doing the same based on online consumer opinions.
To find out more about how to use video to delight customers, check out this beautifully designed eBook filled with practical examples: How To Use Video Marketing To Get Existing Customers To Love You.