USE VIDEO TO strengthen your BUYERS JOURNEY
In order to unleash its fullest potential you need to connect video marketing to your Buyers Journey. You need to adjust your video content to each phase of the journey as well as measure video engagement in each phase and thereby validating your investments.
To put it simply: Use video to strengthen your Buyers Journey.
AWARENESS
When addressing potential buyers that are unaware of your company and offerings you need to be short, to the point and tease the viewer to see more. This is preferably done with very short video messages in Social-Media, either as organic content or paid advertising.
Don’t post long, standard format videos on Linkedin…no one will watch them and even if so Linked will benefit of your watching time. Post a teaser, make sure it’s format adjusted to come out properly and link to your website holding the actual video. You get traffic to your website, you can measure engagement and suggest next steps after having watched the video…e.g. you may also like this content…
ConSIDERATION
In the Consideration stage the buyer has granted you attention so please, introduce yourself and especially what’s in it for me if I decide to dedicate my time and money to you….
If you do it right you have pathed the way to the Decision-phase. If not, you run the risk of losing the buyer forever.
These videos need to be welcoming, informative and communicate thought leadership. Tell your brand story and how you became what you are, introduce the management team, put key employees forward to give their view…
DECISION
In the decision process your product is put up head-to-head against the products of your competitors. Don’t allow yourself to lose the deal in an excel-sheet specification comparison. Make sure to use video to differentiate yourself against the others and lower the threshold of deciding.
Show a killer demo of your product, put forward your customer references (they have dared to do it so why shouldn’t you…) and straight out potential questions with FAQ-videos.
POST-PURCHASE
There is nothing as strong as a customer that speaks well of your product to others so in this stage it’s all about turning the buyer into a product advocate that spreads the enthusiasm to others. Use videos to speed up the product onboarding, teach how to use the product and get the most benefit out of it as possible.