How to Incorporate Video Into the Customer Journey

How to Incorporate Video Into the Customer Journey

It’s crucial to the marketer’s and the organization’s success to continue nurturing that customer’s relationship with the brand’s product and/or services. Not sure which types of videos you should be creating for each stage? One type of video that can be particularly powerful during the consideration stage is a product demo. Testimonials will resonate with your audience on an emotional level and help you establish trust, a crucial part of any customer relationship. Caption Settings Dialog Beginning of dialog window. Of course, the retention stage involves meeting customer needs and continuing to take your product suite to exciting new levels. They want to know about your core values and how your team abides by them every day—and company culture videos can be a great way to showcase this. There are a variety of different tones you can set with these types of video assets. This type of video content reaffirms that you’re a leader in your industry and gives you a chance to highlight some of your big wins. There are a wide variety of videos demand gen marketers can incorporate into each stage of the customer journey.

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Leading demand gen marketers recognize that their job doesn’t end once a prospect signs on the dotted line. It’s crucial to the marketer’s and the organization’s success to continue nurturing that customer’s relationship with the brand’s product and/or services.

One engaging way to nurture that relationship is to incorporate informative video content throughout the customer journey. Not sure which types of videos you should be creating for each stage? Check out the following tips:

Awareness

During the awareness stage, you want to get your brand name in front of prospects’ eyes as much as possible. While it may be tempting to start diving into all the details about your amazing products and services right away, it can be valuable to take a step back and take this time to establish yourself as an industry leader in your audience’s eyes.

Consider creating how-to videos that answer common questions your target customers may have. For example, a marketing agency may produce a video about how to launch your content marketing strategy. Or a cybersecurity company could release content around how to respond to an attempted phishing attack.

These types of videos highlight your brand’s expertise to viewers, making them more willing to continue down the sales funnel. The extra bonus here is that how-to content can be easily optimized for search, making it even easier for new prospects to find your brand.

Consideration

Your goal during the consideration stage is to keep prospects engaged and lead them toward taking a specific action. At this point, you’re focused on reaching an audience who is more likely to need your product or identify with your brand.

One type of video that can be particularly powerful during the consideration stage is a product demo. These assets should give a quick overview of what your product is, how it works, and why your audience needs it.

By creating videos that highlight the features that make your product suite unique, you can be one step closer to landing a new sale.

Purchase

Of course, the purchase stage is one of the most exciting. You’re so close to officially converting another prospect, and you just need to provide some final affirmation to confirm they sign on the dotted line.

At this…

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