A solid component of any business venture is knowing your customer. Most commonly this comes from understanding their purchase journey, which involves finding out what exactly your customer is looking for, any pain points, and providing a solution to help them get what they need. There are different phases they may go through, including awareness, familiarity and loyalty, but generally the main customer cycle is similar.
As part of this journey, a customer requires guidance at every stage. These days it’s not only essential to have clear directives on your website and within other marketing pieces – videos are now crucial to capture and show your customer how you can help them at each of these touchpoints.
How should business go about doing this? Todd Phillips, Vice-President and Editorial Director of Universus, thinks it’s important to first consider, “Are you delivering the right kind of style and message in your video depending on where your customer is in their journey? If you’re initially attracting them with a cinemagraph, what’s the next message you’re going to send them? What’s the next video that makes sense in this journey?”
He notes that once a customer has interacted with your brand, it’s important to think about where you want to lead them next and what permission you have to communicate with them. He likens the experience to a movie trailer, using the teaser video to lead into a series of other videos.
When a prospect is first introduced to your product, a :15 video might be all they are willing to engage with. They would likely pass on a video lasting minutes or more. Once they have shown a level of interest, you can serve them up a more involved piece of creative.
Chris Morris, Supervisor of Video Editing and Motion Graphics at Universus adds that sequenced videos can also be set up on platforms like Facebook so that the first video customers see is used to create awareness, the next build familiarity, and so on, which can also be targeted to an audience and tracked.
Modern analytics and programmatic advertising tools ensure you can properly sequence your creative based on an individual’s online behaviour.
Knowing when and where to implement the right message to new and existing customers takes time and experimentation, but doing so has never been more relevant than with video. It can mean the difference between a customer who only clicks through once or building an ongoing relationship with a customer that will follow you for years.
If you’re looking for more guidance on a strategy for your audience, Universus would love to hear from you.