how to utilize videos for the buyer's journey

Posted by M Ehsan on October 17th, 2019

People experience an inside journey before they finally decide to make a purchase. As a business visionary or Marketer, you should think about the various stages that customers experience before they choose a specific brand.

These stages are known as the Buyer's journey. From the customers' point of view, there is a huge measure of research included. To utilize these stages using video content, you'll have to comprehend it yourself.

Sale doesn't happen overnight. There is a whole process behind it that incorporates in attracting new leads; making them aware of their problem, making them consider your brand, making a purchase decision and this strategy doesn't end here because your business with that customer isn't done yet. Now you start providing that customer with some amazing service making them a Happy Customer. This person will now be your brand ambassador and will tell his friends and family about your business which will eventually bring in more and more revenue for your services.

Stage 1: Awareness

Prospects have ended up being aware of an issue.

They still don't have much information about the problem they have and are not set up to concentrate on a particular brand.

You are supposed to provide content to the prospects that make them more informed about the problem they have and this should cover all the aspects of their problem. 

At this stage, the videos you make should educate the watcher about their problem.

Stage 2: Consideration

At this stage, prospects get some answers concerning the various brands available that may help the prospect deal with the issue they are standing up to.

Prospect is searching for some brand that can solve his problem entirely. As you are the one who has made him see his problem in detail in the awareness stage that's why your website will be the first one he will come to for the solution to that problem. 

Videos at this stage should be Engaging and important. For example, explainer videos.

Stage 3: Decision

The prospect is right now equipped towards choosing a particular brand.

Now the prospect has made his decision and is inclining towards a brand and this is your time to win his trust and make him believe that your product is the finest he'll find. Provide him a closer look at the product or service you are offering, your company culture, testimonials, etc. Engage the person with your brand as much as possible to confirm his purchase.

Videos at this stage should assure the prospect that you have the best solution for the problem they are having and you are the most experienced and people love your services. For example, about us videos and testimonials.

Stage 4: Loyalty

Managing your client after the purchase or providing them with efficient and time mannerly customer support can change your customers into brand advocates and these customers will now be your brand ambassadors and they will encourage your brand on their social media, you can collect reviews from them, they will recommend your brand to their friends and family and a lot more. That way now you will get a lot of value from a single client.

Videos at this stage ought to show the customers that you regard them. For example, thank you Videos.

The following infographic by Motioncue Digital Media Agency shows the whole journey and importance of video for that journey