Using Video Marketing Throughout the Customer’s Journey

If you aren’t using video marketing to advance your customers through the buyer’s journey, now is the time to get started. Videos can support the growth of your business by establishing you as an approachable, knowledgeable and helpful industry leader. And, even though your competitors might be lagging behind for now, the gap to catch up is closing.

Here’s how you can use video marketing in each stage of the buyer’s journey.

Awareness

In the awareness stage of the buyer’s journey, consumers know they have an issue but they might not understand it yet.

This is your opportunity to educate consumers who are looking to learn more about their problem. Perhaps you turn a helpful blog into an easily consumable video and post it on social media. If it’s particularly helpful, it could drive traffic to your website where consumers can learn more about you and how you can potentially help them with their problem.

In this stage, you can also create videos that help the consumer get to know your business and the scope of your products and/or services. Let them get to know you by introducing them to your employees — from the CEO to the behind-the-scenes team — or create videos going over common facts and questions.

Consideration

At this stage in the buyer’s journey, video marketing can come in handy as consumers identify their problem and further research how your business could potentially fix it. You’re likely being sized up next to your competitors in this stage of the buyer’s journey, so now is the time to wow your audience and explain your value as a business.

You can do this with educational how-to videos that demonstrate the use of a product or compare multiple products together. Show your audience that you know your industry through and through.

You might want to place these videos on a landing page, webpage or in your email campaigns.

Action

Okay, you’ve introduced your brand to consumers, shown them your products and demonstrated your expertise in the field. Now is the time for them to make a decision, but they might need an extra push. In this stage of the buyer’s journey, your job is to show how you’ve solved their issue before.

Do this by turning your case studies and testimonials into videos. This will allow you to not just tell the consumer about how you do business but to show them, proving what you claim with real-life examples. This way, you’re able to really establish trust with them.

These videos can be shared on your website and social media.

Delight

Don’t forget your customers after making a sale! Make after-the-sale videos to turn a one-time customer into a brand advocate by keeping them delighted with your business.

There are a few ways to do this! Maybe you do the unexpected and send them a thank you video for purchasing from you and trusting your business. Or, show them how they can get the most use out of your product. You can also upsell them by demonstrating how one product pairs well with another.

With these pointers, you might be ready to plan videos for each stage of the buyer’s journey. If the task still seems daunting, no worries — Team SI’s experts are ready to help you. Find out more about our video marketing services by clicking here.

If you want to know how you can potentially get more views on the videos already on your website, we’ve written a blog on that, too.