The customer journey is an established term in marketing for the contact loop with the customer. The flow describes the process that the customer goes through until he finally buys the product.
In the process, he moves through 5 steps in which he repeatedly comes into contact with the brand or the product through different touchpoints . This can occur physically so also online, in the digital realm.
The advantage of the process of brand communication with the customer is that we take his point of view. In the process, we not only learn to understand him better at , but can also guide him in detail step-by-step, specifically through different channels, through a story and steer him all the way to the purchase decision.
This includes not only the direct points of contact between the customer and the product, but also those from third parties, such as previous customers, test subjects and interested parties (through reviews, forum comments, social media sharing).
Explainer videos can be used for this purpose at various points and thus acquire a different significance or are perceived differently by the customer on his journey.
The 5 phases of the Customer Journey
1. awareness – create the attention for the product or brand and arouse the interest in the customer . If inspiration, entertainment, information and/or emotions are placed in the foreground at the beginning instead of the product, interest and perception are generally higher.
Example:
When using an explainer video, the customer’s attention is drawn by the story of a customer in a similar situation. He keeps in mind first of all the success and reward of the like-minded. After that, he first connects the brand with success. This is usually done through paid ads, on forums, magazines and portals where your target audience moves.
2. consideration – increase interest & desire. Once the customer has “bitten” and confirmed his interest by subscribing to the newsletter, following on Facebook and other social media channels, you as a company now have the opportunity to at least send him information on a regular basis. In most cases, customers need at least 4-7 touch points with the brand before they even decide to buy a new product.
Example:
When using a explainer video, the product, brand or processes of a service can be better explained. Often the right sales arguments, the emotional connection to the product, the comparisons to other brands in the market are missing. Here you have the chance to convince your customer of your product on your own communication channels.
3. purchase – the purchase of the product. If the customer has a concrete intention to buy, he is persuaded at the point of sale by means of arguments and a positive buying attitude.
Example: Use a product video that explains all the benefits and features of the product – right where the customer is buying. On the e-shop page next to the product information, on the pre-made landing page or as a video trailer in the store next to the product.
4. service – Once the customer has bought the product, the aim is to continue to support him after the purchase and to look after him. After all, we would like to have satisfied customers, few complaints, good reviews and, if possible, that the customers come again.
Example:
Explainer videos can be used well to package news, updates and new product information as explainer videos or small trailers and share them with customers on their own communication channels free of charge. This inspires trust, professionalism and strengthens customer loyalty.
Loyalty Expansion – Once we have satisfied customers, we want to turn them into long-term customers with a view to buying other products from the portfolio. In addition, the customer can be used as an instrument for brand growth. On the other hand, we can provide him with (automated) individual advice through his exact needs, adapted solutions and .
Example:
Create an explanatory video for various products that they can send individually according to need and target group. This way you don’t overload your customers and only provide them with content that is interesting for them. Or create a “help video” as a guide to the product and send it for free. This gives him confidence and causes a strong bond with your brand.
Whether they use one and the same explainer video at many touchpoints or use many small different or customized versions, which is exactly tailored to the process in the phase, ultimately depends on your explainer video as well as your communication strategy.
Therefore, first build a customer journey and then see where which video content makes sense for the customer at which touchpoints on their journey.
