The Best Video Content For Every Customer Journey Stage

Written by
Sam O’Brien

Video Content

Creating content is an excellent way of catching a customer’s eye. Video content is an even more effective way of standing out from the masses of written and visual content out there. It’s a way to be creative, get your point across, and add to your brand voice. Making a video at every stage of the customer journey helps to visually show that you have an answer to any problem. 

Using a video allows you to not only show off what your product is, but it aids in explaining complex points. Possibly the best part about it is that it allows you to make content that is diverse and suitable for every need. 

Here is the best content to use for each step of the customer journey. 

Sales Funnel

Awareness 

This is the first stage of the buying funnel and, as the name suggests, it’s about making people aware of what you’re selling. It could be a funky pair of socks or a product that helps businesses deal with outbound calls. Whatever it is, it’s about getting the audience’s attention and planting a seed in their head. 

As this is the first stage in the customer lifecycle, you need to focus on your target audience and hone in on their wants. It helps to think about their interests, the type of content they may consume, and why they might wish to make a purchase. Then you can create video content that will appeal to them and place it somewhere they’ll find it and want to click on it.

Try to keep things fairly loose here as, remember, you aren’t quite at the ‘buy this now’ stage yet. It’s about creating excitement around your company and product. Say, for example, you’re trying to sell robotic automation products. You could make a funny video, share an opinion, or answer commonly asked questions. Make sure to talk about things you have in common and focus on the customer at this stage. 

Interest

This is the phase where the buyer has a clearer idea of what you’re selling and the solution you offer. It’s where they start to show an interest in your product but still aren’t quite at the ‘ready to purchase’ stage. 

This is your time to stand out from the competition and show people why they should pick you. It could be that you’re optimizing chatbots, that you sell one-off products, or that your company has the best price. Most importantly, whether your USP is that you’re an expert on QoS or that you work with recycled plastics, this stage is about building customer relationships. 

It doesn’t matter if you are outsourcing videos or have an in-house content creator. You need to keep up that brand voice and make something that resonates with your audience. You can even think about sending videos via email or newsletters to keep things a bit more personal. If you do use videos in this way, make it clear why you’re sending them so the message doesn’t go straight to junk before being watched. 

Now is your chance to narrow things down. The actual content of the video at this stage can use product reviews, act as an expert guide, or discuss the culture of your firm. Creating material like expert guides is great for companies that focus on more complex matters – for example, infrastructure as a service product. Even if you sell simpler things, like dog shampoo, it’s still good to tell people how to make the most of it. 

Digital Marketing Funnel

Decision 

This is the stage where, congratulations, you have persuaded people to buy from you! Yet they’re still not ready to make the actual purchase. Whether you’re selling vegan ice cream or secure video hosting, start focusing on your product as a solution. Especially because, at this point, the customer is paying attention to what you’re saying. 

They may just need that one last push before they buy. Therefore, at this stage, your video needs to be a little more company/product-centered to prove you’re the leader in your field. One way to do this is to gain trust through case studies, testimonials, or even demonstrations. 

Say, for example, you produce online learning content. You can create a video of real people who have used your site to develop their skills. Alternatively, you can talk to people through your website and show them the features you have. 

Remember, you can still add in personality here. Even if you’re speaking about serious topics, like private branch exchange, you can make it funny and/or add-in graphics. Doing this might encourage people to choose you over the competition.

Action

This is the stage where the customer purchases from you. From furniture to website builders, clients constantly have products advertised to them. Thanks to your excellent video work in the sales funnel, they have chosen you. Yet, while there is not so much pressure to make a sales-focused video now, you can create content that will help with customer loyalty. 

You might want to make a quick how-to video to show people how to make the most of your product. Or you may decide to do some upselling. Say your customer has just bought some shorts from you. Now is the perfect time to send an email with the other summer items you have in stock. 

Most importantly, you should send a thank you video post-purchase. This could either be a quick message from the CEO or a fun animation. Whatever you choose to do, this will show you are grateful and encourage people to keep coming back to you. 

Video Marketing Impact

Source: Dream Grow

Making videos is a great way to make creative content with that added human touch, so it only seems natural to use them as part of the sales funnel to engage potential leads. All you need to do is make them personal and successfully add in your brand voice.

 

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The Best Video Content For Every Customer Journey Stage

by Sam O’Brien time to read: 4 min
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