By being aware that explainer videos are a great tool to explain your business idea in a simple, engaging and compelling way...
Why not use them for your buyer's consideration stage? This type of marketing video works perfectly to show your potential customers who you are and what you can do for them. Read this blog and get some useful tips!
Understanding The Buyer's Journey
As you may know, the buyer's journey is the active research process your potential customer goes through before making the purchase. Basically, the buyer's journey has three different stages: Awareness, Consideration and Decision.
- Awareness: at this stage, your prospect is just starting to become aware of a certain symptom, difficulty, problem or opportunity. He needs to do research to try to understand the problem, put it into context and identify it clearly.
- Consideration: your prospect now has a clear idea of his problem / opportunity and is focused on collecting all the necessary information that helps him understand the methods / means available to solve that difficulty. Your potential customer is willing to learn about who you are and what you do.
- Decision: your prospect has decided what the best method / mean (solution) to their problem is. He is focused on compiling all the vendors / products available in the market that can best fit his needs. His goal is to shorten that list to the minimum and finally make the purchase decision with “the chosen one”.
What's the secret here? In each stage, you need to provide your prospect with the right type of content in order to guide him through the funnel. Talking about marketing videos, you have to develop a specific piece of content to provide your prospect with the right information in each of these key stages.
Explainer Videos: Your Key Ally For The Consideration Stage
Due to their characteristics, animated marketing videos are great for the consideration stage. You can provide your prospect with an educational, informative and engaging video to give him the big picture of who you are and what you do.
Keep in mind that, in this stage, your prospect is not ready to buy yet, but he's open to listen if you want to help. So, this is your big chance to create an attractive video that shows what you can do for him.
Check out this video we've developed for Digiflare that gives a quick snapshot about what the company does and the product it offers.
You might be asking yourself: “Why do explainer videos fit perfectly into the consideration stage?” These are just some of the reasons why:
#1: Explain your business idea in just a matter of seconds
One of the greatest benefits about these videos is their amazing power to explain what your product or service does, in just a matter of seconds. And hey! This is a huge advantage in this fast pace environment, where the attention span is limited to only 8 seconds. With an explainer video you can give your prospect a general idea of what you do so that he considers your offer and starts to understand its advantages.
#2: Grab your audience's attention
In line with the previous bullet, animated marketing videos are a very useful tool not only to grab your prospect's attention, but also to keep it: this type of marketing video explains your business idea in a fast, simple, informative, engaging, and also memorable way. They're the perfect mix! So, if your prospect is considering different options in the market...wouldn't it be great to provide him with catchy and appealing content that keeps resounding in his mind?
#3: Build brand awareness
Also, by including animated characters and colors that have to do with your prospects and your brand, you will be able to create a closer approach to them, and consequently generate a strong emotional bond. This is highly important to get a “special” place in your prospect's mind towards your competitor's offers.
Finally, we'd like to know: have you already used any type of videos for your buyer's consideration stage? How about animated videos? We'd love to hear from you!