A sale process always has different stages that are usually best to follow in order, until you get to close the deal. In the case of digital marketing it gets tricky, because you don’t go through the steps yourself, but the steps are still there.
The prospects don’t buy right away, they follow the stages of the buyer’s journey, that describe the progress of this process.
There is an Awareness Stage, in which prospects realize they have a problem, a Consideration Stage where they already figured out their problem, and are now investigating possible solutions to it, and the Decision Stage, in which the prospects define what choice they will make.
Of course, the possible solutions are the prospect’s market choices. And that includes you. This means that the stage in which you get to sell yourself is the Consideration Stage. It’s the situation in which you need a marketing tool that can create interest, and this is achieved by explaining your business and its value proposition to your potential clients in the most clear and attractive way. If you have ever read this blog before, this must definitely be ringing a bell (hint: this is a blog about Explainer Videos…).
But this digital marketing strategy isn’t just about the type of content you use. It involves issues such as where you should locate your content, how to know if your marketing efforts are being successful, and many others. Let’s take a look at these tips so you can apply them to your strategy for the Consideration Stage.
#1: Video Formats
Formats are created for specific goals, and each one of them is more consistent with a particular stage. How-to videos, for example, are usually good for the Awareness Stage, because they explain how to solve a problem, which is the information prospects are looking for at that point. Explainer videos are great for the Consideration Stage, because at this moment your audience is learning about its choices, so they are looking for information about companies. Besides this, Culture Videos and Company Showcase videos can be good too, because they present your brand in an appealing way, and prospects won’t buy from you unless they find your business reliable.
Wrapping the data we need to deliver to the prospect in a story whenever possible is a good practice. Stories are excellent to get audiences engaged, and are a very effective way to cover the emotional aspect of any sale. To present yourself to your prospects in the Consideration Stage, you can share the story of your brand, inspiring anecdotes, and even the story of your clients with you. In the case of Explainer Videos, you can use character customization to let your potential clients get a glimpse of the successful stories they could achieve by being your customers. Click play below for a nice convincing character’s video story.
#3: Take the (shortest possible) time to explain
Our attention span is very short. Every video you produce should only be as long as necessary. Depending on what your company does, explaining it to your prospects can start to be longer than the ideal length -explainer videos should last 90 seconds or less-. You should summarize your content as much as you can, but if it’s not possible, consider splitting your explanation into several short videos. If you think that won’t be doable either, use a Whiteboard Explainer Video, since they tend to help make people's attention span longer. Here´s a nice example.
We are not yet in the Decision Stage, but it’s still a good idea to use a call to action to prompt your audience to do what you want them to. This is so, because it’s a process with different phases, and a CTA can make your prospects flow smoothly to the next phase. In the case of video, you should place the call to action at the end of the video.
In the consideration stage, prospects want to find out about companies, therefore they look for them on their communication channels. So, the content you create for this phase should live on your website, specifically on your homepage and landing pages. This doesn´t mean that your videos shouldn’t be anywhere else, but placing them here is a must. Plus, video content will boost your web’s performance significantly, reduce the bounce rate and boost engagement.
Two metrics you will want to pay attention to regarding video content for this stage are average watch time and the CTAs button click-through rate. You want your audience to watch your video in full, and if they don’t, you will want to find out how close they got. The average watch time will tell you about that. As for the CTA´s CTR, If you place a call to action button at the end (and you should), this metric will tell you how effective your video really is better than any other indicator.