In this instructional video, the speaker outlines a three‑step customer journey—brand awareness, consideration, and decision—and argues that consistent use of video and content across social media channels is essential to move prospects through each stage. The first step, awareness, requires video to capture attention and make the brand known. In the consideration phase, video keeps the brand top‑of‑mind as prospects evaluate options. Finally, during the decision phase, consistent presence ensures the brand is the obvious choice when the prospect is ready to buy. The speaker emphasizes that consistency matters because marketers never know when a prospect will transition between stages, so continual visibility via video keeps the brand ready to be selected.
Chapters
Well, the customer journey is important, especially if you're using video or content to sell things, right? If you're just doing it for a hobby, then none of this matters. But if you're looking to leverage content and video and social media and these distribution channels, which are all available to us, then you have to understand the customer journey. And it's a 3-step process. Step 1 of that journey is that they need to be aware of you, right? So brand awareness is step one. If they don't know who you are, nothing will happen beyond that point. It has to start with awareness, attention and awareness. So they have to be brand aware. The second step of it is they're in— they move into a phase called the consideration phase, which is when they start looking at you as an option. But they're also still investigating other options at this point. They're still on the lists of other people. They're trying to figure out where they land. They're considering you. You're in consideration phase. And then the third phase of that journey is the decision phase. This is when they're like, I need a solution and I'm ready to make a decision. So why video is important in all of those stages is because you need to show up. You need— that's why people are always talking about consistency. You know, you hear this word, Aubrey says, be consistent, be consistent. Why? Because you don't know when your client or customer needs you and is ready to make that decision or is in the consideration phase. So if you continue to show up consistently in their feed or on whatever channel, then when they're ready to take the, you know, they're ready to make a move, you're right there, you're top of mind. So it's, that's why I think the consistency is so important. But Brand awareness, getting attention, having people be aware of who you are is the first step of the journey, and video is a great way to do that.
