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Customer retention is critical to the long term health of every business. Maintaining a stable customer base increases revenue and decreases costs. Incorporating video into your customer retention plan is one strategy that has proven benefits for both you and your customers.

Economics of Losing Customers

According to one study, repeat, loyal customers make up roughly 70% of all revenue for the average business. Furthermore, the cost of retaining a customer is usually roughly 1/5th the cost of obtaining a new customer. That is a remarkably good value to cost ratio.

What Makes You Lose Customers?

The main reason that businesses lose customers is because a customer has a bad interaction with that business. This could be a bad interaction with your staff, but more likely it is a bad interaction with your product.

Bad interactions don’t just happen because a product is poorly designed or has some kind of flaw. Many bad interactions occur because customers simply don’t fully understand how to best use the product for maximum value. Thus, it is critical that any customer retention plan involves customer outreach that helps customers get the most value from their product.

How to Incorporate Video into Customer Retention

Videos offer a simple and engaging way to show customers how to get the maximum value from your product. The best videos for supporting customer retention focus on the “hidden value” in your product. For example, you can make a video that shows how to use your product in an a way that most customers might not think to use it. This adds new life to your product. Similarly, a video that shows precisely how your customer can save money using your product and details exactly how big those savings are, will increase the perceived value of your product. Both approaches create a positive interaction and increase the likelihood of retaining a customer.

Long Term Benefits of Customer Loyalty

Customer loyalty has cascading benefits. Many people are likely to switch brands when they see others leaving that brand. Similarly, when people are remaining loyal to your brand, you benefit from word of mouth advertising and may find your customer base expanding. This means that your videos aren’t just influencing the customer that watched them. They also have influence on customers and potential customers who didn’t, increasing the value of this tool on your revenue.


Posted in: Online Videos, Video Marketing, Video Production Tips

 

Video made a big splash in 2018 and it looks like 2019 will be even bigger. It’s ability to reach customers and convey messages has really come through this year. And, if you are like most marketers, you are already looking at plans for next year. What’s ahead for video in the coming year? Here are five big predictions.

#1: Social-Media Live Stories

One of the things growing in importance is live video. And, to go along with it are short video clips made popular by Instagram Stories and Tick Tock. In the coming year, expect to see more of this, but with a marketing flair. Short and sweet, and right to the point is all your customer needs.

#2: Virtual Presentation Videos

For those in the B2B market, virtual presentations will continue to be an important trend for the coming year. These work to bring people together in a global online community. It’s likely you’ll see more of this in two formats. First, you’ll see more recorded and playback presentations that give people the ability to watch them when and where they want. And, online conferences are also likely to grow in importance.

#3: Mobile, Mobile, Mobile

There’s little doubt that mobile will continue to be the deciding factor in video marketing in the coming year. You already know the importance of ensuring your media is in a format easily digestible for the mobile consumption trends, but now you are going to need to focus on mobile first. Instead of adapting commercials and large-scale video down, you’ll likely spend more money on your mobile-first video.

#4: Email Video

Email typically offers the same basic format it has for a decade, but video email is likely to be an important change for companies looking to capture more customers. In fact, we are already seeing an increase in email open rates just when you add the word “video” to the subject line. Expect to see more marketing focused on video rather than basic templates.

#5: Video Courses

People are learning and growing at a rapid pace, but they are just as busy as ever. Paid video courses are likely to provide an opportunity to learn on the go. Imaging all of those recipes you see playing out on your Facebook page, but instead of food, the product is yours.

Video is likely to continue to be one of the most valuable tools you own. The key here, though, will be on modernizing the methods you use to reach your audience. Expect big things to happen here.


Posted in: Video Marketing, Video Production

YouTube is currently one of the biggest social media sites in the world. Over a billion hours of video are watched every single day by millions of viewers. If you are capable of making compelling videos that interestingly feature your brand, it is the ideal site for building a following.

The challenge to building that following is that YouTube marketing differs rather sharply from most other forms of marketing. Both technical considerations and marketing strategy require unique approaches. The following tips will help your brand take full advantage of YouTube marketing.

Create a Compelling Custom Video Thumbnail

One of the main keys to getting views is creating a custom video thumbnail that attracts the interest of potential viewers. With over 5 billion videos on the platform, there is almost no topic that hasn’t been covered by multiple videos. Thus, you need a way to differentiate your video from the dozens, or maybe hundreds, of similar videos.

Data shows that almost 90% of the most successful videos on YouTube have a custom video thumbnail and that a compelling video thumbnail can increase engagement by up to 154%. Many viewers make the final decision of what video to watch almost entirely based on the thumbnail. Exactly what you should include in the thumbnail will depend on your video. In general, however, the best thumbnails have bright colors, high contrast, facial close-ups, capture the essence of the video in a single image, and are at a 16:9 aspect ratio.

Use Brief Intros

The average person watching YouTube has an attention span that is under 10 seconds. That means you need an intro that captures their attention and then quickly shifts to the main video. The most successful YouTubers use something short, snappy, and fun. Your intro should set the mood and be consistent with your brand. Once your YouTube channel has become successful, you can occasionally stretch your intro into something longer, but this should be done sparingly and only when it adds value to a particular video.

