Videos Not Performing? You Might Be Missing This Key Step

Videos not performing the way you’d hoped? You could be skipping this key step.

There’s one crucial step most people skip when creating video content for their brand. 

And it has nothing to do with your on-camera appearance, how you shoot the video, or even what you say. 

In fact, the most important step occurs before we’re even ready to discuss those details. 

But it can make ALL the difference. 

So let’s dive into one of our best SCV video marketing secrets. 

Speak To The Entire Customer Lifecycle

A well-rounded video marketing plan includes content creation for each phase of the customer lifecycle. From a brand new, first-time viewer to a lifetime client, everyone in your audience needs content that’s directed toward their place in the buyer journey. It’s what helps move them along to the next phase. 

Plus, it helps you know who you’re talking to and what their specific pain points are in this phase. For example, if you’re trying to attract new leads, then it doesn’t make much sense to create a video that dives deep into the details of using your product or service. 

It would serve you better to create videos that help new viewers quickly recognize a problem, question, feeling, or situation that matters to them.

At this point, they may not be curious about your company yet. They’re deciding whether your content understands their world. Instead of leading with a full introduction to your business, lead with a relevant observation, a relatable moment, or a useful perspective that makes them think, “That’s exactly what I’ve been dealing with.”

Your brand still matters. But early on, viewers often experience your brand through the way you communicate—your insight, personality, values and point of view—before they’re ready to hear your complete story.

You have to speak to them where they are because that’s how you move them forward. 

Sound complicated? Don’t worry, we’ve got you covered. Here are the four main phases of the customer lifecycle, and how to create engaging and relevant video content for each one. 

1. Awareness 

In the very first stage of the customer lifecycle, your ideal customer doesn’t even know you exist. Maybe they’re familiar with the product or service you offer, or maybe not. Your top priority? Getting their attention.

When it comes to the customer lifecycle, think of it like dating. In the beginning, you’re trying to get them to notice you. You have to make an intriguing first impression and spark some sort of connection.

In marketing, it’s the same. At this stage, the goal is to stand out in a positive way. Video content should be designed to pique your audience’s interest enough to take a small action—whether that’s pressing play, signing up for your newsletter or following your social media accounts.

The key here is to keep it concise and memorable. And take it slow. People often need a while to warm up in this phase. 

In this stage, your messaging should make viewers feel seen, hit their pain points with specificity and relatability, demonstrate an intriguing solution, and give just enough information to leave them wanting more. Get them on the hook—that’s it. Video styles can include:

• Highly specific pain point videos, or problem-recognition videos
• Myths, misconceptions, surprising reframes and unexpected perspectives
• Save-worthy informational content with one clear takeaway
• Short stories drawn from everyday client experiences
• Timely reactions to industry news or changes
• Broad, searchable questions your ideal clients are asking

2. Consideration  

At this stage in the game, you’ve caught their attention. Now, your potential customer wants to learn more about you and your brand.

If we continue with the dating analogy, this is when you’ve gone from strangers to casually dating. They like what they see and are interested in figuring out if you’re a good match.

In marketing, this is where you demonstrate your ability to solve their problems. It’s time to show who you are, what you offer, and what you stand for–all without asking for anything in return just yet. This is the time to position yourself as an expert in your field, and it helps to have a lot of content for them to explore. 

In this stage, your messaging should be friendly, approachable and conversational, so potential customers can picture working with you. Video styles can include: 

• Warm and inviting introduction videos
• Educational videos that build trust in your expertise
• Videos that explain what makes your approach distinctive
• Deeper tutorials and how-to videos that make your expertise useful

3. Decision   

By now, your potential customer knows your brand and likes what they see. The next step? Getting them to trust you enough to buy from you. 

In our dating analogy, this is the “what are we” conversation. You’ve been dating for a while, and it’s time to commit. But you’re not sure how the conversation will go. If there ever was a time for the grand gesture—it’s now. 

