Video Strategy: Create Your Customer’s Path to Purchase

What was the last item that you purchased? Have it in mind? Great, now think about the steps that you took before purchasing it. Chances are, much of the process was done subconsciously, unless it was a major purchase.

Even for insignificant items, your mind likely walked through three stages that are known as the buyer’s journey, which include awareness, consideration, and decision. 

Consumers go through these stages with nearly every purchase, and it’s the seller’s responsibility to help them get from the first step through to deciding to purchase.

Recent studies have shown that the use of video is becoming increasingly effective at helping a buyer make their mind up. We’re going to show you how video can be used in each stage to help close more sales for your business. 

Stage One: Awareness

In the awareness stage, a buyer has identified a problem or need and is trying to find a solution to it through research. During this stage, videos that address your customer’s “pain points” are most effective. 

Introduce yourself, what you can provide, and how it can fix their issue. Be specific about how you can help them and remind them where they can find you and how to connect. 

Stage Two: Consideration

Next up is the consideration stage. Your buyer is fully aware of their problem at this point, and they’re ready to find a solution. 

They should know about your business by now, but they’re not quite sold yet and are still considering other options. Now is the time for your “explainer video” where you give them the answers they need and offer valuable content about your products and services. 

Stage Three: Decision

Now it’s time for your buyer to make up their mind and decide what solution they’re going to commit to. They’ve done their research, and it’s up to you to drive it home. 

Close the sale by building trust with client reviews and show them your success measures and impact. Do you have a study showing how you helped a past customer or how your service improved their lives in some way? Show them the details. Remember, the proof is in the pudding!

Ongoing Videos Lead To Future Sales

Using videos in your marketing helps to attract and retain committed, loyal customers. Once they’ve purchased something from you, it’s up to you to keep your brand at the forefront of their mind. This way, the next time they need a similar solution, they’ll turn to you.

One way to do this is by sending ongoing video content reminding them that you’re there for them whenever they need you. Send videos of new customer testimonials or new products; anything to stay current in their memory.

In today’s media-driven world, there are countless ways to get your message to the public and in front of your target audience. While you can always tell your customers why you’re the best, videos give you the ability to show them. After all, actions speak louder than words—and nothing speaks louder than high-quality video marketing.