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Video in the Buyer's Journey

Learn how to effectively use video marketing throughout the buyer's journey. Discover the types of videos to create for each stage and where to place them.

Video marketing, like any other piece of your inbound strategy, should never be haphazard. Each video you create has a purpose along the buyer’s journey and should be placed accordingly. Are you matching the right videos to the right stage of the buyer’s journey? Let’s find out.


What is the buyer’s journey?

The buyer’s journey is a universal process buyers go through to become aware of, consider, and decide upon a product or service. Check out this graphic from HubSpot which outlines the three stages of the buyer’s journey:

Remember this: your buyers naturally want to follow the path of least resistance. Your job is to guide them in the right direction. Video content (in the right places at the right time) can help you do that.


1. The Awareness Stage

During the awareness stage, your buyer is just becoming aware of a certain problem, challenge or need. They will need to do more research to define the problem and put it into context.

Here’s an example: You run a skincare company. A woman begins to experience adult acne. As the annoying zits pop up, she’s aware that there’s an issue, but she won’t run right to Google to search for YOUR company. In fact, she’s not even sure whether she needs a skincare product at all. Maybe she needs a new vitamin or supplement? Or maybe dietary changes? 

She’ll start with research. If your strategy is on point, she’ll come across one of your videos in her hunt for an acne solution. 

Types of awareness stage videos:

These kinds of videos are perfect for this (and any) buyer during the awareness stage: 

    • Educational videos
    • How-To videos
    • Inspirational/Influential videos

Where to place awareness stage video content:

Just throwing your videos out into the abyss isn’t going to help. You need the right content in the right places. Social media and your website’s blog are the two places you’re most likely to be discovered by a buyer in the awareness stage.

CTAs to use with awareness stage videos:

Don’t forget, your main job in marketing your product or service is to act as a guide! Strategic calls-to-action (CTAs) serve as arrows that point buyers to the next stage of their journey. 

Some awareness stage CTA examples are:  

    • “Learn more”
    • “Sign up for emails”
    • “Download the ebook”

One more note:

It can be tempting to pack every last detail about your business into your awareness-stage videos. Resist the urge! The ideal length of an awareness video is 90 seconds or less.

2. The Consideration Stage

The consideration stage of the buyer’s journey is exactly what it sounds like the buyer is willing to consider your company and your products or services.

Let’s return to our adult acne sufferer. She’s done loads of research and happened upon one of your explainer videos, mentioning a specific skincare ingredient that works wonders on adult acne. And, it just so happens to be a key ingredient in your products. 

She’s considering buying from you but needs more information. That’s where consideration stage videos come in!

Types of consideration stage videos:

Consideration stage videos can be a little longer, around 2-3 minutes in length. They should speak specifically about your product or service.

    • Product videos
    • Company culture videos
    • Testimonials

Where to place consideration stage videos:

Include consideration-stage video content in easy-to-find areas of your website, such as the home page. Buyers will return to your site as they narrow down their selections.

CTAs to use in the consideration stage:

Now that your lead knows who you are and what you do, you can guide them to the pivotal decision-making stage using CTAs like these: 

    • “Speak to a team member”
    • “View product demo”
    • “See which product is right for you”

3. The Decision Stage:

By the time your prospect reaches the decision stage, they are knowledgeable about their challenge, they understand the solutions available, and they are familiar with how your product or service works. 

To close the sale, you’ll need to build trust and emphasize what differentiates you from your competitors.

Types of decision stage videos: 

    • Side-by-side comparisons
    • Case studies
    • Reviews
    • Promo videos

Where to place decision stage videos:

Include these types of videos on product description pages, service detail pages, and pricing pages. Anywhere your prospects might be sniffing around if they’re on the cusp of a purchase!

CTAs to use in the consideration stage:

    • “Buy Now”
    • “Start Free Trial”
    • “Sign Up for Freemium”

PHEW! It seems like a lot, but with a bit of planning, you’ll be able to match your video content to the buyer’s journey with ease. If you could use a helping hand as you sort out your strategy, the experts at Tobe are ready to jump in! Please don’t hesitate to reach out.

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