Let us start out by congratulating you for merely making it to this blog post. Reason being, you probably landed here because you are one of the very smart business leaders that understand the great value video is offering businesses today. Trust us when we tell you that you are a step ahead of most organizations. What an excellent opportunity for you to move ahead of your competition by using video to grow your business in this strategic way!
Maybe you’ve created a brand awareness video about your organization and put it on social media or your home page. You’re probably realizing people are watching it, and reacting to it either through comments on social media or when they see you in person. Pretty awesome, right? The bad news is, it’s probably ending there - without those site visitors pull the trigger and signing a contract. Wouldn’t it be great if you could use a variety of videos to lead your viewers through each stage of the buying journey, so they have all the information they need to buy from you? Well friends, it’s possible, and we’re here to tell you how to do it.
The Buyer’s Journey Defined
To make sure we are all on the same page, let’s make it clear what we’re talking about here:
According to HubSpot, the Buyer’s Journey (also referred to as a “Sales Funnel”) is:
“The different stages a customer goes through leading up to their purchase -- from looking at your website for the first time, to subscribing to your email list and reading your content over time, to talking to a sales associate and figuring out if they should buy from you or not.”
The three stages of the buyer’s journey are:
1. Awareness: “Uh oh, I’ve got a problem. Let me learn more about it.”
2. Consideration: “I understand my problem, now I need to figure out how to fix it.”
3. Decision: “I know how to fix it, but who do I hire to do it?”
Now that you understand each of the phases, think about that brand awareness video highlighting the culture/history of your company. It might tell a great story, but it does nothing to meet the needs of the person who’s making a decision soon and is trying to evaluate what exactly makes your product or service stand out from your closest competitor. However, for an awareness-level site viewer, that brand awareness video works to humanize and establish trust with your organization, leaving the visitor wanting more from you, and moving into the consideration stage.
It’s clear that in today’s marketing landscape, you need to have quality content your site viewers want for each stage of the buying journey. And with video owning 74% of all internet traffic this year, it’s clear your prospects want that content in the video.
Video for the Awareness Stage
People coming to you at this stage are looking for very top level content that addresses the initial problem they are experiencing. They want a quick education so they can work towards a solution. Here are some types of awareness level videos:
Brand Awareness: Identifies who you are and how you solve your customer's needs. Here’s one of ours:
Animation: Short and fun, these pack a big punch in a brief period while helping guests to get a better idea of what you do. Here’s an example of one of ours:
Educational/Quick How-To: How about a brief overview of something to help your guest get a quick understanding of your level of expertise and how you can provide value by giving them some help. Here’s an example:
Video for the Consideration Stage
Now that people understand the overview or background information regarding your company or the problem they are experiencing, they now need some more “meat and potatoes” so-to-speak about how they can fix the issue. This is where the consideration videos come into play. The most common type of video in this stage is informational or explainer videos. Webinar-style videos are the perfect type of this stage. Here’s the introduction video to our recent webinar series to showcase what we mean:
The most important thing to remember during this stage is to keep everything informational and not salesy. Remember, your prospect isn’t ready to buy at this stage, so you need to meet the needs of where they are - which is seeking more quality information from you.
Video for the Decision Stage
Yay! They are ready to buy now! When you get the visitors to the decision stage, this is where it’s time to differentiate yourself and show your prospects why they should pick you as their vendor. The best types of videos for the decision stage are typically product demonstrations or testimonial videos. Here’s one of our most viewed testimonial videos to give you an idea of what we mean:
This video helps the potential customer establish trust in your organization because someone else who used you in the past has nothing but wonderful things to report about the work you did.
And at this point, although the buyer’s journey might be over, remember that video can also be a tool to delight your customers as well. Showcase different ways they can use the product or service, or give them new insights into new offerings or tools to keep them coming back to you time and time again for more of your products and services.