In part one, I discussed complimenting a strategy (content focused on the buyer's journey: awareness stage) with a powerful tactic (video marketing) to achieve brand success.
Part two will focus on the other two cores of the buying cycle, the consideration and decision stages.
Supporting The Customer Buying Journey With Video Content (Part 2)
Consideration Stage: Consumer/business (C/B) has compared brands that offer solutions and understands how each one can help. Now it's about highlighting specifics related to your product or service. Things such as product/service features and benefits, warranties, customer service, free trial, etc., are now on their mind.
Your Approach: Product videos are a hundred times better than an image or photo and a thousand times better than a product description. There is no replacement for seeing your product or service, live and in action. You'll want to highlight all the details and unique selling points for every product or service you offer.
Testimonial videos will also be a great asset in this stage as well. Happy customers showing potential customers the benefits of using your brand will do wonders for your sales conversion rate and your company image.
Note: Your product video pages will also be the landing pages for transactional search queries. Impulse buyers or buyers who are simply ready to buy should be able to find your product pages via organic search. Paid video search marketing channels such as social media sites and Google AdWords can assist your on-page product optimization efforts.
Decision Stage: C/B is pretty much ready to buy. If you have anything else of value to nudge them (and you do), use it.
Your Approach: FAQ videos are perfect to lighten any other uncertainties. After the sale videos showing what to expect from customer service, or anything related to their purchase will give further peace of mind that they have made the right decision.
Conclusion
Creating content focusing on different stages of the buyer's journey is a smart strategy. Using video to nurture and guide people throughout that journey is an effective tactic to accelerate the buying process.
Consumers and businesses will be at different stages when they visit your website. It is up to your brand to fulfill the needs and questions with solutions and answers regardless of the stage.
Video marketing done correctly can get your brand in front of millions of potential customers. Having a quality optimized video is the key to getting organic traffic or attaining higher click-through and conversion rates from paid advertisements.
Leveraging the buyer's journey with the power of video is the perfect combination of a strategy and an inbound marketing tactic working as one.
I hope this 2-part series gave you some good ideas on how to use video marketing in your inbound marketing strategy.
Until next time...
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