If you want to make the video marketing campaign successful, it is essential to have a clear understanding of different types of video. And, most importantly, which video to use so that it proves to be most effective.
For this, you need to have an in-depth understanding of the buyer's journey. But, before we look into each stage of the buyer's journey, let's know something about explainer videos.
An explainer video is a new marketing gold mine. It is basically a video type that is both entertaining and educational. It is one of the powerful and cost-effective ways to grab the visitor's attention and allow the audience to understand your product and services in a better way.
If you choose the right video in the right stage of the buyer's journey, you would be able to easily make your video marketing successful.
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 figure out possible solutions to solve it.
- Decision Stage: In this stage, the buyer decides what he will do.
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.
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
Now, hopefully, you can decide which video to choose to make each stage of the buyer's journey most successful and why videos are essential to driving sales.
If you still have any doubts, feel free to contact us. Our experts are available 24*7 and ready to resolve all your queries.