When you read the words “Buyer’s Journey” don’t you seem to always end up visualising images of bright, courageous individuals on an epic, long, sometimes dangerous quest to accomplish an impossible task? Destroy the one ring that rules them all? Or is it just me?
Oh, whoops – I’m thinking of the Hero’s Journey, not the Buyer’s Journey. Although, now that I’m thinking about it, the Buyer’s Journey does actually have a lot in common with the Hero’s Journey.
A buyer goes on a “journey” to solve a problem in their life, a “crisis,” if you will, accomplishes a victory by solving that problem, and comes home having changed – aka, with a new product that solves said problem.
It might be a silly comparison, but focusing on the similarities between the way we tell stories and the way we make purchasing decisions can help you better understand the psychology of your potential buyers. Video marketing helps you to better engage with your potential customers along every step of their buyer’s journey, and better convince them to choose you over the competition.
Hopefully, you’ve already done your research and you’ve started to define and understand who your buyers are. By doing so, you can better map the video content you create to their individual buyer’s journey. The goal of the content you create will be to address the challenges and concerns your buyers face in each phase of their journey, and video content is the best content for the job.
Prelude – Non-Negotiables for Your Videos.
Before you begin making video marketing content, there are three “must-have’s” in a video if you want the best ROI, traffic, clicks, and views.
- Call to Action – Let your buyers know what you want them to do after watching your video. And remember, the CTA should be reflective of where they are in the buyer’s journey.
- Clear Messaging – The message should be clear, concise and singular. Don’t bury it in jargon or fluff. Think of it this way: imagine throwing one ball for a person to catch vs. ten balls. It will always be easier to catch a single ball.
- High-quality Content – Video is a reflection of your brand as a whole. It’s important that it’s polished. In the case of video, quality is better than quantity. The higher the quality the more money you will need to invest.
If you want to know why quality is correlated to clicks and price; check out the blog we did about how video production costing works and why.
Act One – Engaging Your Buyers in the Awareness Stage
The first stage of the journey is Awareness. Buyers are researching how to fix their problem or need. They are unaware of your company exists or what it even does. Your job is to create awareness so buyers can understand what you do and how you can help them.
There are three kinds of videos that people want to see during this stage:
- Commercial – This should be about 30 seconds and live on your landing page. Capture their attention (quickly!) and then include a call to action (give them something to do immediately after watching the video.) This commercial was played during BLACK PINK’s concert; world-famous Kpop group believe it or not!
- Explainer/Brand Video – Include this video above the fold on your website. It should be the first thing people see. After 1-2 minutes they know everything you do: your mission, products/services, personality, and they should believe in you as a company.
- Education Video – This video can be longer and will likely live in a blog. Informing consumers about your industry helps to inform them that they have a problem that you can solve.
Act Two – Guiding Your Buyers in the Consideration Stage
In the next stage, Consideration; buyers know what their problem is. Now they are analyzing the different directions they can go to fix their problem. Eliminating companies that don’t provide the service that they need. While they are narrowing it down, your job is to build a relationship, credibility and establish trust.
In this stage, the following videos will be helpful:
- Product Video – This lives on a product page or landing page that talks more in-depth about your products. Check out this product video Rockstagvid did for a blockchain company Consentium which helped them raise over $40 million USD.
- Brand Video – This should live on your homepage and share your brand values and explain what you do and why you do it.
- How-To/Tutorial/FAQ – This video should go on a product or FAQ page and provide answers and clarity to the questions your visitors are asking.
Act Three – Leading Your Buyers in the Decision Stage
In the Decision stage; buyers know what the best solution is for their problems. They are now looking to see who is available to help them. The videos helpful for this stage are:
- Team Video – Put this on your About Us page. Take Wong Partnership Group for example. This video showcased its team, its mission, ethos, and passion across the globe.
- Testimonial – It’s easy enough to say you’re the best. You need to prove to your new buyers that other people think you’re the best too.
Final Act – Resolution
By creating and applying video content to your marketing funnel that addresses each individual phase of your buyer’s journey, you can use targeted, visually stimulating, creative content that engages buyers better than words and pictures, helps buyers better retain the information you want them to remember, and answers buyers’ questions they’ll be asking other sources anyway. And like the hero’s journey, the buyer’s journey is universal – we all go through the same process when making the decision to buy, even if we don’t realize it. By using video, you’re able to capture the buyer’s imagination better than any other type of content. Why do you think we love movies so much?
If you’re interested in investing more in video content for your own sales and products book a call with one of our creative producers today!