If you think that explainer videos are just for advertising a product or service of a business then you are wrong here.
Fortunately, they are much capable than you think. They are a part of
- Product Differentiation
- Landing Pages
- Company Culture
- Blog Posts
- Social Media
- Case Studies
- Customer Questions
- Explainer Video Use Cases
An explainer video is a new marketing gold mine. About 65% of people are visual learners because they can learn and absorb concepts quickly. Most companies, such as big brands and startups use explainer videos in different ways to explain their vision and goals. Therefore, they are worthy of marketing in each stage of the buyer’s journey.
So what is the buyer’s journey all about?
It is the journey of buyers during which buyers evaluate a product or a service and make a decision to purchase it or not. The journey is divided into three steps:
Awareness Stage: This stage makes a buyer realizes 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 to 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.
Implementing a video marketing strategy is a combination of two things that are:
You can track your video analytics and get proper insight from your video marketing by Integrating video into a marketing automation system.
Convert visitors into leads based on their comments on videos.
Provide this valuable data to the sales team.
Monitor user engagement with videos by evaluating how long viewers watch your videos.
Types of Video for Every Stage
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 your brand carry with the help of a great script and explicit storytelling.
Moreover, you can leave a good impression, which is the goal you should be working for, in this stage.
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.
Take advantage of explainer cum educational videos which they can share with others as well. Moreover, you can also get creative with cartoon animated educational videos to keep the element of fun in education.
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.
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..
You can 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 videos and help your prospects enter in the next stage of buyers journey successfully. If creativity is what you prefer and your product or service is a digital one, use a screencast video.
It is a digital recording of a screen coupled with audio narration.
The purpose of how-to videos is to educate your audience. Make them valuable o 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.
Decision is the stage 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, go for explainer videos for an appeal.
How can you 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 a number of 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.
This is all. I hope you understand why buyer journey along with stages is important to drive sales.