Video is, and always has been, a powerful marketing tool. But in today’s digital landscape, the significance of video marketing can’t be underestimated, and it’s crucial to understand the concept of marketing touch points and how they contribute to the customer journey.

When most people think about video marketing, generally the first thing they think of is advertisements, but there are big opportunities with video that most companies and brands simply don’t capitalise on.

What are marketing touch points?

Marketing touch points are the various interactions or encounters a potential customer has with a brand throughout their buyer’s journey. These touch points can occur at any stage—from initial awareness to the decision-making process and ultimately, the purchase. They can include a wide array of experiences, such as seeing an ad, reading a blog post, receiving an email, visiting a website, or interacting with customer service.

Each touch point plays a vital role in shaping the customer’s perception of the brand and can significantly influence their purchasing decision. The more positive and consistent these interactions are, the more likely it is that the potential customer will develop trust and eventually convert into a buyer.

Video as the first touch point (first interaction)

In many cases, video serves as the first interaction a potential customer has with a brand. Whether it’s a promotional video on social media, a product demonstration on YouTube, or an engaging video ad, this initial exposure can leave a lasting impression. The reason video is so effective as a first touch point lies in its ability to convey complex messages quickly and memorably.

Videos combine visual and auditory elements, making them more engaging and easier to consume than text-based content. A well-crafted video can communicate a brand’s values, showcase its products or services, and tell a compelling story—all in a matter of seconds. This immediacy and impact make video an ideal medium for grabbing attention and sparking interest in potential customers who may have no prior knowledge of the brand.

Video as a series of touch points

Video can make up many of the touch points after the initial interaction, but it can also continue to play a crucial role throughout the entire customer journey. In fact, video content can make up multiple touch points before a viewer becomes a buying customer. Here’s how:

1. Awareness Stage: Videos are often used to introduce a brand to a new audience. Social media platforms, particularly Instagram, TikTok, and YouTube, are ideal for sharing short, attention-grabbing videos that boost brand awareness. These videos might highlight a brand’s unique selling proposition or showcase its products in action.
2. Consideration Stage: Once a potential customer is aware of a brand, they move into the consideration phase, where they evaluate different options. At this stage, educational or informative videos, such as how-tos, tutorials, or explainer videos, can be incredibly effective. These types of videos provide value by addressing specific pain points or demonstrating how a product or service can solve a problem.
3. Decision Stage: As the customer gets closer to making a purchase decision, videos can help seal the deal. Testimonials, case studies, or in-depth product reviews can build trust and provide the final nudge needed for conversion. These videos offer social proof and a deeper understanding of the product or service, reinforcing the customer’s confidence in their decision.
4. Post-Purchase Stage: Video can also play a role after the purchase, helping to nurture the customer relationship and encourage repeat business. Follow-up videos, such as thank-you messages, unboxing experiences, or customer support videos, can enhance customer satisfaction and loyalty.

How non-marketing videos act as touch points

Creating video content specific to each stage of a customer user journey is great, but often it can be the “non-marketing videos” that can be the most valuable organically over time.

Back in 2017-18, we created a weekly behind the scenes vlog called “Falkon Fridays”. We simply filmed some behind the scenes footage at the Falkon Digital office during the week, and then edited it into a vlog which we tried to publish with some consistency around 12pm on a Friday.

The videos never really talked about what we did as an agency; it was more an insight into what every day life looks like behind the scenes for a web design and marketing company, and it focused more on the people and the relationships. Of course, we did have videos about our services on our channel which were likely served up to this audience.

Sometimes the topics of the videos would be very exciting, if a member of the team was travelling to a meeting, talking at an event, moving office or even flying to another country. But most of the time, it was 6 people working in medium sized office all sat at computers!

When we posted the videos, they only received a modest amount of views. Each video would typically get between 200-500 views on YouTube, and maybe a few thousand on Facebook. Although we couldn’t directly attribute any sales from these videos, it definitely increased our visibility and served as that initial touch point.

• We started to get regular viewers watching and commenting on the videos. If we were ever late posting (which we often were!) we would get messages asking where this weeks video was
• People from other agencies would recognise, and speak to us at events about Falkon Fridays
• We started to get more referrals from bigger agencies for white label work
• Every time we won a new client, we’d ask how they heard about us. They would almost always say they saw a video on YouTube or Facebook.

What was also interesting, was that then when we were contacted by new clients, we noticed a familiarity with how people spoke to us. They felt they knew us, they were more relaxed and informal; sometimes they were even excited to speak to the people they had seen featured in the videos. The behind the scenes insights built up a perception about us, and even a feeling of trust. These are powerful things that shouldn’t be dismissed or overlooked as a business.

The power of evergreen content

Although we had a few videos that performed well quickly and got shared a lot, none of them would be considered to have gone “viral” or gained significant views. When this happens, the results can be profound on how they impact a business, but in this case, the videos provided a constant source of evergreen traffic that really elevated the perception of our business, and separated us from our competitors.

Video’s ability to serve as both an introduction and a constant companion throughout the buyer’s journey is what makes it uniquely powerful as a marketing touch point. Unlike other forms of content, video can evoke emotions, tell stories, and create connections in a way that is both immediate and lasting.

In the modern marketing landscape, video is an indispensable tool that plays a crucial role in building and maintaining relationships with potential customers. As a marketing touch point, video offers the perfect combination of engagement, memorability, and versatility, making it the ideal medium for creating meaningful connections at every stage of the buyer’s journey. By leveraging video effectively, brands can not only attract new customers but also guide them through the entire purchasing process, ultimately leading to higher conversion rates and stronger customer loyalty.