How to use video to build customer relationships

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There is a lot going on in the world, and people are craving human-centric interactions across all mediums more than ever. Give the people what they want! Video has become the superhero of media through all of this, from connecting people quarantined in different rooms to connecting people quarantined in different countries. 

If you’re not using video in your marketing strategies, especially to build customer relationships, it’s a missed opportunity. We’ll fill you in on the “how“ and “why” next.

Demonstrate your product or service with a demo video

Video can be a great way to demonstrate how to use a product, show a process or highlight a service. Visual information can be processed 60,000 times faster than text and is easier to remember and understand. If a video came with every piece of IKEA furniture, we’d all have a lot more spare time on our hands. 

A product demo video is an opportunity to build customer relationships by showing you care enough to demonstrate how to properly use your product, while also putting a face with a name, or brand in this case.

Get people talking with testimonials

User generated content, such as testimonials or reviews, is seen by the online community as more credible and trustworthy than information coming directly from a brand. The problem is, people rarely leave reviews when they’ve had a great experience. 

Statistics have proven that motivation to leave a business review increases when you’re steaming mad. A consumer is 21 percent more likely to leave a review after a negative experience than a positive experience, so track down those 5-star experiences and get people talking.

84 percent of people trust online reviews as much as friends. Why do you think social media influencers became so popular? A video testimonial is even better because consumers are able to put a face to the words they are receiving. 

LinkedIn did a great job with this testimonial video, featuring captivating imagery and a strong voiceover. This type of video does not need to be a huge production. In fact, the less distractions from the message, the better. Keep it simple and genuine.

customer relationship

Show off your diggs with “meet the team” videos

Consumers love to meet the team! If you have an awesome work environment and a great company culture, put it in a video. Build customer relationships by showing consumers they should care about you because you care about your employees. 

Got a cool swag store? We want to see it. Office pranks are our favorite! Let consumers know you have a personality and love a good laugh like the rest of us. Business is stuffy. Lighten up and show us your fun side. This is also a great way to reach people in your industry with your content. 

Every company is looking at who does it best, to learn how to do it better. Don’t keep your awesomeness a secret, and don’t worry about your ideas being stolen. Processes can be replicated, culture cannot.

Be an expert in your field with knowledge-based videos

Industries are always changing. The more on-top of the changes you are, the more your clients will trust you as an expert in your field. By producing videos that add value in your industry, you make yourself a trusted resource. 

Create a weekly series of industry updates. Your clients will become familiar with you and rely on the information you provide.  When creating a weekly series, be sure that your video is easy to produce to decrease the likelihood of you missing a week. 

While you want to be an expert in your field, you always want to be reliable when providing information. If your clients come to expect an update every Tuesday but you miss a week, you may lose that viewership and that customer relationship. Plan ahead, be diligent and consistent.

Know what’s trending with topical videos

Keeping up with and reporting on trending topics is one of the easiest and most effective ways to connect with a consumer. Show that you’re interested in the same things, you care about the same movements and you stay up-to-date with all the happenings of the world. PERSONIFY YOUR BUSINESS.

This is content marketing. The best way to build customers relationships is to find common ground. You’re cool. You’re hip. You’ve got the 4-1-1…oh, and you also provide a great product or service, but don’t lead with trying to sell something. Nike does a great job with keeping up on trends and incorporating what’s happening around the world into their brand messaging.

Video is the superhero of media and you can become a superhero with your clients by building meaningful relationships with them through video. We’ve included just a few ways to incorporate video into your marketing plan and your customer relationship model. 

Curious where to start if your customers are still just prospects right now? Check out our post on how to build trust with prospects using video