Effective marketing is when your strategy or campaign matches the state and context of your target audience. As a marketer, you wouldn’t use the same email copy or calls to action at the different stages of your sales cycle.
Likewise, the video content should be parallel to where the viewer is in relation to your brand and your products or services. To obtain the best results, you have to use video in a smart way – planning your video content around the buyer’s journey.
The buyer’s journey is not a complex theory to understand. Essentially, this is the process that customers go through before making a purchase. According to Hubspot, the buyer’s journey can be classified into three stages: Awareness, Consideration and Decision.
- Awareness Stage: The prospect recognises a goal or problem.
- Consideration Stage: The prospect outlines the goal or problem and seeks options to solve it through research.
- Decision Stage: The prospect selects a solution.
Different types of video cover different objectives, and if you can identify these necessities, you will be able to deliver a relevant video to the right audience.
At this stage, prospects identify their challenge or an opportunity they want to pursue.
We try to keep videos short and sweet at this stage. As your prospects are researching options, your video content should provide useful information for them. This is also the time to give the best first impression you can!
To make a memorable first impression, look into creating video content that highlights your brand’s values. A commercial ad just like this Confidence Clinic’s video is a good way to start.
A high-level brand video is great to raise awareness. Here is an example of BlippAR’s video that relates to the viewer with engaging bites of information without being sales-focused.
During the Consideration stage, prospects have defined their goal or problem. They are now actively looking for answers for methods to obtain the goal or resolve the problem.
In this stage, you should be showing your products and its advantages. This is when you create educational content so they can make an informed and true buying decision.
How-to videos are great for educating your prospects while addressing any questions they may have in a fun and entertaining way. Like the one we did for Broadcast Asia’s event app.
An explainer video is something that will introduce your audience to your brand and products; or translate a difficult concept they might need to know, but in a simple and entertaining way. Check out what we did for Paypal.
The decision stage is where prospects have decided on a solution for their goal or problem.
Prospects are close to making their purchase decision. The right type of video will give them the assurance they need to select your product or services.
Testimonials are the validation that your prospects need to complete the purchase. There is only one simple rule to make a successful testimonial video: your stories must be authentic. Here’s a great example of an authentic testimonial video.
Case studies are also a good Show real customers, real advocates of your brand sharing their stories. This will help your viewers engage, and take the final step of the buying decision! Watch the case study video we did for the Australian High Commission to promote the initiatives of the New Colombo Plan.
The right video can enhance your customer experience at every stage and produce remarkable results. Understanding each of the buyer journey stages means that you’ll know how to create the right content to deliver the answers that they need.