What Worked For Me: Edition 5 – The Importance of Video
I know everyone harps on the value of video but stick with me on this one.
When I worked at Salesloft, one of the data points we gathered talked about the importance of using multiple communication channels when reaching out to prospects. The data showed time and time again that calling and emailing simply weren’t enough anymore, and in fact to be the most effective, you should be using at least 5 different channels.
The truth is it’s often the same for our customers.
We know that everyone receives information differently. Take your colleagues as an example: Who do you know who prefers Slack over email? Everyone has a preference, which means the more options you can cover, the more likely you are to reach your audience.
The challenge, of course, is how do you use that many communication channels.
The best advice is to start with one (1) new channel and go from there. And I think one of the most impactful is video.
Video is great for a number of reasons.
→ You can communicate lots of information quickly
→ It visually breaks up an email or in-app message
→ It can add a human element to scaled comms
Just to name a few.
And truthfully, no matter where you add a video, it will likely have a positive impact on your digital customer comms, helping to boost click rates and engagement with educational content.
But by far, the most success I’ve seen when using video is in a customer welcome email.
When a new customer signs on, your Customer Success or Customer Marketing team is probably sending out an email to welcome them to your company and share key pieces of information, such as how to contact Support or what University content to start with.
That email is one of the most important emails you ever send to customers. It’s the first impression, and it should be a good one. When you add a video to that email, you’re leveling it up.
But what do I put in that email? (You may be asking.) Here are a few things I’ve seen work:?
? An introduction from your CS team / CSM / leadership
? An overview of the customer journey
? Highlights of self-service options and educational content
? A tutorial for accessing the Customer Hub
Think about the three most important things to communicate to a customer on day one, and then work with your teams to create a video that showcases those.
Then sit back and watch your engagement rise!
#dcs #digitalcustomersuccess #customermarketing #customereducation
