8 Ways to Use Video for Customer Success, Education, and Advocacy

Video is the modern web browser’s medium of choice. And not just while they’re scrolling through Facebook or spending hours on YouTube; studies have shown that even at work, people prefer to watch video than read text. And that means you! And more importantly (no offence), your customers.

 

So give the people what they want! If you want to build a customer base that’s learning, growing, getting the most out of your product or service, and loving you while they do it, video is the way to go! If not … well, you might want to see someone for that.

 

Let’s take a look at eight ways to use video to support your customer relationships:

 

1. Onboarding Videos

 

Script it, record it, ship it. And then ship it over and over and over. The beautiful thing about onboarding videos is that you can record them once and use them multiple times. And sure, the same thing goes for text-based onboarding, but since video is so much more captivating and keeps viewers engaged for longer, why not start your customer’s journey off right?

 
 
 
 

 

15 Experts Spill Their Greatest B2B Video Production Advice

 

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The better you can make the first few weeks of your customer’s journey and the faster you can get them up and running, the more likely they will be to use your product or service effectively and see positive results. And that means there’s a greater likelihood that you’ll retain them long-term. In other words, the lifetime value of a well onboarded customer skyrockets far beyond the opposite.

 

The well-renowned Uber created an onboarding video for their drivers to learn how to use the app and how to become a well-reviewed driver. Check it out:

 

//play.vidyard.com/wPZt3KMNOr43NOPGrxmhpg.js?v=3.1.1&type=inline

 

If you want to make the process a little more personal, you can always shoot an additional 10-30 second clip to add to the beginning of each onboarding video that addresses the unique customer.

 

2. Knowledge Base Videos

 

Your knowledge base is a hub of documentation around frequently asked questions, instructions for completing common tasks, or options for troubleshooting issues. It’s sole purpose is to help customers self-serve. Video should be a part of this.

 

But don’t get too trigger happy with video, because it really is best as a supplementary component to your knowledge base. Some people may not be able to listen to audio at the moment when they’re self-serving or they may be looking for one specific step of the process and scanning text is easier for this. An easy way to get around this is to include a video at the start of the article and add the transcript of the video below, like Unbounce does.

 

video in knowledge base

 

These types of videos are often comprised of on-screen text and screenshares. Consider adding a more human element every-so-often and show the face of that lovely voiceover! … like our Ji, our Manager of Customer Experience, did in this recent video!

 

//play.vidyard.com/8Yd8MWpdFlrJRPcSqjqEeA.js?v=3.1.1&type=inline

 

Ji bought a teleprompter that works with his tablet (the R810.1 Universal Android Teleprompter) for this shoot. This allowed him to script his lines beforehand but avoid spending hours memorizing them the night before the shoot!

 

3. Meet-the-Team Videos

 

People like to work with people. That’s why people-skills are so important in Customer Success roles, duh. For many companies, the customer team has long term relationships with their customers — but it’s so often limited to a purely phone-based relationship. Open the doors and allow your customers to get to know a little bit more about who they’re working with. Check out the video that DoubleDutch, a mobile app for events and conferences, put together called “Meet the DoubleDutch Customer Success Team”:

 

//play.vidyard.com/bsNXeoQJXgukF6jpE5N3Fg.js?v=3.1.1&type=inline

 

As an alternative, you can showcase your team from different angle and do a higher production film that shows the ‘real’ side of your customer team or your whole company while having a little fun! At Vidyard, we put together a few videos like this every year. Most recently, customers met the Vidyard Family through our version of the Adams Family Theme Song!

 

//play.vidyard.com/RgqRMCDaKQT-1UDsByf7Tw.js?v=3.1.1&type=inline

 

4. Support Video Calls

 

It’s a lot easier to build a relationship when visual cues are involved. Imagine dating someone for a year, but for this year you only ever spoke to them on the phone. You never got to know what they looked like, or evaluate whether they were really into you by their body language. It’d be hard to grow that relationship! And just think, what would you picture when you were day-dreaming about them?

