How to Optimize Client Onboarding with Webinars and Videos
Webinar tips and tricks

How to Optimize Client Onboarding with Webinars and Videos

In this article, we share some insight into how you can effectively onboard your customers using Livestorm.

If you've been following the Livestorm blog for a while, you know that we've talked in-depth about the importance of having a seamless customer onboarding process and the customer success metrics you can use to measure it. Our advice is not something we've created out of the blue but is the result of using our own product to onboard numerous enterprise clients.

In this article we share some insight into how you can effectively onboard your customers using Livestorm.

The top 4 benefits of using video for client onboarding

When it comes to client onboarding, here are some common benefits you may find.

1. Position yourselves as an expert

First, using video allows you to position yourself as an expert who can be trusted. Video allows you to demonstrate exactly how your product can solve the customer's problems and help them achieve their goals.

Through on-demand webinars and videos, you can demonstrate how to use specific product features to accomplish tasks that you know are important to the customer. And through live online meetings, you can answer their questions, help customers solve any problems, and demonstrate your expertise.

2. Understand your customer's goals

Using video during the onboarding process also allows you to get a clearer sense of what your customer hopes to achieve through your product. Communicating via video gives new clients much more space and time to express their needs and goals than if they have to fill out a document or form. It also allows you to ask clarifying questions that help you further understand the best ways to help them through the onboarding process.

Additionally, the recording of the exploratory calls can be reviewed after the call to ensure that nothing is missed.

Video also allows your clients to see your face and hear your voice, which helps them feel more comfortable with and connected to you. This can help create a sense of trust that they're working with someone who cares about their success.

3. Improve product adoption

Videos and webinars, both on-demand and live, can significantly improve product adoption rates. Step-by-step walkthroughs and tutorials go a long way toward making sure your clients know exactly how to use your product and are comfortable doing so. They're able to see the value of your product relatively quickly, which motivates them to keep exploring the different ways it can help them.

Live virtual meetings also help improve adoption rates, as they allow you to answer their questions in real-time and help them understand how to implement your product into their daily lives and workflows. Friction points that might normally hinder adoption can also be directly addressed, allowing the new client to continue making forward progress.

4. Retain more customers (reduce churn)

The combination of the above three benefits ultimately leads to you retaining more customers and reducing your churn rate. By using video for your onboarding process, you can effectively demonstrate the value of your product while also establishing a relationship with the customer.

Because they feel more comfortable and see you as an expert who is accessible and willing to help, clients are more likely to feel confident about investing in your product. And because they understand how to use your product and see its value, they're less likely to cancel or churn in the short-term future.

Video can't solve every onboarding challenge, but when used properly, it can be a powerful tool to give you an edge over your competitors and help build a stronger customer base for your business

taking notes while talking to a customer

The two main challenges of client onboarding

Although the onboarding process will vary for every business depending on their industry, offering, and clientele, there are two primary onboarding challenges that every business faces:

1. Chasing busy clients

Unfortunately, your new clients can't stop everything they're doing to focus solely on your onboarding process. They still have their own jobs to do and onboarding usually isn't their number one priority. As a result, there are times when you have to "chase" busy clients in order to keep them moving forward.

This could look like sending follow-up emails, scheduling calls in advance and generally staying persistent in communicating with new clients in an effort to nudge them along. These tasks can be made somewhat easier by utilizing things like automated email sequences within your CRM and call scheduling platforms like Calendly.

2. Closing a steep learning curve

When your product involves new technology (like when Livestorm released the world's first Video Engagement Platform), your clients are starting from a blank slate. They have limited reference points and are required to learn significantly more than if your product was simply another version of existing technology.

In this case, you need to evangelize clients from the ground up. You need to convince them of the value of your product, which first requires explaining what it does in ways they understand and how your new technology is superior to existing technology. You also have to walk them through how to do real-world tasks and processes so that they can envision how your product would help them achieve their goals and solve their problems.

In cases where there is a steep learning curve, video is particularly useful during the onboarding process. You can record screencasts, tutorials, and live, interactive sessions to help new clients more quickly grasp how to use your product.

woman sits at a wooden table in a big house while typing on a computer

4 ways Livestorm optimizes client onboarding with webinars and video

Here are four specific and effective ways you can use Livestorm to optimize your onboarding experience. These are tactics we use ourselves when we onboard enterprise clients.

1. Use video to kickoff client onboarding

The initial kickoff meeting with a new client is especially important, as it sets the tone for the relationship and provides direction for the rest of the onboarding process. The process may look different in your company, but at Livestorm, the kickoff happens when a sales manager passes along an enterprise client to a Customer Success Manager (CSM). Essentially, it's where the focus shifts from winning them over as a customer to set them up to succeed with your product.