It’s the same in the marketing world. Oftentimes, we have warm leads who linger forever without making the commitment to purchase. Some customers may take this step on their own, but others may need a little nudge. Compelling video content can help push them toward choosing you. So use these videos to highlight your unique value and drive it home. 

Your goal here is to provide the final incentive. If they’ve been ignoring your emails or written content, a persuasive video can capture their attention and offer a clear reason to make the leap.

In this stage, your messaging should reduce uncertainty, reinforce trust and make the next step feel clear. When there’s a genuine deadline or limited opportunity, communicate it honestly—but don’t create pressure where reassurance would serve your viewer better.

• Client testimonials that address common concerns
• Client stories and case studies that show the experience and results
• Process videos that explain what happens after someone says yes
• Videos that answer final questions or hesitations
• Clear offer videos that explain the value and next step

4. Nurture   

Congratulations! Your potential customer is now a paying customer. But the journey doesn’t stop here. Now that you’ve landed a customer, it’s crucial to nurture this relationship, ensuring they stay with you for the long haul.

In the dating world, this is the phase when you’re in a committed relationship. As time passes, we can get complacent, forgetting to nurture the relationship as much as we did while we were pursuing it in the first place. 

Just like any meaningful relationship, a strong client connection continues to grow through attention, communication and care. Nurture videos help clients feel supported after they say yes. They can answer questions, improve the client’s experience, celebrate progress and remind people that your commitment didn’t end when the purchase was complete.

In this stage, your messaging should feel supportive, useful and personal. Show clients that you’re still paying attention, invested in their success and ready to guide them through whatever comes next.

Video styles can include: 

• Welcome and onboarding videos that clarify what happens next
• Tutorials that help clients get the best possible result
• Proactive videos that answer common client questions
• Videos that reveal additional value, resources or support
• Progress updates and milestone celebrations
• Personal appreciation and community messages
• Thoughtful next-step videos based on the client’s evolving goals

By understanding where your audience is in their journey and crafting videos specifically for them, you can keep your brand top of mind and move them seamlessly from one stage to the next.

About Brian Schlick 

Starting as an onboard Princess Cruises videographer, Brian quickly climbed the ladder at the company’s headquarters in Santa Clarita. Over the course of 13 years, he moved from video editor for onboard content to supervise Princess’ onboard video teams, managing 17 total ships. The vast exposure to crafting all different kinds of video content allowed Brian to hone his ability to tell stories through compelling, engaging visuals. Today Brian shoots Santa Clarita video for small businesses and beyond. 

Visual Marketing Education 

Videos not performing? We’ve got you covered. At SchlickArt, we know your marketing visuals are only effective if you actually use them. That’s why we help you create powerful photography and video – and then we teach you how to share it. With each session, we’ll give you our best tips based on your specific marketing goals. We provide the education and resources you need to brand your content, integrate it into your marketing strategy, post it with intention, and maximize engagement along the way. 

If you want even more tips and resources, we have an educational blog, newsletter and video channel to help you dive deeper, as well as professional presentations, workshops, and coaching sessions if you’re ready to take action and level-up your marketing now. 

About SchlickArt 

SchlickArt, a boutique photo and video studio in Santa Clarita, started in March 2012 with the simple idea that empowerment creates a kind of beauty and authenticity that shines through every camera lens. Built on a philosophy — rather than a product, service or person — SchlickArt has rapidly evolved, meeting professional portraiture, business photo and business video needs as diverse as the community we capture. It’s the desire to take care of you, the client, that drives us at SchlickArt. 

Kirsten Quinn

A lover of strong coffee and yellowed pages, Kirsten Quinn-Smith is a professional content writer and owner of WordSmith Content Marketing here in Santa Clarita. She believes great content can forge a loyal, authentic and beneficial relationship between you and your audience – and grow your business. With each piece of writing, Kirsten's goal is to position you in the content spotlight through audience-centered, strategy-based writing that actually sounds like you. Why? Everyone has a story, and every story deserves to be heard.

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