How to Build Customer Loyalty With Video
Establishing and maintaining customer loyalty can be a lifelong challenge for most businesses, but it’s critical to long-term success.
Whether or not you’re aware of it, video content is an effective method for cultivating customer loyalty. If your business isn’t already taking advantage of the immense potential of video marketing, it might not survive long in today’s competitive business world.
According to research by Hubspot, 72% of customers worldwide prefer to learn about products and services through videos, and 81% of businesses already use it as an essential component of their marketing strategies.
Business videos must be crafted with the right strategy for success. This article shows you just how to improve customer loyalty with video content.
Why Use Marketing Videos to Build Customer Loyalty?
Brand loyalty describes a consumer’s preference for one brand over others. This typically happens when the consumer perceives the brand as better quality.
You can shape customers’ perceptions of your brand through videos for the following reasons.
- Video content is a great way to attract customers’ attention (brand awareness), stick out more in that customer’s mind (brand recall), and positively influence their perception of the brand’s quality and trustworthiness (brand association).
- Humans are visual creatures, and video content is more memorable. There is a chance you still remember the movies you watched as a child for this reason.
- It’s an undeniable fact that customers enjoy watching videos. Marketers must identify opportunities to capitalize on this pattern and incorporate video content into their digital marketing strategy.
How to Use Video to Build Customer Loyalty
Here are practical ways to build customer loyalty using videos with brand examples to learn from.
1. Tell a Story
Even if the history of your brand isn’t touching or layered with challenges, you can always make a wonderful story out of it. Telling your story and providing a behind-the-scenes look can also help demonstrate the human side of your brand.
Yeti is a brand that uses video storytelling to create brand awareness around its products. As a company specializing in creating outdoor products, Yeti finds a way to connect its products to short documentaries around outdoor activities. The brand leverages memorable documentaries featuring interesting characters.
By using effective video storytelling, businesses can start a conversation with prospective customers.
Unlike a sales video, this type of content connects better with prospects. And as the popular saying goes, people buy from brands they can connect with.
- Find a story angle, nail your message, and stick to it
- Decide what to include in your story and what to leave out.
- Come up with a captivating video title that attracts clicks.
- Reduce the number of characters that appear in the videos to make them memorable.
2. Host Live Streaming Events
It’s one thing to publish videos that customers can watch at any time. But hosting live stream events creates a sense of personability and interactivity that can only be replicated with real-time video.
Sure, there’s the fear of having only a few people turn up. But once your customers begin to regularly turn up to your live streams, you can grow a cult following.
We can learn a thing or two about live streaming events from ClickFunnels, a SaaS company that has successfully built a cult around its products.
Every year, ClickFunnels hosts several live stream events, helping customers use its products better, sharing customers’ success stories, and giving awards. Thousands of people turn up for these live-streaming events and tune in online.
The company spends a lot of time building personal relationships with customers. The founder, Russell Brunson, being the face of the brand, anchors several of the live streams.
While the beginning might not have been rosy, thanks to the consistent valuable webinars and live streams, customers have grown to love the brand content.
- Be the face of your brand or hire someone to be the face of the brand, forerunner.
- Consistently provide valuable content, and people will learn not to miss out on future live streams.
- Record the live streams and reach additional viewers by publishing as video on demand (VOD)
- Host your live stream on a reliable platform to provide better video quality.
Pro Tip: Wowza offers one of the best live streaming services in the industry, with ultra low latency for interactive streaming and the ability to convert live streams to VOD assets. That’s why Freeman, a global event company, built their video infrastructure with Wowza.
3. Celebrate Customer Success Stories.
Customer success stories are videos where your customers discuss how they benefited from your products and services. These videos can be quite memorable for viewers if the testimonials are compelling.
Additionally, people who see video testimonials are more likely to make a purchase compared to customers who haven’t seen them.
This strategy also does wonders for your word-of-mouth marketing if you have a customer loyalty program.
I can’t think of a better example than Yaro Starak from Yaro.blog, a blogging business course.Yaro showcases the success stories of his customers, and he does it in a unique way. Rather than having the customers shoot the videos themselves, Yaro travels to meet his wildly successful students and interviews them.
