If you've been following our posts here on the blog, you've noticed that this month we've talked a lot about capturing customers through audiovisual content.
And it could not be otherwise, with the proportion that this type of content has taken day after day, it is essential to understand how to have the right content for a customer acquisition through audiovisual content.
As specialists in customer acquisition with some years of experience in the market and more than 3500 campaigns developed, we can say that this process is not as simple as it seems. There are several fundraising strategies that need to be combined and properly measured to ensure good results.
Here at Mkt4edu, we have been monitoring the most diverse marketing strategies around the world, and with this expertise, we have managed to be increasingly assertive when it comes to directing strategies and analyzing results.
And this has not been different with digital and audiovisual content, our first test was indoors. We revived our YouTube channel and changed the strategy of our social networks, thereby increasing our reach and learning how to optimize the production of online content.
And precisely with all this in mind, we decided to give you some tips on how to capture customers over the internet and also retain these customers through audiovisual content.
Come on?
Client acquisition and retention with video in practice
Bringing together client acquisition and retention with audiovisual content means using videos and audio at different stages of the buying journey to attract, nurture, convert and delight your audience. Before the first purchase, the focus is on top-of-funnel, educational and more general content that generates identification, proximity and interest. After the purchase, nurturing, support and relationship videos come into play, helping keep your base active and satisfied, more likely to buy again, make referrals and become true advocates for your brand.
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Attract potential clients with educational, top-of-funnel content.
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Use videos to create connection, proximity and identification with your persona.
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Nurture and retain your base with post-purchase audio and video content.
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Track the journey, funnel and results with CRM and performance metrics.
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Turn satisfied customers into brand advocates over time.
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What you will see in today’s content
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How client acquisition and retention complement each other along the buying journey.
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The role of persona, sales funnel and CRM in defining content.
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How to use audiovisual content to attract clients at the top of the funnel.
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Why videos create more connection, proximity and interaction with the audience.
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Audiovisual content strategies to retain customers after the purchase.
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Examples of video formats and post-purchase actions to delight clients.
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The importance of tracking metrics and integrating data into your CRM.
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Accessibility best practices in videos to expand reach and improve experience.
How to unify customer acquisition and retention strategies?
Before talking about strategies, let's talk a little about customer acquisition and retention processes. After all, each and every action must be thought of in the consumer's buying journey.
When we talk about customer retention, we mean everything your company does to keep existing customers active, satisfied, and buying again. Customer acquisition, on the other hand, covers all actions that happen before the first purchase, focused on attracting, nurturing, and converting new leads.
In a healthy growth model, acquisition and customer retention strategies work together to reduce costs, increase lifetime value, and strengthen long-term relationships with your best customers.
After all, it's not about having a customer who buys your product or service just once, but about making that customer become an advocate for your brand, who recommends your products to other people.
By the way, it is always good to remember that, regardless of the type of content you are creating, it is important to focus on your persona. And how to do it?
Well, there is no miracle or magic here, you need to frequently monitor your sales funnel and the stages of your customer's buying journey.
Although loyalty and attraction strategies are very different, using a good CRM tool can help you a lot.
A tool like Hubspot (CRM in the cloud aimed at Inbound Marketing with a focus on the consumer experience) helps you to easily and objectively monitor your customer's entire journey.
Having these points of contact and the result of your actions so clearly is essential to know what your customers want, as well as understanding the type of content that should be worked on your social networks and digital channels.
Always remember that audiovisual is part of content marketing and, as such, it must connect with your audience both in the customer acquisition process and in the retention process.
Shall we better understand how to do this through audiovisual content?
Image: Marketing professional using audiovisual content to attract and retain clients in the digital environment.
How to use audiovisual content to attract customers?
When we talk about attracting, we need to keep in mind that, with the excessive use of cell phones and monitors (television, computer, tablets, etc.), the consumer has been receiving more and more daily stimuli.
