Video Types to Guide the Customer Journey
Spin Creative • July 14, 2020
Marketers are keenly aware of the power of video to entice and persuade customers. Video campaigns can help guide customers throughout the entirety of their buying journey; however, the right videos have to be chosen.
Your brand’s videos need to meet the customers where they are in their customer journey. Testimonials are unlikely to make a strong impression on viewers who have never heard of your brand, and brand awareness videos aren’t the appropriate choice for customers who are ready to learn more and make a purchase.
A well-planned series of video campaigns can hit each point of your marketing and sales funnels, guiding the customer further along until they buy and return to your brand again and again. Here are the key video types you should aim for at the top, middle and bottom of your sales funnel.
Top of the funnel
Consumers just starting their customer journey have a problem and are interested in finding a solution. They likely haven’t heard of your brand nor your products. At this stage, your videos should be grabbing the attention of the viewer, letting them know your brand exists and telling them that you have a solution. However, you don’t want to start pushing your products or services just yet.
Instead, creating educational videos that help answer questions for the audience can establish your brand as a resource, build trust and generate brand awareness. Catchy, inspirational or exciting brand awareness videos are also key here, planting something that “sticks” in the customer’s mind.
These videos are best tailored to a more generic audience. They should be memorable, easily accessible, informative and intriguing enough to make the viewer want to learn more.
Middle of the funnel
Once consumers learn a little more about potential solutions to their problems and are aware of your brand, it’s time to show them exactly how beneficial your company can be.
Explainer videos are useful at this stage of the customer journey because they help the consumer learn more about what, exactly, you have to offer. Use memorable and engaging brand story and product videos
to let the consumer know what you’re offering, how it’s different from the competition and why it’s the best choice for them.
These videos might be catered to more specific audience segments to home in on their unique pain points and build trust.
Bottom of the funnel
After you give customers a more in-depth explanation of your brand and what you have to offer, you want to persuade them to sign up, buy or take another action
with your company. To do this, you’ll need to solidify the trust the customer has in your brand and prove to them that your product is the right choice.
Demo videos help to encourage audiences to take the leap, especially if you offer a somewhat complex product or service. Show the customer exactly what they’re getting with your product, how to use it and the benefits it offers. These videos are best ended with a call to action that leads them to a free trial or similar offer.
Testimonial and case study videos work for the same reasons. They show the viewer that people just like them have used and liked your products, so they are likely to, too. Testimonials are great for authenticating your brand and establishing it as the preferred choice.
From awareness to consideration and ultimately a decision, your videos can follow customers along every stage, guiding them to choose your company in the end. If you’re ready to start using video to influence customers, say hello
to Spin Creative!
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
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