We have all seen advertisements that trigger some emotions we have experienced in our lives at some point. Be it “Googly Woogly Woosh” by Ponds or “Utterly Butterly Delicious” by Amul, the video content from these brands always has that emotional hook that forces us to reminisce about the “good old times.” But how does the video content help you throughout your customer journey and enhance their experience with your business over time?
Before we proceed, it is essential to understand the importance of video marketing and what the advertisers and marketers try to achieve with the content they create. We have seen how the ads from brands progress with time- the scalability, the concepts, the target audience, their goals, the offers, and deals, etc.
All these factors undergo specific changes as the business of a particular brand progresses. While these components are immensely dependent on the companies’ current operational and financial status, it is also influenced by where they are in their journey of acquiring and retaining their customers.
This blog will discuss the journey of video content and marketing and how it contributes to your customer journey. Here are five ways in which video content can be influential and amplify your consumers’ experience. Let’s get started!
1. Consumer purchase behavior
Consumer buying behavior keeps changing over time. This happens due to several factors-multiple options, willingness to purchase, demand, the difference between the desire and necessity of the product, price range, affordability, availability, etc. With the world evolving digitally at a pace faster than any of us can fathom, the purchase pattern has been undergoing development and changes constantly. The social media presence of a brand has become a mandatory factor. Retail shopping has taken a hit when compared to online businesses. But the hands-on feel factor still takes priority at times.
The social media content created by the brand adds the “familiarity” zing to your products from a consumer’s perspective. The videos create the “feel” which helps your customers relate to the brand and the product you are marketing. It forms a relatable and trustworthy element, something which is targeted essentially by the marketers. If the consumer understands and connects with your brands’ videos about their story, products, what they stand for and how they tend to improve the customers’ lives, your sales go up before you even realize it. Immersive video experience is a necessity in 2022.
2. Talking about the consumer journey
We spoke about how helpful video content can be if they create an engaging equation with the consumers in the previous point. But we also need to understand the customer journey to analyze the perfect type of video which would fit the stages your consumers go through.
They might come across your business through a reference, helpful information, or by scrolling through hours on social media. Now that prospective buyers are aware of your product, they will contemplate the pros, cons, necessity, and desire to purchase it. They will look for alternatives that provide the services you do but have better affordability. The potential customers would talk to people who have engaged with your brand or purchased your product before.
Consideration and contemplation are phase two in a consumer’s journey. The final stage arrives when the prospective buyer becomes a consumer as they purchase your product. You finally succeed in passing the conversion point and acquiring the potential target as your customer. Post-acquisition, it is crucial to understand how to retain your current customers as they will be the most beneficial assets to drive your sales and economy. Enhancing your relationship with your existing customer base is one of the most necessary components of marketing-something, which businesses do not usually focus on.
Now that we have discussed the different stages of a customer’s journey, right from awareness to acquisition and retention, your brand needs to deliver video content catering to the stage your business is currently functioning in concerning its consumer acquisition plan.
3. Make them your advocates through your video content
Your video content needs to be engaging enough for your loyal customers to turn into your brand advocates. Through these customers, you can engage with other prospective buyers while ensuring that your current consumer statistics don’t hit the lowest mark. Loyal customers keep bringing the business in while ensuring that your brand achieves the acquisition goals by communicating about your brand with their contacts and sending them references.
As a business, you need to upgrade your video content to ensure that your existing and the most loyal consumers feel that they are contributing to your brand. They need to feel valued. The content you create must hit them at all the right spots. Build campaigns focusing on your reliable customers. Provide them something extra to make sure they stay. The consumers must feel that your brand acknowledges their contribution and remains very relatable.
4. Insights from your video content
You can look at the first interaction and the drop-off rates and analyze the marketing techniques which might have been going wrong for your brand. These insights can help you drive your video content and marketing game. You can pinpoint the areas which need some work, development, and progress and map your videos around them.
You can innovate concepts and turn them into videos to ensure your audience keeps engaging with your brand. Keep them on their toes when you have a new version of your product or a new product launch. Entice them and lure them with “sneak peek” videos. The video content will help you gather an idea about how excited your audience is about the product and what else can be included to make sure that you cater to their demands in the perfect way possible.
5. Video marketing in 2022
Businesses have reported massive growth with video content and marketing in this day and age of social media. Almost 90% of the brands have established a huge social media presence which helps them stay in touch with their customers by appearing on their timelines nearly every other day.
The content they create and the videos they make have proven helpful in influencing the choices of prospective buyers and have acted as colossal conversion touchpoints. Brands have expanded their consumer base through the right video content.
That’s a wrap on five ways video content can help throughout the customer journey and enhance their experience with your brand. Video content is a massive part of the marketing strategy-more so in 2022. The competition will never end with the global brands coming to you digitally. Amp up your game! Don’t wait to dive into the world of videos and create content that will revolutionize your strategy.
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