5 Ways You Can Use Video to Deliver Ongoing Value

Written by
Lizzie Davey
Sep 21, 2016

It’s no secret that video is a great way to attract new leads, but did you know it’s also a great tool for delivering on-going value?

There’s nothing worse than signing up for an email list or buying a product and then feeling like you’re being ignored, that you were just another number or a few dollars.

With video, you can easily show your audience that you care about their lives and their future by providing them with value long after they’ve bought from you or signed up to your list.

The Benefits of Using Video to Deliver Ongoing Value

  • You’re in constant contact

If your main aim is simply to get people to buy your product or get on your list and you don’t plan on nurturing them, you’re going to lose business pretty quickly.

However, if you remain in contact with your buyers and subscribers, you’re going to remain at the front of their minds, and they’ll come to know they can count on you.

By providing video as a lead nurturing tool, you’re essentially opening up a conversation with your customers, which is the most important thing in building connections and a loyal community.

  • Customer service

No one likes to buy something and then be completely dropped by the brand they bought from.

Instead, they like to feel cared for, that you’re at the end of the phone (or email) if they have a question about the product or come across a sticking point.

By implementing an on-going video series that highlights the features of a product and how it can be used on a long-term basis, you’re providing an extra level of customer service that most companies skip over.

  • The human element

Most importantly, video adds a human element to your business. Buying something or trusting something online is difficult in this day and age, where everyone claims to be an expert.

Video adds a human element that eliminates this fear, because you’re showing your face, your voice, and that you have your audiences’ back.

5 Ways to Deliver On-Going Value

So how can you begin to show your customers and subscribers that you care even after they’ve signed up and purchased?

1. Explainer videos

Explainer videos are hot at the moment. You only have to look at the incredible success of Dropbox’s explainer video to see just how valuable they can be.

Sometimes, it’s difficult to relay the finer features of a product without seeing it in action. Basically, by running through the benefits of your product in action, you’re showing your audience you have a solution to a problem they might not even know they have.

Make it work for you: Think about the key questions your audience have about your product and the main problem it solves. Create a short video that highlights that problem and then shows your product solving it.

2. Manage expectations

When someone hands over money in exchange for a product or service, they’re going to have expectations. After all, they’ve put their hard earned cash where their mouth is.

Through video, you can show the highs and lows of your product and cover the pros and cons via Q&As and in-depth tutorials.

By presenting the things your product can do and the things it can’t do, you’re eliminating high expectations that will never be reached.

Make it work for you: Think about the things your product or service is really good at, and think about the things it doesn’t do. Present both of these in a video so potential customers know exactly what they’re getting in return for their hard-earned cash.

3. Educate your audience

It’s a proven fact that people are more likely to buy from a brand that teaches them something.

With video, you can tap into your audiences’ pain points and offer a solution that reminds them you’re an expert and the person to help them.

Make it work for you: What struggles do your audience face? Think about the ways in which your expertise and product can help them bridge those struggles and get to the other side. Consider a tutorial for a tricky task or a guide to a complicated technique.

4. Go behind the scenes

Again, this ties into adding a human element to your brand. People like to think they’re buying from another person, not a huge corporate company that doesn’t care about them.

So, show your audience what it’s like to work with you. Show them how you or your product makes the process easy and give them an insight in the systems and approaches you use to help them out and solve their problems.

Make it work for you: Create a video that runs through your working process, or how you implement your product in your own business. Dig even deeper, and share a more personal video of your workspace and delve into your own story about how you came up with the idea for your product or service.

5. Case studies

Case studies are akin to really great testimonials. They show potential customers why your product or service is worth investing in by highlighting how it has helped others – including all the nitty gritty numbers and finer details.

Video case studies add a multimedia element to your testimonials and offer a more authentic approach to saying, “hey, this is what my product can do for you!”

Make it work for you: As you start selling more and more products or services, create case studies that show the evolution of your services or product and how it has helped other people. You also want to show how potential customers can implement it for themselves by introducing them to different ways they can utilise your product or service.

Video is a very powerful tool when used correctly, and it can be a major way to keep your audience engaged and nurtured after they’ve bought from you – an essential thing in today’s fast-paced, throwaway internet world.

So, think about the ways you can provide ongoing value to your customers through video by:

  1. Creating explainer videos
  2. Managing expectations
  3. Educating your audience
  4. Delving behind the scenes of your business
  5. Providing successful case studies

Ready to start delivering ongoing value to your people? Mapout can help you.

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