Even if you are hiding under a rock, you’re probably still getting a signal on your smartphone and you’ve seen the amazing statistics about video. According to Cisco, it’s going to account for about 82 percent of the world’s Internet traffic by 2021.
Your leads want to see videos. Your prospects want to see videos. Even your customers want to see videos before they make additional purchases. Do you have a specific video strategy that pays attention to the buyer’s journey so each segment sees what helps move them to the next step?
The buyer’s journey
The buyer’s journey gets a lot of complicated explanations, but it’s a simple concept. It’s the entire process they go through from the moment they become aware of their problem to the moment they finally purchase a product or service to solve it (your product, in a perfect buyer’s journey world). Still kind of fuzzy? What better way to gain insight on how video works for inbound marketing than watching a video?
The three stages
The buyer has three main parts associated with their journey:
- Awareness – Hey, I’ve got a problem that I need to solve.
- Consideration – I’m going to go online and research how to solve it.
- Decision – I found some options for a solution, now I have to decide which company I’ll buy that product or service from in order to solve it.
As a marketer, you’ll identify where the buyer is in this journey, and one of your content options is video. It also may be your best option. Studies show that video can help to boost conversion rates by as much as 80 percent. Here are suggestions for types of video content that work effectively for the three stages of the buyer’s journey.
Remember, this is where your customer is solely focused on the problem. Educational videos that help to inform them about the problem and give perspective are the most effective at this point. Use them in combination with landing pages to start a relationship. Offer to give them further education about the problem in exchange for the privilege of starting a conversation with them.
The buyer has gathered enough information about their problem to understand it. Now they want to know what’s needed to solve that problem. The most effective type of video to help them define their needs is an explainer video. They’re usually less than two minutes long and the objective is to increase conversion goals and boost qualified leads – just in case your awareness video hasn’t already captured this information.
How-to videos also are effective at this stage. Watching a step-by-step process of how they can solve their problem builds trust and establishes you as a subject matter expert. A growing number of marketers are also using webinars for this purpose. It sounds time-consuming, but keep in mind that you can offer a recording of the original live webinar.
The buyer has validated their problem, and they’ve found a satisfying solution. Now they want to decide which company can best solve the problem. The goal of your marketing video here is to convince the buyer that company is you.
The most effective type of video to do this convincing is a customer testimonial. Buyers want to see people just like them, who have used your product or service to solve the problem. They’re looking, in particular for stories that show the human-to-human connection between your people and a satisfied customer.
Running on all three cylinders
You may not use video for each of the three main steps of the buyer’s journey, but you’ll increase your effectiveness at every step when you do. The most important thing to remember is that one video can’t accomplish the specific requirements a buyer needs at these three main steps. Pick one and do it will. The statistics showing a return on investment are in your favor. Learn how we can help you get these videos in front of the right people.