Buying Journeys and Video Content

When most people think about a video platform, they tend to gravitate towards the biggest video platform right now – YouTube.

However, what most people don’t know is that aside from being the biggest video platform, YouTube is also the second-largest search engine in the world, right after Google.

There are plenty of advantages for businesses that use platforms like YouTube, such as audience engagement, SEO optimization, and increased brand awareness. However, YouTube isn’t the best platform for converting all of those benefits into buying customers.

That’s why companies should implement different types of video content into their marketing campaigns; content that guides the customers throughout their buying journeys until they convert.

Brand Awareness

The first stage of the customers’ buying journey is helping them figure out the best solution to a problem they realized they had. The best videos for this stage of the buying journey should be focused on educating potential customers instead of pushing the company’s products or services. That means, they should center around answering common questions that someone interested in a solution to their problem might have, such as solving a need or diagnosing a pain point.

Research

The next step of the buying journey is when potential customers start considering different products and researching the advantages and disadvantages of each one and how they’re able to solve their problem. This stage requires videos that focus on what the company does, and on the value that it’s able to provide to customers. These include videos such as product guides.

The most important thing that companies should portray in this stage is the value of their products or services and how they‘re able to meet the needs of the audience and solve their problems. This is because the potential customers are at this stage taking the time to compare the company’s solutions to the solutions of market competitors. This is why the business needs to highlight its unique selling point at this stage.

Deciding

Once customers have reached the stage when it’s time to make a decision on their purchase, they’ve already examined all of the benefits from the company. They’re ready to make a decision on how they’re going to solve the problem they have. At that point, it’s time for the business to get into more details about its products or services and show a real-life example of other people enjoying the benefits of the solution.

This includes video content of customer testimonials talking about the company culture, or videos showcasing product demonstrations. These videos should be filled with success stories from previous customers, and showcase the positive results that the company’s solutions bring to consumers.

Finally, once a purchase has been made and a customer has been converted, companies can also opt to create some after-sales videos for those buyers. Those videos should show the consumers how they can get the most out of the solution they just purchased, or promote new products or services.