Video at Each Stage of the Buyer's Journey

One of the biggest mistakes people can make when using video is trying to make one video serve too many purposes. That doesn’t mean one video can’t serve two or three audiences at the same time. However, you have to keep in mind that folks are at different stages of the buyers journey. Taking them through each stage of the buyer's journey requires a different type of video. We’ll start from the top and work our way down with how to attract, convert, close and delight.

 

Attract

  • Explainer Video

An explainer video helps attract customers to your brand, company or product. This is a critical stage to capture people’s attention. People need to know what it is you do and how what you offer solves their problem. It doesn’t matter if you’re B2C or B2B. Video is a great way to differentiate yourself and cut through the clutter and noise on the internet.

Plus, Wyzowl conducted a survey and found that 72 percent of businesses using video believed it improved the conversion rate of their website. Of those same users surveyed, 64 percent directly attributed to video being the reason behind increased sales.

Furthermore that same survey found that:

  • 45 percent of businesses using video have an explainer video on their homepage
  • 83 percent of those businesses say the explainer video is effective
  • 65 percent of users would share an informative video with their network

 

 Convert

  • Demo Video

A demo video helps convert people from being attracted to your offerings into wanting to buy from you. Using video can help in several ways, but the first and foremost is showing that you believe in the product. It’s one thing to write clever copy about how great your product is. It’s another to be able to show the intricacies. Seeing is believing, right?

Additionally, demo videos can help reduce customer service calls. By walking customers through a demonstration, you can highlight the important features that might be glossed over if those same features were presented in a list.

Besides, one study revealed that when consumers were given a choice between text and video, 72 percent chose the video over reading. For executive-level decision makers, 59 percent would rather watch a video than read a wall of text.

 

Close

  • Testimonial
  • Case Study

After you’ve attracted and converted, you need to close the sale. That’s where testimonial and case study videos come into play. Here are a few other reasons testimonial and case study videos can be powerful.

  • Lets your customers speak about your best qualities for you.
  • Makes it harder for that person or company to speak poorly about you because they’ve gone on record about how satisfied they were.
  • Showcases the utility of your product or service that you may not have thought of.
  • Provides a face and name to others who use your services.

Case studies are a great way to show the return on investment (ROI) that came from your product or service. But, don’t make the case study video only your team talking about the success. Go out to the client or customer and have them speak about the results they observed from your efforts or how your product solved their pain point.

 

 

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Delight

  • How To Video
  • More In-Depth Video on Product With Tips And Helpful Content
  • Specific to Product

After you close the sale, you’re not done with video. Not by a long shot. It’s important to remember to delight your customers by diving deeper than the demo and testimonial. Show off the insider tips and tricks to how your product works. By providing content that is helpful and specific to your product, you’ll build loyalty and bring your customers back, often with friends.

This is the opportunity to once again cut through the skimming habits and go straight to showing the tips that make your customers feel like they are getting the most out of your product or service. Besides, who wants to read a user manual when you can see exactly how to do things step by step?

 

Conclusion 

Ready to help grow your business with video that attracts, converts, closes and delights your customers? We craft dynamic inbound marketing strategies and video solutions to strengthen the bond between our clients and their customers. Learn more by signing up for our next video marketing event.

 

 

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Ross Nelson

Ross Nelson has been in creative media production since 2003. He has worked in production for national TV and radio campaigns for major brands. Ross has served as the head of production for Brown Hound Media in San Diego since 2013. He is directly involved in creative planning, directing and cinematography, and post production for all clients. Brown Hound Media has helped various businesses, organizations, and universities tell their stories through engaging video content.