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PART 3. Video Marketing Along the Customer Journey (Flywheel)

Author: Quân Thế

 

To build an effective video marketing strategy, we need to clearly understand the customer journey and how to optimize each stage of it. Every phase of the customer journey from attracting and converting prospects to closing sales and maintaining customer satisfaction can be strongly supported through creative video marketing. Let’s explore each step of this journey and how video can maximize its impact at every stage:

 

Attract

 

When you attract, you turn strangers into potential customers. Consumers at this stage are identifying their challenges and deciding whether they should look for a solution.

 

Therefore, the videos you create should empathize with their problems and introduce a possible solution through your product or service.

 

 

The goal of this type of video is to expand reach and build trust. Since you want people to share your videos, you should focus on entertainment and emotional appeal. Providing enough information to establish authority on the topic is also important.

 

Examples of videos at the “attract” stage include:

 

  • Short videos that introduce your brand personality

  • Thought leadership videos that position your leaders as trusted sources of industry news and insights

  • Brand films that share your values and mission

  • Explainer and how-to videos that offer relevant tips to address your audience’s pain points

 

As you attract new audiences, avoid talking too much about your product. Instead, let your brand values and personality take center stage.

 

Because these videos may appear across multiple channels, be mindful of each platform’s specific strategy and best practices.

 

Convert

 

Once you’ve attracted video viewers and website visitors, it’s time to convert those visitors into leads. For most inbound marketing content, this means collecting contact information through a form.

 

 

Video can support this process by presenting solutions to the buyer’s problems. The goal of videos at the conversion stage is to educate and motivate action.

 

“Convert” videos may include:

 

  • Webinars that provide tactical advice

  • Product demos delivered via email

  • Promotional videos on landing pages

  • Case studies

  • In-depth explainer videos and detailed tutorials

 

For example, while an “attract” video might offer a quick tip on delivering a sales presentation, a “convert” video could be an animated explainer that walks viewers through the inbound sales process in detail.

 

Close

 

You’ve attracted a new audience with your videos and converted the right visitors into leads. Now it’s time to turn those leads into actual customers.

 

 

At this stage, consumers are weighing their options and deciding whether to make a purchase. Therefore, the goal of these videos is to help your audience visualize themselves successfully using your product or service.

 

There’s a reason why 88% of marketers report positive ROI from video. Video can explain how a product works and evoke emotions in ways that written product descriptions simply can’t.

 

Great “close” videos include:

  • Customer testimonials featuring relatable stories

  • In-depth product demonstrations

  • Culture videos that convince prospects of your service quality

  • Personalized videos that clearly explain how your product can help their business

 

Delight

 

You’ve closed a deal, but video can also enhance the post-conversion stage of your flywheel.

 

In the “delight” stage of the inbound methodology, your goal is to continue delivering remarkable content that adds value to the user’s experience with your product or service.

 

You also want your customers to share their experiences with their networks or actively promote your brand. Therefore, the goal of this type of video is to encourage customers to embrace your brand and become advocates for it.

 

 

The first opportunity to delight customers appears immediately after purchase. Consider sending a thank-you video to welcome them into your community.

 

You can also send onboarding or tutorial videos to help them get started with their new purchase.

 

Over time, build a library of educational courses or product training videos to support self-service users or those who simply want to expand their skills.

 

As you develop your video marketing strategy, you can create different types of video content for every stage of the flywheel.

 

=> You can view the full, detailed version of this article here to gain a deeper understanding.