Video excellence - Made With Purpose

With companies now producing more and more video content, the variety of videos has increased. It’s no longer just adverts. Now, even relatively small companies are using video to record events, communicate to staff, provide how to videos for their products, show their company culture and more. This huge jump in the volume and variety of content means companies like yours could be using video in your customer journey map. You could be targeting customers at every stage with engaging content. But chances are, you’re not.

Why should you be using video in your customer journey map?

Firstly, you might be wondering what a customer journey map is exactly. I won’t go into detail here, but there’s a nice explanation over at Econsultancy. Essentially, you need work out what’s motivating your customers, from first contact with your brand all the way up until the point of sale.

Video is a great tool for improving both traffic and conversions, and is the way that consumers prefer to learn about products online. This makes it an ideal tool for guiding your customer through the various stages of the customer journey.

While each journey map is unique to your business and your customers, here’s a quick general overview of how video can help at each stage of the journey.

Stage 1: Discovery

The videos in this category are perhaps the ones you’ll be the most familiar with. Videos aimed at helping users discover your brand really need to stand out from the crowd. Getting noticed can be tricky in a crowded online market place, so having a good plan for production and distribution is key.

Often this is taken to mean big, flashy, eye-catching videos. While this is one approach to getting attention and critical shares from your potential audience, it’s not the only way. If your content is novel or useful, it’s just as likely that users will want to share it. Just make sure it’s carrying the right message and does the job of actually introducing people to the brand in a succinct way.

Stage 2: Research

At this point, use video in your customer journey to make customers aware of your brand and the need or desire it fulfils. Now they are researching the alternatives and deciding which one they would (potentially) like to buy. This is one of the most common uses for online marketing videos. You might already be doing it, without knowing you are using video in your customer journey.

Narrative videos are good at this stage, although the only real requirement is that you get more specific about your product or service. Your video needs to demonstrate how you’re going to provide unique value to the customer.

Stage 3: Purchase

Now the bit you’ve been building up to: the sale. Converting your prospective customers into actual customers is a tricky business. Video has been shown to help with this significantly.

Put videos alongside your products, explaining what they do or offer in a simple, easy to understand way. Really focus on clearing up confusion and leaving no doubt in your customer’s mind about what your product does and why they should buy it. People are already very interested in buying from you at this stage. Do everything you can to make them take that final step.

Stage 4: Delivery

This is sort of the neglected stage of the customer journey. But it might be coming into the spotlight more thanks to the continuing rise of online sales.

While video is not an immediately obvious choice for this stage of the process, there are ways it can help. Consider using video to reassure customers about your delivery process, let them know what to expect, and help them resolve common problems.

Stage 5: After sales

If it’s done right, this can be the most valuable part of your customer journey. Unfortunately, it’s the part you often see companies neglecting. Say it after me: your existing customers are more valuable than new customers. You don’t have to expend resources attracting them to your company. They already know you and (hopefully) trust your company, so they will be more comfortable spending money with you in future (if you nurture the relationship).

One other thing: people get comfortable easily. Change is tricky and uncomfortable a lot of the time. So really, this should be the easiest part of your job, as well as the most profitable. But there’s so much emphasis on acquisition, people often forget about it.

Use video in your customer journey at this final stage to help your existing customers with their products. Show them you value them, that you understand their needs and introduce them to new product or services that could complement their existing purchases. You won’t be disappointed.