How to Delight Customers with Video
Why is Delighting Customers so Important?
“Because only one thing counts in this life! Get them to sign on the line which is dotted! You hear me, you [freaking idiots]?” (Baldwin used 2 different words at the end, but you get the point.)
This Always Be Closing mentality might have worked in the 90’s, but so did low-rise jeans and frosted tips. Society evolves.
Allow me to mount my soapbox and give my own version of an ABC speech, except mine is “ABD- Always Be Delighting.”
Making sales and closing deals are important. It’s how we keep the lights on and the paychecks direct depositing.
But in a day and age where about 50% of loyal customers have left a company for a competitor who was able to provide a more satisfying customer experience, customer delight is vital to your company’s prosperity.
Your success is tied to your customers’ success.
If you shift your mindset and resources to Always Be Delighting, you’ll have happier customers. Happy customers come back. Happy customers recommend you to their friends and co-workers. Delighting, not closing, is how you grow your business in 2019.
What Videos Delight?
Today’s consumers love video. It’s their preferred way to retain information. What better way to delight your customers than by giving them what they want?
I scream, you scream, we all scream for… video! Isn’t that how the saying goes? Something like that.
The types of video that generally fall into the delight stage are how-to videos, FAQ videos, and event recap videos.
When you make it easy for your customers to understand using what they’ve purchased, you create happier customers who are more likely to purchase again and recommend your company.
These videos can also be used during the engage stage to give your prospects a sneak peek into 1) how great your product is and 2) how great your company is for providing such resources.
This makes life easier for them because the solution is instantaneous, but also relieves your customer success team from answering the same questions repeatedly.
Event Recap Videos
Event attendees are more likely to share a social media post about an event if it contains video. It’s free promotion for your company while also creating delighted attendees.
Event recap videos can also serve as promotional content for your next event.
What Platforms Delight?
Madewell, a popular women’s fashion brand, often posts videos on Instagram giving tips on how to style one of their clothing items. This serves multiple purposes, as most videos do. It delights customers who already own the jeans because it’s free advice, and it inspires interested customers into purchasing.