Aligning Your Video Marketing and Business Goals With the Customer Journey

When it comes to running a successful company, there are two distinct “arms” that need to work in harmony: the marketing arm of the equation, and the customer arm. If you want things to grow and develop as efficiently as possible, you must establish a method for making the two work together. This means aligning your marketing goals with the customer journey.

While it sounds complicated, this is a critical part of creating a cohesive, upwardly-mobile company. If you’re confused about how to begin the process, though, you’re not alone. Here’s a simple breakdown – from our team to yours.

Step One: Know Who You're Talking To

Ideally, you got pretty well-acquainted with your customers during the customer journey portion of your marketing development. There’s always room to go deeper, though.

If you need to drill down into your target audiences, start with your marketing segmentation. Mostly, you want to lay out your various products and services and define which marketing segment each is most applicable to.

For example, if you sell software and services, you’d start by breaking down your various software. From there, you’d identify who they’re best at solving problems for, and what the primary and behavioral considerations of those people are. You’d also cover their demographics (including marital status, gender, and whether they’re a parent or not, etc.), what their household income is, if they have budgetary constraints, and where they live.

Sound extensive? It is! But it’s also a great way to define your marketing segments and understand exactly who you’re speaking to and what they care about.

Buyer’s Journey vs. Sales Journey

Another piece of the puzzle here is to separate the buyer’s journey from the sales journey, even though lots of people think the two things are the same. In reality, these two journeys are entirely different and should be treated as such. During the sales journey, your sales team decides what’s most effective at getting users to close, and seeks to foster more of those behaviors. During the buyer’s journey, though, the buyer becomes aware of a problem or need and researches a solution.

As a marketer, your job is to figure out first who your audience is, and second how you can create a path that makes sense for them.

Step Two: Change the Way You Relate to Your Audiences

Next, you’ll need to take those audiences and shift the way you relate to them slightly. Specifically, you’re going to make the way you use and relate to your audiences more meaningful. You’re going to do this by using tools designed to provide information about how your audience lends itself to targeting on various platforms.

Here are a few of our favorites:

  • Facebook Audience Insights. FB Audience Insights provides some seriously powerful insights that are excellent for anyone who wants to create target personas. With the platform’s segmentation tools, you can break your audience down into layered interests and other demographics, which is a great way to monitor performance and ensure your marketing efforts are still catering productively to your audience.
  • Google Ads Insights. If you’re running Google ads, you can use Ads Insights to look at any audience you have (with at least 1,000 users) to find out which in-market audiences that base audience is a part of. Looking at these will allow you to understand your audiences and what you can do to speak to them as effectively as possible.
  • Google Analytics. Google Analytics offers in-market and affinity data, but in a broader scope. It’s a great tool to layer on top of other demographic insights.

By leveraging each of these tools, you can identify patterns between platforms and pinpoint areas you should be placing more focus on.

Step Three: Revisit Your CTAs

Knowing what you know now, it’s time to pay some close attention to your CTAs. While most businesses get this backward, your CTAs shouldn’t be about what you as a company want the user to do. They should be about what’s best for the user at that moment.

This is where knowing your customers and aligning your marketing goals with their various journeys comes to fruition. Now is the time for your company to identify potential roadblocks, figure out what is keeping customers from moving forward, and make a plan for how to deal with it. Ideally, you should have CTAs for each stage of your funnel.

More Cohesion Between Your Video Marketing Goals and Your Buyer Journeys

Your video marketing goals and buyer journeys should work together like a well-oiled machine. When they do, your customers benefit, and you get the perks associated with running a company that genuinely caters to customer needs.

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