Contents
Awareness Campaign
1
Engagement Campaign
2
Conversion Campaign
3
Retention Campaign
4
Advocacy Campaign
5
Additional Resources
6
Videos for each stage of the customer journey
7
Videos for an awareness campaign
7
Videos for an engagement campaign
8
Videos for a conversion campaign
9
Videos for a retention campaign
Videos for an advocacy campaign
10
11
Awareness Campaign
DEFINITION OF THE STAGE
The goal of an awareness campaign is to
build your brand’s recognition, generating
an affinity with buyers and catapulting
your solution to “top of mind.” Your brand
should be where target customers can
easily find you (social, search, blog). Use
these channels to become a trusted source
of information by positioning your brand
as a solution to prospects’ problems.
You already know that a Marketing Hero
safeguards the people’s interests.
KEY AWARENESS METRICS
1. Number of shares, likes, and retweets
of videos on social channels
2. Percent increase in website
visits and referral sources
3. Average number of unique
visitors to the homepage
4. Difference in number of blog
visits and inbound links
5. Number of video views on the
homepage, or wherever awareness
videos play on your site
WHY VIDEO WORKS IN
THE AWARENESS STAGE
Why, hello! Video is effective in an
awareness campaign because it is
attention-getting and easily shareable.
Social media networks and content
management systems have redesigned
workflows to make it easier to share video
and push it to the forefront of digital
consumption. Video is more memorable
than other content mediums. In fact,
audiences retain over 50% more information
through the use of both verbal and visual
cues.1 Memorable videos can work in
tandem with customer advocacy word-ofmouth, as viewers recommend or suggest
your products and services. Consider
shorter, high-quality videos like brand
promotions, infographics, expert interviews,
leadership presentations, and short-form
content like teasers on social media sites.
CREATING AN AWARENESS CAMPAIGN
1. What is the problem you are solving?
How have your customers been affected?
2. Can your audience relate? Better yet,
can you elicit an emotional response?
3. Have you humanized your brand?
Which qualities can video convey?
1.
Kolowich, L. (2015, July 10). How to Create a Killer Explainer Video [Infographic]. Retrieved January 4, 2016.
1
Please complete the form to gain access to this content
