Video and the Customers’ Buying Journey <Video Included>
If you’re in marketing, sales or an executive looking to use content to support your customers’ buying journey right now then this video is for you. We will be going over how to use video content to make the cash register ring and bring more sales to your company
According to a stat: 88% of Americans don’t like ads. Now for an advertiser that’s just sad. But wait, let’s dive a bit deeper and see why this is the case. The fact is, You don’t need to push ads around these days to be successful — you need to create value and align with what your customers desire or fear. … Its time to refocus your marketing investment on video and fun organic content, literally 85% of all Internet traffic is video.
Ok let’s break down a customers’ buying journey into five stages. For each stage, we will define your company’s goals and craft videos to make them happen. It’s easy and fun once you get started.
Awareness:
The first step is to create awareness. This is for people who have never seen or heard of your brand
To be successful:
Define awareness goals
- More website traffic
- More likes and shares
- More subscribers or followers
The goals isn’t yet to convert them only entertain and get them familiar with your brand
Your videos should be fun, entertaining and weave in how your product or service makes them the hero of the video.
(Find example video of this) roll bud?
Here are a few Types of videos you should use for the awareness stage:
- Short engaging videos with a hook
- Original story
- Keep your target audience broad
Engagement:
Your content during the engagement stage should subtly convince them to consider your product or service as an option.
Let’s talk about a few good examples for engagement:
- Create value and spark curiosity
- Video series around a theme
- Something that adds value
- This thought leadership I am doing!
- Useful tutorials
- How to use your product
- How your services are helpful to them and their life
Conversion:
The conversion stage involves getting your viewers or website visitors to take action! You’ll need a clear and apparent call to action.
Examples of conversion goals:
- Double the downloads of your how-to guide on your home page by the end of the month and increase your sales by 18% by the end of the year.
- This will be achieved by using videos in targeted ad campaigns across LinkedIn, Instagram, Facebook, and YouTube.
- Before you advertise build a list with awareness and engagement then use that retargeting list to use conversion tactics
What types of videos should you use for the conversion stage?
- Video on demand — videos your customer can watch anywhere, anytime
- Explainer videos — concisely explain your product or service (bonus if it’s fun to watch!)
- Webinars with clear calls to action — get a sign up form and place them in your funnel or database for future marketing
Advocacy:
It’s a fact, customers trust friends, family, or their favorite influencer’s recommendations more than yours. Word-of-mouth is one of the most powerful tools in marketing as existing customers are a free (or low-cost) and effective source of new customers. This means that your videos should be driven by feedback from loyal customers and influencers in your industry. Referrals will encourage others to try your products or services.
Examples of advocacy goals:
- Create a referral program and enroll 20% of existing customers within the next six months by offering exclusive deals
- Achieve 26% more customer referrals with the new referral program
- Contact and contract 10 micro-influencers in your niche and increase customer referrals by 12% by the end of the year
What type of videos should you use for the advocacy stage?
- Customer and micro-influencer testimonials
- Unboxing videos are a great way to drive sales through online word-of-mouth
Retention:
This is the LAST stage of your customer buying journey, and it shouldn’t be overlooked
Your customer retention strategy will define whether your customers feel like coming back for more or not.
Remember that it’s cheaper to drive repeat purchases than new purchases.
To help increase your retention rate, you need to make existing customers feel included in your marketing efforts.
Plus, your videos should answer any questions they might have about their purchase and get them excited about what’s next.
Examples of retention goals:
- Increase customer feedback response rate by18% by the end of the year by implementing an email marketing strategy including surveys.
- Develop one new feature within 5 months based on customers’ feedback.
What type of videos should you use for the retention stage?
- Retention videos must provide value and excitement.
- Detailed video showing how to use your product along with useful tips
- You can then send the video to each customer making a new purchase
- Exciting videos about upcoming features, products, or reward programs
Thanks for watching this video on how to create awesome content for every step of your customers buying journey. I’m Richard at New Evolution Video and I help brands create better content with videos your customers will fall in love with. Feel free to email me if you’d like to have a chat about how to bring this strategy to your company and crush it!
Be well and Do good, it pays in the long run. I’m Out.