 

Not that your customers are going to be day-dreaming about you, but the ability to see you on calls can still help to build a strong bridge between your support team and your customers.

 

support video call

 

5. Live Stream Updates

 

Sometimes, another email update about what’s going on at your company is not what your customers are looking for. Whoops! Did I actually write that on the web? There are just so. Many. Emails!

 

So why not think outside the box and host an update for your customers on a live stream? That way they can get a real, unedited view into who your team is, where you work, and what’s new. Jeff Saunders, an Account Manager at Vidyard, recently hosted one of these. He invited his accounts to join him live for a coffee and quick discussion with Ji, Manager of Customer Experience, Jeff, Director of Product Marketing, and myself.

 

//play.vidyard.com/VZGssK9zonjN3afH2SbI8g.js?v=3.1.1&type=inline&width=640&height=360

 

6. Customer Stories

 

Who said customer stories are only for prospects? No one, that’s who. Sharing the stories of customers having success with your product or service with other customers is beneficial for three reasons:

 
 
    1. Reinforcing the benefits of your offering
 
    1. Helping them understand how to best utilize your product or service
 
    1. Laying the path for upsell opportunities
 
 

So spread the love. Get started by checking out these 7 tips on creating believable video testimonials and keep in mind that if you’re creating stories for customers, you’ll want to dive deeper than the value prop of your product; your customers already know this!

 

7. Customer Webinars

 

Generally speaking, your customers will have a different level of knowledge in your area of expertise than higher funnel prospects. So invite them to their own webinar where you can dive deeper into a niche topic and even talk specifically about how to use certain product features. Getting on a webinar and sharing best-practices, demonstrating how to do a task, and opening the floor to questions in real time is the perfect way to help your customers get the most out of your product, feel supported, and build connections with your team.  

 

After you’re done your webinar, consider chopping it up into shorter segments and posting the webinar recordings in a customer hub or help center!

 

8. Personalized Campaign Videos

 

Your name is your identity. And the same goes for your customers and their names. So imagine you could send your customers specialized marketing messages that really connected with them by bringing them right into the story and adding their names within personalized videos.

 

personalized videoSince they’re already your customers, you have a detailed profile already built out in your marketing automation and CRM platform. Put these into play for video campaigns promoting your latest learning session, webinar, or knowledge article and take your story to a whole new level with personalization within your videos.

 

Are you using video for customer education, success, and advocacy? Tell us how in the comments!

 

B2B Video Production Tips

 

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8 Ways to Use Video for Customer Success, Education, and Advocacy

How to Give Better Feedback to a Video Team

Isn’t it the best feeling when your team or company is behind a really strong marketing video? Maybe it has your audience reaching for the tissue, or laughing out loud, or learning things that are going to change how they live or do business.

Sometimes, though, at the start or during a video project it can feel like a challenge to make sure your video comes off as well as you hoped. You could just sit back, hope for the best, and look for the heaviest desk to hide under in case the project goes into the crapper. Or, you can try giving constructive feedback that will help make your project shine.

How do you give feedback to a video agency or in-house team without stepping on toes? How do you talk about what is working or not if you aren’t a video expert yourself?

Here are a few tips to help you navigate your way through a video project, from inception to through to completed awesomeness.

Provide clear details/expectations/a brief before starting

It’s pretty hard to give useful feedback if you haven’t agreed upon anything to begin with. Before you start producing a creative project, you need to provide the video team of a clear outline on what you’re looking for: What are the goals of the video? What is the message? What actions are you trying to evoke? At what level of the funnel is this video targeted for? Who is the audience? How will it be shared and where will the video live? How will it interact with supporting or other marketing content? What type of video are you looking for? Talking head? Animation? Do you want actors, or simply need statistics and text to appear on screen?

The clearer you are on what you expect from the project, the more likely it will be that the final product is in line with what you want. And when these expectations are set out from the start, feedback and revisions are quicker and easier. Just remember that it’s unlikely you’ll get a Hollywood blockbuster, even from the best of the best video teams – B2B (and even B2C marketing) just can’t always be blow-your-socks-off exciting. You want to create the best content possible, but hold on to realistic expectations.

