Let’s talk about how you should be using Video Marketing throughout the entire Customer Journey
– all the way to Conversion and beyond.
I’ll start with a question for you: how easy is it for your customers to buy from you? I
can’t answer that for you but I can tell you that making it easy is about
getting the greatest message across to your customers at exactly the right time
with the right story. And to do that requires mapping out a path for
them. There is an entire journey that needs to plan out just to be equipped
with the resources and information to deal with getting your idea of a product
or services across to your consumers.
I’ll also tell you that the path calculated to chaperon prospects to becoming customers
is paved with great videos because video production deals with better
communicating with the audiences. And that your visual story has to be
different for every one of these stages to guide prospects to becoming buyers. This
is because there is a lot of competition in the market when it comes to any
product or service and especially for startups the way to better gain market
share, is to better advertise to the audiences through the use of visual video
production because that allows the company to have a greater competitive
In the first stage, your prospects know nothing about you or your product so the only
way to start the journey is to attract the audiences. This is the Attraction
phase. You can attract a customer to your website or to make a phone call to
you with videos based on Facebook, YouTube, Google and your partner and
affiliate sites. There are multiple different websites present to allow
the customers to view and analyze your product so they can be attracted to it.
If people are attracted to what you created, then they’re going to start on the Customer
Journey. You have to point out a need that they have and you also have to show
that you can solve it and that you’re uniquely suited to do that. There
are multiple different companies that do that by making a need for a product
and then offering a solution by introducing that product in the market and
marketing it right using many tools like video production. The way they use
their video editing skills to present it helps them be successful.
Now the buying journey really begins. On your landing page, you have a more
detailed ex plainer video or product video that shows the look and feel of the
ad they saw before. It must be consistent. This type of video
explains the kind of product it is and what it has to offer. It describes the
things the product has to offer and how it will help or improve the lifestyle
of the consumers.
The goal here is to see if your customer is really interested, so you need to get them
to give you their private contact information. You’ve got to pack what you’re
giving them with value. Provide more value, and it’ll be easy for them to
share that information with you. The product is well explained in
the video offering exactly what is needed by the customer and that’s the beauty
of video marketing, it answers all the queries that a customer might have,
before they have a chance to ask them.
The next step is to Foster that prospect through the path. They want to learn more
now. You’re going to need videos with deeper dives into the product. How it
makes them better, faster, stronger, thinner, healthier. The videos
required are going to be needed with a higher expectation level, they will have
to be bigger and better and more equipped with the information that a customer
may find helpful.
They’re going to need social proof as well. You’re going to have to have customers give
testimonials and put those out there on your website so that they can trust not
just you, but the people that have already purchased from you. There’s nothing
better than having other people talk about you instead of having you talk about
yourself. This is where you will need to include product
reviews in the videos that you upload so that there is no doubt in the mind of
The next step is going to be massive education through consumption of content. Your
prospects are going to start looking around everywhere at you and your
competitors. You’ve got to be the one that’s educating them the most through
How To videos, product videos, and the results they’ll get. Your video will educate them about the things offered in the product or service and show people what they are signing up for when they physically pay for the product.
Most of these steps are done without your salespeople. Five years ago, your outbound
and inbound salespeople could handle this. Today, everybody’s collecting
all that information on the web via Google and Bing. There are websites for every single brand and product where people are at the liberty to post reviews and share their opinions on how they liked or not liked the product. This also helps the new customers understand their position when buying a product. The process of video production must also include the reviews of people so that the new customers aren’t left with any doubts in their minds.
The next phase is the Conversion. They decided to become your customer. That’s great! To
show the appreciation right off the bat so they have no buyer’s remorse send
them a Thank You video and next steps in the kickoff process, and explain
what’s coming next and how it’ll benefit them.
Now that you’ve got a happy customer, it’s also time to start that cycle again and
expand on the relationship. You can’t just throw the same product at them again
because now they have a need for the next step in their customer journey. At this point, the customers are loyal to your brand and you can even feature them in your customer appreciation videos.
So what do you have in your portfolio that helps them do the next thing that helps them
out? That’s what you need to start cross selling and upselling and add value to
them the entire way. This is when you start expanding your product line and start introducing more products and services.
So the entire customer journey is extremely important, and you’ve got to get the right
message with the right story at the right time to your customers and prospects. The way you appear to the first customer sets precedent for the customers to follow. First impression goes a long way so we gotta make sure that the video production is in order.
So take a look at the Customer Journey from Attract, Capture, Nurture, Educate, and Convert.