What stage of the journey are your customers at?
Do you have potential customers ready to buy that should be served an offer? Or are they leads at the consideration phase and need to understand how you solve their problem or need? Or are they merely visitors, who are at the top of the sales funnel, and have only seen a high level overview of what you’re about.
A comprehensive content strategy is made up of multiple videos with different messages relevant to each stage of the purchase journey your customers go through.
This does not have to be done all in one go. Depending on your business need or budget, you might choose to start in one particular area and build your full content journey over time.
Some simplify the customer journey to 3 steps – awareness, evaluation and purchase. This often works for low purchase products, but the more someone is investing the more reinforcement they need, and the more trust you need to build with them.
For example, someone buying a $3,000 couch, will feel reinforced in and more comfortable to move forward if they see other happy customers sharing their story. (Check out a video we did for Target Furniture to achieve just that).
So ‘what’ video works ‘where’ in the funnel?
The ONLY goal of the video you use at each stage of the funnel is to move people to the next stage of the journey.
Here’s a pictorial way to think about customer stages and the messages that will help them move forward through their journey [DOWNLOAD PDF]
SCROLL THROUGH THE 5 KEY CUSTOMER STAGES
NOTE: For more complex purchases it might not be as simple as steps 1 – 5. For example, we’re working with a bank and they need multiple pieces of content in the consideration phase as their leads might stay in that stage for years as they save to buy a home. (That’s why we’re here to help figure out the right strategy and the right content).
Next time, it’s example time
In our next post we round up our top picks for brands in 2016 who nailed video at different stages of the customer journey.
We want to help you make the right videos, for the right customer at the right time.
It’s our job to keep ahead ahead of new platform changes on the ways to help get your video watched or found. And, to make sure when customers find it, we have the right calls to action so customers actually click, either to your site, page, join up or link to buy.
We’d love to hear from you, because we know we can help. At the end of the day, we all just want results.