Creating Videos for Each Stage of the Buyer’s Journey
April 17, 2015
The Buyer’s Journey is broken into three parts: Awareness, Consideration, and Decision. In order to successfully move a potential client through your sales funnel, it is imperative that you have content tailored to that person in each stage of their buying decision. Of course, we at Crisp Video believe that video content is the most effective type of content. So in this article, we will suggest different types of videos to produce during each stage of a buyer’s journey.
In the awareness stage, a potential client is aware that they have a problem, but they are unsure of the solution. Your goal for this stage is to present your content as that solution. Educate searchers, and show them how to solve their problems themselves, or how your products and services can solve their problems with ease. Videos that can get the job done are:
- FAQ videos
- How-to videos
Keep these videos short and to the point. Engage viewers quickly, and draw them into your website to learn more.
Once a searcher becomes a website visitor, they have moved into the Consideration stage. They now know what problem they are facing, and have begun researching the potential solutions. Your goal is now to convince a website visitor that your company is the best solution. Provide them with additional education, and impress them with your brand. The best types of videos for this stage are:
- Welcome videos
- Company showcase videos
- Explainer videos
- Culture videos
When a potential client is in the consideration stage, quality is paramount. A recent study by Aberdeen showed that high quality video converts at 300% effectiveness when compared to low quality video.
When a visitor has done enough research and are ready to choose which company or product they feel is the best fit for them, they are in the Decision stage. This is where you need to brag about yourself. Show website visitors how great you are by producing:
- Testimonial videos
- Review videos
Convince your viewers that you have what it takes to get the job done. Again, higher quality videos will convert at a much higher rate, and will present your brand in a favorable light. Don’t skimp on video quality, or your conversion, and ultimately your sales, will suffer.