Going Beyond Awareness to Advocacy: Marketing Video Across the Customer Lifecycle

Going Beyond Awareness to Advocacy: Marketing Video Across the Customer Lifecycle

At the ReelSEO Video Marketing Summit, the panel "Beyond Awareness to Advocacy – Optimizing Video Throughout the Customer Life Cycle" was moderated by our own Mark Robertson and included Rob Ciampa from Pixability, Stuart Barnes from Brightcove, Linda Crowe of Oracle, and Tony Kyberd of SundaySky.  This panel was about how to use video marketing to engage deeper with customers and what brands should look for when measuring their success.  Is it views?  Is it driving people to the website?  Maybe building an e-mail database?  Whatever the case may be, you want to get customers to become brand advocates, helping you spread the word.

Oracle's Use of Video Marketing Across the Customer Lifecycle

Going Beyond Awareness to Advocacy: Marketing Video Across the Customer LifecycleLinda Crowe of Oracle (a Brightcove customer and client) talked about the customer life cycle, which is made up of these parts:

  1. Need
  2. Research
  3. Evaluation
  4. Selection
  5. Receive the Product
  6. Use the Product
  7. Maintain the Product
  8. Recommend the Product

Parts 1-4 are the Buying process, parts 5-8 are the Ownership process.

Going Beyond Awareness to Advocacy: Marketing Video Across the Customer Lifecycle

Crowe said Oracle's main concern with video is, how do people find that video, and how do they drive audiences back to the website?  Because when you want to engage with viewers, you'd like that to happen on your own website.  Engaging with people on "third-party" social media or YouTube is still valuable, but the ultimate goal is to get them to your website.

Going Beyond Awareness to Advocacy: Marketing Video Across the Customer Lifecycle

Have a clear video content strategy

Once you get them there, how do you keep them engaged and watching more content?  In a running theme from the Summit, "having a clear content strategy" was a big talking point.  Under that heading, content strategy means:

  • Who Am I Talking To?
  • What Is Their Business Problem or Unmet Need?
  • What Helpful, Actionable Information Do I Have to Share?
  • What is My 'Tagline," or 'One Big Idea?'
  • What Is Success?
  • What Are the KPIs?

Crowe talks about companies needing to be brave and bold in telling their story in the early phases of the life cycle.  Audiences start wanting to know more about the product as they become engaged, so you can start getting more technical about the product later.  The important thing is to tell an engaging story first, then engaged customers will stay around longer than 3 minutes to hear more.  But always know where you are in the consumer life cycle and approach them accordingly.

Plan for scale and redundancy

Crowe lists the following things to consider when planning for this aspect:

  • Workflow
  • Asset Management
  • Storage Space
  • SEO
  • Distribution Strategy
  • Measurement

As far as distribution strategy goes, Crowe emphasizes "syndication" over "re-hosting," meaning, it's best to have your content in select places than all over the internet, because it's easier for analytics.

Expert Tips for Video Marketing That Goes Beyond Awareness

Then it was time for the panel to weigh in.  Some highlights (some of these are edited down and paraphrased):

Going Beyond Awareness to Advocacy: Marketing Video Across the Customer LifecycleRob Ciampa: The biggest problem we're seeing is brands repurposing content on YouTube.  There's an aversion to creating long-form content on YouTube.  It doesn't mean create a 5-minute ad out of a 30-second ad, because people won't watch that.  How about make a "how-to" video if you have a product?  We've seen 5-10 minute videos frequently outperform 30-second ads.

Going Beyond Awareness to Advocacy: Marketing Video Across the Customer LifecycleTony Kyberd: We believe personalization is retaking video from awareness to action.  While it's easy to measure video in the acquisition part of the cycle, it can measure the behavior of clients during the engagement part of the cycle.  You're going to see video become more accountable through all phases of client engagement.

Going Beyond Awareness to Advocacy: Marketing Video Across the Customer LifecycleStuart Barnes: We're seeing a lot more people integrate calls-to-action widgets into their content.  As far as advocacy goes, we're seeing great things with social media.  From a retention and loyalty standpoint, we're seeing people develop video-based apps, and we're seeing there's a lot more engagement on apps compared to web experiences.

The panel talked about a ton of various KPI (Key Performance Indicators) measurements.  The ultimate takeaway from that is really just to know what you want with video going in to the process, and measure what's important to you: people visiting the website, people calling the call center, asking for a newsletter, drive sales, etc.

Ciampa adds,

"I think there is a 'view addiction' out there.  We see businesses buy views all the time, and they call to ask why nothing has happened with their business even though they have tons of views on a video.  Obviously, we're looking more for engagement."

We'd like to thank Video Aptitude for their work on the video.  If you want to see all of the ReelSEO Video Marketing Summit, a playlist awaits.


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About the Author -
Chris Atkinson joined ReelSEO in 2011. He is a longtime film and television reviewer, and has almost two decades of experience in the theater industry. He also writes on his personal blog - http://nymoviereviews.com. View All Posts By -

What do you think? ▼
  • Abigail Carter

    Thanks for sharing another overview from a panel at the Summit! As a video marketer, I find I climb an uphill battle with clients who always want to cram every little detail about a product/service into one video instead of focusing on one idea or story.

  • Revolution Video

    I would like to reiterate talking about how companies need to be bold in the early phases of the life cycle because it’s 100%, hands down the truth. The same goes with video. The early stages of the video, or the first 30 seconds or so, is the determining factor for whether the viewer will further interact with the company, so you have to make them count! Great article!