Many companies think video is relevant only during the awareness phase of the customer sales cycle. Indeed, the viral nature of videos posted on YouTube, Vimeo and social media sites can effectively create awareness.
Yet, video can be a vital marketing component during each and every phase of the customer sales cycle. Here are a few examples:
AWARENESS PHASE
- Improving Search Rankings
- Viral Sharing
- Outdoor/Indoor Digital Signs
- Email marketing
INTEREST PHASE
- Product Demonstrations
- Case Studies
- Testimonials
- Product Overviews
TRIAL PHASE
- Video landing pages
- Video in emails
- Expert Positioning
- Credibility and Trust
PURCHASE PHASE
- Feature Details
- In-Player Purchase Links
- Shoppable Videos
- Social Sharing
LOYALTY PHASE
- Creating Community
- Customer Care
- Company Image
- Calls to Action
- Mobile Apps
- Assembly, Operation, and Maintenance Videos
- Training and Instructional Videos
- Integration with the catalog
- Updates from the CEO
- Community Service
Marketing video can be an important component of the entire customer experience, from the beginning through repeat ordering.
Author: Rick Dearborn is president of MarketVid, an online community of marketing video users that increases video literacy in the business community.