One of the easiest ways for your business to develop a video marketing plan is to quickly look at the buyer's journey. The buyer's journey will help you decide what type of videos to create, which platform to release them on, and how much time, effort, and money you should spend on that video. This post is going to discuss which types of videos work at each stage of the buyer's journey.
During the awareness stage, we want to grab the attention of your customer. This is where we will use outbound marketing with some inbound content to cast a large net over our target market. These videos can be entertaining or informative, but most of the time, these are your creative TV ads or social media ads. Testimonials and value added content such as tips and tricks can fit in this stage as well.
Here's an example of an awareness stage video we produced for Midwest Trailer and Container Sales in Poseyville, IN. The goal was to bring awareness to the brand. You can learn more about our work with Midwest Trailer here.
The consideration stage is where your customer is evaluating his or her options. Videos that work great during the consideration stage include client testimonials, explainer videos, product or service videos, review videos, and about us or cultural videos (Business Films). I've included a client testimonial from some work we did with Nix below. This particular testimonial was filmed pretty fast on location. Testimonials are all about authenticity so you can occasionally get away with more raw videos.
Right before your customer buys from you, they reach the decision stage. This stage acts similar to the consideration stage when it comes to video marketing. Videos that work well in this stage include testimonials, about us videos, product demo videos, review videos, and special offer videos.
After you make the sale, your customer will be in the retention or post-sales stage of their journey. Businesses often overlook this stage when it comes to their video marketing, but the right video can have a huge impact on whether or not that customer buys from you again. Videos that work well during the retention stage include tips on how to use or maintain your product, thank you videos, future specials videos, and even some entertaining videos related to your product or service.
Again, it's a good idea to think about the buyer's journey when you sit down to work on your video marketing plan. Each stage gives your business an opportunity to connect with a customer and move them a long you sales funnel in a smooth manner.
If you or a business you know is ready to launch their next video marketing campaign then have them check out our video packages and monthly video subscriptions, or they can contact us to schedule a discovery meeting.