In the interview above, Janea Dahl from DramaNotebook tells her story of leaving a job she hated and building a successful online business using Yaro’s course.
- If you shoot customers’ success stories, make it worth it. A lukewarm case study has little business value.
- Plan and plot how the story will unfold with the customer.
- Incentivize customers to share their stories.
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4. Use Videos to Onboard New Customers
Customer loyalty is not a destination; it’s a continuous journey with different stops and milestones along the road. After acquiring new customers, the next ideal step for your business is onboarding new customers.
Onboarding is necessary because it helps you greet new customers and provide roadmaps to help clients better use your products and services.
Customers will be more likely to purchase from your company again if the onboarding process is easy.
Ezoic is an example of a company that employs videos to onboard new customers. Ezoic is an advertising network for publishers that helps webmasters monetize their sites with ads.
When you sign up for an account on Ezoic, you are required to do some manual configurations. For a non-technical publisher, this could be a big put-off.
However, Ezoic simplifies the onboarding process with a series of step-by-step videos to help a new publisher become fully ready to use Ezoic ad technology.
What’s interesting is that you cannot skip any of the videos. Rather, you’re required to watch the videos and take the necessary actions before proceeding.
This not only ensures customer success, but it also saves the company the stress of going back and forth with new customers.
- Systemize your onboarding process using videos
- Provide clear instructions and actions for new customers to take achieve results.
5. Educate Your Customers
Educational videos help you achieve three main objectives:
- They show your clients that you hold a position of authority within your sector of the industry.
- Customers learn how to maximize the benefits they receive from your products, resulting in an even deeper commitment.
- You create a relationship based on loyalty that has the potential to develop into evangelism over time.
Let’s talk about how Grammarly does this. If you take a peek at Grammarly’s YouTube channel, you’ll find lots of educational videos to help you improve your writing.
Several of the videos have gotten close to a million views. These videos also serve as a marketing asset to attract new customers.
If you’re stuck coming up with video ideas to educate and engage your audience, here are some tips.
- Create content for prospects at specific stages in the marketing funnels.
- Create video tutorials that address prospects’ problems
- Distribute your videos to different social platforms like TikTok, Instagram, Facebook, Youtube, Reddit, etc.
Ensure you get a lot of views with video marketing and SEO that make you stand out in Google
6. Rely on Videos to Support Customers
The level of support you provide for customers if circumstances shift or problems surface is essential to your customer loyalty journey.
According to PWC, 96% of customers say customer service is essential when making customer loyalty decisions.
This tells you just how vital customer support is. It’s even more critical if you sell high-ticket products or services. Consumers who spend a lot of money on a product expect the company to offer premium support.
Asana is a project management software for individuals and teams. It helps businesses simplify and manage time and tasks.
In addition to the traditional mode of customer support (emails, live chats, and forms), Asana created a video resource of tutorials covering frequently asked questions by their customers.
Whenever someone reaches out to ask a question that has already been answered, the support team will send the video link to the customer.
- Create a video knowledge base addressing commonly asked questions
- Offer live video customer support.
7. Leverage Social Media Marketing
Social media is a crucial tool for enhancing customer engagement and loyalty. However, social media has changed from what it used to be before.
Almost every business is on social media trying to gain people’s attention. So, to gain your customers’ attention, you need to stand out from the noise.
Gymshark gets this right. The fitness brand uses social media to establish its reach further and build loyalty with customers and prospective customers.
@gymshark @noahohlsen really had to flex at the end #gym #deadlift #Gymshark @georgebamfojr ♬ 2019 – Bazanji
Their TikTok videos are always on point. By adding faces to the brand, Gymshark achieves customer loyalty and relatability.
For example, Gymshark collaborates with several fitness influencers and customers to create content for their TikTok.
In fact, some of their team members and customers have become known faces in their videos such that people can already tell who’s who.
The best part is their videos have a touch of cinematic experience, one worth watching!
- Add a face to your brand’s social media accounts that people relate to.
