Customer experience (CX) impacts every area of your organization. What most marketers don’t know is that this also includes their video marketing strategy. When a video marketing strategy is aligned with the customer experience best practices, businesses are able to make videos that help customers and win business.
Hence, customer experience is critical in video marketing strategies. Why? CX strategies are generally focused on four dimensions. These CX dimensions help customers to successfully interact with a brand. When brands take the four dimensions of the customer experience into account, they make strategic videos that print a positive customer perception. With a positive experience, customer satisfaction, and retention increase.
When video marketers use the four dimensions of the customer experience, they make the right types of videos to provide a positive customer experience. In this article, you’ll learn the four dimensions of the customer experience. In addition, you’ll learn how to use them to make marketing videos that support a brand’s CX strategy across the customer journey.
Why Customer Experience Is Important In Video Marketing
There are many reasons why CX must be a vital part of any brand’s video marketing game. For instance, today’s audiences are saturated. To succeed with any video marketing strategy, hence, it is important to remember the basics of good customer experience. After all, a video that’s difficult to watch or that doesn’t deliver on its promises is not going to do your brand any favors.
However, customer experience managers now understand that a high video view-through rate is not enough. To successfully support a CX strategy, marketers need to switch toward marketing videos that make individuals take action. Video content that seeks specific KPIs.
For example, decreasing churn rate by 5% through a frictionless onboarding process with video. Or by extending lifetime value (LTV) by 15% with personalized videos that contextualize an investment plan.
Here is an example of a personalized video to boost CX:
Another reason is that today’s customers demand a one-to-one approach. Due to the amount of video content audiences watch every day, it is increasingly challenging to help viewers to take action. Customer experience management follows a granular approach. Furthermore, this approach helps marketers create videos that respond to the needs of specific audiences, concerns, and desires.
Lastly, literally, any organization can make videos nowadays. Brands that want to stand out from the competition, look at their video content from a strategic perspective. Through helpful, relevant video content, organizations walk with their customers. With a 360-degree approach, they make sure that their brand is well represented, memorable, and well perceived.
The Four Dimensions Of Customer Experience For Video Marketing
While creativity is key, creators cannot bypass the content and type of videos they make to successfully support customer experience initiatives.
Most marketers pay close attention to the view-through rate. However, strategic ones also pay attention to specific conversion rates. For example, how a video in a knowledge base decreases the number of support requests by 2% or how social video ads help sales reps accelerate sales by 10%.
This is why understanding the four dimensions of the customer experience is key. These are the four angles marketers need to take into account when using video to enhance the customer experience, no matter the industry:
- Social Presence
- Sensory Appeal
Let’s analyze each one of these customer experience strategies with the four dimensions and how to use them in your digital video marketing. This way, it will help you execute a successful video marketing strategy to support positive customer interactions.
This represents the extent to which a marketing video provides consumers with resourceful and helpful information. Moreover, this cognitive approach involves making a conscious mental process in order to buy a product or service. It is related to problem-solving.
- The information captures the functional aspect and value of the experience to the customer.
- This approach is generally impersonal. It is outcome-oriented and objective.
- It pertains to the information that remains after watching a video (for example, a detailed video tutorial).
- Create information-rich videos that help customers solve their questions and concerns without talking to a brand representative.
- Use an interactive video player to help buyers discover more about specific topics.
- Use SEO analysis to identify unanswered questions and create videos for social media platforms.
- Add videos to articles in your knowledge base.
- Create playlists that help users easily navigate through different videos to address questions but offer a clear way to contact a human to know more about a topic.
The following image shows a screenshot of an interactive video with personalization.
Thanks to interactive videos, customers are able to follow their own path. With interactive video software like Pirsonal Player, you can automatically add personalized interactions to any video at scale.
The entertainment dimension relates to how affective your video content is for marketing. With this, these videos create a stronger connection around a brand or personality. This is the immediate pleasure experiences offer. In this CX dimension, viewers try to have fun and experience the process as a spectacle.
According to experts, this CX dimension is achievement-oriented. Because of this, it affects people who purchase a product or service online.
- It can reduce the stress caused by making an important decision.
- It triggers emotional connections.
- Even if it is achievement-oriented, it is not task-oriented.
To use this dimension and win, follow these tips:
- You can use this dimension along with the social dimension. Show real people in your videos and ideal situations.
- Make sure to match the experience shown in the videos with the target buyer persona. Otherwise, it can cause frustration because the videos don’t deliver on the promise.
- Social media platforms are good amplifiers for entertainment video content.
