Customer experience has become a vital part of direct-to-consumer business’ operations. A positive customer experience not only results in making your customers happy, but it leads to additional revenue from that customer.

Not only that, the customer inevitably becomes a brand evangelist, promoting your business (for free) to all their friends and family, further giving you revenue-generating opportunities.

Based on this, it’s very likely the way you look at your business and the approach you take to improving the experiences your customers have with your brand has probably drastically changed as well.

Content is Now a Part of the Customer Experience

As the marketing landscape turns more and more into an online world, how do you bridge the gap between the “digital” and the “tangible”, ensuring your customer experiences continue to improve and you keep advancing with this metric, growing your business?

Video content is a great place to look.

Here are some more stats and info on video marketing:

Video has completely changed the way customers experience brands — it’s a great vehicle because it can be used to enhance customer experience at practically any stage of your sales cycle.

Online video marketing builds your social presence, your online web rankings and your reach as platforms such as Google and Facebook are putting extra importance on video and tend to give people higher search rankings based on a healthy video library.

With this in mind, today we want to share a few strategies you should follow using video to increase customer experience and your overall conversion rates.

Video Is a Great Vehicle To Demonstrate Your Client’s Challenges & Pain Points (And How Your Offering Will Solve Them)

One of the key elements to a great content marketing strategy is making sure that every piece of content you put out there is deemed pertinent, valuable and educational to your ideal customers.

If you focus on your ideal customer’s challenges and pain points and draw direct lines from those to a concept for a video, you are well on your way to making improvements to your overall customer experience.

Directly driving into these challenges and pain points elicits an emotional response from your ideal customers.

When this happens, there is a connection that resonates with them, making them feel like you are providing them something very beneficial, with no expectation of anything in return. This is an authentic connection.

For instance, a detailed explainer video showing your offering and how it’s helped people that are similar to your ideal customer solve their problems or reach their goal is a fantastic way to visually show a prospective customer how your brand can make a positive impact on their daily life.

Coming up with this content is easier than it sounds. For instance, take a look at the most common questions, concerns or complains your support team or customer service department receives from existing customers.

If you identify some trends, use this information as inspiration for video topics that will address these needs and build overall customer experience.

Pro Tip: Keep Your Videos Brief

A brief video is most likely always preferred to an article when someone is searching for instructions on how to do something or a solution to their problems. Hit the primary challenge or pain point you want to address in your video, demonstrate the solution, and wrap it up.

Use Content to Evoke Emotion and Activate People

Whether you agree with it or not, in marketing, psychological triggers are everywhere.

Remember, you want to build an emotional connection with your ideal customers. What better way to do so than to get them to have a psychological reaction to what you are presenting.

Do your research, figure out what psychological triggers will engage them and encourage them to do business with you and craft your video content around those things.

For instance, maybe you use a case study to make a brief video sharing the story of one of your customers, a challenge they were struggling with and how your solution helped them overcome that struggle and succeed.

Your ideal customer will be able to relate to that person, feel the emotion that the customer was most likely feeling as you tell the story and feel your commitment to wanting to help people overcome their challenges.

Tapping into these feelings builds brand loyalty. It also promotes authenticity.

Anyone can talk about their offering all day long. When you show specific examples of how customers are using your offering to improve their lives though, that gives potential customers something to be emotionally invested in and you can leverage that to build meaningful connections with them.

Produce High-Quality Video Content

Even though there is evidence that points to the fact that when a video isn’t super glossy and network television level quality it leads to more authentic user experience, you do have to make sure what you do produce is good quality.

For instance, search engines tend to rank high def videos above videos that are not of as high quality.

Remember, we are talking about focusing on user experience here. Do you think your potential customers would consider their experience as great if the video content you put out was low resolution and “fuzzy” on their streaming device? Of course not.

While we don’t want something like video equipment purchases to keep you from boosting customer experience with video content, we do want to point out that you should learn to master whatever video device you are working with enough that you can turn out high quality, high definition video.

Make Sure Your Video Content Is Hanging Out Where Your Ideal Customers Hang Out

As we’ve discussed many times before, one of the best ways to learn how you can develop quality, thought-provoking content for your ideal potential customers is by creating detailed buyer personas.

One thing that buyer personas will also tell you is where your ideal customers are hanging out online.

When you create your video content, you want to make sure that your content is readily available on these platforms. Part of enhancing customer experience, after all, is making sure that it’s easy for your ideal potential customers to find you online.

Use your buyer personas, and then analytics tools such as Google Analytics to understand where your ideal potential customers are coming from.

Next, figure out which videos in your content library will perform best on the platforms they are coming from and start putting that content on those platforms.

Take All The Right Steps to Improve Customer Experience

Video as a marketing vehicle is going to continue growing faster and faster, month over month and year over year.

If your business is looking for new ways to build authentic connections with your ideal potential customers, while at the same time increasing the quality of your brand’s customer experience, video is something you need to start implementing into your marketing strategies today.

Video will give you the power to transform the experience that potential customers have with your brand, no matter where they are online. That is a very powerful advantage.

Has Your Business Focused on Creating Content to Improve Customer Experience?

What is your business doing to become a customer-centric organization? Many companies are now switching to this customer-first mentality and seeing big returns — are you planning on doing so? Reach out to us and let us know.