Demystifying Video Marketing: 5 Stages of Awareness with Sam Thorson of Epicosity
Welcome to the Video Lab Live show, your weekly show into the realm of video-specific marketing. In this episode, we're thrilled to have Sam Thorson, a growth strategist from Epicosity, as our special guest. Sam is no stranger to creative projects and possesses a wealth of expertise in helping businesses grow. This episode, sponsored by Epicosity, promises to be an eye-opener for anyone interested in the art of video marketing.
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But before we dive into the specifics of this exciting episode, let's first understand the significance of the five stages of awareness and why they matter in video marketing.
The 5 Stages of Awareness in Video Marketing
Unaware Stage: At this stage, people have no knowledge of your existence. In our discussion, we consider an example of a lawnmower business. Imagine potential customers with overgrown, unruly lawns who are unaware of your services. The objective here is to introduce your brand gently. This is where "soft introduction" video content can work wonders. Sharing essential information about your business, such as your name, your school colors, and your mascot (for educational institutions), helps you step into the viewer's world.
Problem Aware Stage: Once your audience becomes aware of your presence, they might start to realize they have a problem. Returning to the lawnmower business example, this is when your audience is grappling with an overgrown lawn. In such cases, your video content should address their questions and concerns. Answer questions like "Why is your service more expensive than the competition?" The goal here is to become a valuable source of information and establish trust by answering the hard questions your potential customers are asking.
Solution Aware Stage: Now, your audience knows there's a solution to their problem, and they're searching for it. At this stage, you can begin to be more assertive in your sales approach. You're not just providing information; you're presenting your solution. If you're selling a product, this is a prime opportunity to showcase specs and details in your video content. Remember, these videos are still searchable and can continue to be valuable resources on your website.
Product Aware Stage: In this stage, your audience is not only aware of your solution but has engaged with it in the past. They have experienced your products or services and are satisfied. This is a crucial audience as they already love what you do. Leveraging influencers can be powerful here. Influencers who genuinely appreciate your brand can become ambassadors, driving more awareness and sales.
Most Aware Stage: This is the stage where you have the most engaged, loyal customers. They've worked with you, loved your products or services, and are happy to spread the word. Don't miss the opportunity to reach out to these satisfied customers and invite them to partner with you or support you. They can become your brand advocates, helping you reach new audiences.
Key Takeaways on the 5 Stages of Awareness in Video Marketing
Cater to Different Audiences: By understanding and targeting each stage of awareness, you can create content that resonates with various audience segments. This approach ensures that you're not missing out on potential customers at any level of awareness.
Answer Questions with Authority: In video marketing, answering the questions your audience is asking is a potent way to build trust and authority. By doing so, you position yourself as a valuable resource and increase your chances of converting viewers into customers.
Optimize for Your Objectives: At each stage of awareness, your video content should serve a specific purpose, whether it's introducing your brand, solving a problem, or presenting a product. Tailor your content to the objectives of the awareness stage.
Leverage Influencers: Don't underestimate the power of influencers, especially in the Product Aware stage. Collaborate with individuals who genuinely appreciate your brand, and they can help you reach new heights in terms of awareness and engagement.
Nurture Loyalty: Your most aware customers are your brand's advocates. Nurture these relationships, and don't hesitate to ask for their support. They can play a pivotal role in expanding your customer base.
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In conclusion, understanding the five stages of awareness is a game-changer in video marketing. It allows you to create content with intention, ensuring that each piece of content serves a specific purpose in guiding your audience from being completely unaware to becoming loyal customers and brand advocates.
Sam Thorson's insights, coupled with this understanding of the stages of awareness, can revolutionize your video marketing strategy. Whether you're a small business owner or part of a marketing team, these principles are invaluable. To delve deeper into these concepts, feel free to download our Video Playbook and embark on your video marketing journey with confidence.
Join us in the next several weeks as we continue to unravel the mysteries of video marketing, providing you with actionable insights and high-impact strategies. A big thanks to Epicosity for making this episode possible, and Sam Thorson for sharing his wisdom with us. Stay tuned for more marketing wisdom from the Video Lab Live show!