Help your audience reach their goals with engaging buyer’s journey content.
After reading this post, you will know how to build a solid video content strategy with the right type of video at each stage of the buyers journey.
The four stages of buyer behaviour:
When you understand where your audience is on their journey, you can get inside the buyer’s mind and favourably influence them.
By doing so, you empower the buyer and create trust with your brand.
This helps them to address their concerns for whatever stage they’re at. Even though the buyer’s journey is never a linear thing, video is one of the best tools to help them move forward.
First, it’s important to understand each stage from the buyer’s perspective. Because as the great marketer Robert Collier said:
“The best marketing enters the conversation already happening in the buyer’s mind.”
This approach is about answering the questions your buyer is asking. These are questions they’re asking of themselves, or of the world around them. They are trying to figure out how to eliminate their pain or capitalize on opportunities at each stage of the their buyer journey.
The key here is to simply answer these questions at each stage from your buyer’s perspective.
Then you can use these four stages as a framework for identifying the exact buyer’s journey content needed to help your buyer move forward (and maybe even choose your business) with video.
1. Marketing Videos – The Awareness Stage
The first stage, awareness, is where the buyer is experiencing symptoms of a problem or opportunity that your product or service can solve or address. The buyer is researching ways to better understand it, or at least they’re open to researching. They don’t have a name for their problem yet. But they’re aware of it or they’re open to consuming relevant content.
For this first stage, the questions that the buyer asks – explicitly or not – are: “What’s wrong with me?” , “Why am I feeling this pain?”, “What is my opportunity?”. The key point here is that the buyer is experiencing symptoms. Symptoms are a great thing to be mindful of. This is especially true as we think about the kind of video content we want to show buyers.
Video content at the very top of the funnel is used to create awareness of your product and services.
The awareness stage is where we find the buyer noticing that something is ‘not right’.
There are symptoms your buyer is experiencing. However, it’s important that we understand that the buyer cannot easily or clearly state their problem in one succinct sentence. As a business, your goal is to use video content to help the buyer understand and identify their problem.
You’ll want to create buyer’s journey content for this stage to help the buyer identify and understand their symptoms. In addition, you’ll want to empower them to summarize their problem in one simple sentence.
Using the metaphor of a headache, the buyer might think, “My head hurts,” and want to eliminate that pain. Or they could think about it from the perspective of wanting to feel better. They might ask, “How can I feel better?” The key here is that the buyer is asking, “What’s wrong?” or is aware of something not being right or frustrating.
Examples of Animated Marketing Videos
2. Explainer Videos – The Consideration Stage
Once the buyer has understood the nature of their problem, they typically give it a name. They have a clear understanding of its contributing factors but don’t yet have any idea on how to solve it. At this stage of the buyer journey, the consideration stage, the buyer is open to learning about available solutions.
In this second stage, the buyer has been empowered with awareness of their situation. They’re thinking of what options might exist in the world around them. They are open to solutions that could eliminate the pain of this ‘headache’. In addition, they might even be proactively seeking options to deal with the situation. Animated explainer videos are useful tools at this stage.
In the consideration stage, we find the buyer may be dedicated to researching options. Buyer are more receptive to options that may alleviate their newly-defined and clarified issue.
In this stage, your buyer wants information about their situation, as well as their options.
However, it’s important to remember that at this stage the buyer is usually not ready to make a purchase decision. The buyer’s journey content you provide in this stage should highlight the different products or services that you offer, and how they work. This helps them to understand the features, as well as the benefits, of your product and how it will address their situation.
Examples of Explainer Videos
Cloud Technology Explainer Video
Software as a Service Explainer Video
3. Sales Videos – The Decision Stage
In the third stage, the one where the buyer is ready to make a commitment to a solution for solving their problem or capitalizing on their opportunity, they have identified a short list of potential solutions, strategies or methods. They are close to picking a solution.
This is the stage where the buyer commits to buying or trying a specific product or service.
In this stage, the buyer is now aware of possible options.
So, continuing with the headache metaphor, the buyer might be aware of options in the marketplace that alleviate their problem. For example their options may include medication, getting a massage, or doing exercise. If you are the manufacturer of a pain reliever, you would want to provide content that highlights the benefits of choosing your product over other competitive options. This helps people minimize their concerns.
Research shows that emotional obstacles to completing a purchase decision are highest at this stage.
So why not help people with video content that addresses common objections in the buying process?
Example of a Sales Video:
Residential Solar Company
In this stage, your buyer wants to feel comfortable with the best solution. They also want to minimize any feelings of risk.
4. Training Videos – The Action Stage
The fourth and final stage of the buyer journey is once the buyer has committed to buying or trying a specific product or service, and now needs help getting or realizing the promise that was made of that solution or strategy or method. They need help implementing the solution it quickly and easily.
At this point in the buyer journey, the buyer is now asking, “How do I achieve my goal or eliminate my pain?”
This is the stage where most businesses fail to use video for buyer’s journey content to empower their customers. Sadly, too many businesses use video content in the first three stages to get a customer, but then fail to use it for helping the customer actually achieve their goal.
Your goal is to get the customer, but your customer’s goal is to solve their problem, or achieve their goal.
Examples of Animated Training Videos
e-Learning Training Curriculum Example
So there you have it. Buyer’s journey content is best supported with videos that support awareness, consideration, decision, and action.
When you know where your audience is at each stage of their journey, you can use these insights to deliver video content that actually helps them.
If you have any questions, or would like to chat with us about producing purposeful buyer’s journey content for your audience, get in touch with us today.