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Video and the Customer Buying Journey

September 15, 2014

Matching video content to each stage of the journey improves the overall customer experience.

We all know video is a powerful customer engagement tool.  Here’s another proof point in case you need further convincing: according to comScore, 64% of all website visitors are more likely to buy a product after watching videos and video increase the average website visits by an average of 2 minutes. What this proof point means is video creates opportunities!

Our challenge as marketers is to find relevant ways to drive customer engagement throughout their buying journey.  We need to optimize customer engagement to create more qualified leads and better revenue results.  That’s a big ‘to-do’ but video can help. First understand your customer’s buying journey so you understand what’s important to that customer.  Each customer is different, which is why it’s important to measure and track viewership. Over time, it’s likely that customers in specific segments follow similar buying journeys.

Once you understand the customer journey, you can develop video assets that are both relevant and timely.  To do this, we need to become customer centric in everything we do – including how we use video, and understanding where our videos are discovered by our target audiences.  In a nutshell, we need to understand how, when and why they purchase.

Time the discovery of your video assets with your customer buying behavior to create the most relevant customer experience.  This approach will help move prospects from awareness to purchase more quickly. It’s important to have different video assets that appeal to each stage of the buying journey. For example, prospects who are unaware of your company would benefit from viewing video that educates and increases brand awareness, while those prospects who are close to purchasing may benefit from a product demo or customer testimonial.

Awareness – also known as Top of Funnel

Prospects who are researching solutions to their problem need to find content that addresses their particular concerns.  In this stage, consider using thought leadership pieces, video blogs, and corporate overviews to demonstrate your expertise. You want prospective clients to believe you are industry experts and your products and services can effectively solve their problems.  Remember to have a laser focus on solving a problem.  People watch videos that offer valuable information.  You have 10-15 seconds to get them hooked, and another 75-120 seconds to tell why you can help.

Consideration – also known as Middle of the Funnel

These prospects understand what you have to offer and at this stage, are comparing alternative solutions.  At this stage, many prospects react well to success stories and client testimonials that highlight similar problems and your solution.  Depending on the level of engagement, product demos can also be appropriate.  Similar to videos in the awareness stage, this content should be direct and purposeful.  Length can vary and it’s all about the content itself.  If it takes you 30 seconds to make your point, then your video is 30 seconds.  If it takes you 5 minutes and your video is engaging, then your video is five minutes.

Decision to Purchase – also known as Bottom of the Funnel

At this stage of the cycle, encourage customers to purchase with content that eliminates buyer’s remorse. Consider a video product demonstration or creating a video that addresses frequently asked questions about support and ease of use.  You may even create content that compares your solution to alternative solutions.  Don’t be afraid to be a little different and demonstrate confidence.  You want to eliminate any excuse for a prospect not to purchase. When it comes to length, follow the guidelines outlined above. Visual content engages customers and is a proven way to acquire customers. But don’t stop there! Customers are always seeking affirmation of their purchases and new ways to solve problems.

Strive to create a library of video assets that will keep them coming back for more information about how you help solve customer problems.  As the communications landscape evolves, connecting with every customer – new and existing, is essential.  Video will help you create better customer experiences, engage customers and ultimately drive better revenue results.

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