When it comes to customer retention, you need to think about more than just having your existing clients stay longer on your website and continuously keeping them coming back. It’s the process of maintaining a good relationship with your customers and gaining their trust and loyalty, so they want to stay with you.
Brands are constantly looking for new ways and approaches to retain customers longer and according to Huify, acquiring a new client is five times more expensive compared to retaining an existing one.
What Can Make Your Customers Abandon the Brand?
Turning new clients into buying customers is just one part of your journey – keeping them is another. Customers expect a lot from companies so even just one mistake can make your clients leave. And you don’t want your customers seeking out your competition, do you?
Here are some reasons why people can turn their back on your company:
- Slow loading times on your website.
- The absence of good customer service.
- Lack of information about your products and services.
- Not finding enough testimonials from other clients.
- Being inconsistent with your prices.
- Finding a better offer from a similar brand.
You may try implementing different approaches, tools, and resources to retain your customers. However, you have to see to it that you know exactly what they need to keep them coming back for more.
How Video Can Retain Customers
Video marketing can greatly improve your customer retention strategies. Wordstream reports that 64% of online shoppers buy from brands that have branded social videos.
Here are some of the video types that can help increase customer retention:
- Explainer Videos. These videos are usually around 90 seconds long. They explain the brand’s services and/or products and are often used on the website’s home page, landing page, or the product page.
- Product Demo Videos. These types of videos can be implemented to show off your product. They can also entice your clients to buy specific products and check out your services.
- Tutorials and How-Tos. Some people might not know how to use your products, therefore tutorials and how-to videos can help solve that problem. These videos are online manuals for your customers.
The following are some of the most effective ways to use video for better customer retention:
Create a Welcome Video
Creating a welcome video for your new customers can help capture their attention. Loyalty is hard-earned, but creating videos that are meant to make them feel welcome is a good start.
Excite your buyers by sending them a video that contains tips and tricks for the products that they are interested in. Not only will this feel like a personalized video, but it will also demonstrate how to use the products, adding to their shopping experience.
If you’ve already sent your customers a welcome video, now is the time to send them a reminder video. You can remind them about the items in their cart, if there is any, and encourage them to check out relevant products.
Additionally, a well-done welcome video can help build your future relationships with your clients.
Set Your Clients’ Expectations
Keep your audience engaged by setting their expectations early on. Come up with video tutorials showing what’s to come, and make it as exciting as possible. Put yourself in your clients’ shoes and try to understand what they would like to see from you. Not only will this add hype, but it can also be one of the reasons customers will keep on coming back to your brand.
Make an effort to get to know your existing customers on a deeper level. Know what products they like buying from you and what pain points they are trying to solve. Keep these things in mind and empower your consumers by creating targeted videos that will show them you can help.
Always make it a point to deliver on what you have promised. Customers will find it difficult to trust your brand if you fail on your commitments. Keep it realistic and always be honest when trying to set their expectations.
Avoid Lengthy Videos
Long videos should mostly be used for webinars and live streams. If you are planning on creating explainer videos, tutorial videos, and product demos, then your videos should be concise and straight to the point.
Here’s a brief guide on how long marketing videos should be:
- Social Media Videos (Facebook, Instagram, Twitter, etc.) – 30 seconds
- Email Marketing Videos – around 45 seconds
- Branded Informational Videos – 60 to 120 seconds
- Branded Mini-documentaries – 60 seconds
- Product Videos – 120 seconds or less
- Explainer Videos – 90 seconds
- Customer Testimonial Videos – 60 to 90 seconds
- Company Overview Videos – 60 to 90 seconds
- Product Vlogs – less than 120 seconds
People can easily get bored with lengthy videos. This can lead them to think that all of your videos have the same length, which can eventually make them abandon your brand.
Send Videos About Product Updates and Releases
Keep your current clients engaged and thrilled by sending them videos of upcoming product releases. They have bought from your brand before, and chances are they are looking for new products that can add more value to their lives.
Share these videos on your social media pages and consider sending personalized ones to your buyers’ email addresses. This will leave your audience wanting to buy more from your company.
Produce Videos About Your Company Culture
Trust is an important factor in increasing customer retention. Let your customers know who they are dealing with so they will feel closer to the brand. Introduce the whole team, but make sure to keep the video short. Include pictures and two to three sentences about their roles in the company.
Here are a couple of things to remember when creating videos about your company culture:
- Be open about what the company stands for. Humanizing the brand is always a good strategy.
- Tell the company’s story.
- Show them around the office and introduce your employees.
- Use complementary music to make your video seem friendly and warm.
- Introduce your brand’s core values.
Turn Your Testimonials Into Videos
You can either get a short video recording of your customers’ testimonials or you can collect some of the older ones and compile them into a video. People love seeing what others have to say, especially if they are considering buying from the brand.
Recommendations can help build trust which can eventually increase customer retention. Your current customers will see that you have other like-minded patrons, and they will form a bond not only with your brand but with other buyers as well. This will encourage them to continue supporting the company.
Generate Personalized Videos
Nothing says “we care for you” than generating personalized videos for your clients. You do not have to create a unique video for each customer, as you can use segmentation instead.
Take a look at this example from Marketo:
Instead of adding a specific name to the video, they used “Your Name” instead so viewers can fill in the blanks with their names.
This is more of a generalized approach. If you want to make it even more personalized, then consider naming a customer group and using that in the video instead. For example, instead of using “Your Name”, you can use “Engineers” for the engineers in your audience. Take a look at your customers’ demographics, segment them into separate groups, and create personalized videos for each one.
Share Relevant Content
Boring and untimely videos will undoubtedly turn your customers off. Work on keeping them interested by taking a closer look at their demographics. Consider their age, gender, hobbies, and interests, and base your video content on that information.
We’ve talked about the importance of segmentation and how it can make video experiences better for your audience. Consider adding timely and relevant content to your plan so you don’t run out of ideas for videos. Create a sheet where people can also add their ideas and refresh them from time to time.
Send Video Greetings
Let your beloved clients know that you remember and appreciate them. Send them video greetings on their birthdays, anniversaries, and other milestones in their lives. This can either be a generalized video greeting or one that is more personalized.
Additionally, you can also give them discounts and gifts for their birthday. This is a great way to show that you care and that you are willing to go the extra mile for your clients. This small yet thoughtful gesture can encourage your customers to buy from your brand again and again.
Competition is always going to be tough for companies, which is why you should do everything in your power to keep your customers satisfied. Take advantage of video marketing’s popularity and see your customer retention percentage go up.
Getting better customer retention doesn’t happen in just a snap of your fingers. You’d have to work hard for it to eventually see results. Give your clients multiple reasons to stay on your website and see your sales improve.