Table of Contents
While the traditional marketing funnel framework culminates in the Conversion Stage (BOFU), the modern customer journey extends significantly beyond the initial transaction. This post-purchase phase, often referred to as Beyond BOFU, the Brand Evangelist Sales Funnel Stage, or Retention & Loyalty, is essential for securing long-term business growth, improving customer lifetime value (CLV), and turning satisfied buyers into vocal brand advocates.
The goal of this final stage is to engage and retain existing customers. By providing constant value and support, brands aim to encourage customers to invest in more products and services (upselling/cross-selling) and prevent them from exploring alternatives (reducing churn).
Content Objectives Beyond Conversion
The content strategy in the Retention & Advocacy stage shifts entirely from convincing a prospect to convincing a customer to stay, expand, and recommend.
Key objectives include:
User Adoption and Success
Ensuring customers know how to use the product effectively to gain maximum value.
Customer Loyalty
Providing additional reasons to stay with the brand.
Encouraging Repeat Business
Paving the way for future purchases.
Brand Evangelism
Inspiring loyal customers to become enthusiastic spokespeople who willingly spread the brand's message.
The Role of Video in Retention and Advocacy
Video is uniquely suited for the Beyond BOFU stage because it facilitates detailed product understanding and creates an emotional connection necessary for loyalty.
1. Onboarding and Support Videos
The most direct application of video post-purchase is centered on training and support.
- Onboarding Videos: These videos are specifically designed to guide users through the initial steps of getting started with the solution. They showcase the value and features of the offering, foster a positive user experience, and are measured by the Customer Video Completion Rate. The strategic goals are to increase user adoption, reduce churn and support queries, and enhance brand perception.
- Tutorials and Use Cases: Videos that publish useful tutorials and use cases help keep existing customers engaged so they stick with the brand. For instance, Adobe Creative Cloud frequently posts video resources ranging from short tips and tricks to detailed webinars and live streams to help existing users get the most out of their applications.
- Product Feature Breakdowns: Videos informing customers about product updates and new features maintain engagement and highlight ongoing value.
2. Building Loyalty and Community
To foster advocacy, video content must focus on making customers feel valued and successful:
- Customer Success Stories/Testimonials: These narratives, often used in video format, preserve customer loyalty and encourage repeat business. Highlighting how customers have benefited strengthens relationships further and promotes brand evangelism.
- Storytelling Videos: This type of content should engage and inspire, perhaps by highlighting exceptional activities from particular clients, charity activities, or employees.
- Exclusive Content: Videos, especially tutorials or masterclasses, can be used within exclusive community platforms (like rewards portals or forums) or delivered via re-engagement emails to reward loyalty.
Video Distribution Beyond BOFU
Distribution shifts away from initial awareness channels (like broad social media ads) toward proprietary and dedicated support channels:
CRM and MAP Integration
Videos are typically hosted on platforms that integrate with a CRM (Customer Relationship Management) system and Marketing Automation Platform (MAP) to track influence, lead scoring, and customer activities even after conversion.
Exclusive Access
Content can be posted in exclusive community platforms.
Email Marketing
Video content is sent via re-engagement emails to provide special product recommendations or exclusive offers.
Dedicated Hubs (YouTube)
While YouTube is excellent for TOFU, a branded YouTube channel can also host a library of detailed webinars and live streams offering resources for existing users, like Adobe Creative Cloud.
Beyond the Three Stages
The inclusion of the post-purchase stage (Retention/Advocacy) reflects a view that the traditional TOFU → MOFU → BOFU model is incomplete.
RACE Framework
The funnel can be related to the RACE planning framework, which adds RoFu (Retention of Funnel), defined as Engage—retaining existing customers through engaging them.
Impact on CLV
Success in this phase is measured by metrics like Customer Lifetime Value (CLV) and Customer Retention Rate. This stage is important because businesses that nurture leads make 45% larger purchases than non-nurtured leads, boosting the average transaction value and bolstering long-term profitability.
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