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18 ways to incorporate video into every stage of the buyer's journey

2 mins read

Video marketing is, without a doubt, one of the most powerful marketing strategy tools to take into use in 2019. It is no longer an “up-and-coming” strategy. It is time to use it in a strategic way to generate both traffic and leads – and here are 18 ways to do just that.

According to HubSpot, 90% of users say that product videos are helpful in the decision process. They also report that 54% of people want to see more video content from marketers.

Based on this, it is clear that everyone needs to add video to their marketing strategy. But like any other strategy, video needs to be done in the right way if you want to have any impact and reach. This means creating the right videos to be used at the right time to reach the right audience.

How do you do that? Well, you need to decide which persona to focus on and look at this persona’s buyer's journey.

Not quite sure what the buyer's journey looks like? Learn more here.

In this article, we have gathered 18 ideas to use at the different stages of the buyer's journey.

The Attract stage 

The Attract stage

You want to attract people to your page. They are unfamiliar with your brand and may not even know about the problem they’re facing. You, therefore, want to inform, attract, and raise awareness.

To do this you can use videos that are:

  1. Entertaining: Entertain your viewer and make them feel something. Build an emotional connection

  2. Educational: Educate the viewer on a specific issue or topic

  3. How-to videos: Give pro-tips and explain a solution to a challenge or problem in a step-by-step format  

  4. Promo’s: Promote a specific marketing initiative


The Engage stage

The Engage stage

Keep your visitors engaged and turn them into prospective buyers. To do that you need to provide valuable content that builds trust and is easy and enjoyable to consume.

To do this you can use videos that are:

  1. Product video: Give the viewer an insight into your product and showcase benefits

  2. Customer spotlight: Highlight the success a company got with your agency

  3. Social snippets: Short social videos that work well for social media platforms so that the viewer can consume your message fast

  4. Trending videos: Stay on top of trends and share information


The Nurture stage

The nurture stage

At this stage you need to continue nurturing the prospects by providing value, continuing to promote top-of-mind awareness and showcasing your success stories.

To nurture the relationship and build long-term trust and loyalty, these types of video works:

  1. Case studies: Highlight a specific customer’s experience using your product

  2. Testimonials: Show a customer talking about their positive experience with your product

  3. Product or company updates: Communicate updates or news

  4. Tips and tricks: Information that adds value to your product or industry

  5. Events: Are you hosting or attending an event? Share an interview with an attendee or some highlights

  6. FAQ videos: Answer questions that your audience often ask


The Delight stage

The Delight stage

Now it’s time to delight your customers and turn them into advocates. Produce fun, helpful videos that will add more value to their purchase, provide support, and generally delight them. The goal is to show just how invested you are in keeping them happy.

Use videos like:

  1. Personalised video: Create a one-to-one video for a specific person or company

  2. Tutorials/instructions: Help your customer use your product

  3. Announcements: Announce company or product updates

But isn’t video really expensive?

The most common response we get from clients when we introduce video as a strategy is that they think video marketing is expensive and time-consuming. But it doesn't have to be.

Production equipment is more cost effective than it once was. Smartphones can shoot high-quality 4K video which means that this can be all the equipment you need to get started. Plus, for most social videos, the more simple and raw the video, the more authentic the content — and that’s what really matters to your audience.

Video is only one of the main trends for content marketing in 2019. Click the button below to download our guide to the 10 most important content marketing strategies for the coming year.


Download for free: 10 content marketing strategies for 2019