Think about your most recent purchase that cost more than $5,000. Do you remember the journey you took to arrive at your conclusion? Chances are, the buying journey was different from the path you would’ve taken 10-years ago when buying the same product.
That’s because the world wide web has infiltrated every aspect of our lives and transformed how customers use the internet to locate, compare and buy products and services. It’s also changed the way businesses raise awareness and interest in their products and services. It’s recreated how businesses aid decision-making and support customers taking action.
In other words, the internet has transformed how businesses guide customers through the sales funnels.
Changing Customer Experience
Video has become the dominant medium customers prefer when gathering information to make decisions. 72% of customers prefer to learn about products or services by watching video. And viewers retain 95% of a video’s message, compared to 10% when reading text. Clearly, video is changing the experience customers have with brands.
Guide the Buyer’s Journey with Video
We witnessed how brands are transforming the customer buying journey with video first hand with our client The Raymond Corporation. We helped them simplified the purchasing journey by providing a new experience for their customers at each stage of the funnel.
Throughout our next three articles, we’ll show you how Raymond
- Raises awareness of their products and services at the top of the funnel;
- Creates interest in their products and services in the middle of the funnel;
- Addresses questions or concerns to support purchase decisions at the bottom of the funnel.
Not only will each article in this mini-series provide instructions on how to use video at each stage of the funnel, but we’ll also provide samples you can use for creative inspiration. By the end of this series, you’ll have everything you need to start conceptualizing a video roadmap that will guide your customers through the sales funnel.