In this video you will learn why it is so important to give your customers a consistent experience. I talk a lot about video content marketing being a great way to educate your customers, build trust and to establish credibility. However, we cannot neglect other aspects of the online experience that your customers have.
It's not only the videos
Video content marketing is a powerful way to reach your audience. This is something most business owners have heard of at some point in the last couple of years, and probably more so now a days. But we cannot forget the importance of what happens when a customer views are videos and goes to our website.
You could have the absolute best videos in the world, made by a famous Hollywood director, but if your customers get to your website and it's too old, or slow, or is difficult to navigate, then the video can be viewed as a failure. The reason is because the customer's experience with you at that point does not match with their expectation of your company that they got from watching your video.
What to do about customer experience
Here are three suggestions for ensuring that after viewing the videos about you and your company that your prospects have a great experience when they get to your website.
First, reassure them.
Ideally, when your customers come to your website after watching some brilliant piece of video content marketing, they should see something that tells them they are in the right place. This could be a reference to a video that led them to your website, or it could be similar imagery or slogans.
Second, make sure your website is up to date.
The worst thing that could happen, in my opinion, is that a customer who thinks you are cool and sophisticated goes to your website only to see something that was made five years ago or more, and that has a date from that time as well at the bottom of your homepage.
As an example, I know a very famous dentist who is very well respected in the dental community because of the amazing work that he does and the lectures that he gives. He has not updated his company website in at least five years. His reasoning for not doing so is that he has enough business that he is not reliant on his website for new patients. However, I wonder how many more patients he could have if he had an up-to-date website that was congruent with his stature.
And third, be responsive to customer inquiries.
If someone searches for you on Google and comes to your website after seeing one of your videos or reading about you, and they contact you but you don't reply within a few hours or a day, at the latest, that can create a negative impression of you and your company. The reason is they have choices beyond you and your products or services. Unless of course you are the only provider in town or online, but in most cases, your customers will have multiple options.
Video content marketing is great but don't mess up the rest of it
So keep in mind the importance of not just producing great video content, but ensuring that what happens when customers reach out to you is equally as great, if not better. I have identified a few areas that could be important but do yourself a favour and go through your own customer experience and make the necessary changes today. Your business could literally depend on it.