Create customer thank you videos for the bottom of the funnel

1. Define goals for your thank you video that reflect specific business or customer relationship objectives.

For example: Increase returning sales. Increase referrals. Re-engage inactive customers. Build brand trust and familiarity. Follow up after a sales pitch to convert leads. Make welcome or transactional emails more engaging. Optimize thank you page and increase time on-page.

2. Decide which action or event will trigger the delivery of the video, like a purchase, event, or subscription.

For example: A holiday, like New Year’s, Christmas, or Thanksgiving, occurs, so you post a holiday-themed customer thank-you video to your social media on that holiday. Someone signs up for your email newsletter, so they are sent an automatic welcome email with an embedded thank you video. A customer makes a purchase, so they are taken to a thank-you landing page with an embedded video or their confirmation email contains the video. It’s customer appreciation day, so your company shares a thank-you video about its customers to social media. A salesperson wants to remind a client that they are here for them, so the salesperson records a personalized thank-you video periodically.

3. Outline the format of your thank-you message, including who is speaking, what it will look like, and the overall structure.

Your format will depend in part on your goals: Build brand trust and familiarity: Use real employees and include their names and job titles in the video if this is your goal, like Alpin Haus’s video that starts with a direct message from the company president. Follow up after a sales pitch to convert leads: This applies for bottom of the funnel prospects or returning customers. Use a short and personalized approach for this goal, like Jeremy Whitaker’s personal video message that directly precedes a sales meeting with a prospect or client. Optimize thank you page and increase time on-page: Add information on recommended next steps to take or consider using an instructional video to fulfill this goal instead.

4. Write an outline of what you want to say in the video. Try to avoid writing an exact script so that the message remains genuine.

Create talking points, such as who the speaker is, why you want to thank your customers, what your customers mean to you, and what steps they can take next, like refer a friend, browse your resource library, check out a promotional deal, or nothing if you just want to say thanks.

5. Shoot a short thank-you video with a production method that fits your goals and budget.

Production tiers include: Professional production: best for big projects with large budgets, like Amazon’s holiday thank-you commercial. In-house production with minimal equipment, such as camera, phone, and a lapel microphone: best for most budgets and goals. Webcam or phone camera: best for personalized and frequent thank-you messages. Most thank-you videos are between 45 seconds and 3 minutes.

6. Edit the video with basic editing software to combine clips, trim video, or add features like background music or lower thirds.

Blender, Lightworks, and iMovie are all free video editing programs that can perform all the tasks needed for most thank-you videos. Here are some editing tasks to consider using, for example: Combine clips: If there’s more than one scene and speakers, splice clips and drag onto the timeline in the desired order. For example, Talbot’s video involves different speakers delivering one phrase or word at a time, with cuts between each speaker. Sometimes the same word is repeated for emphasis. Trim the beginning or end: If your video message is one-take, still remove the dead air at the beginning and end.  Add graphics, like your logo and lower-thirds: Lower-thirds with the person’s name and job title help your customer get to know who’s speaking. iZotope’s video has a logo animation at the beginning and lower-thirds for each speaker. Audio and color adjustment: You may need to adjust the audio volume and quality, add a color filter, or perform basic color adjustments, like contrast or exposure. Add background music: Check out YouTube’s Audio Library, Free Music Archive, or Jamendo for music. Make sure that the speaker’s voice is louder than the background music.

7. Upload your video to a video hosting site and deliver to the relevant communication channel, such as email or social media.

Choose a video hosting site based on your thank-you video goals and overall business objectives. Here are some options, for example: Wistia: video hosting site with analytics designed for marketers. It integrates with many email providers and CMSs to embed and track videos and is good for tracking conversions and performance. YouTube: free video hosting site with built-in analytics. It is good for sharing general customer thank-you videos or for hosting triggered videos through unlisted links. Bomb Bomb or Covideo: Both services let you record, send, and track videos in emails without going through another video host. Both are good options for personalized video messages in email. The relevant communication channel depends on your goal and target audience. For example, email is best for personalized thank-you videos or automated triggers, while LinkedIn is a good delivery place for a generalized B2B thank-you message.

8. Monitor responses by following up on any feedback or viewing KPIs for your specific goal and delivery channel.

For email: View open and click-through rates from your email platform’s analytics. For social media: View impressions, engagements, and comments . For video hosting site: Look at views and audience demographics. If your goal was to increase conversions after a sales pitch, determine how many converted after your thank-you video. Respond to customers’ direct email responses to follow-up.