Make the End of Video Experience Powerful

The end of video experience shares a lot of similarities with the intro. You want it to be consistent with your brand and you want it to be a powerful experience that captures the attention of the audience. However, the purpose of capturing the audiences attention is different in the end of video experience. You aren’t trying to get the viewer to watch a video, but rather you are trying to either generate sales or create customer loyalty.

The end screen should do four things: promote other on-brand videos, encourage users to subscribe, create a memorable conclusion, and direct users to non-YouTube websites associated with your brand. You have a little more time to work with than you did for the intro, but you should still avoid making your end of video overly long. About 20 – 25 seconds is roughly the longest it should be.

Use Video Embedding

You can embed videos almost anywhere. Some of the best places are on your website, in your e-mail signature, on your blog, or on your website. By embedding videos you increase views and viewing time, which results in better rankings on both YouTube and Google searches.

Get the Most Benefit From Your Great Videos

Just like with other types of marketing, great content is essential to customer engagement, but only when supported by effective marketing techniques. For YouTube marketing, your great videos will only be viewed if users can find your links and you can convince them to click those links. By engaging in smart YouTube marketing techniques, you will build an audience and increase customer loyalty, which should result in videos that are recommended by the YouTube search engine.


Posted in: Online Videos, Video Marketing, Video Production Tips

When it comes to advertising, video is a powerful tool. It instantly engages the audience through multiple senses, increasing the likelihood that viewers will follow up on the advertising to learn more about the business it represents. Businesses in every industry can benefit from intelligent use of video in their media profile. The following are the keys for success to law firms using video to grow their business.

Introduce Your Attorneys

Trust is the key to any attorney-client relationship. Clients have to trust that you fully understand the laws pertinent to their case. They have to trust that you will represent their specific interests. Creating this trust usually requires at least one face-to-face meeting.

It is possible, though, to speed up that process with video introductions. While it isn’t an actual personal interaction, videos introductions create a better first impression than just a picture and some text. Video introductions offer an opportunity for your attorneys to show off their knowledge of the law, explain how they work in their own words, and start to build a connection with potential clients.

Create Advice Videos

A little bit of free advice today can pay off big in the future. Most attorneys know this, which is why most attorneys offer free initial consultations.

Converting this concept to video is easy. Create short videos that offer basic advice for how to act in common legal situations. You obviously can’t provide details specific to individuals, but you can provide advice that helps potential clients avoid making mistakes before they contact a lawyer, or maybe help them create the type of records that will make legal work less onerous for everyone involved.

The best way to share these videos is by uploading them to YouTube and then posting them on your web page and on any social media sites your business uses. In order to fully benefit from this, you should be posting new videos once or twice a week. New content maintains engagement, which is important for maintaining clients. After videos are roughly a month or so old, you will want to include them in an archive library that ensures clients can easily watch them any time they want.

Link Between Video and Other Media

Linking to videos on social media and websites is easy. You just need to include a direct or embedded link to the video. But, if you really want your videos to best support your law firm, you need to expand on this. You should be referencing or linking to videos at every opportunity. Link to them in e-mails sent to clients. Reference them in mass mailing print advertising. Even reference them on billboards if you advertise that way.

Similarly, your videos should reference other types of media as well. Mention your website or social media accounts in the videos. If you have a physical newsletter of some sort, let people know how to subscribe in your videos. This sort of cross-media referencing really complements your overall advertising approach.

Conclusion

Video, when used wisely, is a tool that helps grow your law firm. By creating professional, informative videos, that include a modest amount of cross-media promotion, you can engage your clientele in a way that strengthens your business greatly.


Posted in: Video Production, Video Production Tips

As a real estate agent, your biggest hurdle is communicating the benefits of a specific home to a specific person or family. No matter how crafty your sales description or your listing details, you cannot get them to really experience the feel of a home through words alone. Video, though, can provide that all important connection your customers and clients need.

What Shots Matter?

When creating shots of a home, imagine what the home buyer is looking for an expecting. The key here is to ensure that the would-be buyer gets a clear view of what living in the home will be like. Walk through the home and give specific focus to the main sellers on the property – details of the architecture, the larger doorways, the spacious kitchen, and the outstanding view. What is going to sell the home?

Setting the Stage

The net step in the process is to create the right atmosphere. Work with your home sellers to tidy up and declutter the space. This is important because the video will pick up on small concerns. Shut the closet doors. Be sure there are no wrinkles on the bedding. Close the toilet seats, and get rid of all of the stuff on the countertops.

Know What You’ll Shoot

It’s important to focus on the interior of the home specifically – this is where people are going to spend their time. And, most videos should provide a solid overview of the whole home. If you plan to avoid some areas, do so with care. It’s important to focus on the right angle for each room, ensuring you are creating a large view of the area. You want the rooms to look spacious.

Moving Through the Video

It’s a good idea to use tripods with slides. Positioning them in front of the doorway to a room and moving the camera forward creates the sense of walking into the room. It creates a fantastic shot. If you are working with a production company to help you with this, plan to create movement shots that are slow and deliberate.

Drone Footage Is a Must

Today, it is just as important to sell the home’s neighborhood and settings. You’ll want to spend some time outdoors capturing the home from a flyover view. This is going to provide you with the best way to set the tone for life for these buyers.

Professional editing is essential. Take the time to choose the right type of video production company for your shoots whenever possible. The equipment and skill will make all of the difference here.


Posted in: Getting Ideas, Making Decisions, Video Production, Video Production Process