In our first blog in this series, we discussed how a potential buyer or prospect enters the awareness / research stage of the buying cycle and the fact that their main mission is to educate themselves and find answers to their questions. They wanted to know more about your product or service and they want to be able to find the answers easily in a medium that works for them.
In this blog we focus on the comparison stage in the buying cycle, in this stage, your prospect has clearly defined and given a name to their problem or opportunity. They know what they are looking for and are now looking at all of the available approaches and/or methods to solving their defined problem or opportunity.
What you want to do in this stage is help your buyer research and commit to finding a solution to their problem by creating videos that present different options. These can include testimonials, case studies of your work, product demos, explainer videos into the various costing options and ROI. All of which should have CTA’s (call to action) that drive prospects to your contact details, further case studies or sign up’s to additional content.
Creating videos that educate your prospects prove that your brand is an expert in the industry, which then helps them trust that you could have a solution to their problem.
These videos help companies share information that could be given in more traditional outdated formats such as presentation decks. The difference is the video helps to uplift the content, making it personal, more interactive and it is more than likely to hold the attention of your prospect (if made well).
As your prospect now has a much more detailed understanding and definition of their problem another way to provide value is to create a how-to video. These videos provide solutions in real time and further increase trust in you, your product or service.
Your prospect will also be comparing you to your competitors so a benefits guide always goes a long way in this stage to help drive them to conversion.
Here is an example of a video we have created EYES ON MAC @InterludeVideo
In our next blog, we will discuss the final two stages of the buying cycle, purchase, and retention. We will review what video content to put out that will drive your prospects to purchase.
By Lauren Heap, Marketing Services Director