Using Video at Every Stage of the Customer Journey

Like any marketing tool, video is a medium that can and should be applied at each stage of the customer journey to achieve the optimal outcome. In this blog, we’ll walk you through the right way to leverage video’s ability to create attention, strengthen connections, and secure conversions throughout every step in the audience life cycle.

STEP 1: ALL ABOUT AWARENESS

The best way to start the customer journey is with a story. Ask yourself what your audience wants to achieve. What outcomes are they pursuing and what does success mean to them? From there, how can your business or product help guide them to that successful outcome? Aim for videos that are less than 30 seconds, contain thought leadership or inspirational content that helps them picture themselves achieving their goals, and are easily shareable across social channels.

Metrics to measure:Look for the link between views and conversions. Your most-watched video may not create the highest level …