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The Daily Stream

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How to Use Video During Each Stage of the Buyer’s Journey

June 15, 2016 // By: Meghan Garrity

VideoBlogThere’s no denying that video marketing is on the rise. It attracts mobile users, improves your SEO efforts, and can even increase your conversion rates by 65 percent, according to HubSpot.

Using video is all well and good, but how do you choose the right content for your marketing strategy —  the kind that engages, educates, and excites your audience, but ultimately leads to a sale and brand loyalty?

Here’s the trick: you have to create videos for each stage of your buyer’s journey. Videos that are fun, engaging, and have a story to tell. Videos that speak to your audience in a personal voice. but draw them down the sales funnel at the same time.

Leveraging video throughout the buyer’s journey can do just that. If you’re ready to create binge-worthy videos your audience will love, check out this post below.

Awareness Stage

In the awareness stage of the buyer’s journey, a prospect experiences a problem which they haven’t clearly defined. To give their problem a name, they turn to search engines, online reports, and social media to get their questions answered.

This is a great opportunity to leverage fun, helpful videos that answer questions your prospects are searching for online. “How-to” videos and similar educational content draw visitors to your website, and establish your brand as a reliable source of information.

Need some inspiration? Here’s a great example of how Wistia uses video to engage prospects in the awareness stage.

 

Stream’s Kick-Start Step

Once you’ve uploaded a video to your website, promote it through your social media channels. Posting videos to Facebook, YouTube, and Twitter can draw in new prospects and keep your current audience engaged.

Consideration Stage

Once their problem is clearly defined, a prospect is in the consideration stage of the buyer’s journey.

During this step, consumers conduct research to understand their problem, identify potential solutions, and discover products or services that can help them. That’s where content like webinars, presentations, or how-to videos can help educate your audience and establish your brand as a thought leader.

Videos that are helpful and easy to digest not only demonstrate your expertise. They also help your content standout from your competitors. To cut through the noise online, start leveraging video during the consideration stage.

Decision Stage

At this point, a prospect has decided on their solution, compiled a list of products that can solve their problem, and are researching each to decide which one to purchase.

Connecting with a prospect on a personal level is critical at this stage, and videos can show them why your brand is different.

Testimonials, case studies, and “about the product” videos can add the personal touch your audience is looking for, increasing their confidence in your business. By giving your brand a human voice with video throughout the consideration stage, you can keep buyer’s engaged and ultimately increase your bottom line.

Watch some of our FREE WEBINARS to see how we use video at Stream Companies. Each provide tips to improve your digital marketing strategy, and are great examples of how your business can start leveraging video right now.

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Happy binge watching!

Meghan

--Meghan Garrity is an Inbound Marketing Copywriter at Stream Companies, a full-service Philadelphia-area advertising agency.

Topics: Digital Marketing, Inbound Marketing, Social Marketing, video marketing