3 Ways to Improve Customer Retention and Loyalty with Video Courses

Written by
Lizzie Davey
Sep 07, 2016

Once you’ve increased your sales using video courses, it’s time to turn your customers into loyal brand advocates. These are the people who will buy from you time and time again, and who will promote your business to their friends, colleagues, and even strangers.

Basically, you need these people in your business.

But how do you go from having a ton of one-time buyers to having a community of raving fans who are ready and willing to shout about your product or service from the rooftop?

It’s all about improving customer retention and boosting their loyalty, and video courses are a fantastic way to do this.

Why Video Courses Are Great For Boosting Customer Retention and Loyalty

I’ve mentioned many times before that video is the best way to create in-person connections with customers without actually being in-person.

They can get a feel for you either by seeing you speak directly to them, or by getting a closer, more in-depth look at your product that a page of text couldn’t ever give.

Video courses are great, too, because they fit into every stage of the customer cycle. That is, they attract people, they sell to people, and they hone those relationships long after the sale by keeping your audience engaged and interactive.

So how can you implement video courses to increase customer retention and loyalty?

How to Increase Customer Retention and Loyalty With Video Courses

1. On-Going Product Education

Once someone buys something for you, you don’t want to disappear off the face of the planet. This shows you were only in it for the sale and that you don’t really care about how they get on with your product – only that they bought it in the first place.

To build strong customer loyalty, you want to keep engaging with your buyers long after they purchase your product, and you can do this by implementing videos and lessons that provide ongoing education.

Say, for example, you sell monthly meal boxes to customers. Instead of simply sending them the box and letting them get on with it themselves, you can release a monthly lesson or two that shows them what they can do with the ingredients included.

Not only does this keep you at the forefront of their mind, but you’re building a deeper connection with them by educating them further.

How to make it work for you: Think about your product and the questions that your customers might have once they’ve bought it. Create a short series of lessons that show them a few ways they can make use of it, or offer a few video case studies that show how other people have used your product successfully.

2. New Product Education

It’s very likely that you don’t just have one product or, at least, you won’t have just one product forever. That means your customers have the potential to become serial customers – and, if they’re loyal, they’re likely to keep buying from you when you release new products and services.

So where do video courses come into it?

You can’t just assume that, because someone has bought from you once, they’ll automatically buy from you again. But you can assume that if someone has bought from you before and they liked your product that they are more likely to buy from you again than a competitor that hasn’t yet had their custom.

To deepen the chance of them buying from you, you want to continue building that trust and loyalty that’s so important in customer retention.

Whenever you release a new product, you can release a new series of video lessons that show potential buyers how it will solve their problems. These series can include case study videos, tutorials, and product descriptions – anything that helps show viewers what their lives will be like after they make the purchase.

Make it work for you: Think about your next product and how you want your current customers to look at it. Don’t assume they’ll simply buy from you because they already have done before. Instead, educate them on the benefits of your latest product. This continues to build trust between you and them.

3. Upsell

Upselling is so important in customer retention. Why? Because you can keep adding value to your customer’s lives.

What is upselling?

Upselling is where you sell additional features to your customers when they buy a product. For example, when your phone company tacks on extra data or a package you can use when abroad, they are upselling you on the basic service.

Upselling shows your customers that you care about them and their specific needs, and also helps keep you at the forefront of their minds. When you’re adding on services to a basic offer, you’re basically saying, “I get what you need, and I’m willing to help out.”

Customer retention relies on relationship building, and upselling is a great way of staying in touch with your customers.

Make it work for you: Think about additional features you can add on to your products, sort of like a bonus offering to your customers. It doesn’t have to be anything major, just a tack-on benefit that might help them out further once they’ve bought your product.

Then create a video series that touts the benefits of this upsell, or at least provide a case study or tutorial that details how it will help them fix their struggles and solve their problems.

As you can see, improving customer retention and boosting loyalty is all about building authentic relationships with your customers. It’s about showing them you understand their struggles and can offer them help. Video courses are the perfect way to do this because of their interactive and engaging nature.

So start thinking about your customer retention strategy today by:

  • Creating a video lesson or two that covers on-going product education
  • Thinking about how you can show the benefits of your newest product to customers who have already bought from you
  • Upselling current customers with helpful add-ons using video tutorials and case studies to show the benefits

Ready to start? Mapout can help you create video courses that boost customer retention and drastically increase customer loyalty.

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