Yes, we all know the old joke that men don’t read the instruction manual. And in the age of YouTube, why would we? One of the most popular categories on the platform are instructional guides and how-to videos. Smart companies are producing product knowledge content in an effort to bypass this alleged tendency amongst half the population to ignore the written instruction, and to grow customer loyalty. What they’ve also discovered is that it greatly reduces the volume of customer service calls (cries for help) and ensures that the information provided is accurate and consistent.

Who hasn’t seen the infomercials about the super-amazing-change-your-life extra-absorbent miracle mop that slices, dices, scrubs and shines while you relax? Guess what, they don’t make those over-the-top videos for fun, they make them because they move a shed-load of product by showcasing how it works. Letting customers know all the features and benefits by demonstration vastly improves their perception of the value of your product.

Let’s unpack this a little. A product knowledge video should be exactly what is says on the box. Some are made with no dialogue, just close ups and graphics, some are full-on setup, demonstration and application videos with actors or employees that give you tips, tricks and cautionary tales. How involved they get could be a reflection of the company’s commitment to customer service or the value they place on brand building. Either way,  showing a viewer where parts go, how to put the thingamjig in the doohickey and turn the whatsit saves everyone a lot of frustration. Assembly aside, providing proper operating or safety guidelines puts the meaning of those procedures into stark visible reality.

Even if your product isn’t that complicated, something about it has a point of difference from your competition. How a customer uses it, techniques to get better results, how to maintain it and so forth all contribute to the customer getting much more value for money. Just look at our image here. Sure it’s a simple hairbrush, but how it’s used may get results faster and better, and improves the life of the customer. Remember you’re the solution to the customer’s ‘problem’ so show them how you do that with a product knowledge video.

The other half of this story is that product knowledge videos nip in the bud the calls to your business asking for troubleshooting help. Having it on your website right next to your products can actually help convert sales from curious leads unsure about how it works or how it benefits them. If a customer has purchased your goods online, your thank-you email should include the video as a value-added gesture of customer service follow up. You can track the open rate on your video links and send a follow up email a few days later if the customer hasn’t viewed the video, with an offer for additional help. All of this contributes to building a better relationship to the customer and ensuring that buying your product was the right decision.

Consider adding product knowledge videos to your marketing mix. They’re evergreen so you can squeeze value from them for years, and they can be used across your marketing platforms, trade shows, sales meetings, staff training and consumer engagement.

Want more insights about content that helps you market and grow your business? Join our mailing list or follow us on Instagram and Facebook. Why not do all three? And if you’re thinking ‘Jeez I wish we had some videos to help our customers!’, give us a ring. We’ve got a lot of experience in this arena.

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