How do you use video and interactive media to improve your digital customer experience?

1 Define your objectives

Before you create any video or interactive media content, you need to have a clear idea of what you want to achieve and how you will measure your success. Depending on your stage of the customer journey, your objectives could be to increase awareness, generate leads, educate prospects, drive sales, or retain customers. You also need to define your target audience, their pain points, and their preferences. This will help you tailor your content to their needs and expectations.

2 Choose the right format

There are many types of video and interactive media formats that you can use to improve your digital customer experience, such as explainer videos, testimonials, webinars, demos, quizzes, surveys, games, and more. Each format has its own advantages and disadvantages, and you need to choose the one that best suits your objectives, audience, and budget. For example, explainer videos are great for introducing your product or service, testimonials are effective for building trust and social proof, webinars are ideal for educating and nurturing leads, demos are useful for showcasing features and benefits, quizzes are fun and engaging for generating leads, surveys are helpful for collecting feedback and data, games are entertaining and rewarding for increasing retention and loyalty, and so on.

3 Align your content with your customer journey

One of the key aspects of digital strategy is to align your content with your customer journey, which is the path that your audience takes from becoming aware of your brand to becoming loyal advocates. You need to create video and interactive media content that matches each stage of the journey, and that guides your audience to the next step. For example, in the awareness stage, you can use video and interactive media to capture attention, generate interest, and create curiosity. In the consideration stage, you can use video and interactive media to educate, inform, and persuade. In the decision stage, you can use video and interactive media to overcome objections, provide social proof, and create urgency. In the retention stage, you can use video and interactive media to delight, support, and reward.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?