Video now is the king of content. Because it generates the most engagement and sales for brands and marketers. Video is an important part of almost every company’s marketing strategy. Video marketing is a necessity, not only a trend.

The most difficult marketing challenge is to deliver the right message to the right person at the right time. People are a moving target. They’re in a state of constant change and they are moving through a process known as the ‘buyer’s journey’.

The buyer’s journey represents the research and process a potential customer goes through before they make a purchasing decision. The buyer’s journey has 3 steps. Awareness, Consideration, and Decision.

1: Awareness

A potential customer has a problem or a need and seeks information and the solution online. This is your chance to make a great first impression.

Videos for Awareness

How-To Videos: These videos focus on helping potential customers to find solutions for their problems. You can answer common questions your prospects ask and provide information about the things or tips your prospects want to know more about.

You can become an authority on the subject and gain their trust.

Branded Videos: These videos focus on entertainment and showcasing your brand’s personality and values. Have fun with these types of videos. With entertainment videos, you can create a memorable first impression.

2: Consideration

Now your customers need specific and detailed information about how to solve their problem. They have defined their problem and they are looking at potential methods to solve the challenge.

Your brand needs to provide more details and explanations about the solutions.

Videos for Consideration – Explanation

Explainer Videos: Explainer videos include detailed information about a product or service. You need to keep these short and highlight a problem the target potential customer has. Then, use your product or service and show them how and why it’s the ideal solution.

Animated videos are excellent for explainers, especially if the product, service, or concept is complex. Animation can illustrate things that we can’t necessarily capture on camera in real life.

3: Decision

This is the final step of the buyer’s journey. Your potential customer needs affirmation. They want to know that they are making the best possible decision.

Videos for decision

Video Testimonials: Video testimonials are the best ads for your product or service. Potential customers are more likely to trust their peers than a brand representative. These videos provide a unique opportunity for your brand to showcase the value of your products or services

Behind-The-Scenes or About Us: These videos help you connect on a deeper level with potential customers and provide an opportunity for your brand to show off its authentic self.

Introduce your potential customer to the people behind the product or service. Showcase your unique company culture and humanize your relationship with your potential customer.