1. Give Customers the Power to Manage their Needs
Today’s customer wants to feel empowered during the buying process. They want to be able to answer their questions through digital research. When my son has a problem he needs to solve, he heads to YouTube or the company’s website to look for a video.
You have to find out where your customers are going to answer their questions, and then create content for that platform.
2. Make Difficult Information Easy to Understand
Information is in high demand, but customers want information they can digest quickly. While how-to or assembly videos are highly valuable, they can feel like sitting through a college lecture.
We want you to create videos that are simple and engaging. Video has an incredible power to convey information in a relational way, which brings us to our third way to use video to enhance customer success.
3. Personalize Your Video Content
If you create content for everyone, you reach no one. In your videos, talk like you are speaking to a friend. Keep the language relaxed and genuine.
4. Use Analytics to Improve the Process
Analytics has the power to improve your results, but there is a learning curve involved. Luckily, there are several different platforms out there that help you manage your video analytics. One of those platforms is Vidyard.
5. Save Time!
Finally, video enhances the customer process by saving the customer time. Instead of reading a long FAQ page, customers can watch a short explainer video to answer their questions. If you aren’t using videos on your FAQ page, then you are losing customers. Today’s consumer simply does not want to waste their time reading.
Watch the video to learn more about all of these strategies and how you can use video to enhance customer success in your organization.
This article was originally posted at The Marketing Scope.
Eric Vidal, an industry expert with over 25 years of marketing and technology experience is passionate about providing insight and education on the latest martech trends and techniques. Eric speaks and writes for various publications like The Marketing Scope and Future Of Work to name a couple. He’s also a Principal Analyst at Futurum Research where he follows and writes about marketing technology. Eric has been a marketing leader for companies of all sizes. He has extensive experience working to achieve measurable business results for organizations like IBM, Cisco, WebEx, Canon USA, West Corp., Dynamic Signal, adidas, SAP and more. Connect with Eric on LinkedIn.
