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How To Use Video Marketing In Different Stages of the Buyer’s Journey

How To Use Video Marketing In Different Stages of the Buyer’s Journey

People are overwhelmed every day with all different kinds of advertisements and products, and winning over customer has never been more of a challenge. Video marketing is getting to its peak, and soon all companies will have to deal with it if they want to gain or keep their customers.

There are four different stages of buyers’ journey, and we will briefly explain how to approach each one using smart video marketing:

First Phase: Awareness

This is the first, and crucial stage for gaining trust and interest in your company. Before any customers reach for your service or your product, you will have to gain their interest and their trust. Establishing a relationship with your customer is one of the most important values that your company should recognize as crucial. You are not only selling the product, but you are selling and sharing your company’s culture, identity, branding, and way of life. That is why it is important to specify your target group of consumers – are they young? Urban? Are they business people? Stay at home moms?

Let’s say that you are aware of your target audience. Now let’s get to the real deal.  At this point, your potential customers are aware of their need. Maybe they are not sure what kind of product would suit their needs and solve their problem, but they know that they are in a search of something.

This is the time to gain their interest with short, but eye-catching and smart videos. They should not be more than a minute or two long – you have many examples from companies like 1 Minute Media. In this phase, you are not trying to sell the product, but you want to create content that is funny, quirky, and easily shareable via social media. With that approach, you may also gain customers who aren’t even aware of their need yet – until you present them with your content.

Second Phase: Consideration

At this point, customers have defined their need, and (kinda) know what will fulfill that need. Now they are looking for different options and alternatives. In the great sea of competitors, this is your time to shine and show your uniqueness. There are plenty of fish in that great sea, but the customer needs to feel like yours is the one that will bring the most value and solve their problem in the best possible way.

In this stage, your videos should have more substance and be practical. Now you have to present your potential customers your product in a way that shows how your particular product is going to be perfect for their needs. Videos can be between 2-4 minutes long, as you have already gained their attention with previous short videos. Besides going into specifics with your content, in this phase you should also include some kind of company stories – the customer should recognize your values and your mission, and that will bring them much closer to their final decision.

Third Phase: Decision

You are now getting much closer to turning your potential customers into real customers. This is the phase when they are comparing prices and suitability of the whole product in specific details. Now is the time to prolong your videos a little bit, since your potential customers will want to know everything about your product and purchase. Do not be afraid to get into the very little details of your offer.

Final Phase: Retention

A lot of companies consider the decision of the customer the final stage – and that is costing them a lot. Being able to make your customer satisfied and to turn them into a returning customer is a huge plus for a company, and that is when your success will skyrocket.

At this point, your videos should be entertaining, slightly educational about various topics, and they should keep the buyer’s interest so they will want to come back to you. Don’t be afraid to represent your company. Include some of your representatives and executives in the videos, people will love that. They will gain a sense of more trust and it will humanize your company, and make it more accessible.

In every video you produce, be sure to maintain your your authenticity. That is one thing that people can always sense. There are not many companies that stick to their values and core beliefs, so if yours does, it will really stand out. With that, and constant video content creating, your company’s success has the potential to skyrocket beyond your belief.


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by Leila Dorari // Leila Dorari is an entrepreneur, freelance writer, and business-improvement enthusiast from Sydney. Currently, she is consulting companies on various effects different marketing solutions can have on their business. In her spare time you can usually find her hiking with her furry four-legged friend.

Opinions expressed by contributors are their own.