B2B Video Marketing: How To Improve Your Customer Experience
Improving your B2B marketing all starts with your customer experience.
B2B video marketing can help you improve your customer experience – before, during, and after you client has hired you.
The new biggest challenge marketers have today is meeting in person, and this limits your ability to offer your clients the personal touch.
Even before the Pandemic struck, the personal touch was becoming a lost art.
It’s more important than ever to personalize your communication with your customers.
It’s not just a want for your clients, it’s a need for them, whether they realize it or not.
We have been socially segregated to a big degree, and businesses who can communicate on a more personal level will shoot to the top of your client’s priority list!
You aren’t as able to meet in person, but you use B2B videos to improve your customer experience.
In this blog, I will go through some SUPER easy video ideas that will allow you to skyrocket your personalization, and stand out superbly to your customers.
Virtual High five!
The ‘Welcome’ Video
One of the most underrated but powerful ways to excel at B2B video marketing is to create a welcome video.
Once a new client signs on with you, send them a video that welcomes them to your project or business.
This is a great video to be sent out by project managers, or account managers or sales reps.
How do you do it?
Just get in front of a camera for 60 seconds and say hello.
Introduce yourself, and let your client know you’re happy to be there for them.
This kind of video doesn’t cost you a thing, but is such a classy touch, and will really strike a chord with your new client, who may not be able to meet you in person.
Again, this kind of personalization has become a lost art even pre-pandemic.
However, if you want to create a customer experience that has them raving about you to others (and you DO want that), then consider welcome video.
You can even make a generic video, and send the same one out to all your new clients.
It’s one giant step toward creating a great relationship.
Did your company prefer to meet in person to review sales proposals?
If you did, you likely found it helpful in closing more deals.
Because meeting in person makes you more real than an email!
If in-person proposals are on hold indefinitely, consider creating a proposal video.
If you never used to show proposals in person, or couldn’t do it geographically, this is the perfect B2B video marketing solution.
It’s easier than you think!
There is a new FREE tool called Vidyard Go video that makes this super simple.
Sign in with Gmail, and it will record your screen and use your webcam. It will add a little video of you talking, while you walk through your proposal.
One of the best parts of this is that it allows you to embed the video right in your email, which makes it very appealing for your prospect to review it.
This is such a personal touch, and it shows the client that you care about them enough to carve our 5 minutes to present to them.
At UpMedia, we’ve been using this to present projects, and it works like a charm.
Customer experience-wise, it’s a big step above the competition.
I definitely recommend you try it out!
‘How It Works’ Video
Once a client has signed on with them, you can still continue to deliver an A-plus customer experience with B2B video marketing.
I know for myself when I’m using new software, SAAS tool, or even a new piece of camera equipment, I often struggle with how to get the most out of it.
The first thing I do is go on Youtube and see if I can find an instructional video to help me.
Don’t leave that brand loyalty to someone else.
Hit them with a How It Works video, and you will boost your customer experience with another few more notches.
Depending on the complexity of your product or service, you may want to hire a video team to make this one for you. Or perhaps you can make it in-house.
It’s up to you, but the important thing is that you have a video to send them.
By doing this, you’re showing the customer that you care about every step of their experience is great, and you’re continuing to build loyalty.
Glamourize your customer experience using B2B video marketing with a Milestone video!
Any time your client has a win or reaches a new stage in your process is a great opportunity to send them another video.
(Really, anything should be an opportunity to send a video! )
This kind of video does not need to be complex either.
It can be a rep or CRM in front of your laptop camera, simply wishing them congratulations.
Let them know they’ve made great progress since they started with your brand, and what they can expect at the next stage.
We’re only talking 60 seconds or so, nothing too long.
But holy moly will it boost your brand loyalty.
Do you get the same set of questions from new customers over and over?
Do you have a section on your page that answers those?
Want to be better than everyone else who also does that?
Consider creating a few really short videos that answer the most frequent questions your customers ask.
This kind of video can also serve as the top of funnel content and attract new leads, so it also functions as a great B2B marketing video.
Personally, when I buy a new camera or piece of film equipment I have lots of questions.
Giving your new customers a few videos to watch will actually get them even more excited to use their new product.
So as you can see, there is lots more room in your customer experience approach to be using B2B marketing videos and internal client videos.
You can never lose by having more videos in your pipeline.
This new era we’re moving into requires lots and lots of communication, and if you want to save a lot of time with video calls, start using more video!