Increase your conversion rates by up to 65% with video BUT FIRST know your audience and what stage of the ‘Buyer’s Journey’ they’re at.
Learn how to create and cater your videos to keep the buyers information needs, behaviors and problems central to your message.
For those of you that don’t know, the ‘Buyer’s Journey’ are the different stages that a potential buyer goes through before committing to purchasing a product or service.
Once you understand which stage the ‘buyer’ is at, you can tailor your videos to engage your audience in a much more targeted way.
Stage 1: Awareness
At this stage, the buyer is experiencing and expressing symptoms of a problem or opportunity. They’re doing their research to understand more possible symptoms to the problem. Examples of Awareness videos include
• How Do Videos
This type of video helps to answer questions your customers are actively searching for online. Usually centered around products, such as ‘How do TV’s work’ or ‘How do tyres grip?’
These perform well on social networks such as Facebook and YouTube, but can also be a great addition to your website.
• Social Fodder
These can be very quick and basic to create, and include something as simple as a few shots around the office or a company outing. They have no real narrative, only to entertain and make your audience aware of your company as they browse through Facebook or Instagram. This type of video is to essentially keep your business in the back of a customers mind, ready for when you need that product or service.
• Viral Ads
Viral Ads are similar to social fodder but are usually part of a larger campaign and therefore require much more creative resources and promotion spend, in order to reach a much larger audience.
• Info Experts
These are education and information lead, conducted from a leader in a specific sector, such as a lecture or a video blog. Similar to ‘how to’ videos, they perform well both on and off your site.
People aren’t ready to purchase at this stage, so a hard sell won’t work. Your goal is to answer questions they may be thinking and to educate.
Stage 2: Consideration
Potential buyers in the consideration stage are now aware of their problem, aware they need a solution and are aware of your business. It’s now time to present different options that offer solutions to their problem. Here are 2 examples of consideration videos
• Presentations and Webinars
These types of videos are educational and prove your company are the expert in the industry. The information in these videos could easily be presented in text form such as a blog, however, you still need to consider whether you’d personally rather watch a video with a person or a voice over, and create a video around this.
• How to videos
Similar to ‘How Do’ videos, ‘How To’ videos show how to use a product, allowing the potential buyer to access the information if this is the right solution for them. These videos also increase trust by showing offer your expertise.
Overall, present different options and help the potential buyer make up their own mind.
Stage 3: Decision Time
The potential buyers understand their problem and understand what they need to solve that problem. Now they need a little extra persuasion to purchase from you. It’s time to educate the buyer that your solution is the best. This can be done in 2 ways:
• Case Studies
Validate your product or service by allowing your existing customers to vouch for you. Potential buyers are much more likely to believe the ‘man on the street’ saying how good this product or service is, than a bias opinion from someone at your business.
• Product Videos
These should go into detail about the product but more importantly about the benefits and the solutions this product would bring.
• About Us
Potential buyers need to know if they can trust you. Show them under the curtain, show them who you are and what you stand for.
All of these videos can live on your website but can also be used on YouTube and Facebook.
People in the decision stage are so close to buying however, they just need that little bit of trust in your business or product that help them to ensure it’s the right choice.