Video helps to build a personal connection from day one. Unlike a phone call, video creates a more engaging, face-to-face, personal conversation. Body language and non-verbal cues can be seen, and clients feel like they're interacting with a real person who cares about them.

Use the kickoff meeting to learn about the customer's goals, integrations they want to add, challenges they want to solve, and more. Depending on how many client team members are on the call, use Livestorm features like polls, chat, and the questions tab to gather additional information and feedback. Having at least one additional team member present on the kickoff call to monitor these items can be particularly helpful.

The kickoff meeting should present a systematic, organized onboarding process. The client should understand what they need to do, what the next steps are, and when they should expect a response or follow-up.

Sharing your screen or using a digital whiteboard that has all the onboarding steps laid out for the client can help them visualize the entire process and anticipate each step in the process.

2. Reduce churn with great webinar training sessions

Webinar training sessions can significantly reduce churn rates with new clients. Generic, on-demand webinars and videos can be sent to all new clients to address common issues and help them get up and running quickly.

However, CSMs can also use Livestorm to create live webinars that are specific to new clients to train them on the most effective ways to use your product within their unique contexts. Once they've created the webinar, they can send the registration page to the client so that they can register for the webinar. Or, if an even more direct approach is needed to get the attention of a busy client, they can add the client directly as a registrant.

Once the client is registered for the webinar, you can let Livestorm do some of the heavy lifting in terms of ensuring that they view it. Automated reminder emails can be sent to the client reminding them about the training session and encouraging them to attend.

Once the webinar has started, it's automatically recorded, which helps the clients feel relaxed since they know they don't have to take meticulous notes or worry about missing any important details. When the webinar is over, the recording is sent automatically to the client so that they have a copy to access over and over as they need.

With tools like Livestorm, it's really easy to be organized. You can set everything and forget it. You know that the emails will be sent, the recording will start, and so on.

The webinar itself should be crafted in such a way as to learn more about the new client and help them engage further with your product. Using features like interactive questions, polls, and live chats, the CSM can identify key areas where additional education is needed and then step in to speak to those needs.

After the training session, a follow-up email can automatically be sent to the client that asks them about their experience. This provides yet another opportunity for CSMs to speak to any issues or answer additional questions.

three people at a table laughing

3. Host an engaging Q&A session

Question and answer sessions are an invaluable part of the onboarding process, particularly if your product has a steeper learning curve. They allow new clients to ask about any and all challenges, issues, or sticking points that might keep them from fully adopting your product.

Using Livestorm, CSMs can create a Q&A event and manually add customers to it. Tracking information on the Livestorm dashboard allows them to identify who registers for the event, as well as who actually attends it.

As you would expect, polls play an important role in Q&A events, and it's our practice to use them during webinars and then chat about the results. This allows you to quickly get a sense of how a client feels about a particular topic, which can serve as a springboard for meaningful discussion about how you can most effectively help them.

The question tab is also a useful feature during Q&A sessions since it allows participants to vote on which questions they most want to have answered. Rather than spending time addressing relatively unimportant issues, you can ensure you address the most pressing issues that affect the greatest number of people.

You can invite multiple people "on stage" at the same time. Inevitably, there will be portions of the Q&A session that will be better handled by a teammate with more expertise in a particular product feature or industry. Rather than having one CSM do all the talking, you can let the most qualified individuals address particular topics.

4. Shadow your customer's event

If you've effectively onboarded a client, there will eventually come a point when they roll out your product more broadly, either to a particular group or the entire company. They almost certainly will use a video/webinar format for at least part of that rollout, and this gives you yet another opportunity to come alongside them and provide support in the form of shadowing.

Shadowing simply means participating in the webinar and offering support behind the scenes. For example, at Livestorm, the CRM asks the client to invite them to the webinar as a guest speaker but to hide them from the registration page. During the event, they don't go on stage but simply observe the proceedings and provide support to the organizers through Livestorm's private chat function. This allows the organizers to maintain a sense of independence and control while also having support should they need it.

The power of webinars and video for customer onboarding

Using webinars and videos are some of the most effective ways to onboard new customers. Not only do they readily engage your customers and help them learn more about your product, but you can also use them as a way to supplement existing documentation and other resources.

They allow you to create more of a personal connection than many other communication mediums, and they also help you more quickly demonstrate the value of your product.

Obviously, webinars and videos can't be the entirety of your customer onboarding process, but they should certainly play a central role.

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Molly Hocutt

Molly Hocutt

Molly Hocutt has been a Content Manager at Livestom since 2019. She has more than five years of experience in SaaS content writing and B2B marketing.