Lead Generating Videos For Each Phase Of The Buyer's Journey
Yoon Cannon
??Business Growth Strategist | Helping 7 Figure Founders Accelerate Revenue Growth with Sales & Marketing Strategy & Execution
The Buyer’s Journey is a key concept that allows brands to create more compelling marketing by understanding their customers' needs and mindset. If you want to create world-class video content, it should be central to your marketing strategy.
Generally, the buyer’s journey is split into three stages:
2. Consideration - the prospect begins researching the solution. This is where you introduce your product as the solution and explain how it helps. For instance, you could create a piece of content entitled SEO Strategies for Your Business.
3. Decision - the prospect chooses which product to purchase. Typically, this involves comparing multiple products and brands and selecting the one they think will best solve their problem. In our example case, this could mean comparing Ahrefs and SEMrush.
These stages roughly translate to customers being cold, lukewarm, or hot leads. When they are hot, they are close to making a purchase, while cold leads may not even know they have a problem yet!
In this article, we focus on how to use video content to move prospects down the sales funnel and onto the next stage of the buyer’s journey.?
Video is consumers' favorite form of media - a staggering 88% want to see more video content from brands (Wyzowl ) - and this guide is packed with actionable tips that will help you make the most of this brilliant marketing medium.
Awareness Phase Video Content
In the awareness stage, prospects are cold leads. They are positively freezing. As cold as cold can get. They may not know your brand and product exist. They may not know they have a problem at all!
Video content in the awareness stage should be centered on a soft-sell strategy. The goal is to introduce your brand and valuable industry information in a way that encourages the viewer to trust your expertise.
The buyer journey usually starts with prospects searching for information on a particular pain point. They are looking for content that features solutions to their problem. But they are not researching solutions in any depth. They just want to know what their options are.?
1- Informational Content & ‘How To’ Videos
Right now, your potential customers don’t know they have a problem. Your video content needs to change that and make people more aware of potential bottlenecks in their everyday lives or businesses.?
That is where informational content and how-to videos come in.
Informational content has no barriers to entry, meaning that anyone can watch them regardless of their knowledge level. This is crucial to bring people into your sales funnel.
Think of it this way: if your customer doesn’t know they have a problem yet, would they watch a testimonial video for your products? It’s unlikely.
Whereas informational content which puts the focus on educating the watcher (as opposed to making the sale) hooks their attention and introduces your business niche much more organically.
To know which content to create, you need to find out what your sales prospects are searching for and then create content that:
领英推荐
How-to guides and informational content are popular. They typically generate high search volumes on both Google and YouTube. They are also applicable to all industries. Every sector has ‘how-to’ related keywords they can target and create content for.
Take the social media scheduling tool, Hootsuite. It might choose to create content targeting the following keywords:
2- Interviews & Content Partnerships
Another way of raising brand awareness is partnering with other businesses to create video content. This gives you access to an established audience that already knows and trusts your partner's opinion.
There are plenty of examples of this happening in the marketing world.
For instance, the SEO tool, Ahrefs, teamed up with the social media tool, Buffer, to provide a digital marketing masterclass that was a major success. And local restaurants often team up with cocktail makers to put on a joint event. Bars and pop-up kitchens also regularly collaborate, resulting in greater exposure for both parties.
When choosing a partner, make sure they are a non-competitor with a similar target audience. If you are looking for the great content you can make with that partner, consider:
Consideration Phase Video Content
The consideration phase is where prospects go from cold to warm. They know there is a solution to their problem and they think your brand could have the answer.
Now is the time to start featuring your product more heavily in content. You want to prove that your product does the things they need it to. There is an art to this, though. If you are overly promotional, you might frustrate prospects.
Instead, you need to draw them in with more informational content. But this time, it will be less general and 100% industry specific. You are going to tell them how your brand benefits them.
Let’s return to the prospect from our intro who wants to generate more website traffic. They read Ahrefs’ awareness-stage content covering the importance of keywords in SEO. But now, they are wondering how you go about conducting keyword research. Ahrefs knows that and hits them with… Keyword Research: A Beginner’s Guide.
Perfect consideration-stage content.
3- Expert Guides
Once you have introduced your brands and products with awareness content, you need to move them onto another useful resource. Expert guides are an excellent choice.
Expert guides allow you to talk about how great your brand and product are. In the process, you explain how well it resolves the pain points highlighted in the awareness stage. You achieve this by properly introducing your products and explaining what they do and how they benefit the viewer.?
This works because the content also provides immense value to the viewer, strengthening their trust in your business, ensuring they appreciate your expertise, and moving them one step closer to buying.
>>>>> READ MORE about the 4 more types of lead gen videos you should create and publish in our original blog article here:?
QUESTION: What is the #1 reason keeping YOU from leveraging videos in your marketing to generate leads? Share your comments and questions below.
Professional Website Developer with 7+ Years of Experience
5 个月Yoon, thanks for sharing!