Using Video Production as Part of Your Customer Retention Strategy

By Eve Grey | Posted on January 06, 2014

How strong is your relationship with your customers? Do you have a customer retention strategy in place for your business? What are you doing to maintain your customers loyalty?

These questions are extremely important, and it’s up to you to come up with ways to maintain a healthy system designed to keep your customers and help them grow with you not against you. These hints will give you some fresh ideas that you might not have considered to plan on growing your client retention.

Video is a tool designed to communicate with your customers. If you follow the statistic “80 percent of your future revenue will come from 20 percent of your current customers,” you know that the greatest part is to keep your customers happy so they keep coming back. The best way to preserve your clients is to keep them engaged.  You can keep your clients engaged by offering new videos about your product or service. Be careful not to over due it with the social media. People will get angry if you spam them out on Facebook and the like. Thinking of new ways to communicate to your clients is a big responsibility, but with a few solid ideas, you can give your customers a dose of encouragement and keep them wanting to know more about what you can provide for them.

Video can be a great answer as it’s good for promotions, technical issues, special discounts, customer appreciation, etc., etc., etc. Keeping the client engaged is one thing, but the end goal should be to keep your clients devoted to you and your brand. Video allows you to communicate with the message you want them to receive while sending that message to more of your clients. Although this can never take the place of the human element in communication, it can be a terrific alternative for when you need to send the message to the masses.

Here are some ideas that will help gain trust with your clients, keep them remembering your products, and accepting your messages. 

  1. Product review
  2. Customer support, repair, assembly
  3. Customer conferences
  4. Customer testimonials
  5. Employee testimonials
  6. New product launch
  7. Webinars
  8. Video newsletters and blogging

Video featuring your product or someone talking about a focused area of your service can be extremely effective, not only by gaining a lot of attention on YouTube, but also developing trust by demonstrating your product online. Remember to have a lot of cutaways and b-roll (the images that support the dialogue). 

Customer support, repair and videos of assembling a product can not only be useful to post online, they can save you money by not hiring staff to answer specific and common questions. There is customer service 24/7. More companies are using Vine for this type of video communication. Vine is great because you can create video with your cell phone. However, remember that these can only be short videos. Companies like The Gap have found this to be a unique tool to their culture.

Customer conferences are great and you can get some exposure through press releases announcing the conference. Depending on the success of the conference, often times you can gain some additional sales through word of mouth. Word of mouth is the best advertising possible.

Testimonials are always terrific for people looking to do business with new companies. Testimonials can be effective by selecting real clients, with real stories that they can relate to. Also, give your interviewee enough time to prepare what they would like to say. Remember not everyone is comfortable around the camera. Even a cell phone can be intimidating when you aren’t sure what to say. 

Any time you have a new product a video, it should be on your marketing strategy.  People love to read about new products, but they love it even more when they can find out pertinent information about that product for 30 seconds. Disney Collector BR on YouTubeOpens in a new window discovered a way to make a living from product reviews. She has over 800,000 subscribers who want to know what the toy features before buying it.

When it comes to B-to-B marketing, one of the best ways to make an impact on your clients is by hosting a webinar. Incorporate video subscription to those that want to attend but cant, so that they don’t miss your important message. Webinars are great because they are informative as well as valuable. 

Last but not least is the use of video blogs. When your clients are interested in what you have to offer a newsletter or blog keeping them updated helps to build a relationship with them. I know many executives that utilize this method of communicating to their teams overseas and abroad. 

There are thousands of terrific ideas for using video as part of your customer retention strategy. Video can always be measured by viewership and analytics. In any case if your goal is to get your clients to be loyal to your brand then using video as part of that net will be sure to help you succeed.


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