- Create quality videos and also distribute them across other social media platforms.
8. Help Customers in Their Shopping Journey
The shopping journey is a concept that describes the various stages a customer goes through before finally making a purchase.
One way to incorporate videos and help customers advance in their shopping journey is to send them emails with custom videos.
After a consumer has a meaningful engagement with your business or organization, you can send them a customized video.
Bluleadz is the company that comes to mind. Bluleadz is a marketing agency that works with brands to grow their revenue.
Whenever a new client signs up, Bluleadz follows up on them with a personalized video introducing the team members that will be working alongside the client to achieve promised result.
This is a surefire way to win a doubting client and also hasten them to choose your company over the others.
- Offer customers free consultation calls to assist them.
- Send personalized videos to prospective customers
- Use video personalization software to automate some of your videos for your customers.
9. Create Personalized Thank You Videos
Similar to the previous point, sending personalized videos is your best opportunity to connect with your audience.
By sending a personalized video, you differentiate your brand immediately from the competition. In addition, it demonstrates to your customers that they are essential to you and makes them wonder, “Was this made just for me?”
Peel is an e-commerce company that sells mobile accessories. In 2021, the founder sent out personalized thank-you videos to over 10,000 customers.
In each of the videos, he addresses the customers with their names. You can bet this would take months to finish up, but thankfully, he was able to automate the process with AI software (Windsor).
Several of these AI software in the market can clone your face and speak like you.
Creating such personalized videos helps gain customer trust and brand loyalty. And the response they got from customers was overwhelming.
- If you have a large number of customers, automate the process with an AI.
- Send out personalized thank you videos on special occasions like the festive periods, on the first purchase, etc.
10. Create High-Quality Video Content
One of the reasons why Viddyoze, Gymshark, and several other companies mentioned here are making waves with video content is because of the quality of their videos.
Creating high-quality, professional videos does not require hiring a videographer or purchasing expensive equipment.
Instead, with some imagination and the following tricks, your company can create high-quality content that goes further than money ever could.
- Know Your Audience: Consider your ideal client and create content for them. The more your audience can relate to your videos, the more effective your videos will be.
- Add a Call to Action: It’s not just about creating videos; you need to specify precisely what you want your customers to do after viewing your video. For example, are you asking them to buy your new product, or are you telling them to follow your page for more information? Whatever it is that you want them to do, don’t assume they’ll figure it out without explicit direction.
- Keep it brief and straightforward: Less is more. Most of your prospects will watch a video for up to sixty seconds. Consider how to present your product or service in the most concise way possible.
- Use the right video tools: Different online video platforms can help you build video infrastructure into your business and reach viewers on any device. Ensure you leverage these tools to deliver a differentiated experience.
- Use subtitle: Data shows that 69% of mobile users view videos without sound when in public. To ensure your customers understand your videos without the sound, include subtitles so they can follow through.
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You should listen to your customers because they invest money in your products and services.
Request feedback from the customer and consider it the next time that aspect of their experience is up for review and improvement.
Here is how to listen to feedback:
- Make it easy for customers to send feedback. For example, send periodic emails, surveys, etc.
- Speak with your sales team and customer support, these are the guys talking with your customers.
- Ask your customers the right questions.
- Follow up on customers to let them know how you are working on the feedback.
Video content can be implemented across your business, from the initial process of acquiring customers to the subsequent process of onboarding them, then supporting them with education and providing exceptional service.
These eleven strategies will help keep customers loyal to your brand and even turn them into advocates for your company if you use video throughout the customer’s lifecycle with your product.
However, there is room for more improvement. As your business grows, you need to create new strategies that will help you generate more loyal customers.
Wowza can help you create engaging, high-quality videos for your business with their customizable and integrable platform. The Wowza Video platform allows you to implement and incorporate the right video strategies into operations however you dream.
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About Bhujal Patel
With more than five years of marketing and SEO experience, Bhujal is passionate about helping businesses increase revenue and profit through customized strategies. Bhujal lives in Toronto and writes about business ideas for scaling organic growth at mydigitalkube.com.