The Buyer’s Journey
How can companies create videos for each stage of the buyer’s journey? The buyer’s journey consists of three stages: Awareness, Consideration, and Decision. Throughout each stage of the buyer’s journey there are ways that you can reach your audience where they are at to move them into the final stages.
Awareness Stage
It’s pretty obvious that awareness is important. If you aren’t aware of a business or product there is no way to take any action. That is why you have to make your audience aware of your business AND make the first impression count.
In the Awareness stage, the focus is on making your audience aware of your business and leaving a strong first impression. Video content is especially effective here because it quickly introduces your brand to those who may not have encountered it before. Examples of Awareness stage videos include:
- Education videos
- Brand videos
- Commercial videos
Awareness videos can increase the number of qualified leads by 66 percent. Therefore, it’s crucial to ensure that the messaging you’re putting out resonates with your target audience. Consider creating multiple awareness videos or different versions of a single video to effectively reach a broader range of audiences and maximize your impact.
These videos should be brief and engaging, capturing attention and introducing your company. They can be shared across social media, email campaigns, and your website. If reaching new audiences proves challenging, investing in advertising can help broaden your reach.
Even if initial engagement seems low, remember that the goal here is to generate awareness. Think of a billboard by the roadside or a pop-up ad on your Instagram feed. While they may initially seem insignificant, their purpose is to introduce the brand to you. Subsequently, when you encounter the brand again in the future, it becomes more familiar and captures your attention more effectively.
Consideration Stage
The Consideration stage is where your audience begins to evaluate your offerings more seriously. Now that they’re aware of your brand, they’re interested in learning more about what you offer and how it can benefit them.
During this stage, educational content becomes more detailed, as your audience is now more receptive to learning about your company. Examples of Consideration stage videos include:
- Mission videos
- Explainer videos
- Culture videos
- Webinars/Event video
- Case Study video
- About Us video
- Website video (Hero Video, Teasers)
- Product Demo
- Brand Anthem (Highlighting Competitive Differentiators)
Your audience is now evaluating your services, processes, and values, so maintaining high-quality content and video is crucial to keep them engaged.
The consideration stage is where paying attention to analytics becomes crucial. It’s the point where you can assess whether your awareness and consideration videos are effectively attracting the right audience to your company. If the viewers or clickers don’t align with your target audience, you should adjust your video content or strategize how you can reach your desired audience with your current content.
Decision Stage
The Decision stage is the final step before a potential customer commits to purchasing your product or service. Here, they’re highly committed, but competition is fierce, and they may still be considering other options.
Typically, at this stage, your potential customer should be around 90% committed to your product. However, it’s important to acknowledge that there’s still a chance of losing them to competitors. So, sending out a final video that effectively persuades and wins them over becomes very important.
Decision stage video examples:
- Testimonial video
- Personalized video
Decision stage videos are all about doing one last thing to convince your audience to choose you over your competitors. Every business has different benefits so find what sets you apart from your competition and lean in!
Conclusion
Understanding the buyer’s journey is essential for crafting effective digital marketing campaigns, including video content. By aligning your messaging with each stage of the journey, you can optimize your efforts and target your audience more effectively. Additionally, monitoring analytics throughout the journey allows you to refine your strategy and address any weak points. Reach out to learn more about the videos that fit your funnel stage!