How to Incorporate Video Into the Customer Journey

Leading demand gen entrepreneurs acknowledge that their job doesn’t finish as soon as a prospect indicators on the dotted line. It’s essential to the marketer’s and the group’s success to proceed nurturing that buyer’s relationship with the model’s product and/or companies.

One participating method to nurture that relationship is to incorporate informative video content material all through the buyer journey. Not certain which varieties of movies you need to be creating for every stage? Check out the following ideas:


During the consciousness stage, you need to get your model identify in entrance of prospects’ eyes as a lot as potential. While it might be tempting to begin diving into all the particulars about your superb services immediately, it may be priceless to take a step again and take this time to set up your self as an business chief in your viewers’s eyes.

Consider creating how-to movies that reply frequent questions your goal prospects might have. For instance, a advertising company might produce a video about how to launch your content material advertising technique. Or a cybersecurity firm may launch content material round how to reply to an tried phishing assault.

These varieties of movies spotlight your model’s experience to viewers, making them extra keen to proceed down the gross sales funnel. The further bonus right here is that how-to content material will be simply optimized for search, making it even simpler for brand spanking new prospects to discover your model.


Your aim throughout the consideration stage is to preserve prospects engaged and lead them towards taking a selected motion. At this level, you’re centered on reaching an viewers who’s extra possible to want your product or establish together with your model.

One sort of video that may be notably highly effective throughout the consideration stage is a product demo. These property ought to give a fast overview of what your product is, the way it works, and why your viewers wants it.

By creating movies that spotlight the options that make your product suite distinctive, you will be one step nearer to touchdown a brand new sale.


Of course, the buy stage is certainly one of the most fun. You’re so shut to formally changing one other prospect, and also you simply want to present some remaining affirmation to verify they signal on the dotted line.

At this stage, you possibly can provide one remaining wave of encouragement by buyer testimonials and case research. These varieties of movies ought to incorporate first-hand tales out of your prospects about how your product choices have helped them streamline a selected course of or obtain a selected aim.

Testimonials will resonate together with your viewers on an emotional stage and aid you set up belief, a vital a part of any buyer relationship.

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Now that you just’ve earned one other buyer, it’s time to do all you possibly can to preserve them on board. Of course, the retention stage entails assembly buyer wants and persevering with to take your product suite to thrilling new ranges. But it also needs to contain cultivating and sustaining your required model picture.

And a part of your model picture comes down to the workforce you will have in place. Customers admire the alternative to see the folks behind the model. They need to learn about your core values and the way your workforce abides by them on daily basis—and firm tradition movies will be an effective way to showcase this.

There are a wide range of completely different tones you possibly can set with a majority of these video property. If you’re wanting to do one thing a bit of extra enjoyable, you possibly can incorporate footage of workforce members having fun with workplace perks, similar to a ping pong desk or free bagels on Fridays—which exhibits that your group appreciates its staff and values work-life stability. Or you possibly can strike an emotional twine and speak about an ideal neighborhood service initiative staff took on.

When prospects consider in the values you will have set forth and the people who make your model nice, they’ll be extra possible to stick round for the lengthy haul.


There’s no higher win than having your buyer flip into an advocate to your model. Word-of-mouth advertising will be extraordinarily highly effective, so the extra model advocates you will have the higher. These might be the prospects who actually consider in your merchandise and model, and need to inform others about their constructive experiences.

The finest advocates will need to share content material, similar to occasion movies, that highlights why your model is their best choice. These movies can function occasions like your workforce celebrating an thrilling new launch or certainly one of your leaders presenting at a giant business convention.

This sort of video content material reaffirms that you just’re a frontrunner in your business and offers you an opportunity to spotlight a few of your large wins. Be certain to make these property simply shareable in order that your advocates can unfold the phrase on all their social channels.

Of course, we’ve solely simply scratched the floor right here. There are all kinds of movies demand gen entrepreneurs can incorporate into every stage of the buyer journey. But one factor stays clear: Engaging, informative video content material may also help you flip a prospect right into a buyer and a buyer into an advocate.

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