• Janet Ballonoff

Take advantage of video throughout the customer journey

So your marketing team has created a corporate overview video and put it on your website, and now you’re done, right? If this is the extent of your video strategy, then you’ve only just begun to take advantage of the benefits that the medium has to offer. Well-crafted videos have become one of the best ways to help marketers build awareness, demand, and loyalty.



According to a 2022 marketing video survey by Wyzowl, 86% of respondents said their business uses video as a marketing tool. And more than half – 55% – said they create all of their videos in house. These trends underline video’s rising popularity and accessibility.

Think about how you can use video to help achieve a wide range of marketing goals. Here are just a few examples:

Brand awareness - Video naturally lends itself to telling stories. By adding motion and audio to your brand narrative, you have a better chance of catching and holding your target audience’s attention. Video gives you a chance to tell your brand story in a way that people are most likely to remember.

Demand generation - Trying to stand out in a social scroll or online ads these days is next to impossible. Short, eye-catching videos designed to pique people’s interest have a better chance of getting them to click through to gated content, compared to just text or images.

Product description - Using video to explain the benefits of your offerings with demos or click-through tours help prospects quickly understand how your product can help solve specific problems.

Customer testimonials - Potential buyers want to hear directly from existing customers about why they bought your product, what factors went into their decision making, and how it helps them solve a challenge.

Customer support and education - How-to videos are a great way to effectively explain how to use and get the most out of your products.

In addition to using video throughout the customer journey, marketing teams are also learning that they can reuse video for different purposes. That same Wyzowl survey showed that 23% of respondents who said they don’t use video in their marketing activity gave lack of time as a reason, and 10% said it is too expensive. But when you consider reusing video that you’ve already created, the ROI of both time and money increases.

For example, let’s say your marketing team has created a one-minute explainer video about the business challenges facing your offering’s target market, and posted it on a product description page on your web site. That video can be cut down into 15-second social clips and used to target the different audience segments that each business challenge speaks to, with a CTA to learn how to solve the issue and a link to that web page to view the full video and consume additional assets. These types of video snippets can also be done with customer testimonials, product descriptions, and brand awareness to quickly and easily attract attention and interest.

Visit our services page to learn how we can help you use video to achieve your marketing goals.