Agree upon deadlines and the number of revisions permitted

As you and the video team plan the video together, don’t forget to keep deadlines in mind. This will keep a project on track, but you can also apply deadlines to revisions themselves. Video teams, whether in-house or an agency, are typically very busy. They need to schedule and manage a number of projects at once, so often don’t have the time or resources to reshoot the same video a thousand times.

Give feedback at different stages of the video production in a timely manner so the next stage of the project isn’t delayed. Video teams may provide a limit on the number of revisions you can request, to help keep a project on track and on time. Also keep in mind that submitting a major revision to a project two days before the final video is to be released won’t do you, the team, or your project any favours, and will only cause grumbles or increased fees.

Communicate throughout every stage of the project

You know how you can manage expectations, deadlines, and results throughout a video project? You know what I’m going to say: communication!

Every video team will have their own processes, but often they can look a little something like this: an outline of the video is presented, followed by a scripted, followed by a storyboard, and then followed by graphics or a video shoot. You can be included throughout the process to provide clarity or give feedback at each stage to help make sure that the final product is in line with what you were looking for, instead of being surprised with a final product that doesn’t do what you need it to.

If you have this opportunity to play a key role throughout, then take it (or make it): it keeps schedule and budget on track (so countless revisions aren’t made), and makes the whole process simpler, maybe even resulting in you working with the same video team for a future project.

Take a look at this video that we did in-house. It was the opening act during Space Camp, the Video Marketing Summit. It played after everyone took their seats, and welcomed them to the event. As it was being created, Blake, our Creative Director, looped me in when considering voiceover talent – we both wanted to make sure whoever read the script could portray the message and create the sense of inspiration that we were looking for, including tone, correct emphasis, pauses, and more. It took a few auditions to find the right talent that we felt confident moving forward with. It was an important part of the process, and it helped make sure the experience of the video was as powerful as other experiences of the event. (Don’t mind the big letterboxing – the video was designed for a massively long event venue screen)

//play.vidyard.com/9eNgDx8bBPK1lJsXLMqikg.js?v=3.1.1&type=inline

Trust them (you chose them for a reason)

This may sound counter-intuitive to the above tip, but it really isn’t. It’s important to be on the same page, but some teams or agencies will want to create a project without asking your feedback on every single piece of it – imagine if someone presented you with a gasket or a bolt or a belt for a car, and asked you if you liked how the final vehicle was coming along. Sometimes the whole is much more powerful than the sum of the parts.

If this is how the process might work for your video production, hopefully you’ve come to this agreement before going ahead with the project to alleviate any difficulties. If a video team doesn’t want you on set or doesn’t want to change an actor’s wardrobe from blue to brown, just remember, if you are working with them, it’s because you trusted that they could do their job well.

This trust is also important to keep in mind even if you are able to give feedback at every stage: let your team provide feedback on your feedback: maybe the joke you want added into the script is only funny if you’re an employee of your company, but the audience won’t get it. Or maybe there’s a reason why a certain shot needs to be from that angle. Let them show you why you trusted them in the first place.

For example, when the Space Camp introduction video was created, I questioned if a voiceover was the way to go, rather than just playing music with the words on screen. But Blake, with his expansive video expertise, knew that the experience of the video would be different on a computer screen (how I was seeing it) versus how the audience would see it when they walk into a bustling venue. The audience needed the voice to speak to them and draw their attention to the video, since it played in place of someone coming on stage to “open” the event. It worked well, and that’s just one of the many ways a video expert can provide expertise worth trusting.

Be fair about giving feedback

You might think you’re being fair by letting everyone on your team give their two cents on a video to the video team, but what you may be doing is, well, being annoying. Whoopsie.

