How Fractional Leaders Can Use Video to Strengthen Client Relationships

About the Author: Kelly Olson is a fractional Customer Success leader at KO Knows Consulting. She supports Founders and CEOs at growing tech startups, agencies, and professional services firms to increase customer lifetime value through retention and growth strategies. She previously led teams growing customers in both the SaaS and agency worlds.

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As fractional leaders, we provide incredible value to our clients. But while working IN and ON your business, are you taking the time to consistently demonstrate the value you bring each week?

In this post, I’ll share actionable strategies to incorporate video into your fractional practice in meaningful ways. By doing so, you can close more deals, capture client success stories, streamline workflows, and continuously showcase your impact throughout the engagement.

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Fractional Strategy: Weekly Video Recap for Client Engagement

I send a short video recap each week, highlighting key focus areas from the previous week and setting priorities for the upcoming one. This not only deepens client engagement but also provides an opportunity to emphasize important deliverables or gather feedback. Celebrating accomplishments and reinforcing your value throughout the engagement is key.

How-to:

• Prepare any visual materials on your desktop to share quickly while recording
• Keep the video under five minutes. I often remind clients they can watch at 1.5x speed!‍
• Send the video with a concise email summarizing critical points in bullet form

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My Journey to Video Mastery

Before transitioning to fractional work, I was a Customer Success leader at a SaaS startup, and video became a staple in my toolkit. One memorable quote that reshaped my approach was:

“Loom before you Zoom or book a Room.”
(If anyone knows who said this, let me know! It’s been a game changer.)

Now, as a fractional customer growth and retention leader, I use video even more frequently. Fractional leaders often split their time between live client interactions and asynchronous work. Video bridges this gap, making it easy for clients to collaborate—no matter how they prefer to work.

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Working IN Your Business: Getting Things Done

Many of the growing agencies, professional services firms, and tech startups I work with lack a structured post-sales process. In my role, I build operational playbooks, often involving multiple steps and team members. Video helps communicate new processes, gather feedback, and foster alignment across teams. It also softens the sometimes tough change management we face as fractionals!

Here are three ways to incorporate video into your daily work with clients:

1. Internal Communications - Share leadership updates or product challenges with distributed teams through recorded videos. Team members can watch when it suits them.
2. ‍Training updates - For step-by-step training, video is the go-to tool. Record how new processes work, and store these videos in a training playbook for easy reference.
3. ‍Customer outreach - Use video to respond to customer questions or provide a how-to guide. You personalize the experience and save time (and unnecessary meetings) by allowing the customer to consume content on their schedule.

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Working ON Your Business: Manage More Efficiently

Efficiency and client retention are central to my client work, and I apply the same principles when managing my business. Here are three ways to leverage video to grow your business and boost revenue:

1. Proposal Walkthroughs - Emailing proposals can feel impersonal. Adding a video walkthrough shows potential clients that you understand their business, separating you from competitors.
2. ‍Delegation - Use video to explain tasks to human or virtual assistants, and store these videos in an organized library for easy access and review.
3. ‍Advocacy and Marketing - Capture client success stories on video! Recording testimonials creates a powerful emotional connection that resonates with future prospects.

Personally, I use a paid Loom subscription, but many tools are available. One of my clients uses Microsoft, so I’ve been using Stream to create internal tools. My favorite feature is editing by transcript, so I can easily remove "ums" and restart when needed.

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Do you use video in your fractional practice? I’d love to hear your strategies!

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Kelly is a Customer Growth & Revenue Retention Consultant helping Founders and CEOs at growing tech startups, agencies, and professional services firms.  She focuses on your most valuable asset - your customers - to increase lifetime value. Kelly creates an efficient post-sales customer experience, predictable revenue, scalable processes, and customers who achieve their outcomes. 

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Kelly creates repeatable processes to manage customers, segmentation, customer health scores, renewal forecasting, playbooks, voice of the customer feedback across the org, and advocacy programs featuring customer outcomes. To learn more about her approach to expanding and retaining revenue visit: 

• LinkedIn Profile
• Website

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And if doing fractional work sounds exciting to you, or you want to learn more, check us out at https://fractionaljobs.io. We've got plenty of live jobs from startups looking for senior-level fractional talent.