Why Video Marketing Strategy?
“51% of marketing professionals worldwide, name video as the type of content with the best ROI.”
Video is a powerful medium to build a connection with your prospects and your customers. Videos evoke emotional responses. They help you tell a brand story that your target audience can remember for a longer time.
According to this study, most people lose concentration after just eight seconds!
With reducing attention spans, Video is the right medium to communicate brand messages effectively.
“96% of B2B companies use video in content marketing, 76% say it has positively impacted marketing ROI.”
Understanding Customer Life cycle Stages
“Loyal customers, don’t just come back, they don’t simply recommend you, they insist that their friends do business with you.”
The idea behind customer lifecycle marketing is to understand your target market and build a strategy to convert strangers into brand evangelists.
Catching consumers in each of their buying cycles is an effective way to move them down the funnel and ultimately convert them into evangelists of your brand. Here are some tips on how you can make compelling videos for each of the customer life-cycle stages:
This is a stage when you need to understand the problem your prospects are facing and how your offerings solve those problems. Create a video that educates them. The video does not have to talk about your brand. It has to provide information that the prospects are looking for. Here is an example of an animated video from Hubspot that educates prospects about what inbound marketing is and how it is helpful for businesses.
Add the video to your YouTube channel and embed it into a blog post. Promote your video on social media channels like Facebook, Twitter, LinkedIn and Instagram. In this stage, you should create content that is useful and that fetches you, subscribers. You can run paid campaigns using Google Adwords, Facebook and LinkedIn, to promote the educational video and collect more leads.
This is the stage when the prospects know about the nature of the problem they are facing. They are looking for the right solution to that problem. For instance, the following video about lead generation strategies is aimed at prospects who know they need do CRM to get more prospects into their sales pipeline.
In this stage, you need to be after those who know about their problem and are looking for the right product.
Include the video on the homepage of your website. You could consider running run a remarketing campaign at this stage.
Add an interesting Call-To-Action to your landing page to get your prospects to sign up. You can reach out to your existing leads with an email campaign that includes your product video.
Once your customers know about the options they have, they need to know why they should buy from you. This is the stage when you need to understand your audience on a deeper level to know what would trigger the buying decision. You need to get more brand specific in this case and prove a point to your prospects.
At this stage, you are targeting a segment of your leads who are now potentials. These are leads who have filled in your product inquiry form or are looking to make a purchase soon.
A customer testimonial video or a video that showcases a case study of how your product/service has been helpful to your clients is useful at this stage.
“90% of users say that seeing a video about a product is helpful in the decision process.”
Create a list of potentials and run an email campaign that includes the testimonial video or a case study video of your product or service. Offer them a free product consultation or a demo over a call.
It’s crucial to retain your existing customers and get them to actively buy from you. In this stage, you need to make sure that your existing customers are not facing any problem with their past purchase. Use an email campaign to send them a video that communicates about the support they can get in the case of any trouble.
Research about their past purchase behaviour and send them videos talking about complementary products/services. For those customers who have been inactive for a while, you can create a video that provides them with a discount on their next purchase. Create a rewards program video that gives them an incentive to make repeat purchases. Here is an interesting example of an animated video promoting the Starbucks rewards program:
In this stage, you want to do everything to strengthen your customer relationship. The longer they stay with you as customers, the higher will be their chances of moving down the funnel, into the next stage.
Send your video series using an email campaign. Mailers are the best way to promote your videos in this stage. Use customer segmentation to send out your message to those customers who are active and would happy to get additional benefits.
Customer Delight Stage
Getting your customers into this stage of their buying cycle is the toughest part. Customer delight happens after a customer is associated with you for long enough and is happy as well. They start sharing a bond with your brand.
They recommend your products/services and add positive reviews about them on your website and social channels. They make sure that everyone they know, knows how much they appreciate your products/services.
To convert your loyal customers into your brand evangelists, you should create videos that thank them and give them a sense of partnership with your business. Here is an interesting ‘thank you’ video from the American Red Cross:
You could also create a video series in which the first video would solicit feedback from your customers and then communicate how you implemented the changes that your customers were expecting. This way, you can make your customers feel really special.
Email campaigns are the best way to promote your videos in this stage. Create a segment of your loyal customers and send them a campaign that includes such a video. Add a feedback form, to make your customers know that you care about their opinion. Add a special discount offer to your email, while you are sending a ‘thank you’ video to your customers.
Videos are the way forward for marketing your products and services and converting your prospects into evangelists of your brand. At each stage of the customer buying cycle, you need to make use of videos that tell a story the engages. Stories help you to build an emotional relationship between your target audience and your brand. They help you to put across the message without pushing your customers into buying from you.
You need to segment your customers according to their age, location, profession, preferences and customer life cycle stages. Create videos for each of your customer segments and track the results, you are getting. Make sure your videos are in sync with the voice of your brand.
Videos help you attract, engage, convert and retain. They help you establish a strong connection with your target audience. The deeper is your understanding of your audience and the life cycle stage they are in, the better will be the results.
Abhishek Talreja a.k.a. Abbey is an experienced freelance content marketer, copywriter, and ghostwriter. He is passionate about making each word count so he can help his clients craft stories that leave impressions truly indelible.