How Does Video Support the Customer Journey?
The rise of digital media has changed the way business organizations and customers interact. In this digital journey, videos are emerging as a pathbreaker for businesses. Unlike print media, which has limitations in reaching customers, videos prepared as digital media offer unprecedented opportunities by reaching a wider audience.
Statista says the number of digital video viewers worldwide is estimated to reach 3.5 billion by 2023, and it will keep rising yearly. Videos are evolving as an essential tool for businesses to enhance customer experience at every touch point of their life cycle. Marketing, sales, or customer support- videos make team members more innovative and impactful in their operations.
Organizations not including videos in the customer life cycle are losing huge opportunities in converting leads into customers. It is the most cost-effective way to capture customers' attention and drive business ahead. In the past, video creation was expensive. It required trained professionals, but with technological advancements and tools like video-making software, it is easy for anybody to create videos.
Business owners can create numerous types of videos, such as promotional, demo, marketing campaigns, etc., but strategically using them in the customer-life cycle is critical. This article sheds light on how videos can optimize each customer journey stage.
How Videos Can Deliver Value to Customer Journey Stages
In this stage, customers know their problems and look for ways to solve them but do not know the right product or service. Educational and explainer videos showcasing the services or products are an ideal way to familiarize customers with the product. In this stage, the brands try to establish trust and a positive image with customers. Videos offer multiple options for brands to build bonds with customers emotionally and bring brand awareness. Business owners can create documentaries, Vlogs, storytelling, etc., to attract customer attention.
Users can include a call to action at the end of the video for customers that take customers to the company's website or related educational videos. Remember, the goal here is to educate the customers, so CTA should be strictly a knowledge-base guide or learning resource. In short, low-commitment videos are perfect for the awareness stage. A great video editing tool can be pretty helpful in curating videos and including elements that alleviate the video's visuals.
In the consideration stage, the prospects consider the company's product but still evaluates the product for its reliability and deliverables. Buyers look for more information, like why they should buy the product, does it align with business needs, and whether it is worth investing in. In such circumstances, an informative video about the product and how the product is different from others could be pretty helpful. Business owners can post videos about product-review, testimonials, comparison charts, podcast interviews with customers, case studies, social proof, etc. Business owners can mention links in videos about the how-to guide, whitepapers, industry reports, etc., to help customers dig deeper into the product. All these approaches reduce the burden of support staff and save costs. At this stage, business owners need to be careful not to become pushy in offering their products.
This is the stage where the buyer shows readiness to convert into customers. At this stage, buyers look for a small product tour or a quick demonstration of how the product would behave in the natural environment. Business owners can include live demo videos or FAQ videos explaining all essential features, sub-features, and installation processes. To make the video more interesting, users can use a screencast video. Business owners can even consider sharing videos about the company's journey, leadership, and mission. It helps to convince users that they are buying a genuine product. In videos, users can include CTAs like a free trial, buy now, pricing plan, etc.
4) Retention/ post-purchase:
Customer retention is a significant segment of the customer journey. Brands must establish long-term relationships with customers as they make the purchase decision. Business owners can use personalized videos, share brand announcements, or even thank you videos for subscribing to the service. Along with the thank you message, let them know how to reach customer support if there are any issues. Business owners can also share self-learning guide videos to help customers use products or services conveniently.
Customer advocacy works as a magnet and influences other buyers to buy products. Undoubtedly, video has enormous engagement potential. Both, when combined, could do magic for businesses. Business owners can create short user experience videos covering customers' success stories, case studies, or customers' views about the company. Business owners can post these videos on their social media sites and other online channels. Business organizations can even ask customers to post it on their social media handles.
Tips for creating compelling customer journey videos
- Consider the video length. Business owners should be strategic on video length for each stage. For instance, in the awareness stage, customers don't want a detailed product overview; they skim the content. Business owners can include more content in the consideration or purchase stage.
- Communicate in a way that is easy to conceive. Include analogies or examples to explain industry challenges and how products solve them.
- Research the target audience before creating videos. It helps business owners to make instant connections with customers.
- Use the right call to action in each stage of the customer journey.
- Posting videos is just one part of augmenting the customer journey. Still, it is equally essential to track the performance metric of these videos. It allows business owners to create more result-oriented videos.
In the digital world, businesses capable of optimizing customer experience throughout the customer life cycle can enhance business prospects. With the rising popularity of video marketing, it has become the most preferred way to drive customers. Videos allow customers to decipher product information in the most comprehensive way and connect with brands emotionally. Videos embedded in the customer's journey echo brand messages succinctly and exhibit a high conversion rate. Businesses investing and using video technology mindfully can help them to nurture long-term relationships with their customers.