Creating Video that Positively Impacts the Customer Journey

Video marketing is the future, and the future is here.

If you've been on the internet today, it's likely you watched a least one video. Be it a post on Instagram or a pop-up on a brand page, video is everywhere, and it's not going anywhere. In fact, the time people spend watching online videos will expand more than 20% during the next two years to an average of 100 minutes daily. That may seem like a lot of noise, but for marketers, it's an opportunity. 

At every stage of the customer journey, brands can infuse video. At Adept, we embed video into nearly all client strategies and with good reason. It impacts the bottom line. When brands use video on landing pages, conversions increase on average by 86%. And companies that utilize video content in their marketing strategies experience a 41% increase in traffic. 

As an agency that prides itself on delivering measurable performance, we've enhanced our capabilities over the years to deliver video across every digital channel. From display ads and social ads to website experiences and more, we know how to create videos that nudge customers closer to purchase, and it all begins with aligning with an understanding of what the customer needs or wants. For that, we’ve established a unique approach to video creation that focuses on three essential table stakes: story, strategy and budget.  

Tell a Compelling Story

No matter the type of video being created, storytelling is a critical component. We meet with each client to listen to their wants and needs, and occasionally explore their history, to reveal the story that will be at the heart of the video. One good example of this is our recent work with Compassion International. The organization needed to emotionally engage an audience while encouraging them to support the organization. It's an easy mistake to focus too much on one side of the coin and not enough on the other. So our team worked closely with the organization's leaders to storyboard a journey that respected the delicate balance between emotion and action. You can learn more about our storytelling approach in the below vlog.

Learn how we identify the key ingredients in every story.

Performance Starts with Strategy

Video production and consumption is on the rise, but it takes strategy to create content that delivers results. Many agencies are all too eager to start production before clearly understanding what a video must deliver. We take the time to understand the goal of the video. What are we actually trying to accomplish? It could be anything from developing brand awareness, to creating positive perception, or actually driving e-commerce sales or lead generation. Then we take that goal and examine the latest video trends to determine what will have the greatest impact, because video consumption is always changing. 

During the pandemic, lesser-used video tactics like explainer videos reemerged according to a new report by Wyzowl. Their report showed 94% of people surveyed watched explainer videos to learn about a product, with 84% being swayed to make a purchase. Webinars also reemerged for marketers, climbing from 46% in 2019 to 62% during the pandemic. We watch these trends and others so we can develop strategies that are current and actionable, because our focus is on delivering results. 

Have a Sensible Budget

Video is an effective marketing tool, and 96% of marketers plan to increase or maintain their video spend in 2021. But costs can quickly add up, with ranges starting anywhere from $1,200 for a low-production video to more than $50,000 for a premium video. While it would be nice to have a blank check for video content, most companies can't afford to invest tens of thousands of dollars on every video. Fortunately, big budgets aren’t always required to create compelling video content.

We have developed an offering that allows us to create videos at multiple budget points to support the needs of our clients and their customers. It starts with focusing on the goals of the business and what is ultimately necessary to drive performance. If a less expensive video can achieve the same great results as a high-end production, we opt for the more sensible budget.

Impact Your Customer Journey

Video is the future of digital marketing because it can deliver results at every stage of the customer journey. But not all video content is created equal. It is important to have a partner who understands the importance of a good story. A partner who approaches every video, no matter how big or small, with purpose and a clear goal. A partner who can not only advise you on what video content you need but can also deliver that video content from start to finish.

Read more about Adept’s video offering and how it can help you achieve your business goals.

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