As technology has improved and in particular, internet speeds have increased, marketers are now using video more than ever before in innovative ways to fill a wide variety of niches. From basic advertising to corporate memos, video is being produced and consumed at a never before seen rate these days. To stay ahead of the curve and make sure you’re taking advantage of this video revolution, you should be using video marketing at different stages of the buyer’s journey to boost your bottom line.We recommend that you should be giving your customers engaging video content at every stage of their buyer’s journey and hopefully, this article will help you achieve just that. With tips at each stage of discovery, research, purchase, delivery, and after sales, we hope we will help get you the engagement you’re looking for.
This is a tricky step in the journey. Your videos need to stand out the most against your competitors. The primary purpose of these videos to help customers discover your brand. Getting noticed can be daunting, especially if you’ve got many competitors in your market space. That’s why videos here have to be eye-catching, flashy, and brief. You want to get the message of your brand across quickly and effectively. You want videos to be short and succinct. It’s a difficult proposition but focus on the bare need-to-know basics of your product and brand. If you’re lucky in that your product is novel to the marketplace, still do not neglect these videos. Make them short, sweet, and especially shareable.
Assuming you’ve had success in establishing a foothold in your customer’s mind, then the next step is to fortify that position against your competitors. At this point, customers begin to search and compare similar products together and you want yours to come out on top as much as you can. Creating longer videos that are narrative in nature is a great goal here. You want customers to get a clear picture of why your product is the best for their needs. Consider long- form videos where you directly showcase your own products against competitors to help build customer confidence in your product. Another popular strategy used in this stage is to issue review copies of your products to online reviewers that are well trusted and highly regarded.
A video is a powerful tool in securing a sale and should not be neglected. Now that the customer is familiar with your brand and product, videos at this stage aim to secure the sale. Videos at this stage tend to be the most specific about product details and uses. Tutorials are a fantastic demonstration of your product in action, specifically outlining how a customer can use your product in an effective manner. For instance, think back to the advertisements Apple ran during the initial release of the iPhone. Short and succinct tutorial videos that clearly demonstrated real-world uses of the phone for customers to see in a detailed fashion how it can improve their lives. This instantly made customers more intimately familiar with the product and more confident in their purchase.
Typically, a video is not used at this stage of the journey. However, there is still space here to build on customer confidence. For instance, releasing a video that answers customer’s frequently asked questions regarding delivery or even showing off how you ship your product. While seemingly unusual, videos like this can help create a confidence in your customer for future purchases. Considering the unusual nature of videos at this step, it’s no wonder that social media video production has lately been focusing on short, one minute videos, which perform best as they are just the right length to keep the ever-shortening attention of the customers.
Unfortunately, this step is frequently neglected by companies. Video can play a powerful role in keeping your existing customers around. It might seem counter-intuitive, but it’s a well-known idea that existing customers are more valuable than new customers. A great way to keep existing customers around is to show them that you care about them. Release regular update videos about customer products such as product software updates or even create and show customers new accessories they can purchase for their existing products in short form videos. Videos are more personal than simple text boxes and pictures and it’s more likely a customer will feel cared for if you meet their needs in this way.
Ultimately, the power of video marketing should not be underestimated. At each stage of the buyer’s journey, a video has a powerful role to be played and we recommend you invest in a good video marketing strategy. While video hosting sites like Youtube may seem overly saturated, it’s important to create and manage your own content on the site. Considering the ease of watching videos, they’re an incredibly popular manner of searching for, researching, and even buying products. Failing to invest in video marketing is a fundamental failure for your business and you’re basically leaving sales and money on the table.
Author: 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.