If you use a buyer journey map to organize your marketing efforts, you’re probably aware that each stage of the journey needs different messaging. In fact, that’s one of the biggest advantages of sales funnels – delivering specific messages to customers at the specific phase of the funnel.
To deliver these messages, a lot of brands are starting to rely on videos. More than 54% of customers claim that they would like to see more video content from some of the brands they support, so it makes sense to invest in this format.
More importantly, video seems to be the most interesting type of content for social media users worldwide. In fact, around 60% of users would rather watch a video online than watch TV.
So, how do you engage users with video in every stage of the sales funnel? Here is a guide on which type of customer journey videos to use, as well as some templates you can apply to your own content strategy right away.
Defining the customer journey
Before we get started, let’s define the customer journey and its importance in a good marketing strategy.
So, what is the buyer’s journey?
Simply put, the customer journey or buyer’s journey is the sum of all actions your customers take from the moment they first learn about your product until the moment they become loyal customers. So, the customer journey doesn’t stop when the user makes their first purchase. When that happens, it’s your job to transform them from one-time buyers into repeat customers that keep coming back to your offer.
Now let’s take a look at the stages of the customer journey that are most commonly accepted.
Buyer journey map: sales funnel stages
Your customer journey should essentially be a sales funnel. Its stages are ordered by the level of familiarity and purchase intent a customer is showing to your product/brand. There are several definitions and different names for these stages but most of them look something like this:
- Awareness. This is the first stage when your customers are the least familiar with your brand. They’re just starting to learn about your products as a potential solution to their problems, so your messaging in this stage should be focused on education.
- Consideration. The users in this stage are actively researching your offer and starting to consider making a purchase. These users likely need a small benefit in the form of an easy purchase process or new information that will make them feel like your offer is perfect for them.
- Purchase. These are the last few hurdles. In this stage, you want to make sure your customers don’t quit the purchase process and follow-through. You can do this by offering them a discount or free shipping, to give them that final motivation they may need.
- Loyalty. Here you have to turn those customers who made a purchase into loyal brand ambassadors. This is done by creating strong relationships – good customer service, personalized offers, and a smart onboarding process can all help.
Types of videos to use in your funnel
Now that we’ve defined the customer journey, let’s take a look at different types of videos you can use to engage your audience. Some of these videos are perfect for earlier stages of the journey while others are better for later stages – we’ll go deeper into this when we get to our templates.
Storytelling videos give you an opportunity to educate your audience and introduce them to your brand. You can promote your USPs, tell your story, and promote your products.
You can tell a story about almost anything – from your production process to your whole company history. For example, if you run an eCommerce that sells organic food, you might want to use your video to tell a story about the origin of your products: the farms they come from, the people that work in your store, etc.
This video about the history of Nestle tells us a story about their humble beginnings and ends with them as one of the most important employers in the UK.
If the goal of this video was to showcase Nestle as a desirable employer, we can agree that they succeeded to a certain extent. Depending on the goal of your video, you can tell a different story that brings you closer to your goal.
At different marketing stages of your sales process, you can engage customers with explainer videos. These videos usually aren’t meant to go too deep into how to use your product – they should be short, simple instructions on how to perform simple actions.
Brands often use explainer videos to demonstrate how quick and easy it is to use their tool. Take this example from Uber:
In under 30 seconds, Uber gives you an overview of just how little it takes for you to order a ride and get your service. So, this is much more than an explainer video: it’s a promo video that focuses on one of Uber’s key USPs – speed of service.
Unlike explainer videos, demos usually go into more detail about how to use a product or service. Demo videos sometimes use techniques like screen recording and voiceovers to demonstrate the use of a product step-by-step.
Here is a typical example of a great demo video by Beauty Bakerie:
In this video, their CEO demonstrates how you can use several of their products, starting with no makeup on. She provides a detailed explanation of her foundation and concealer routine while promoting the products. Even without the products, this video is still a pretty useful demo that might help a lot of their potential customers.
Social proof is one of the best ways to add some weight to your marketing claims. It’s one thing when you have paid promotions highlighting the benefits of your products, but having your customers speak for you opens a lot of opportunities. In fact, 88% of customers treat user reviews with as much trust as personal recommendations.
You can reach out to your loyal customers and ask them to participate in your video for a small reward. As they already have a relationship with your brand, they’ll likely be interested.
Salesforce has a whole YouTube series called “Trailblazers” where they focus on success stories from small businesses that use their system. These stories are inspiring and they resonate with the audience on an emotional level. Here is a great example:
When you make testimonial videos, don’t just write a script and give it to your loyal customers to read. Try to do what Salesforce did and create impactful, true stories. Get your real fans in front of the camera, the people that believe in your product and want to share their story.
