How video can positively impact customers’ purchasing journey

How video can positively impact customers’ purchasing journey

How video can positively impact customers’ purchasing journey

How video can positively impact customers’ purchasing journey

If you are aware of the latest market trends, you know that video content is the future of the internet. It is believed that, in 2019, videos are responsible for more than 80% of all web traffic, which greatly influences the online sales market.

According to a study by the e-Tailing Group, 51% of shoppers feel more confident about making online purchases after watching videos related to retail or manufacturer websites, while 52% feel more confident after watching videos about the product before purchasing it, being less likely to return the product.

Read and learn how videos can positively impact your customers' purchases.

Read also Want to sell more? Understand how the main sales methodologies work!

Why use videos in the purchasing journey?

If the fact that videos are consumers' preferred content format isn't enough, here are some other good reasons to start investing in recordings.

  • Videos are very attractive and facilitate the assimilation of information, as they combine personality, audio and images in a single content. This combination makes the didactic nature of this content stand out when it comes to educating your market or convincing them about your solution;
  • Audiovisual content is responsible for strengthening ties between brands and consumers;
  • Data released by YouTube shows that each user watches one hour and 15 minutes of videos every day;
  • 90% of online shoppers say they prefer to buy from stores that provide videos of their products;
  • According to Brightcove, a company that founded an online video platform, audiovisual content on social networks has 1200% more engagement than a link;

As you have seen, it is very important for your company to invest in audiovisual content. But it is also very important to understand each stage of your customers' purchasing journey.

How does your customers' purchasing journey work?

The purchasing journey is the path that every consumer takes until they acquire a product or service. It is divided into three stages: discovery, consideration and decision.

  • During discovery, the consumer begins to realize that he has a need. From this point on, he begins to search for information to better understand the topic and correctly identify the problem he faces.
  • After defining the need, the client moves on to the consideration. At this stage, he begins to search for ways to solve his problem.
  • After comparing all the solutions, the buyer analyzes the available options, as well as their suppliers, to then define his/her decision shopping.

It is very important to understand all these steps in your customer's purchasing journey to define the video content that should be created.

A person in the discovery stage needs different content than someone in the consideration stage. Keeping this in mind allows you to guide all buyers through the buying journey efficiently.

Ideal video formats for each stage

Since the customer will have different information and needs at each stage, the videos produced must also be different. When producing content, there are some formats that are best suited for each objective.

See the types of videos that best fit each stage during the purchasing journey process, which does not mean that one format or another cannot be used in other stages.

Discovery

In the discovery phase, your customer is beginning to understand that they have a problem. So your video should draw the consumer’s attention to needs they may not have even known they had.

Always remember not to directly address issues about your company or product, nor try to sell. Check out some recommended formats:

  • Viral Videos

These types of videos are known for gaining instant success on the internet. Viral marketing, if done well, can use the popularity of these videos to promote the brand just as quickly.

The public becomes interested in the company, follows its social networks and reads more about the content.

  • Q&A Videos

“Questions and Answers” ​​or in Portuguese “Perguntas e Respostas”. In this format, users send a series of questions about the problems they face and that your company has the authority to answer.

This type of video helps increase engagement and authority for your brand.

  • Explanatory videos

As the name suggests, these are contents that aim to teach and explain something to the user.

And since at the top of the sales funnel leads are in the problem discovery phase, it's the ideal way to help them move through the buying journey.

Explore topics that are related to the needs your potential customers may have, but don't try to sell your products yet.

Consideration

During this stage, potential customers are already aware of a problem and are looking for different solutions to it. The best videos for this stage are those that seek to educate the audience about the solutions offered by your company.

  • Product Demo Videos

This type of content serves to demonstrate to the public how your product or service works and its main features.

You can use creative audiovisual resources and explain why your brand's solutions can help people solve their needs.

  • Commercial video

Classic advertising videos find their place in the consideration stage.

This type of content aims to show potential buyers the features of your product and how it differentiates itself from its competitors. It is an excellent alternative to induce customers to buy.

  • DIY Videos

“Do it yourself” videos are a great way to communicate the value of your product or service.

In this content format, you teach your audience how to solve a problem on their own, but make clear the disadvantages of not hiring or buying your ready-made solutions.

Decision

This is the time to convert potential customers into sales, so your content must clarify any possible doubts that your audience may have about your products/services.

Furthermore, it is time to reinforce your brand's differences in relation to the competition and talk about prices and conditions.

  • Institutional video

This is your chance to introduce your company to the public.

The ideal is to clearly address the entire infrastructure and areas of operation of the business.

Tell a little about the brand's history, show your products, company positioning, goals and values. By knowing more about your business, users will be more confident in closing a deal.

  • Video case

A great way to retain customers and increasing trust in your brand is by showing success stories of your company. This type of video aims to tell how your company solved a customer's problems.

  • FAQ videos

This is a great way to answer any concerns or questions your leads may have before finalizing their purchase. It also serves to show what after-sales service is like and answer questions about customer service and product warranties.

Now that you know how to use videos to help your sales, it's time to invest and start producing!

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