In today’s competitive digital marketing landscape, you need to continually look for ways to improve your customer’s experience with your brand.
Your average contact form and About Us pages might have been enough back in the day, but customers today expect rich media experiences from the brands they do business with, and video content is at the top of most people’s lists.
But what’s the best way to incorporate videos into the customer journey? Your customer’s experience is a very personal and subjective thing, so you need to focus on highly-targeted content that still has broad appeal to your target audience as a whole—easier said than done!
Here are five types of videos you can incorporate into your video content strategy for better CX:
Incorporating these types of video content in your marketing strategy can boost customer engagement and ensure your customers are happy and satisfied when interacting with your brand online.
The future of shopping is entertainment. It's not enough to have an online storefront – brands must do more. Consumers today are looking for novel, immersive, and entertaining shopping experiences.
Educational videos have been around for a long time, and their contributions to today’s customer experience can’t be overstated.
These videos are all about providing accurate—and often in-depth—information or knowledge that your customer base finds valuable on topics that closely relate to your products and services.
Good educational videos in your content strategy help keep your customers in the loop and feel involved at each stage of their buyer’s journey.
Moreover, by sharing high-quality educational content—like animated video explainers or deep dives on a topic— you empower viewers with information they can immediately benefit from (even before they purchase), help them make informed decisions, and nurture trust in your company.
All of that can dramatically shift how they perceive your brand before and after becoming customers.
By regularly uploading short, attention-grabbing videos on specialized social platforms, you put your best foot forward and ensure existing and potential customers can always find you where they hang out the most.
You can use social videos to nurture your customer’s experience by delivering content that delivers value, entertains, and anticipates and addresses their needs, directing them to the channels where they can get more personalized solutions.
Digital natives are driving growth of new social media platforms as they look for authentic and meaningful content and connections.
While training video content is well-known within the context of education, not enough is said about the format’s potential in terms of staff training.
How well-prepared your staff is to handle your customer’s needs can have a dramatic impact on your brand’s overall customer experience. The level of proficiency your staff displays when interacting with customers—existing and potential—directly affects the likelihood of conversion and loyalty.
The training video format has proven to have a remarkable capacity to convey a lot of complex information in simple, visually compelling ways that anyone can follow and remember long after watching—making it a valuable go-to resource for effective staff training.
From topics like troubleshooting common issues with your products to teaching your staff how to serve clients in distress, video explainers can make a huge difference in how prepared your employees are to provide top customer service.
To succeed in a hyper-competitive digital landscape, companies need to connect CX and EX to provide a complete customer-focused experience.
Did you know that how-to videos earn the most attention out of any content category on YouTube?
This should hardly be a surprise, as how-to videos are all about helping your customers get the most out of their purchase, or helping viewers address a need or want.
The format is pretty straightforward: you develop a guide that follows a series of step-by-step instructions specifically designed to guide customers toward solving a problem (ideally, including your products as part of the process!).
A series of how-to videos built around your products, your sales platform, and even how to contact your company for customer support can be invaluable additions to improve CX.
Moreover, these types of how-to videos are likely to earn you more than a few goodwill points from customers satisfied with your efforts to anticipate and cater to their needs.
The FTC updated its guidelines for endorsements and reviews, effectively putting brands and influencers on notice.
Videos that illustrate your corporate culture and values can contribute to pipeline in quite a few unique ways. For example, by developing culture videos focused on topics that are relevant to both your industry and core audience, you can establish stronger relationships with them, keeping them informed and involved with your brand at the same time.
Moreover, by creating a content marketing strategy that showcases your brand’s core values and ideals—as well as your efforts to further them—you create opportunities to reach potential customers on a more personal level and engage them with topics they care about.
Customer experience is an ever-evolving playing field. As we continue to move toward entirely digital commercial models, making sure you’re presenting your brand and products in the most personable way is key to connecting with your customers in ways that will stand the test of time.
By making videos a core part of your customer experience strategy, your brand will be well positioned for the digital future.
