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Build relationships with your customers throughout their buying journey

May 10, 2016

This is an updated post that was first published in October 2014.

According to Edelman’s second annual “brandshare” report, consumers expect to have more meaningful relationships with brands. To consumers, this means a give and take when it comes to sharing information. Unfortunately, the majority of survey respondents reported that brands are not delivering on this type of engagement.

In one of our most popular webcasts, Video Drives the Customer Experience, Racepoint Global’s Chairman & CEO Larry Weber and VideoLink’s VLCreative® creative director and executive producer, Stu Siegal  discussed why switching the focus of marketing efforts to create better relationships with customers is critical to staying relevant with customers. “Marketing is evolving,” said Stu Siegal during the live event. “I think the way that you keep the customer at the center is to think ‘Okay, if I were the customer, what would it take to keep me coming back, to want to have a relationship?’ rather than just to have a transactional mindset.It isn’t just about pushing customers through the sales funnel anymore, it’s about developing long-term relationships and helping your customers to do more.  There’s no better way to do that than through storytelling.

Stop talking about yourself.

To become more customer-centric, companies should concentrate on creating meaningful stories that customers can relate to and share with others, instead of talking about themselves and their products. “Companies that really string together customer stories and relate to customers and what they’re feeling and what they’re going through are the ones that are going to really have competitive advantage in the future,” Larry Weber added to the discussion. Companies that share information that resonates with customers will also be more apt to have customers share their own stories in return, providing them more user generated content and brand champions.

To learn more about rethinking the buying journey and creating a positive customer experience, check out Larry Weber highlights and what makes a great video from Stu Siegal.

More interesting research.

Not ready to take the plunge with video?  Here are a few more reasons why and how to.

10 Tips for Adding Video to Marketing Mix – IBM Marketing Cloud

5 Reasons Video Must Be Part of Your 2016 Marketing Budget

Reinventing the Customer Experience – ADOBE


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