So how do you avoid annoying the video team? A few things: Collect a master document of feedback from whoever is involved on your side. This way you can figure out which feedback makes the most sense, and delete any contradictory advice. No one wants to have to try to go up a chain of command to figure out if a logo should appear at the beginning or at the end of a video. Sort it out, decide who will have the final say with feedback, and then send it on over to the video team.

Think about specifics when providing feedback. Don’t just say “Hey, you know that guy that walks from left to right in the background of that one shot? Can he go from right to left?” There may be 3 people in the video who do that! Provide time stamps with your feedback so the video team can quickly identify what you’re referring to.

If you don’t like something (or if you do!) tell the team why. Provide specifics on how a video is or isn’t meeting the project’s goals, while keeping subjective opinions to a minimum; it will only help to keep the final product strong and impactful.

There you have it. Video projects can be tons of fun and the end results are amazing to watch. If you communicate constructively throughout, you’ll be sure to get a final product that will impress (and convert!) audiences. Do you have advice on how to provide feedback throughout a video project? Let us know!

The post How to Give Better Feedback to a Video Team appeared first on Vidyard.

How to Give Better Feedback to a Video Team

71% of Companies Plan to Increase their Video Marketing Budget – Because it Works! [Study]

71% of Companies Plan to Increase their Video Marketing Budget - Because it Works! [Study]A lack of a strategy, and an inadequate budget, can seriously impact a good video marketing campaign. But 71% of video marketing teams who have overcome these obstacles and found success with video are prepared to pour even more budget into video campaigns because they work so well for raising visibility, and increasing lead generation.

71% of Companies Plan to Increase their Video Marketing Budget – Because it Works! [Study]

Live Streaming: How to Extend the Moment Beyond Now

There’s a saying that goes, “You have to be believed to be heard”. And when it comes to being believed, experts agree that three factors have the biggest emotional impact on how your audience feels about you. Physiology. Tonality. Verbiage.

If you had to guess, which one of these three things would you guess has the biggest impact? Physiology refers to your physical presence, eye contact or facial expressions. Verbiage is what you say, the actual words you use. Tonality is how you say it: your intonation, inflection, timbre.

It’s been shown that physiology represents just over half of the impression you make with your audience while tonality and verbiage trail well behind at 28% and 7% respectively.  

What this demonstrates is the importance of face-to-face communication in business. Without it, you’re missing over half your potential to cast an impression on your audience.

But as business becomes more global and travel costs continue to rise, it becomes challenging to put boots on the ground at every trade show, bring employees together for in-person training and conduct in-person company wide town hall meetings.

Introducing Vidyard Live

In speaking with a number of B2B marketing, sales and communications professionals we’ve found that live streaming has become a popular solution for sharing experiences with audiences like customers and employees, live as they happen.

Live streaming for business makes sense as consumer adoption of live streaming has seen unprecedented growth with new technologies like Periscope and Meerkat. In just 4 months, Periscope added 10 million new accounts. If you add up the total time people spend watching live content on iOS and Android through Periscope, 40 years of video is being consumed each and every day! But consumer live streaming solutions just aren’t suited to B2B businesses.

Businesses are embracing live streaming to engage with audiences when they can’t be there in person, but until now there hasn’t been a way to know who viewed a stream or for how long. With Vidyard Live, organizations can now see down to the individual viewer who watched, when they watched, and for how long. With this information, organizations can use live streaming as an integral part of their demand generation and internal communications initiatives.

Measure Engagement

Curious to understand which content during the live stream best engaged viewers?  Vidyard Live tracks viewership second by second, showing attendance over the course of the event. By looking at when viewers joined and left it’s possible to understand which content resonated better. In the live stream visualized below, the period between 6 and 12 minutes saw the most users join, with a large portion of the audience staying engaged right until the very end.

Live Streaming Attention Span

Track Viewers

Built on top of the Vidyard analytics platform, Vidyard Live tracks viewers down to the individual level. This means that it’s possible to track the viewing history of each viewer that participated in the live stream.

Individual Viewer Attention Span

Vidyard Live also adds a viewer’s live stream engagement to their complete viewing history so an organization can see what other video content that individual has consumed.

