We're doing something a bit different with Video Worth Sharing today.
To celebrate our month of video content marketing awareness, for the next four weeks we're going to show you examples of complete video marketing funnels that guide leads through the buyer's journey from first touch to closed sale.
It's a chance to see how four brands have produced content at every stage of awareness to create a cohesive path for leads.
We begin this week with Zendesk, the customer service software provider, who show that the relationships between businesses and customers can and should be easier. Enjoy!
Video Worth Sharing #5
Awareness Stage | Bad Phone Support
At the top of the funnel Zendesk isn't interested in advertising their products or services. Instead, they're looking to generate initial curiosity and rapport with their audience. The brand seeks to make leads laugh, smile, and engage with them further.
Consideration Stage | Lonely Planet Customer Story
At this stage leads are getting more invested in potential solutions to their problems, so Zendesk is keen to build trust and authenticity. That's why they produce case study videos to show how they make their customers' lives easier.
Decision Stage | How to Add Agents
By the bottom of the funnel leads are trying to decide between providers. This is when Zendesk offers assurances that they will get assistance even after sale. Instructional or tutorial videos are perfect for creating this sense of security.