If you read Part 1 of this post, you may recall that I started thinking about this post when reminiscing about my childhood tactics to get my parents to agree to my friends spending the night. My biggest takeaway- waiting for the right time to ask my perfectly crafted question! After much practice I found this to be after dinner, once my homework was completed and when I had a tidy room. I did not want to ask, after either of them had a stressful day, our night seemed to be going pretty chaotically, OR right after I had already asked for a raise in my allowance.
You get the point - It’s important to look for the opportunity to deliver effective video marketing messages that your audience is prepared to hear. And in a world where we are continuously inundated with content on social media, that means sharing your message regularly and throughout the buying process,.
Part 1 of this post focused on video marketing during the Awareness and Consideration stages of the buyer’s journey. So let’s pick up where we left off.
Next Up: Conversion
In the case of Video Marketing this is video content viewed when making the final decision to purchase. Sometimes it is literally next to the buy-it-now button and is an opportunity to leverage video at the point of sale. It’s why you buy a candy bar at the grocery store…because it’s right there and you already have your wallet out. Placing a video next to your CTA is like the candy next to the cash register. It can help potential customers get over that final mental hurdle when making their buying decisions.
But not just any old video will do when you’re close to the finish line. Remember, people are selfish and emotion plays an important role in what we buy. So a video that reinforces the feeling you want your customers to have is an ideal choice to help seal the deal. Remember, the reason they found you in the first place is because they had a problem. Now you’ve helped them solve a problem that maybe they were stressed, confused, or hesitant about. You and your customer are on the verge of a win-win situation.
WeatherPod product video Spotted Yeti produced for placement on shopweatherpod.com and Amazon.
Nordstrom, a well known retailer that offers an unparalleled selection of shoes, clothing, accessories, home goods and gifts, and an extensive range of services to make shopping fun, does this really well. I know that when I click on most items on their site, I'll be able to watch a video with a friendly personality that helps me picture myself wearing those Good American - Flare Jeans I’ve been drooling over. And two inches to the right of that video is a big black button that says "Add to Cart".
After the Sale: Retention
If your video strategy has been successful in escorting customers all the way from problem to solution, remember that it can also be a powerful tool that increases the lifetime value of your customers. Even after the sale, video can be great for customer on-boarding, product assembly, or tutorials. Who knows…maybe your customers will start creating and sharing their own videos using your products. That can be a great asset to accompany the content you’ve created for the next customer, and the next, and the next. You get the idea.
You may have forgotten by now, but this all started with a story about a sleepover. What I hope you remember, is that your carefully crafted marketing messages aren’t just for anybody. They’re for the right somebodies at the right time.
Are you interested in staying ahead of the game with video marketing? That’s where Spotted Yeti Media can help. Contact us today to setup a meeting. We’ll help you discover how video can help to “show the world you exist.”
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