How to Build a Customer Journey With Video
Video enables brands to tell a captivating story. Combine this with the power of paid amplification and real-time feedback from viewers, and your brand has the opportunity to achieve massive ROI through this compelling content format.
The trends driving digital video advertising growth align with a surge in digital video consumption.
eMarketer estimates that the global digital video audience will grow 8.2% in 2017. Corresponding with an increase in video consumption is growth in advertising consumption, leading to a distracted consumer base and fragmented customer journey.
Between all of the distractions cluttering the customer experience today, some say the traditional customer journey is broken, or irrelevant. But that couldn’t be further from the truth. It is because of these distractions that it’s never been more important to guide potential customers through the buying journey with relevant messaging.
For brands interested in overcoming the noise and building a customer journey through video, these tips can be guideposts for your strategy:
1. Target Your Audience Strategically
Create each journey with well-defined business goals. It’s important to have a strong sense of the audience you want to target, what action you want them to take, and ensure your videos are aligned to that. Be thoughtful about the day and time you’re most likely to reach your audience. Use these factors to inform strategic placements for your videos on publisher sites and mobile apps.
2. Build Awareness With Video
There’s no better format than video to build awareness for the need for your product, product category, and brand—and all three are necessary for earning a consumer’s trust and ultimately achieving a purchase.
Distribute videos with paid media to strategically target the correct audience. Then, turn paid media into earned media with Engagement Cards, which show additional videos in a video carousel at the end of the video.
High-ticket items like cars have notoriously long sales-cycles—five years or longer between purchases. But even cheap, everyday CPG brands face fierce competition to get into a consumer’s consideration set. They must develop their brands over time, especially when launching new products.
On the other hand, depending on the audience you’re targeting—such as in-market consumers for a limited-time offer or a local demographic for a regional restaurant expansion—your customer journey may be shorter than you think.
Using the right combination of great creative, smart targeting, segmentation, and Engagement Cards, your customer journey can be expanded with a longer awareness stage or shortened to prompt qualified prospects to make a conversion early on in the journey.
3. Ask Users What They Want
Use video to start a two-way dialogue with viewers. Place surveys at the end of your videos to gather immediate feedback on sentiment and purchase intent. Segment and qualify users based on these behavioral and attitudinal signals and serve viewers videos relevant to their stage in the buyer journey.
4. Drive Conversions
If a viewer has shown interest in your brand by watching several videos or responding positively to a Sentiment Survey, target that viewer with Engagement Cards to drive further interaction with your brand.
Here are a few examples of the actions you can encourage the viewer to take:
- Send traffic to landing pages where consumers can learn more about your offering.
- Capture leads for email nurture.
- Inspire evangelism from your biggest fans with a call-to-action to share the video on social media.
When it comes to driving conversions, optimize for the device. Shorter :15 and :30 ads tend to work better on mobile, where users are on the on-the-go, distracted, and likely in the middle of another activity—like listening to music or playing a game. Click-through rates tend to be slightly lower on mobile, too. If there’s an important lower-funnel conversion you’re looking for—like landing page click-throughs—consider those ad placements for desktop and give awareness content broader distribution across devices.
5. Re-Market and Reinforce
Build a relationship with consumers beyond video through re-marketing. Collect data on your most interested viewers and create Custom Audiences, then reinforce your messages through Facebook and Instagram ads for maximum impact.
Video used to only be considered an awareness tactic for marketers, but it’s so much more than that. The combination of sight, sound, and motion can be used to build a relationship with consumers at each stage of the funnel and drive viewers towards a path to purchase, ultimately achieving your brand’s business goals beyond just views. Think big with video, and don’t be afraid to look to it as a source for deeper funnel metrics.