“Thank you” videos
One of our favorite types of videos here at Bonjoro is the “thank you” videos businesses send to their new users to build relationships and turn them into returning customers. Sending these videos can achieve some fantastic results in terms of email open rates and conversions. This is especially the case if you use them to convert trialists into customers.
Here is how one of our clients managed to boost trial conversions by 29% in just one month!
>> Do you want to create engage users and get these results? Check out our “thank you” video templates! <<
Templates: Customer journey videos for each stage of the funnel
Now, let’s get to some of our templates you can use for your own video campaigns. Each of these videos will be tailored to one of the stages in your funnel. Depending on the stage and the customer types you’re trying to engage, you’ll find some of these templates more useful than the others.
Since we’re all about the personal touch here at Bonjoro, we’ll focus on the videos you can make yourself and use them to communicate directly to your customers.
Let’s start with the Awareness stage and move down the funnel.
Awareness: Educational videos as the perfect top of funnel content
At this stage, you want to educate your users about your brand and key products. Here is our script template, feel free to play with it and change it to fit your brand as much as possible, especially the product attributes.
Hi, [NAME], thank you for taking the time to consider [BRAND NAME]!
My name is [NAME], I’m a [JOB TITLE] at [BRAND], and I’d like to take this opportunity to potentially answer some of your questions about our business.
If you’re researching our brand, that probably means you’re already pretty familiar with [YOUR INDUSTRY], so I just wanted to share our story with you and briefly explain what separates us from others on the market.
As you can see, here at [BLANK] we’re all about the customer – we want to make sure you have the best experience possible, so you can always rely on our customer support for any questions you may have.
Apart from that, you’ll notice that our products are [ATTRIBUTE, USP], [ATTRIBUTE, USP], and [ATTRIBUTE, USP]. Feel free to browse around our website and make sure you check all the product descriptions. If you have any questions, hit up our [LIVE CHAT, CHATBOT, SOCIAL MEDIA]. We’ll get back to you in no time!
Enjoy your shopping!
Consideration: Use promo offers to entice customers
In the Consideration stage, the customers are already aware of your products, so you can reach out to them more directly. It’s a good idea to
My name is [NAME] and I’m a [POSITION] at [COMPANY].
I noticed you were checking out our products so I wanted to reach out to you with a special offer that I’m not sure if you noticed.
So, if you take a look at our website and visit the [PAGE NAME] page, you’ll see [PRODUCT CATEGORY or PRODUCT NAME]. As you can see, there is a promo offer on the product right now, where you get [PROMOTION DETAILS].
The offer is limited, so make sure you make your purchase before [DATE] to make the most out of it!
If you have any questions, feel free to reach out to either me or some of our awesome customer service agents via [LIVE CHAT, SOCIAL MEDIA, EMAIL, etc].
Thank you for considering our products, bye!
Purchase: Free shipping or discounts
In this phase, you want to give your customers that final push to make the purchase. Typically, a customer has entered the Purchase stage when they displayed strong purchase intent – like putting products in the shopping cart.
You can reach out to those customers with a special offer.
My name is [NAME], I’m a [POSITION] at [COMPANY], and I wanted to thank you for taking the time and going through the shopping experience on your website.
Since you still haven’t completed your purchase, we’d love to hear from you and understand where we could improve our process. Feel free to let us know if there is something we can do to make the purchasing experience or our products better.
And, if you’re still interested, you’re products will be waiting for you right where you left them. In fact, I negotiated [A SMALL DISCOUNT or FREE SHIPPING] with our Sales team for you personally. So, come back whenever you want and you’ll get our special offer.
Again, thanks for shopping with us, and we hope you’ll hit us up with your feedback. Bye!
Loyalty: “Thank you” video
When your customers make their first purchase, you can reach out to them and thank them for trusting you.
Hi, [NAME], thank you for joining our family!
My name is [NAME], I’m a [POSITION] at [COMPANY], and I’d like to provide you with some useful information now that you’ve made your purchase.
Your order is on its way, and you can check out your shipment progress at any time by clicking on [INSTRUCTIONS]. You can see your order details in your email. If you have any questions, if you forgot to mention something, or even if you’d like to add something to your order, you can contact our Customer Service. If the order is already packed and sent, I’m sure we’ll be able to work something out.
Thank you for your purchase and don’t forget to subscribe to our newsletter if you want to get special offers, curated just for you. Bye!
Customer journey videos: conclusion
Engaging users with personalized customer journey videos is one of the best ways to nurture them throughout the purchase process and build strong relationships.
Whichever types of videos you want to create, try to make them as personal as you can. The customers will almost always see through the generic, pre-made videos and your results will suffer.