Content Marketing

Four ways video content can help improve customer loyalty

Monday, January 28th, 2013 by jelvin tagged ,

The average Brit watches three-and-a-half hours of TV a day and YouTube streams four billion videos daily… so it may be no surprise to hear that video content is a fantastic way to keep consumers engaged with your brand.

In my previous blogs, we’ve seen how video content can help consumers find your website and buy your products. Now, let’s explore why it’s also great for encouraging repeat custom.

Get your own online video channel

The key to getting consumers to return to your website is to ensure you are creating a consistent flow of content. There’s no better way to do that than creating your own video channel – either on YouTube or within your own website. has a fantastic video service on its domain and we saw in last week’s blog the great things that Marks & Spencer is doing with video on its website.

Online video channels don’t have to be all about the hard sell though. American blender company Blendtec has put some hilarious content on its Youtube channel, whilst the Nike Football YouTube page is effortlessly cool.

How-to videos

One of the main reasons that customers go back to a business after buying is a product enquiry. Wouldn’t it be ever so useful if your website provided the answer with a simple video, so that customers didn’t have to spend hours waiting on a helpline?

IKEA thinks so. Check out one of its many useful instructional videos complete with a link to its print instructions.

Videos within email marketing

Email marketing is one of the most popular and cost-effective mediums for driving repeat purchases. Consumers typically opt in to email marketing campaigns to hear about special offers after they’ve already bought a product.

A study by Forrester Marketing Group has indicated at marketing emails with a video in typically result in more than double the consumers clicking through onto a business’ website.

What’s more, a separate study by Eloqua found that introductory emails with videos reduced unsubscribe rates at that early stage by 75 per cent, so it’s certainly worth taking the time to produce them.

Useful information

A content marketing plan is about delivering useful, entertaining information to customers and video can certainly be a more exciting medium in which to do that.

You may have seen that Vertical Leap is already delivering a weekly video newsletter, where I evaluate everything that’s been going on in the world of search. How exciting would it be to read something like that off a web page? How engaged would our customers to be?

Some companies are successfully using video to record interviews with thought leaders from their industry and capture the emotions that you just wouldn’t feel in a written transcript.

I personally love the way that cranberry juice company Ocean Spray is using video to introduce customers to some of its staff.

Now, tell me that video didn’t make you feel a bit more affection for this brand. Could these feelings be achieved through text alone? Perhaps not.

Whatever content you’re producing at the moment, you could arguably be doing it better using video. Statistics from my last four blogs might suggest that it could make your marketing a lot more efficient as well.

Are you getting involved with video? What did you think about my four-part blog series on video marketing? Please let me know in the comments below…

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