 

Live Streaming Contact Record

 

These two things combined make for a powerful combination when thinking about live streaming as a tool for demand generation and internal communications programs.

By pushing this digital body language to a MAP or CRM, it becomes possible to target campaigns and nurture campaigns to audiences that consumed a specific amount of the live stream.

And for internal communications teams, they can now see which employees not only attended an internal training session or town hall but also which ones remained engaged right until the end (those tuning out early, beware!).

Converting Viewers

Vidyard Live can be used together with other features like pre- and post-video events including calls-to-action and forms. By including a form prior to the broadcast, or once it concludes, a live stream can be used to generate new leads (with all the video viewing engagement goodness attached). Lots of flexibility exists in developing these forms, too. Drop in a form from Marketo, Eloqua or your favourite marketing automation platform, or create one with Vidyard’s event builder.

 

Live Streaming Video Form

 

Built for modern B2B marketing, sales and internal communications

Beyond the tools for tracking, converting and measuring live stream viewers, Vidyard Live has been built for modern B2B marketing, sales and communications teams. In doing so we have solved a number of the challenges customers have with existing live streaming products.

In building Vidyard Live, we aimed to make it easy to set up and host live streams in just a few steps – without a cumbersome check-list of technical steps requiring a lot of IT’s time. Vidyard Live streams can also be started without any advance scheduling. No need to book your live stream weeks in advance with your live streaming provider.

Another challenge we heard from customers was the complexity of turning a live stream recording into an on-demand asset that could live online. Solutions that relied on someone encoding and posting this video to the web leave audiences who missed the live stream waiting hours or maybe days before being able to view. Vidyard Live solves this problem too. Live broadcasts are automatically saved as on-demand videos that are immediately re-watchable as soon as the live stream ends.

This is all in addition to the detailed analytics on who watched the live stream and how long each watch.

We’re thrilled to extend the potential of live streaming beyond traditional one-way broadcasting to allow deeper engagement with customers, prospects and employees.

Learn more about Vidyard Live at https://www.vidyard.com/live/ and tell us how you would use live streaming below.

The post Live Streaming: How to Extend the Moment Beyond Now appeared first on Vidyard.

Live Streaming: How to Extend the Moment Beyond Now

Why We Love Video Analytics (And You Should, Too!)

When you go grocery shopping, do you take a list with you or have an idea of what you’re going to buy? Of course we’ve all probably fallen into the impulse-buy trap (mmm, chocolatey goodness at the register!), but most of the time you’re probably buying based on analytics.

Say what? You’re probably thinking, “Ya right, I don’t whip out my smartphone and pull up some crazy app, spreadsheet, or pie chart just to grocery shop!”

Think about it. You probably know how much you’re prepared to spend, you’ve determined what’s most likely to get eaten or secretly trashed by family members (Brussels sprouts?), how long food will last before it goes mouldy or you run out, and whether you’re missing any ingredients to make dinner at home taste better tonight.

You’re essentially using analytics collected on your family’s eating habits to improve your grocery shopping for optimal success, keeping your family fed and happy, money effectively managed, and no products wasted.

Okay, so it’s a very simplified version, but I hope you can see where I’m going with this: you need analytics to help you achieve and maintain success with your video marketing.

What can video analytics do for your marketing?

Improving live campaigns

My father made mashed potatoes during the last family get-together. His potatoes, so creamy and lump-free, always have paprika and yummy melty butter on top. My sister and I always fight over who’s gonna steal the whole top layer, leaving lump-free but pretty basic potatoes for the other.

This time, no paprika. What happened? A whole lot of leftover potatoes, that’s what. What’s the moral of the story? Analytics can help you improve live campaigns. You can easily identify what’s not working by getting information on which videos (or sections of videos) are being watched, if they’re being watched at all, when viewers are dropping off, and how they’re navigating through the content journey with CTAs.

You can save time, resources and budget by improving campaigns rather than starting over. So don’t just stand by as some campaigns don’t work and promise to do better next time. With the right analytics, you can reach greater success this time – maybe all you need is a little paprika.

