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Video content for every stage of the customer journey?

22 / 04 / 2021

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As a video-driven branding agency, we exist to identify the hidden potential of your brand ... and set it free. We live to turn a brand into a 'video-first' powerhouse, with specific video content that adds value at every stage of the customer journey. But which content do you need in which phase? And is this really as black and white as it sounds? Jos Deenen tells you more about it below.

Video content for every stage of the customer journey?

As a video-driven branding agency, we exist to identify the hidden potential of your brand ... and set it free. We live to turn a brand into a 'video-first' powerhouse, with specific video content that adds value at every stage of the customer journey. But which content do you need in which phase? And is this really as black and white as it sounds? Jos Deenen tells you more about it below.

"I want a product video full of our company's USPs"...

In short, this is what it often comes down to when we sit down with a client for the first time. Certainly in a B2B sector such as the manufacturing industry, we often come across brands that are extremely focused on the product, on the technology, on the details. And of course that focus on quality is logical and good, but in terms of the marketing message it often isn’t very distinguishable from all the other brands. More account must be taken of the journey of the potential customer.

 

In the first instance, customers often ask us to produce a video which should lead to sales as quickly as possible. But is this the right route? Not always! For example, a Hubspot study showed that marketers are increasingly investing in brand storytelling. It is important to keep a close eye on these and other trends.

 

 

The customer journey is a term that is familiar to you as a marketer. Also important, because this is often the guideline to help shape the marketing plan for your company, brand or product. And because video is so important in B2B marketing these days, I’ll take you through different types of video content, and how they can add value to each phase of the customer journey. To keep it simple; your customer’s journey consists of the phases: Awareness, Consideration, Decision and Loyalty.

 

Awareness

We assume that many customers are not yet aware of your brand, product or service. That is why getting the attention of your potential customer is extremely important here. Video Ads, Pre-rolls, short impactful or eye-catching social clips… they can all be suitable for achieving this goal. Below is an example that we have produced for Knapen Trailers, as the first touchpoint. We then made different versions of this, in different aspect ratios for an optimal effect on social media.

 

 

Consideration

Nowadays your target group does its own research… online. And 96% said they first watched a video to find out more about a product or service. Now that you’ve got the spotlight, all you have to do is get the right content, in the right form. Think of product videos, explainers, podcast clips or webinars. Below is an example of a product video we produced for Hyster® as part of their new operator cabin’s campaign:

 

 

Decision

The customer is clearly interested and must now make a choice. But what gives the final push? You may have the best product, but are you a match as a company and as people? 84% of customers indicate that they are convinced after seeing a brand film or a corporate film… but a nice case study or testimonial can also help. Below is a nice piece of storytelling that we have created for Mpac Group.

 

 

Loyalty

You have a new customer, great job! But how do you maximize this relationship? How do you ensure that your product or service adds as much value as possible and creates a high degree of satisfaction? You also want to create a certain “lock-in”, so that purchases are made more often in the future. Therefore, provide tutorial videos, instructions or just a “Thank you” in video form. This can also reduce the pressure on your back office. 43% of marketers say that video has reduced the number of calls to the support department. This certainly applies to our customer Nooteboom, who benefit greatly from the extensive series of ‘how-to’ videos that we have produced for them, and we update them with fresh content regularly.

 

Get in touch with us!

There is no one-size-fits-all approach, but we are happy to think along with you. Do you want to turn your brand into a video “powerhouse” and add value at every stage of the customer journey? Send us a message and we will be happy to talk to you without any obligation.

 

We are here to unlock the hidden potential of your brand.

 

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