4 Tactics to Use Video for Boosting Customer Experience
With demand for video so high, there’s ample opportunity to put video content out there that will increase brand awareness.
07:36 28 January 2022
It’s a well-known fact that video makes up a large chunk of content on the internet. Take a casual scroll through your Facebook or Twitter feed and you’ll see what we mean. In fact, it’s estimated that video accounts for up to 82% of web traffic.
This is great news for any business wishing to increase its online presence. With demand for video so high, there’s ample opportunity to put video content out there that will increase brand awareness, and produce a better consumer experience for all of your customers.
Let’s take a look at four great ways in which video content can work for your brand.
Showing Off What You’re Selling
One of the most obvious uses for video is to show off the products or services you’re selling. A well-presented video that highlights the best features of your product is a great way to increase sales.
In fact, customers expect video. Nearly 50% of customers look for videos related to a product before purchasing. That’s why so many more businesses are investing in video marketing each year.
As an ecommerce business, you’ll often find yourself studying your website analytics, and pondering what’s a good bounce rate? On those occasions, it's worth remembering that video can dramatically reduce your bounce rate.
In fact, including a video on your product’s landing page can boost your conversion rate by up to 80%. Static photography can make a product look great, but a video that shows every aspect of your product gives customers a better look at exactly what they’re buying.
Not only this, but it gives you a way to show off features that can’t be properly showcased in a static image. For example, a video advertising high definition phone calls is the only way for a VoIP provider to show off the crystal clear audio offered by their service. You can’t showcase audio with a photograph, after all.
When creating videos to demonstrate your products or services, one effective tactic is to focus on education rather than presentation. Videos that show customers how to use what they’ll be purchasing are often much more effective sales tools than videos that simply show a 360° view.
These videos are commonly called “explainer videos” and 96% of customers report watching one learn more about a product or service, so the demand for them is clearly present. Educating a customer about what you’re offering them makes their purchasing experience seem much more personal and worthwhile. It also has the added benefit of increasing trust in your brand by showing that you know what you’re talking about.
Video Knowledge Base
Not only is video incredibly helpful in converting leads into customers, but it can also help with customer aftercare. Video can be used to great effect in FAQ pages and how-to guides, giving customers a fast and easy way to solve their own product queries. This is especially important considering customers often prefer to use self-service. It is predicted that by 2022, 85% of customer service interactions will begin with self-service.
Giving customers the ability to solve their queries with the help of a video makes their experience all the more engaging. Not only is video more engaging, but it also provides answers much more quickly than having to download and skim through extensive PDF files.
Troubleshooting videos can be used to show how to easily fix common problems that users may encounter with your goods and services. Not only does this improve the speed of customers’ interactions with your site, but it also reduces the strain on your customer service teams by limiting unnecessary interactions.
Replacing written FAQ pages with video tutorials will make your brand seem all the more accessible and trustworthy. Video as a medium is much better for getting across a lot of information in a small amount of time. Not only this, but videos can be easily made informal, and fun.
Video as a tool for customer service is a great way to complement your existing customer service channels, such as VoIP customer service channels. By using video as another instrument in your customer service toolkit, you can reduce the strain on your other channels, and provide a quicker, more efficient customer service experience.
Personalize Customer Service
Video FAQ pages and general tutorials are superb methods to use video to answer general customer service inquiries. But what about those customer interactions that require more in-depth, more personalized answers? Alongside your other customer service techniques, video can be a helpful tool there, too.
Often, a written explanation to troubleshoot a problem can be hard to follow, especially for customers who may be less tech-savvy. A video response to a customer service enquiry gives the customer service representative the ability to show exactly what needs to be done to fix the problem.
The video doesn’t necessarily need to be recorded, either. Live video chat is an excellent tool for customer service. This gives customer service representatives the ability to speak to customers in real-time about their queries, answering follow-up questions with the need for firing emails backwards and forwards. This makes the customer service experience much faster, and therefore much more satisfactory.
The ability to speak in real-time about a problem also provides greater clarity for the representative trying to provide support. Being able to see exactly what the problem with the product means that the representative can more quickly identify what is wrong, and provide a relevant solution.
Closing support tickets more quickly has a range of benefits for both the business and the customer. Support costs are reduced when queries are closed quickly, and agents are freed up to answer a greater number of queries. This also reduces wait times for customers requesting support, which leads to happier customers, and a better reputation.
Videos don’t have to be specially recorded for each and every customer, either. Even just a short personalized greeting inserted at the start of a generic video message will be enough to grab your customers’ attention and make them feel valued. The same technique could be used for thank you videos, sent after purchases, or customer service interactions.
Live video interactions with individual customers is another way to compliment your existing customer service channels, but live video can be used in a variety of other ways, too. One of the most popular video trends currently is live streaming, and businesses can use it to great effect to advertise their goods and services.
Live FAQ sessions, or AMA, (ask me anything), streams, are great ways to generate interest in your brand. These promote customer interaction, and offer a great opportunity for publicity, alongside educating potential customers. Remember to consider these kinds of events when forecasting demand, as they are bound to boost website traffic.
Accompanying these events with a Twitter hashtag is a way to further boost visibility, and steer the conversation towards your brand and your products. Partnerships with influencers can also provide great marketing synergy here. Having a well-known face endorse your brand at a live video event will help generate interest in what your company has to offer.
The usefulness of live streams does not have to end when the video does, either. Recording live events and making the videos available on your website allows you to reach more customers, including those who were not available to catch the live stream. Sections of live streams can also be cut out and used for advertising further down the line.
One of the key things to remember when planning a live stream, or any kind of video content, is that the video should always have a clear purpose. Producing video just for the sake of it can have the adverse effect of making your brand seem less professional. Nobody likes spam content, so producing video with no real purpose is a surefire way to put off potential customers.
Any video content you produce should look as professional as possible, for the same reasons.
Low quality, amateur-looking video can make your brand seem less legitimate, and therefore less trustworthy. Fortunately, producing high-quality video content doesn’t need to be an expensive endeavor. There are all kinds of affordable hardware and software available to help you produce professional content.
It’s also important to properly market your livestream or video to ensure it reaches as large an audience as possible. Small things like using relevant tags and keywords will help your video reach the right audience and maximize its impact.
Time to Press Play on Video Content
Video content can be used to serve a variety of purposes to help both your business and your customers. From increasing brand awareness to boosting sales by better showing off your products, video is a great way to make a positive impact on your profits.
In fact, with 87% of marketers saying video provides a good ROI for their business, it should always be a point of consideration when discussing how to scale a business.
That’s without mentioning the positive impacts video can have on your customers. The value of increasing the speed and ease of use of your services and your customer support channels can’t be overstated.
So don’t pause. Start investing some time and money into video content for your brand, and fast-forward your way to success.
Jenna Bunnell - Senior Manager, Content Marketing, Dialpad
Jenna Bunnell is the Senior Manager for Content Marketing at Dialpad, an AI-incorporated cloud-hosted unified communications system that provides valuable call details for business owners and sales representatives. She is driven and passionate about communicating a brand’s design sensibility and visualizing how content can be presented in creative and comprehensive ways. Here is her LinkedIn.