In your Buyer’s Journey you have a clear goal: to point your prospects in the right direction.
You’re the one who chooses the road based on your research and what you know about them (so, actually it’s kind of a mixed decision). You decide which steps you want them to take, and this is done by planning their journey so well that they’ll always find the right content at the right time.
We’ve talked about the three stages of the Buyer’s Journey: Awareness, Consideration and Decision. Today, let’s focus on how to plan great video content for the middle stage: The consideration stage.
During the consideration stage, you should convince your visitors that you’re the best possible solution to their problems. Do this by showing them how your product can help them reach their goals.
This has to be done in an effective, engaging way, and you know (of course!) that the best way to deliver a powerful message is through video.
Planning Your Video Marketing Strategy
In order to give them the right information about your product, you must have some knowledge about your customers, and tailor your video content to their needs.
Go to your Buyer's Persona
You already know what their problems are and what they’re looking for. Now, for the details, it’s time to ask your buyer’s personas!
Ask some key questions:
-What does your customer want?
-What problems do they face every day?
-What do they think is cool?
-Who influences them?
This will give you a more detailed picture of your buyers, so you can plan their journey more efficiently.
Use this information to enrich your video strategy, and if there’s a gap in one of your personas’ buying journey, fill it!
Short or Long Videos?
In the Consideration stage, videos can be rich in information, but don’t make them too long. Aim for 2-3 minutes of video, because if you make them too long you’ll be risking losing your prospect’s attention.
What kind of videos can be used?
Product Videos are a staple in the world of corporate videos, but it’s because they’re effective. When convincing your viewers of the benefits of your product or service, nothing works more than showing it in practice.
Company Culture Videos
Company Culture Videos help you connect with your viewers on an emotional level. Show the personality of your brand! Interviews with your team, birthday parties, bloopers… there are no rules. Be creative!
Explainer Videos are great for grabbing and retaining your prospect’s attention. Dynamic, informative, and also very entertaining!
Pro Tip: For an added layer of interest and dynamism, use animated explainer videos! Animated videos generate empathy between your leads and your brand, building a strong connection.
(By the way, did you know that explainer videos work for every industry?)
Where to show your Video Content
Your own website is the first channel you should be thinking about: Make sure that your video is the very first thing that your visitors see when they enter!
This means: place it above the fold, make them easy to find and play your video.
It’s simple and effective. Now that you know your prospects and you’ve analyzed their goals, go where they are. Use social media to your advantage.
Pro Tip: Remember that your video content should fit with the spirit of each network. Facebook is great for sharing content, Snapchat is all about getting attention, Twitter helps you connect with your potential customers… and so on.
Remember: Always keep in mind that choosing the right content according to your target audience can make the difference between a prospect and a buyer.
Would you like to know more about how you can improve your video marketing strategy? Then you’re in for a treat. Download our free e-book!