Onboarding Videos: The Key to Boosting Customer Retention

Your marketing efforts have worked, you’ve scored leads and turned them into customers. Next step: wowing them with your client onboarding chops.

Acquiring new customers is not the end of your marketing road. Rather, this is where stakes become even higher.

If you’ve been a freshman at college, you know that for the first week, you need all the help you can get to navigate around the campus, find classes and utilities, etc.

This is exactly the position your new customers are in and it’s your job to orient them through this initial phase till they become loyal customers.

An effective client onboarding experience is timely, informative, and engaging enough to ensure retention. Onboarding videos kick these three proverbial birds with one stone.

This blog post is all about how you can enhance your customer onboarding strategy with videos.

 

7 reasons to use customer onboarding videos

 

1. Welcoming new customers

First interactions leave lasting impressions.

You wouldn’t want to lose fresh customers just because you didn’t put enough effort to welcome them on board.

Sending your new customers a personalized welcome video message builds instant rapport. It shows that you’re willing to cater to your client’s individual needs.

According to our recent survey, 63% of people want business executives to connect with their customers through video.

See how VidGrid connects its team with prospects/clients through video:

To ensure the best onboarding experience, don’t leave it just to the sales team. Involve team leaders and experts for the product the client has signed up for in your video.

This will help you create more relevant customer experience from the get-go.

You can also use this opportunity and ask clients to choose a preferred communication channel. Alternatively, you can invite them to browse your website or explore other helpful materials.

 

2. Explaining products and services

Once your customers feel at home, it’s time to acclimate them to your product or service.

Our survey indicated that 59% of people prefer watching a short video compared to reading text descriptions to understand a product or service.

This is your opportunity to bank on the power of video to enrich your customer’s understanding of your offerings.

Moreover, onboarding videos can contextualize your product or service and help the audience visualize complex processes, easily.

The Uber onboarding video for drivers is a perfect example:

 

3. Answering FAQs

To simplify the new client onboarding process, create a short video answering all the frequently asked questions.

Depending on the nature of your business, you can either shoot live-videos featuring product experts or create simple typographic animations to answers probable queries.

It’s a great way to shorten the customer journey. Your clients will thank you for making all the information readily available.

Moreover, having their questions already answers would imply that you’re thorough and well versed in your customer pain-points.

Establishing that credibility early on would help you solidify your relationship.

Biteable’s FAQ page on the website features videos like this in addition to textual answers.

 

4. Sharing testimonials and reviews

Speaking of establishing credibility early on, it’s a good practice to share video reviews from existing clients that have already availed your services.

Video testimonials add an extra layer of authenticity.

This will reinforce that the new customer made the right choice and reduce the risk of churning.

Video testimonials like Lifelock’s humanize virtual services and reassure the customers that they’re not alone in their journey.

 

Read in depth: How to Make Awesome Client Video Testimonials

 

5. Introducing valuable offers

With the product and service markets becoming increasingly saturated, the risk of losing your customers to competitors keeps looming.

To maximize retention, you need to keep delighting your customers, even post-acquisition.

Use onboarding videos to feature valuable offers that delight your new clients.

7 reasons to use customer onboarding videos

 

6. Cross-selling

Once your clients are satisfied with your product or service, it gives you a chance to pitch other relevant products to them.

So the video onboarding can be replicated for new products. Send in product guides, free trials, or short explainer videos to convince them to optimize their processes.

 

7. Showcasing company culture

52% of people feel that they trust a company more after watching a video that features their team.

Client onboarding is not just about making them accustomed to your products and services but also to your brand persona.

Videos giving a glimpse into what goes on behind the scenes, your company culture, and what it stands for make your business more relatable.

They’re a sure-fire way to foster client goodwill and loyalty.

In this video, Zynga strikes a chord by giving audience a sneak peak of what the company stands for i.e. making virtual games social.

 

Read in depth: How to Make Engaging Culture Videos

 

4 best onboarding video placements

 

1. Welcome email

Most businesses use email as the preferred platform for customer onboarding. Placing a video inside an onboarding email adds a cherry on top.

Just the fact that that the emails with subject lines mentioning the word ‘video’ have much higher open rates is case enough for marketers.

Sending an email with a welcome video is like setting up a virtual meet and greet.

It gives a face to the business customers are going to be dealing with, gives them an idea of your persona, and sticks much longer than an impersonal text welcome.

However, despite the growing popularity of placing videos in emails, many major email platforms still don’t fully support the medium.

Here’s our guide featuring tips, ways -around, and best practices of placing videos in emails.

Read in-depth: Complete Guide to Using Video in Email Marketing

best onboarding video placements

 

2. Homepage

When Dropbox saw unprecedented success by putting a quick and informative explainer video on their homepage, other businesses followed suit.

Some claim that the customer onboarding process begins when the prospects visit your website. And that’s where you should put the most effort to engage and hook them.

A customer onboarding video placed on the homepage may explain how a platform works. This is especially true for SaaS businesses.

This way, you save the customers a lot of scrolling and going back and forth between web pages, ultimately preventing customer turnover.

Check out this onboarding explainer video on Slack’s homepage:

 

3. Within platform

Most virtual or SaaS platforms showcase a bunch of tips and tricks as a quick tour when a customer signs-up.

The purpose of these is to familiarize the new users with the basic features of the platform and help them get the lay of the land.

Converting these tips into video format can boost comprehension and engagement by manifolds.

Moreover, customers have centralized access to all the info they need and don’t have to refer to third-party sources.

Squarespace offers an intuitive onboarding experience to its new users with video guides placed within the platform.

squarespace onboarding video

 

4. Direct message on social channels

When your customers follow you on your social channels like Facebook or Instagram, you can always send them short welcoming messages and how-to videos via direct messages.

Depending on the needs of your business and your audience, you can either stick to an exclusively email-based onboarding or accessorize it with video messages on social media.

Snapchat send its users, little how-to snippets in the chat when they sign-up and when new features are introduced to the platform.

 

This is our pitch for wooing your new clients with onboarding videos.

If you’d like to discuss how to incorporate videos in your onboarding strategy, get in touch with us for a free strategy session.

Schedule a free consultation call with our video strategist

SCHEDULE NOW

 

Posted by Komal Munawar
08.19.2020

Contact Us

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.