Video throughout the Customer Lifecycle: Introduction

Today’s customer lifecycle is different from that of twenty years ago. The ends and overall framework have remained the same, yet the means have been affected by advancements in technology, which include anything from multiple communication channels to artificial intelligence.

In an age defined by transparency, a well-thought-out customer journey shouldn’t be undermined. Video is an incredibly effective means of optimizing user experience, whether that of a customer or an employee. Let us briefly demonstrate this medium’s value across the different stages of the customer lifecycle.

Awareness

Create a Powerful, Memorable Impression of Your Product

Attraction is the starting point of every customer’s lifecycle. At this stage, the prospect becomes aware of your product’s existence. If you thought it takes one ad to be noticed, think again. It’s believed that a user needs to be exposed to a message seven times before they decide to make a purchase.

At this stage, you can use video to improve your odds. Video marketers see a 54% increase in brand awareness with their content among audience members. In fact, video is so compelling it has moved to the forefront of almost all social media platforms today with 93% of marketers saying they’ve converted a lead into a paying customer due to video on social media [1].

Pro tip: Post a short video teaser that links to your website, where prospective customers can engage with longer-form video content. Remember: when it comes to raising awareness, short-form videos are more effective than long ones.

Video types you can use for awareness:

  •  Video teasers
  •  Short-from branding videos
  •  Explainer videos

Engagement

Video-educate Your Prospects

By this point, you’ve managed to draw prospects’ attention to your brand. If in the past, they weren’t aware of your existence, they are now more receptive and willing to interact with you.

Here, video can serve as a powerful asset that showcases your product to the finest details. For example, once your prospect has landed on a website page, you can use videos that correspond with the content featured on that page to educate them. According to research, including video on a landing page can increase conversion by as much as 80% [2].

Pro tip: Use a product video to show viewers your product in action and help them immerse themselves in the experience. Alternatively, use testimonial videos that verify its value.

Video types you can use for engagement:

  •  How-to videos
  •  Product demo
  •  Longer branding videos

Evaluation

Demonstrate Your Product’s Worth

By now, your prospect has already looked up your brand, done their research, perhaps compared between different solutions, and is considering buying your product. However, they are still on the fence, and it’s up to you to convince them why they should make the investment and choose you over the competition.

At this stage, you can use your website to provide them with excellent digital self-service. After watching a video, as much as 64% of the prospects are more likely to buy your product online.

Pro Tip: Use video testimonial videos to tell a story your prospects can relate to, address their pain points, and demonstrate how your product resolves them.

Video types you can use for evaluation:

  • Testimonial videos
  • Video case studies
  • Webinars

Purchase

Seal the Deal With Self-Service Videos

The purchase stage is the moment of truth: will your prospect make a purchase or eventually decide against it?

At this stage, most customers require additional support. It’s important not to underestimate people’s doubts and sense of criticism. According to Forrester, 53% will abandon a purchase if they can’t find a quick answer to their question [3]. Luckily, there’s a lot you can do to reassure users that your product is the solution they need.

Pro Tip: Use both live and on-demand videos to tackle any issue your prospect may be having, alleviate their concerns, and give them that final push.

Video types you can use for purchase:

  • Live chat
  • Video Q&A
  • Product demo

Product and Support experience

Provide Exemplary Video Support

Although by now, the prospect has already bought your product, customer journey is far from over. In fact, retaining a customer is as important, if not more, as attracting them. Loyal customers can not only make further purchases but become brand advocates (see the next stage).

At this point, you can use video to help your new customers learn more about the product, how to use it properly, perform DIY troubleshooting, and more.

Pro Tip: Self-service videos can significantly elevate your customer experience and enhance their overall satisfaction with your brand. Highlight the support section on your website to allow users to find it easily.

Video types you can use for product and support:

  • How-to videos
  • Live chat
  • Video Q&A

Bonding/Advocacy

Create an Emotional Bond With Video Resources

This is the stage where you nurture your relationship with the customer and leverage your resources to create an emotional bond. This can lead to the customer repeating the cycle by considering another purchase or providing positive feedback that is incredibly valuable in an era dominated by social media and online reviews. Videos are an excellent medium for enhancing engagement, too. So much so that 64% percent of consumers make a purchase after watching branded videos [4].
Pro Tip: Incorporate videos into your emails to expose users to new features/products they might be interested in.

Video types you can use for bonding:

  • Video in blog posts
  • Video in customer-facing emails

Summary:  The modern customer has high expectations and a wide selection of options to choose from. To stand out from the competition, you need to be as accommodating as possible. Be sure to provide users with various types of video to walk them through their customer journey and address their needs at specific time points.

Sources:
[1] https://www.hubspot.com/marketing-statistics
[2] https://www.eyeviewdigital.com/documents/eyeview_brochure.pdf
[3] https://blog.hubspot.com/sales/sales-statistics
[4] https://www.prdaily.com/study-64-percent-of-consumers-purchase-after-watching-online-videos/