Evaluating finished campaigns

It’s easy to tell when a dinner ‘campaign’ is a success – slurpy sounds, empty plates, and the word-that-isn’t-a-word-but-says-so-much: Mmmmm.

We can’t stand over our audience to see how they’re enjoying our campaigns, but analytics are the next best thing. Without them, you wouldn’t be able to measure how successful a campaign was, how it impacted your marketing results across different channels, which content is most effective, if the cost was well worth the benefits, and how the insights can be applied to future campaigns. It’s analytics that help marketers make fresh, innovative campaigns that speak to and convert audiences.

Engagement analytics like who is watching your campaigns, on what devices and from which locations, for how long (and so many more) can help marketers glean results and insights from each campaign to better plan and execute the next to convert even more viewers to customers.

Determining where and how to spend budget

Do you buy the Brussels sprouts or the potatoes? Even the biggest companies don’t have unlimited budget to spend on marketing purposes. Analytics can tell you where and how you should spend your budget. Do you get more, better leads from webinars than you do from pre-recorded events? Do your viewers respond better to talking-head or whiteboard style videos? Do you get more bang for your buck out of top-of-funnel content, or does your bottom-of-funnel content drive the best results? Video marketing analytics can help you best determine how to spend your budget to achieve the greatest success.

Securing more budget

Sometimes your grocery budget just isn’t sufficient (see: Christmas/holiday feasts). A 25-pound turkey with all the fixings (and pie, don’t forget the pie!) can easily break the weekly budget of chicken dinners. Sometimes when you want to make a big splash, or impress a lot of people, you have to shell out more money. On the other hand, there’s no sense buying the biggest bird around if your guest list consists only of vegetarians.

Analytics can help you secure the budget you need to make a big splash in the right away. If a campaign is proving to be very effective with your target audience, you’re pulling in greater leads than usual because of it, or finding new customers converted due to the campaign’s awesomeness, it may be worth seeking the additional budget to turn the campaign into a series. Or, maybe you’re seeing from audiences that your talking-head product demos aren’t helping your customers really envision how to use the product, maybe you need more budget for a more effective or engaging style.

The key to knowing how much you’ll need and what you can do to really impress your viewers comes down to what they’re interested in and what will make them convert. Analytics are an effective and powerful way to get those insights.

Proving ROI

What do all these analytics do for you? They can show you which videos are influencing deals. When you see your viewers going through a content journey from top-of-funnel to bottom, from videos on different products or services, it becomes clear just how important video marketing efforts are on revenue. Since up to 90% of the buyer’s journey is conducted by the consumer before they even contact sales, analytics provide the insight marketers need to determine what they need to do or not do to convert customers. There’s no greater satisfaction than working long hours and putting in a lot of effort on campaigns only to see that they attracted viewers and went a long way to closing them, setting up for the perfect conversation with sales. Which leads me to the final point…

Aligning Sales with Marketing

You know what closes more deals faster? Aligning Sales’ efforts with the Marketing team’s efforts. Video analytics can help you do that when they’re integrated with your company’s CRM. Sales people can have tailored conversations that will result in deals when they can see what videos viewers are watching and for how long. When analytics on content created by Marketing is put in the hands of Sales, that’s a powerful and effective model for success.

Video analytics are better than Brussels sprouts…I mean, text analytics

Yes, we love video analytics partly because it’s what we do, but no less because they can provide marketers with so much more insight than analytics from other types of content. With text-based assets like whitepapers and ebooks you can see who downloaded it, but not if they opened it, read it all the way through or which parts they skipped. Video analytics allow you to see the nitty gritty details, including who is watching, how long they watched, which parts they spit out or had second helpings of (you know, the parts they skipped or replayed!) their location and device, and so much more.

Put all this together, and that’s why we love video analytics, and we think you should, too!

The post Why We Love Video Analytics (And You Should, Too!) appeared first on Vidyard.

Why We Love Video Analytics (And You Should, Too!)