They say an image is worth a thousand words. Now, multiply that by the number of images that are used in a video. Interesting, right? Videos are like the Aladdin's magical lamp, in the world of Marketing. How? Lets see.
Would you rather read a 1000 words paragraph explaining a concept or watch a 2 minute video explaining the same? Or what do students prefer? Learning from class notes and books or online tutorials? Yes, you guessed right. The answer to all these is videos- the new gold mines in the marketing world.
Be it explaining a concept, an advertisement, promoting a product or service, motivational video, landing page explainer video, animated explainer video, or a DIY video, videos are the most natural and interesting way of reaching the audiences, while also conveying a clear message about your product or services you offer.
Now, if you want to make your video marketing campaign successful, it is essential to have a clear understanding of different types of video. And, most importantly, which video to use and when, so as to gain more fruitful results.
Different types of videos? Yeah, you heard that right! There are different kinds of videos, all based on different stages of a buyer’s journey. Right from introducing your product or service to the buyer to finally thanking him for using your product or service, there is a video for every stage. For this, you need to have an in-depth understanding of the buyer's journey.
What is the buyer's journey all about?
It is a process during which buyers evaluate a product or a service and make a decision to purchase it or not. There are three stages of the buyer's journey, and each stage has different needs that allow marketers to fulfill their business goals. These stages include:
- Awareness Stage: This stage makes a buyer realize that he/she has a problem.
- Consideration Stage: In this stage, the buyer knows the problem and figures out possible solutions to solve it.
- Decision Stage: In this stage, the buyer decides what he will do.
- Bonus- Delight Stage: This is where you can earn customer loyalty.
How to use videos in each stage of the buyer's journey
According to a survey conducted by ReelSEO, about 66% of B2B businesses use videos in multiple ways in their marketing campaigns. Usually, B2B brands only develop top-of-the-funnel explainer videos that don't drive ROI. A study by Aberdeen notes that 60% of top-rated companies use videos for initial awareness of post-sale.
From understanding a product to the buying process, customers use videos to learn; therefore, a series of videos in each buyer's stage is important to hook up with a target audience.
Now, let's take a look at the video types used in each stage of the buyer's journey.
A buyer's journey begins with the awareness stage. This is the stage in which prospects discover their challenges, problems, or what their goals should be.
Why they are crawling on your website or blog posts because they want to know solutions to their problems to streamline their business processes. And you must provide what they have been looking for.
A Commercial ad helps you show your prospects the value of your brand with the help of a great script and explicit storytelling. Moreover, it will help you leave a good impression on the viewers, which is the goal you should be working for in this stage.
Known more about how Commercial Video Production Companies help you grow.
As this is a learning stage of your prospects, they look for stuff full of knowledge.
You need to consider their demands and provide relevant stuff that can satiate their hunger pangs for learning new things.
To achieve this goal, you can take advantage of explainer cum educational videos. The addition of creative cartoons will help you make boring concepts much entertaining, which further allows you to retain your prospect's attention and increases ROI.
The consideration stage is a problem-solving stage where you work actively to provide answers or solutions to your buyer personas. Your prospects are now committed to solving their problems, so they will be evaluating different ways to do that.
So, let your prospects know why your products are suitable for them and explain to them why they should integrate your products into their lives, and, particularly, why they should trust you.
Explainer videos work best for the consideration stage, as they make complex ideas comprehensible and straightforward. It allows you to explain any complex concept practically and easily.
Not only do they introduce you to your prospects, but also put your best foot forward by presenting you better than your competitors.
Explainer videos are of different types like Whiteboard Animation Videos, Motion Graphics Videos, Cartoon Marketing Videos. Choose that fits your bill.
Check out our whiteboard video we have made for one of our clients.
Set your product in action with product demo videos. It will help your prospects enter in the next stage of the buyer's journey successfully. The primary objective of this video is to make people aware of your product/services effortlessly and in less time.
Want to create one? Looking for the best product demo video production agency? Have a look at top 35 product demo video agencies.
The purpose of how-to videos is to educate your audience. Make them valuable to viewers by presenting these videos in a fun and helpful way.
Make sure you answer well, and if they still haven't reached the decision stage, then they probably have a lot of questions to ask you. How-to videos will help you educate the audience and resolve all their queries effortlessly and quickly.
The decision stage is where your prospects make a purchase decision. Now they are planning to buy from you, but are they going to buy? You can not assure that your prospects will buy from you only as they are other competitors in the market working in the same field and trying hard to grab your audience.
If you want to give them a final incentive to choose your product, you can encourage them by creating below mentioned video types.
Testimonials and Case studies
This type of video will not only increase the confidence of the prospects but also allows them to make a purchase.
But if you really want to make the testimonials and case studies highly compelling, then make sure it is real and let your customers attach to yourself.
About us, videos also help in making strong relations with your prospects by making them aware of your brand and real people working for the same. They will feel like they know the brand. So, to help people make decisions, you can always create videos that give insight into your brand.
Delight: The Secret Key to Earn Brand Loyalty
Well, this is an unofficial stage of a buyer’s journey and therefore, businesses usually ignore this stage. But that’s exactly where they are wrong. Now that you have earned a customer, wouldn’t you want to retain him? Of Course you do! Now is the time to thank your customers and make them feel valued to build brand loyalty. Lets see how.
Thank You Videos
Surprise your customers with a nicely created thank you video. Your customers are surely not expecting this from you, and that's exactly what makes these videos so special. Be thoughtful, be grateful and show your customers that their purchase and support is valued.
Now that the customer has shown his trust in you by purchasing one of your products or services, it's a good opportunity for you to generate additional sales. Offer your customers complementary products and services using upsell videos. Show them the products or services that are related to the ones they bought.
How you can leverage video content when planning for explaining videos?
- First, you need to understand that one video won't be enough as there are tons of videos out there on social media, and you also have to post a number of videos to stand out.
- Embed your videos with unique, crisp, to the point video content as this will work in your favor when viewers have various options to watch.
In this way, you will be able to deliver the right kind of video, and you will get a big chunk of the genuine audience, which is likely to turn into your buyers.
In a Crux
By now you would have realized how powerful a video can be for your marketing campaign! All you need to do is use it wisely, keep your buyer’s journey in mind and deliver the right content at the right time!
- For the awareness stage, keep in mind, the first impression is the last impression.
- For the consideration stage, tell your customers what solution you have to offer to their problems.
- For the decision stage, gain your client’s trust and give them reasons to choose you!
- And, finally, in the delight stage, don’t hesitate to go that extra mile and make your clients feel valued. Be thankful!
Now, hopefully, you can decide which video to choose to make each stage of the buyer's journey more successful. If you keep these tips in mind, you’ll surely see a boost in your marketing campaign.
If you still have any doubts, feel free to contact us. Our experts are available 24*7 and ready to resolve all your queries.