Infographic - Using Video to Enhance the Customer Purchase Journey Video-in-your-customer-journey

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Translation :

Most businesses claim they know their audience. But how well do you really understand the journey that your customer makes – from initial awareness of your brand through to final purchase?

Some Video Statistics:

  • The top three types of video watched on company’s websites are: Case studies (56%), Product Reviews (54%) and Product demos (50%) (source: Forbes)
  • 64% of consumers are more likely to buy a product after watching a video about it (*source: comScore)
  • 90% of people said they found videos helpful during their purchase journey. (*source: comScore)

Understanding the Video in the Customer Journey:

Here, we define the six stages and identify some questions your video content needs to address at each part of the journey.
By fully understanding the different stages of the journey, you’ll be able to tailor your video content to yield optimum results.

All Video styles, Production methods and tones you can apply to any video:

Buying Cycle – Awareness:

Stage 1 – Interest

Your customer has little or no knowledge of your brand and they want to find out more about you.
Ask Yourself
• Why should they be interested in your brand?
• Why should they click through to your site?
• How does your brand align with their lifestyle?

What type of videos are ideal for creating interest?

Buying Cycle – Research:

Stage 2 – Learning

They’re now interested and you’ve got all their attention.
It’s your job to educate them about what you do.
Ask Yourself
• What products and services do you offer?
• Why is your brand special?
• What makes you better than the competition?

What type of videos are ideal for learning?

Stage 3 – Evaluation

You’ve got their full awareness. Now, your customer is comparing you to your competition and you need to prove you can solve his or her problem better than anyone else can.
Ask Yourself
• How do your products and services work?
• Why are they more attractive than your competitors?
• How do your products & services solve the customer’s problems?

What type of videos are ideal for evaluating?

Buying Cycle – Purchase:

Stage 4 – Justification

Your customer is nearly ready to buy, but wants reassurance that they’re making a good decision.
Ask Yourself
• How does the product or service work – in greater detail?
• What do other people think about your products and services?
• Why do they not need to worry when making a purchase?

What type of videos are ideal for justifying?

Stage 5 – Conversion

You’ve got their full awareness. Now, your customer is comparing you to your competition and you need to prove you can solve his or her problem better than anyone else can.
Ask Yourself
• Why is your product or service a great buy?
• Why do they need to buy now?
• Why should they trust you?

What type of videos are ideal for encouraging purchases:

Buying Cycle – Advocacy:

Stage 6 – Delight

The after-sale process is just as important if you want to encourage repeat custom and build customer.
Ask Yourself
• How can your customers use the product to best effect?
• Which of your other products and services might benefit them?
• Why can they rely on you to deliver consistently good results?

What type of videos are ideal for creating customer delight?

  • FAQ’s video
  • Post sale support & maintenance videos
  • Training video (post-sale)
  • Thank you video

It is vitally important to align the type of video and its content with your customers’ journey. After all, it is them you want to appeal to. If you require any additional guidance, please do not hesitate to get in contact with us, we would be happy to help!

Contact details: Tel.:020 7733 4166  or  Email: enquiries@webvideos.co.uk

Infographic - Using Video to Enhance the Customer Purchase Journey webvideos-why-does-your-marketing-strategy-need-video-content




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