As we saw in another article, digital technologies have changed the relation between brand and customer. In the past corporate communication the focus was on the product. New channels opened with the web and social networks have shifted the focus to the consumer.
We have seen that decision-making process which lead to purchase starts with the the outbreak of a need or problem to which the customer look for a solution.
In this moment videomarketing and animations are the most successful and efficient way to convey messages and give answers.
Relationship between companies and potential client can be outlined in three key stages:
In the first stage the customer startsbecoming awarness of a problem or need. When he reaches full knowledge of all aspects of his need, he moves on to evaluation, seeking with attention and commitment the best possible solutions. After understanding the range of possibilities in front of him, he come to thedecision: he studies last details and decides.
Three different times, three different people
A common mistake in marketing is not to differentiate the contents for the various stages of the buyer journey. It sounds like nothing, but actually each phase has a different user.
Just think about it: do you think your target is looking for the same information in the various steps of its purchase process? Of course not! In the three stages of its journey, the potential customer becomes three different people with different levels of attention, awareness and intention to buy.
To best structure your communication strategy you have to prepare different types of content to meet your target interest at the right time.
In the awareness phase, the user feels there’s a need or problem and starts looking for a solution. His searches are generic: it’s as if, for example, he doesn’t feel well and types on Google the symptoms he feels.
In this moment he acquires information to figure out the best solution for him. He will have a look on the forums, on the social networks and on the first results that the search engines will give him. Or, as most people do, he will rely on videos on YouTube, the world’s second largest search engine.
When he moves on to consideration he has already acquired the basics, he has an idea and now evaluates the different solutions that the market offers him. He needs content to deepen and better understand, to analyze the choices he has available. His attention will be drawn by demos, reviews and presentations. Here the video animations are able to give the best of themselves, with their strong descriptive, narrative and educational power.
Once he has collected enough information, he moves on to decision. . At this point, the user has now developed a clear idea f his need and of the possible solutions. He just needs the final push to get to the choice.
It will then look for testimonials, demonstrations and comparisons with other products to assess the pros and cons of the various options and make its decision.
The right content at the right moment
Your marketing strategy must focus on providing your potential customer with the information they are looking for at that moment in time. Always keep in mind the three different stages of the buyer journey and prepare content that can provide the right information for the different levels of customer awareness.
In a overcrowded online market, videos are the best tools to stand out and communicate better your message. In next article we will see how to choose the better animated video for every stage of the buyer journey!