If a few years ago our challenge was within guerrilla marketing, creating innovative face-to-face actions that would call the consumer's attention as he walked down the street, today our challenge has increased significantly!
Currently, the challenge is to draw the consumer's attention amid the range of offline and online stimuli that he receives every second.
In many cases, due to differentiation strategies, the cost of acquiring a customer may seem higher. But is it really?
It depends. In many industries, offline media tends to have a higher and less predictable acquisition cost. With digital channels, you can segment audiences, A/B test creatives, and monitor customer acquisition cost (CAC) by source, making it easier to see where your video content generates the best return.
Using audio and video can be a great advantage over your competitors, because this type of content tends to generate more connection, proximity, identification and interaction with your target audience.
To do this, invest in that type of top-of-the-funnel content. More general themes, which are developed to really generate connection.
The objective here is to educate your potential client, that is, to develop content that draws attention to make this audience interested in what you do.
Remember that, at this stage, you should not advertise your product or service itself (it is the top of the funnel), this is the time to generate identification, talk about curiosities and bring useful information that is relevant to your target audience.
To produce this content, remember these three words: attract, communicate and encourage.
- Attract: bring a more cold audience to your page.
- Communicate: something that is relevant, that makes a difference in people's lives, that delivers value and generates connection.
- Encourage: encourage the person to get to know better who you are and what you do.
Read too:
- 4 tips for audiovisual production of digital content
- The 8 essential tips to improve your CRM. Check out now
- Automation: how to create a purchase flow in 5 standards
Today, short-form formats like Reels, Shorts, and TikTok work extremely well at the top of the funnel, especially when you focus on quick tips or FAQ-style content. Recent video marketing statistics show that simple educational videos are among the formats that generate the highest engagement and more qualified leads.
How to use audiovisual content to build customer loyalty?
Well, if attracting is the initial part of the whole process, loyalty is the "final" part. End in quotes, because, in Inbound Marketing, we know that the cycle of attracting, involving and delighting is constant and must be fed frequently.
The customer who has already purchased your product must receive nutrition content to maintain a close relationship with you and, eventually, buy a new product or service, make referrals, engage on your online pages and, in fact, be a customer advocate for your brand .
Now, how to use audiovisual content for this?
In this scenario, here are some audio and video actions that you can use at this point in your customer's buying journey:
- Personalized thank you videos;
- Short videos teaching how to use the product;
- Videos/lives for customers presenting first-hand products;
- Videos with questions and answers of your FAQ (it can even reduce the number of calls from your call center);
- Videos with exclusive content that reinforce your authority as a brand/professional.
To make these post-purchase videos truly effective, track metrics such as full-view rate, CTA clicks, repeat purchases, and churn. Connecting this data to an AI-powered CRM helps you see which videos actually increase retention, which journeys perform best, and where you need to refine your messaging.
Depending on the type of product you offer, these post-purchase videos can easily be tied into your new product launch strategy and actively work on generating anticipation.
The idea here is always to make your customer feel special, and this goes well beyond offering a loyalty program. Discount coupon actions are, yes, great allies to help with customer loyalty and satisfaction, but retention is much more than that.
And videos can help you create this greater synergy with your client, especially on social media, like Instagram, which allows live recording! Imagine how cool your client asks for help in your direct and you reply with a video? More practical than typing a huge message and generating more connections than a big text full of things, right?
Another essential point is making sure your videos are accessible to everyone. Adding captions, proper contrast, audio descriptions, and, whenever possible, sign language interpretation significantly expands reach and improves UX. Official digital accessibility best practices guides highlight that accessibility is not only a legal concern, but also a core part of communication strategy.
Well, we hope you enjoyed this content. And don't forget: if you need help upgrading your customer acquisition and retention strategy, count on us! Attracting and retaining customers using the best tools and strategies on the market is up to us.
Learn more by visiting our website.
Frequently asked questions about client acquisition and retention with audiovisual content
What does it mean to acquire and retain clients with audiovisual content?