- With curiosity, you can increase the video view-through rate.
- Add contextualized video calls to action to help viewers take action.
- Use this dimension with caution in regard to the customer journey. For example, don’t use it to build trust, but use it to explain information that is hard to digest. This is especially relevant if you communicate through social media platforms.
#3 Social Presence
The effects of social presence on the customer experience dimension can be as relevant as those of the informativeness dimension. For example, think about the power customer testimonials have in the buying decision process.
The social presence describes the sense of connection and warmth that a video conveys. Similar to webpages and other forms of content, videos with a high social presence are engaging. This form of content then provides viewers with a feeling of human contact.
- It can increase perceived tangibility.
- It builds trust.
- It is more vital in products buyers can experience.
- Gather customer testimonials from your customer base. Customize your videos with testimonials towards specific buyer personas.
- Create short videos with testimonials. Adapt the video format, tone, and rhythm to the social channel that is a better fit.
- Take into account the customer profile. For instance, let’s say your organization sells insurance policies. Single university students have different priorities and budgets than mid-age adults with two household incomes.
- Use expert endorsements in your videos. However, make sure that the values of the influencer are aligned with the values of your brand. Otherwise, your brand will be damaged.
- Create webinars where customers can ask questions. With the answers, create new marketing collateral and improve the knowledge base platform.
#4 Sensory Appeal
The sensory appeal of the customer experience in video marketing is the way a video stimulates the senses. Hence, sensory appeal has an impact on the perceptions of product performance. At the same time, this moves potential buyers into the sales funnel.
Likewise, this dimension relates to the perception of viewing beauty. And video is the best multimedia content to make this happen.
- In video production, you are limited to the use of audio and visual content.
- The use of audio with studio-recorded human voices or text-to-speech (TTS, automated voices with or without AI) is increasing. It influences perceptions and builds personal connections between the brand, agent, and customer.
- Customer star ratings, expert endorsements, and comparison matrices are strong audiovisual tools.
- Use marketing automation and personalized videos to engage with prospects, leads, and customers.
- Sales reps can record their own video sales letters and follow-up videos.
- With personalized video software like Pirsonal, you automate the interaction process. Marketing automation and personalized videos work extremely well together. This combines the personal touch of an agent in the camera with the opportunity video automation gives to organizations.
- Use video tours and 3D videos to help potential customers virtually experience a product (hotel room, spa, a property…). In our digital world, the use of virtual tours is increasing. In fact, virtual tours enjoy increased bookings and look-to-book conversion ratios of 16% to 67%.
- Give your videos a natural touch. For example, let’s say your audiences are parents with young kids and you are into real estate marketing. In terms of video production, a young family with kids will feel at home if they hear in the video the sound of other kids in the neighborhood (stock audio; audio effect).
- Keep your branding consistent. Make it easy for your audience to recognize your brand identity and image. The rule of thumb: No matter the target audience or type of content, everyone, always, should be able to tell the brand behind the creative masterpiece even if they don’t see a logo.
In the following image, a sales rep shares here contact details through an interactive video with a personalized call to action.
CX Best Practices: Types of Videos and Distribution Channels for Video Marketing
The following table shows the different types of videos brands can make strategic videos. It takes into consideration the CX dimension, how customers consume information to make decisions, the funnel stage, and the best channel to communicate with customers.
|Online CX||Information Experience||Funnel Stages||Type of Videos||Recommended Channels|
|Informativeness||Cognitive||Interest, Consideration||How-to, explainer videos, interactive videos||YouTube Channel, Knowledge Base, Blog|
|Entertainment||Affective||Awareness, Loyalty, Advocacy||Social media videos, explainer videos, video ads||Facebook, YouTube, Blog|
|Social Presence||Social||Consideration, Intent||Social media videos, customer testimonials||Facebook, YouTube, Twitter, TikTok|
|Sensory Appeal||Sensory||Consideration, Intent, Purchase||personalized videos, interactive videos||Email, SMS, WhatsApp, Landing Page|
Conclusion: CX Strategy for Video Marketing
In conclusion, you can make better marketing videos when you use them strategically to build a personal connection. In the end, this is what the customer experience is about.
Videos help brands build a personal connection with their audience. Thus, they create an emotional bond that makes people more likely to do business with your company.
With Pirsonal, the personalized video marketing platform, you can easily use video strategically. With personalized videos, interactive videos with personalization and dynamic landing pages, you can automatically generate the type of video content that best fit the need of each viewer, at scale. Try Pirsonal free today or request a free consultation now!