Video has become many marketers’ favorite tool to attract and engage with their target audiences. This type of content has found a place in every step of the marketing funnel, from building awareness to closing the sale. But if you thought that video marketing is only useful until the point of conversion, think again! Your relationship with a customer doesn’t end with a purchase. Your video marketing shouldn’t end there either and that’s where customer service videos are become handy.
Creating customer service videos is a great way to engage your customers after they’ve bought your product. These videos help your customers use your product more effectively and allow your after-sales support team to devote their time and skills to more complicated support questions. While it’s nice to include a manual with your product, videos are far more effective than written material when it comes to delivering information.
Before we get started with creating customer service videos, let’s look at the reasons they are an essential part of any technical marketer’s toolkit.
According to one study, 96% of customers said they have watched customer service videos to learn more about a product. Because they are easy to follow, videos show the customers exactly how they can get the most out of their purchase without having to call a support line.
While videos don’t offer two-way interaction between the customer and the brand, they lend a more personal touch than long user manuals and FAQ pages. Hearing and seeing an expert describe a product and how to use it gives the content more credibility.
In addition, viewers retain 95% of what they see in a video, compared to only 10% for the corresponding text content. If your goal is to instruct your customers, posting explainer videos is the most effective approach.
Source: Hobby Lobby YouTube
The above video from Hobby Lobby gives beginners clear instructions for basic knitting (using materials bought from the brand’s store, naturally). Because the viewer can see hands moving needles and yarn in real-time, they are able to follow along more easily.
Combining video footage with spoken instructions will help you deliver more information in the same amount of time. While you demonstrate an action, you can also explain why the viewer needs to follow that step. This helps you provide maximum value to both potential and existing customers.
Video content, including customer service videos, help drive more sales and engagement with your target audience by positioning your brand as the one people turn to when they need information in your niche. In the next section, we will see why customer service videos can help you delight the customer.
As companies move towards a consumer-centric model, customer delight has become a vital ingredient for success. Customer delight is exceeding the expectations of your consumers by going above and beyond the norm.
Because niches, from food and beverages to SaaS, get more crowded every year, businesses must aim to not just please their target audience but delight them. If their customers expect text answers to customer service questions, using a video will surprise them and make their interaction more engaging. It does not just make customers happy. It also convinces your customers to refer to you on their networks and even leave a positive video testimonial for your product.
A key aspect of providing exceptional customer service is creating videos that look and sound great, keep your audience engaged, and educate them about your products or services. It may seem challenging, but with the right strategy, you can make good content every time.
A good video is not just about adding eye-catching elements. It must also contain relevant, actionable, and easy-to-follow information. In this section, we will look at how you can create engaging videos for your brand.
When creating a list of potential topics for your videos, look at the most frequently asked questions on your customer service channels. You can also get ideas from the FAQ (Frequently Asked Questions) section of your site.
The Kainen Law Group, for example, created a bank of customer service videos based on its FAQs. These videos guide site visitors through the most common inquiries that the Kainen team receives daily:
Source: Kainen Law Group
You can also use other platforms, like your social media accounts, to get content suggestions from your audience. This helps drive engagement and build customer loyalty. When you get suggestions from your audience, customer support team, and FAQs, you’ll be able to build a long list of topics for your videos that can attract traffic.
When you create your videos, remember to keep them short and to the point. Your customers are looking for quick and simple solutions to their problems and questions. Promoting or cross-selling your products in your videos can have a negative effect, so it’s best to stay on-topic.
Before you shoot anything, you need to ensure that your content is up to date. After all, who would want to watch a video that contains outdated information?
When you prepare your video scripts, always get the input of your company’s experts. For example, when you create a video to explain a new product’s features, you need to involve the product development team. For an FAQ video, you need to run the script by your customer service team. And so on.
Once you’ve selected the topics to feature in your video, it’s time to write the script. Most customer service videos follow a question-and-answer format. This keeps things sequential and easy to understand.
When you write the script, avoid using technical language. Following the ELI5 (Explain Like I’m 5) technique will help you determine the type of language you use. You should also steer clear of any buzzwords, industry jargon, or references to passing trends. You want your content to be evergreen, so leave out anything that would date it. If you want to make your video easily searchable, dig into your keyword database for title ideas.
Finally, using a conversational tone in the video will make your customers feel like an actual person is explaining things to them. It makes your brand seem more human by making the material more accessible to the viewer.
One of the most common arguments against customer service videos is the amount of time and resources it takes to create them. While creating a video does take time and money, good content doesn’t need to break the bank. When you’re just starting out, it’s best to start small.
There are many video creation tools that promise ease of use. While you might be tempted to invest right away in a comprehensive tool such as Adobe Premiere or AfterEffects, you don’t need all the bells and whistles at this point.
A simple video editing tool like Promo will help you create engaging videos with simple and straightforward options. Promo also lets you add various elements, such as text, graphics, and audio, for a fraction of the cost of the larger applications. It’s the perfect tool for a company that’s just getting started with video marketing.
There are two kinds of audio that you need to take care of when making a video. First, your spoken lines should be clear. Speak slowly, ensure that your voice is audible, and record in a quiet place to minimize background noise.
Pro-tip: If you don’t have access to a recording studio, drive out to somewhere quiet, roll up the windows, then record your lines inside the car. A closet works, too.
The second type of audio is the background music, should you choose to use it. Your background music should match the pace of your video and must not overpower any spoken lines. There are hundreds of royalty-free music tracks available online that you can use.
Finally, adding subtitles to your customer service video will help increase the accessibility of your material. Learning how to add subtitles to a video will ensure that your viewers understand what you’re trying to say even if they are hearing impaired or watching your video without sound or in a noisy environment.
Before you upload your video, you need to edit out any unnecessary content and fix any errors. It’s always better to shoot more footage than you need and trim it down at the editing stage. Editing your video will let you alter the audio levels, ensure that the color balance is correct, and allow you to spot any factual errors.
Once you have all your video clips sitting where they’re supposed to be, you can start adding other elements, such as your logo or background music.
Once you’re ready to go, get your team together, watch the video one last time, and ask for their opinion before you “render” or flatten your video ready for publication. Rendering a video can take anything from a few minutes to overnight, depending on the length and elements you include.
Once your final video is ready, think carefully about where you want to place it. While you may wish to add it to your website, uploading it on YouTube or another video sharing platform is also a good idea.
You also need to perform SEO on your videos. Add appropriate keywords that describe your content properly to your headlines and video descriptions, and avoid clickbait. SEO experts also recommend including your keyphrases in the video file name and the thumbnail. By the way, creating the ear-catching thumbnail for your YouTube video is another critical step to engage with your audience. Just experiment with such tools like Canva or its alternatives and find your style that your customers will love. Among additional YouTube options, you can also find adding hashtags to improve your video’s discoverability on the site and adding your location to target local users, if applicable.
After you’re done uploading it, embed it on your home page, product landing page, or FAQ page. You can also share it on Facebook, Instagram, and other social media channels.
Customer service videos help you delight your customers by providing a superior experience. Because people process and retain video content better than written information, videos are particularly effective for delivering instructional or promotional content. Creating customer service videos can help turn your brand into a respected authority in your niche.
Aside from promoting your brand and products, customer service videos augment your customer support team by giving your users clear instructions for getting the most out of your products. This frees up your employees to take on more complex customer questions (which you can also use for video content inspiration later on!).
By listening to your customers through social media, comments, or calls to your support line, you’ll be able to determine the best topics for your customer service videos. By keeping the focus on your products and how your customers can get the most out of them, you’ll be able to empower your customers and keep them loyal to your brand.
Let us know how you get on with creating your first video!