Want to hear something AMAZING that happened to a friend of mine a few weeks ago?
Sure you do.
She signed up for a new coaching program, and within a few hours had received a PERSONALIZED video welcoming her to the program and offering 1×1 support for any questions she had, at any time.
It was a thing of beauty, and she went out of her way to tell EVERYONE about how good that experience was.
I love it – and it’s an amazing example of what I want to talk about today – using video to help onboard your new customers.
As I spoke about in a recent video – there are 2 times when using video during a customer onboarding process crosses the line from ‘nice to have’ to ‘seriously, frikkin do it.’
Those times are when you have to instruct someone on how to navigate a new environment, and when it’s a deeply personal / scary / emotionally intense purchasing decision.
We’re all in agreement that those first few interactions after someone has paid you dollars are critical in terms of setting the tone for the rest of your relationship, and video can help make that experience go from unnotable to ‘I must tell everyone immediately.’
Where EXACTLY to Use Videos in New Customer Onboarding
One of the major reasons people DON’T use videos for new customer onboarding is that… they don’t know how.
It’s not yet super common outside of tech and software, so it can feel a little strange to start thinking about where and when you put videos.
The rule of thumb for where to insert videos is immediately after your reader or customer has taken an action – this can be opting in, logging in (especially for the first time) searching for something, buying something or scheduling something.
These are the points where people are most likely to experience buyer’s remorse or get confused about what their next action should be and a little carefully placed video can really make the experience personal and pleasurable.
Let’s get into more detail about the two scenarios I mentioned in the video.
If you haven’t seen it yet – you can watch it now:
For Demonstrating New Systems or Environments
If you have a membership area, forum, social environment or user portal of ANY kind in your business – you want videos showing people how it works, where they should go, and what they should do.
It’s a nice touch to start up with a personal “Talking Head” style welcome video just to say hello and firm up the relationship a little – but I’d call this an optional feature in a new environment video library, rather than a necessity.
What you want to get to pretty quickly is a walkthrough of the new environment your customer has just signed up for, demonstrating the different areas they have access to.
If they need to add or update profile information – take them through an example.
If they can engage with other users – show how they can do that, and explain what your community standards are.
If they are going to be using your tool to create something, show them the different functions they will need, how to save their work, and where to go when they run into difficulties.
You want to spend a little more time getting into any ACTIONS they will be taking in the environment. Show them HOW to add information or use features step by step.
Depending on how complex your environment or platform is – you might be done here! You don’t want to waste anyone’s time.
If, however, you’ve got a lot of different features and functionalities to explain, rather than putting it all into one epic feature-length film, create shorter, topic-specific videos that you can store in a library they can use and search as needed.
For Relationship Building
This is one of my favourite ways to use video.
Even if you can’t record personalised videos for every new subscriber or client, as that coach in the opening did – you can give them a taste of YOU, and welcome them personally to your space or programs.
Keep it simple, direct and sincere. Here are the basic components of a relationship building video:
- Thank them for the action they just took.
- Remind them why it was a good decision.
- Explain the benefits they are going to receive from having TAKEN that action.
For these videos, you absolutely want the ‘talking head’ style – just you, your new customer and the camera. Practice what you want to say in the mirror, and do several takes of yourself that you can watch yourself speaking. (This won’t be fun. Do it anyway.) Make sure that your surroundings, appearance and clothes are conveying your message – you want to emphasise the experience that you create for your customers at all points in the sales process.
I can’t emphasise enough how much of a difference these videos can make. Right now, people don’t EXPECT video right after a purchase- when you give them one – it makes a HUGE impact. Find out how we can help you make your new customers smile.
Isn’t this a lot of work?
Well, it can be. Video is a lot of FRONT END work – it takes time or money or energy to create videos initially – but once it’s done, it’s done, and the benefits are massive.
For explainer or demonstration onboarding videos, what you get is your TIME back. Everything that you explain or show off in a video is something that you DON’T have to do personally, or by email. It’s done once, done well and you get all of those hours back.
Anything that someone asks you repeatedly – how to I change a setting? Where do I save? How to I find? – Once you have videos created to ANSWER these questions – you’re off the hook! And, your customers will think you’re brilliant.
For relationship style onboarding videos – what you’re doing is automating part of a process so that you can scale. Spending one on one time with your clients is important, but it’s not always feasible ESPECIALLY if you take on a lot at once. Adding video isn’t quite as good as getting on Skype – but it’s FAR better for long term relationship strength than an email or schedule link.
Investing in making an emotionally charged, or high-risk purchase flow look as polished as the service you are offering adds to your credibility, and increases the likelihood that your clients are going to feel positive about the tricky process of paying you. No matter how much you can help someone, or how much value you’re going to be giving them – people don’t love spending money, especially when it’s for something intangible like a service – so smooth the way, and help them feel fantastic during the interim between paying you and WORKING you.
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