How to Use Video Marketing to Engage, Convert, and Retain Customers

Are you getting essentially the most out of your video content material? You might have produced a stable suite of movies that efficiently attain and interact your meant viewers, however what number of variations of these movies have you ever created? Have you deliberate ways in which these or complementary movies can really assist convert and even retain your prospects? The worth of video content material goes past simply attracting new eyes to your newest services or products. In truth, video is an extremely versatile medium that’s typically underutilized within the later phases of the viewers journey.Videos inform your story in a method that written phrases merely can not. Customers are attracted to video content material as a result of they need to be proven, not simply instructed, a few subject, product, or service. An participating visible story can shut that hole between the viewers’s expectations and your model’s targets. In order to plan your video content material extra successfully, let us take a look at video throughout the viewers journey and how it may be finest utilized at every stage.Chart Attribution: The Content Marketer’s Field Guide to Content TypesStage One: AttainThe attain stage is the place you construct recognition of your product, service, or model. The final aim of those movies ought to be maximizing model consciousness in a compelling and distinctive method. Even in case your flagship providing is designed for a selected viewers, your video advertising ought to be focused towards the most important viewers attainable. According to the 2020 Content Marketing Trends Report, 89% of entrepreneurs surveyed make the most of movies of their content material advertising throughout the attain stage of the viewers journey, second solely to weblog posts.In this stage, you may deal with schooling by: model story movies how-to movies behind-the-scenes-at-work movies vlogs social clips Story movies that spotlight your model’s identification are nice for constructing constructive consciousness, as we see on this video from H&M: Here’s why this video works to attain the viewers: It has an energetic voice and speaks instantly to the viewers. It tells a transparent story in regards to the model with out ever explicitly mentioning any merchandise. It showcases the model’s choices subtly but prominently. Stage Two: EngagementThe engagement stage is whenever you set up authority along with your viewers and, ideally, start an ongoing relationship with them. The versatility of video permits for manufacturers to display experience in a number of methods which can be simple for audiences to digest.Establish model authority with leadership-focused movies by: webinars interviews and roundtables subject explainers AMA livestreamsIn the video under, Pedialyte establishes itself as an authority on the subject of dehydration by sharing statistics that help the product’s effectiveness over inspirational exercise visuals.Here’s why this video works to interact with the viewers: It portrays an athlete in a sensible state of affairs that the viewers can relate to. It explains totally how the product works to assist the viewers keep hydrated. It has a direct message for the viewers on the finish that relates to the model and empowers the buyer. Video is essentially the most versatile content material providing as illustrated by its frequent use within the attain and engagement phases. However, analysis reveals there’s a vital drop off in video utilization throughout the conversion and retention phases of the viewers journey. Focusing on these latter phases when conceiving and creating video advertising content material is important so as to maximize its potential.Stage Three: ConversionThe conversion stage is whenever you need to construct confidence along with your viewers and show to them your providing is strictly what they need. Only 37% of entrepreneurs report utilizing video on this stage of the viewers journey. This is a big missed alternative for entrepreneurs, as video can improve conversion charges if deployed successfully. In a 2020 Wyzowl research, 72% of consumers stated they most popular studying a few services or products by the use of video and 84% say they have been satisfied to purchase a services or products by watching a model’s video.Examples of product and solutions-focused movies embody: demo movies buyer testimonials product walkthroughs product critiques case researchIn this animated product demo, TurboTax reveals viewers how simple it’s to use their product to file your taxes.Here’s why this video works to convert the viewers: It visually represents how to use the product in a succinct method. It speaks instantly to audiences about how to resolve their particular downside. It ends with a transparent name to motion. Stage Four: RetentionThe retention stage is whenever you deepen viewers loyalty by demonstrating the continuing worth of your answer. The aim of movies at this stage ought to be to strengthen the connection you have already created along with your prospects by increasing on concepts or ideas you’ve beforehand launched.These movies illustrate the effectiveness of your model and often deal with a selected services or products by: onboarding movies video tutorials or coaching product help videosSamsung utilized this technique by addressing a higher-level challenge — workforce security — on this video specializing in how the Galaxy Watch could make industrial jobs safer.Here’s why this video works to retain the viewers: It showcases the usefulness of a product that the person might already personal in a method they could not have thought-about earlier than. It speaks to a selected audiences and their considerations. It supplies direct data and ends with a transparent name to motion. Enhance Your Content Marketing Strategy with VideosThe finest content material advertising plans optimize movies to be used at each stage within the viewers’s journey by creativity and cautious planning. You do not all the time have to create a brand-new piece of content material to maximize its use. Often longform movies will be edited into shorter, snackable variations for various social platforms, most of which natively encourage the viewers to interact instantly with the model. Slicing a significant 30 seconds from an already current video, including a brand new CTA on the finish, and sharing it on social media will be simpler than creating a number of brand-new items of content material.Reaching your viewers and beginning a dialog shouldn’t be a stopping level. Continue that dialog and convert them right into a buyer by a product demo video or buyer testimonial. Once they’re prospects, deepen their affinity for the services or products by highlighting advantages of your model they could not have realized. By planning how video content material might be used throughout the viewers’s whole journey along with your model, you will get essentially the most out of your video belongings and be sure no buyer section is left behind.For extra data on maximizing your content material technique, obtain The Content Marketer’s Field Guide to Content Types.Featured picture attribution: Matheus Bertelli from Pexels.

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