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Harnessing the power of video #3. Video strategy and the customer buying journey


6 November 2019


The job of marketing is to move a potential customer along a series of decision making stages – from cold to hot, from unaware of a need or desire for your product/service to being 100% sure they need it right now and being ready to take action.

The 4 stages of a buying journey

  1. Unaware
    A prospect is not aware that they have a problem or that they need your solution.
    You start this journey by educating them to the problem or need they have, so that they become aware of the problem and aware of you as the right solution.
  2. Aware
    Your prospect realises they have a problem and have an emotional desire to resolve it.
    Then you present your solution in a way that connects with them emotionally, creating a warm feeling about you and what you have to offer.
  3. Consideration
    Desire is strong but your prospect now needs to think logically about the solution they are drawn towards to be sure it’s right.
    At this stage, although emotionally connected, your prospect will still have logical questions that need answering… So you give them information to satisfy their need to rationalise their attraction to your solution.
  4. Convinced
    In this frame of mind a prospect is ready to take action.
    When all emotional and logical decision making needs are satisfied, a prospect is ready to buy. This is the point where you can make an offer, encouraging them to buy.

Fact. Only when someone is emotionally attracted and logically satisfied, will they buy.

All of the above are important steps, if you try to sell to someone too early in their buying journey, you’ll most likely fail. The faster you can lead someone through these steps, the faster your sale can happen.

So where does video fit into the journey?

You can use video as a powerful tool at every step of your prospect’s buying journey:

  1. Unaware of their need or problem– educate your potential market with great video content – tips, interviews, how tos… these all make great add value content that not only create awareness but also position you as an expert in your field.
  2. Become aware of their need or problem – this is an emotional stage, where a prospect can see they need something and become open to solutions. At this stage you want to appeal to that emotion by showcasing your business/solution in a way they can really relate to. A story video about your business can get them feeling great about you and move you to the top of their shopping list.
  3. Considering their options – once aware and emotionally invested in finding the right solution, a buyer starts to think more logically about which solution to choose. At this stage you can help convince them logically with videos that showcase your product, demonstration videos and give then social proof with testimonial videos of your happy clients sharing their stories (social proof).
  4. Ready to buy – they are aware, emotionally invested, well researched and ready to buy. This is the time to make an offer, to get them to commit. By adding offers and good calls to action to your videos, you can help increase your sales conversions.

Here’s how the buyer journey looks with a video strategy


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