How to Win Loyal Customers via YouTube? In 4 Phases to More Purchases

[jrineakter]

Customers orient themselves with different media within a purchase process. In addition to the growing traffic on mobile devices, the role of video is also growing within the different phases of the purchase process. But how can YouTube contribute to each phase? And how can you respond to this as an online marketer?


As mentioned, video is growing: expectations are that the share of video in the online landscape will continue to grow in the coming years. In 2019, 80 percent of internet traffic will be determined by video . Online marketers are also increasingly using video to get in touch with the (potential) target group. Google AdWords also recognizes this, and has made it easier to manage both video (via YouTube Advertising) and search within one interface in the past year.

As with normal search campaigns, it is essential within the YouTube strategy to include the different phases of the purchasing process. In this video context, we opt for the model (comparable to the AIDA model) that was created by Avinash Kaushik of Google in 2013, consisting of the ' see ', ' think ', ' do ' and ' care ' phases .

1. Awareness phase: what is it?
First, I will discuss the awareness phase, which Kaushik himself calls the 's ee' phase. In this phase, the visitor is still just a potential customer, without any real purchase intention. azerbaijan telegram number list With this target group, it is important to create a need. Showing an interesting teaser in which the product or service is briefly but clearly introduced can stimulate this need.

In-stream advertising
An InStream way of advertising within YouTube Advertising is perfect for this phase. With a regular YouTube pre-roll InStream campaign, the viewer can click away from the video within five seconds. The first five seconds are therefore essential for both viewers and marketers. Of course, there will always be people who skip a YouTube pre-roll video , but without a good message, you as a marketer know for sure that you will miss these potential customers. As for the right message: the potential customer in this phase is probably not yet interested in making a purchase. It is important that you align the entire message of the video and call-to-action with this.

YouTube

It is highly recommended to always show and/or mention the brand logo within the first five seconds in order to always show the viewer one of the most important values ​​of an online shop. Even when clicking away from a video, the brand can still lead to recognition at a later time. People are naturally visually oriented and the video must of course be attractive to the target group. The viewers who feel addressed and watch the video must actively be given the opportunity to click further, with a clear call-to-action (for example 'more information?').

2. Orientation phase: why should I buy the product?
In this phase, the consideration or ' think ' phase is central. The potential customer thinks about the actual added value of the product or service. In this phase, it is therefore important for online marketers to convince the potential customer of the product or service. By setting up remarketing lists for videos, previous teaser viewers within the Google Display Network (GDN) can be approached with relevant banners or text ads.