22, Nov 2023
Video: The Key to Building Strong Customer Relationships

Building Relationships With Video

Building relationships is more than just a business buzzword; it’s an essential part of any successful company. And while marketing campaigns and email follow-ups are great for getting new customers on board, leveraging video to build relationships with existing customers can be an even bigger win.

Live video is perfect for finding out what customers want and need from your brand. Here are some ways to use it:

1. Make it personal

Using video is a great way to connect with your audience and build relationships. Whether it’s a live video or pre-recorded video, it’s important to create content that is personal and authentic.

A successful business relies on a strong relationship with both employees and customers. Creating videos that focus on building relationships within your company can help you develop that relationship and ultimately increase sales.

Using video to communicate with your employees can also help you cultivate a strong team culture. For example, sharing employee stories through video can give your employees a sense of the impact that their work has on others. It’s also a great way to show empathy and understanding. In turn, this can also help to increase productivity. Moreover, it is more likely that people will buy products that they trust, so recommendations videos can also help to increase your sales.

2. Use testimonials

If you’re looking to grow your business, testimonials are one of the best tools available. Consumers are four times more likely to purchase from a company that they heard about from a friend or family member, so make sure your customers know how important it is for them to share their positive experience.

Video testimonials are a great way to show your potential clients how your product or service has helped others in similar situations. They can provide social proof, increase engagement, and drive more traffic to your website.

When recording a testimonial, it is important to keep the conversational tone and ensure that your client sounds natural. To do this, work with them to prepare a narrative structure and practice before recording the final video. Also, focus on how your product or service has solved your client’s problem rather than just listing the features. This will build an emotional connection with your potential clients.

3. Make it easy to share

The power of video is that it rehumanizes your company and allows people to connect with one another. Whether they’re watching a happy customer’s testimonial or getting a glimpse into the process of creating your product, video makes buyers feel like they know you.

To leverage these benefits, start by using a small set of videos on your website and email. Then, make sure your sales team has access to these videos so they can build on what works and find their own best practices. For example, if one rep discovers that ending their video with a cliffhanger earns added interest, let the rest of your team know. This will create a virtuous cycle of learning, sharing and growing your relationship-building videos. As a bonus, a good video messaging platform will send data to your CRM so that you can alert reps when buyers watch and trigger workflows based on viewing habits. This will save time and effort for everyone involved in the buying process.

4. Include a call to action

As people move through your marketing funnel, you can use video to provide content that matches their interests. For example, at the awareness stage, you could use video testimonials or product demos to highlight your business’s strengths. For the conversion stage, you could offer more detailed information about key topics that are important to your audience.

Once you’ve gained customers, personalized videos can be a powerful way to strengthen relationships. For example, if a customer has an issue with a product, having a member of your customer service team film a short video can help them resolve the problem. This type of video will show that you care about your customers and value their feedback.

Be sure to communicate a clear schedule of when you plan on creating new videos. You don’t want to set expectations too high only to disappoint your audience. A consistent cadence will build trust and keep you top of mind.

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