Acquiring and retaining clients with audiovisual content means using videos and audio at different moments of the buying journey to attract new contacts and keep the current base active and satisfied. In acquisition, the focus is on attracting, nurturing and converting new customers through relevant content. In retention, the goal is to strengthen the relationship, encourage repeat purchases, referrals and ongoing engagement. In this way, audiovisual content becomes a strategic part of content marketing, acting before and after the first purchase.
Why is it important to unify client acquisition and retention strategies?
Unifying acquisition and retention is important because a mature operation needs to reduce costs, increase average ticket and extend the relationship with those who already trust the brand. When both fronts work together, the company does not depend only on occasional new sales, but creates a constant cycle of attracting, engaging and delighting. This helps transform customers into brand advocates, who buy again, recommend products and strengthen the business results organically.
How does audiovisual content help attract new clients?
Audiovisual content helps attract new clients by generating more connection, proximity, identification and interaction with the audience. In top-of-funnel formats, videos and audio with more general and educational themes spark curiosity and interest in what the company does. This approach is not focused on direct advertising, but on delivering value, answering questions and bringing useful information. As a result, more people reach the page, get to know the brand and feel motivated to deepen the relationship.
What type of video is best for the top of the funnel?
For the top of the funnel, videos with more general themes, focused on educating the audience, creating identification and presenting content that makes a difference in people’s lives, are more suitable. The goal is not to sell the product or service directly, but to attract, communicate something relevant and encourage interest in the brand. Short formats, such as quick content that answers common questions or teaches something simple, can work very well to expand reach and generate more qualified leads.
How can I use audiovisual content to retain clients after the purchase?
To retain clients, audiovisual content should be used to keep a close relationship in the post-purchase stage. Personalized thank-you videos, tutorials showing how to use the product and exclusive content help the customer get more value from the solution. Lives and videos for clients with news presented first-hand reinforce the sense of exclusivity. When the customer receives this ongoing care, they tend to engage more, buy again, recommend the brand and become a defender of the business.
Which video formats can be used in the post-purchase stage?
In the post-purchase stage, several video formats can be used, such as personalized thank-you messages, short videos on how to use the product, lives presenting new launches, exclusive content and Q&A videos based on your FAQ. These materials can even reduce the number of calls to the call center by clarifying recurring questions. In addition, they can be tied to new product launch strategies, generating expectation and further strengthening the bond with the client.
What is the role of CRM in acquisition and retention with audiovisual content?
CRM plays a central role by organizing and making all customer journey touchpoints visible. A tool like Hubspot, focused on Inbound Marketing, allows you to track leads and clients, measure the results of actions and understand which content works best. With this data, it is possible to segment, nurture and communicate more precisely, connecting audiovisual content to the real needs of the base. This makes acquisition and retention more strategic and measurable.
Which metrics are important for audiovisual content in acquisition and retention?
In acquisition, metrics such as customer acquisition cost (CAC) per channel, creative tests and segmentations help identify where audiovisual content brings more return. In retention, it is worth tracking full view rate, CTA clicks, repeat purchases and cancellations. Integrating this data into the CRM makes it possible to understand which videos increase retention, which journeys work best and where communication needs to be adjusted to improve results over time.
How can audiovisual content turn clients into brand advocates?
Audiovisual content turns clients into brand advocates by keeping the relationship alive and generating constant value. When the company follows the journey, offers relevant content, support videos, exclusive materials and close communication, the client feels special. This positive experience encourages referrals, social media engagement and repeat purchases. Thus, the relationship stops being punctual and becomes continuous, increasing the chances that the client will defend and recommend the brand to other people.
Why is accessibility in videos important for the relationship strategy?
Accessibility in videos is important because it expands reach and improves the experience for people with different needs. Adding subtitles, good contrast, audio description and, when possible, a sign language window makes content more inclusive. Besides being a respectful approach, this strengthens the communication strategy, as more people are able to consume the material. Accessibility is therefore part of building a solid relationship and a brand that is closer and more responsible.
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