Videos tailored for different stages of the customer journey are vital to a successful marketing campaign. In a country as varied as India, learning how to get in front of your audience at all stages of the decision journey can significantly increase your brand exposure and conversion rates. The topic in this article describes the art of creating video content during the customer journey, using real-world examples of Indian brands.
The Power of Video
Did you know video is predicted to account for 82% of consumer internet traffic by 2025? That number speaks volumes about the powerful impact of video on everyday life. For brands, using this tool can change everything. Whether it’s through visually compelling ads, educational videos, or user-friendly customer testimonials, video can enhance the experience customers have with your brand.
Understanding the Customer Journey
A customer journey essentially has three main phases: awareness, consideration, and decision. Every step requires a different video strategy in order to successfully educate potential clients.
1. Awareness Stage
At the awareness stage, consumers are just discovering your brand. Here, you want to draw them in and let them know their issue and your solution.
Example: Tata Tea makes great use of videos to bring social consciousness through “Jaago Re” campaign. The campaign’s videos are focused on addressing various social problems while slyly promoting the brand and engaging with the audience.
2. Consideration Stage
When someone hears about your brand, they start to take notice. Here, they review their options and seek advice.
Video Strategies
- Showcases of your products: Demonstrate how your product works.
- Testimonials: Share real customer experiences.
Example: Zomato will regularly post funny video ads not only featuring their services, but also featuring happy customers discussing their favorite dishes. This approach increases trust and keeps customers on the hook.
3. Decision Stage
The decision phase is when a consumer is about to make a purchase. Your videos should reinforce their decision and compel them to act.
Video Strategies
- Tutorials: Teach customers how to utilize your product.
- Coupons and Specials: Highlight coupons.
- For instance: Flipkart often uses videos demonstrating how easy it is to shop on their site along with special offers. The technique both educates and makes it more urgent, pulling viewers to purchase.
Desire: Crafting Compelling Video Content
To produce videos that appeal to your viewers, you need to know their thoughts and reasons. Some ideas for how to boost your video production:
Storytelling
Incorporate storytelling into your videos. Emotional stories help you build trust with your brand. Dove India, for example, has been able to leverage storytelling within their campaigns by highlighting real women and their journey to create more engagement with the audience.
Visual Appeal
Ensure your videos are attractive. — Use high-resolution photos and think about branding. With their animated educational videos, Byju’s has captured the eyes of children and parents alike, by turning hard subjects into appealing content.
Call to Action
Don’t forget to include a well-defined CTA at the end of your videos. From clicking to your website, registering for a newsletter, or purchasing — explain to your visitors what to do.
Action – Implementation Tips
Now that we’ve gone over the stages of the customer journey, let’s talk about how to apply these tactics.
Identify Your Audience
Before you start producing content, identify your target audience. Do research into what they like, what they need, and what their issues are.
Optimize for Different Platforms
Every social media platform needs different types of videos. Instagram, for example, prefers short, eye-catching videos while YouTube accommodates longer, more complex videos. Make your videos fit the platform.
Analyze and Adapt
Once you’ve uploaded your videos, test how they perform. Take a look at views, engagement and conversions. Take this data and tweak your video plan over and over.
Collaborate with Influencers
In India, influencer marketing has a very strong effect. Engage with influencers within your field to increase visibility. Their trust can help your brand stand out.
Conclusion – Make your Brand stand Out Through The Use Of Video Content
Producing videos for every step of the customer journey isn’t just about advertising your products; it’s about engaging with your customers. By listening to their needs and creating content that caters to them, you can take them from waking to making a decision in the most effective way.
When you start this process, think about consulting with professionals to fine-tune your approach. At Reset Media, we focus on video content that resonates with Indian viewers at every point in their journey. : If you’re ready to take your video marketing to the next level, reach out and let’s get together and discuss how we can get started.