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 the second blog we focused on the comparison stage in the buying cycle, in this stage your prospects have 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.
In this blog which is the last in our series we are concentrating on the final two stages of the buying cycle, purchase and retention.
Your prospects have now decided on their solution strategy, method, or approach. They are compiling a shortlist of all vendors and products. They are creating detailed comparisons so that they can cut their shortlist down and ultimately make a final purchase decision. After which the job is all yours to retain them.
Videos at the purchase stage are all about informing your audience about what makes your product unique and differentiating it from competitors.
Some really effective videos in this cycle are ‘about us’ videos, case studies, testimonials and brand/product overviews.
About us videos help your prospects to get a feel for your company culture, it helps them to answer the question ‘Is this a business that I can trust, are they people I would like to create a partnership with?”. Your video should be interactive, have loads of eye contact and real time footage of your staff working.
An “about the product” video should be about more than just the product. It should be about the problem, the solution, the experience, and the larger vision of what you’re about.
Your case study and testimonial videos should offer purchase validation, show your happy customers, speak about the after sales service, and demonstrate ROI and savings. They provide proof that your product or service really does what it says on the tin.
Lastly but arguably most importantly, you need to provide a kick-ass after sale service. Customers must feel delighted by your service/product so much so they become advocates. Using video in this stage is an excellent way to keep in touch, to send through ‘how to’ info or operating info and to inform them of new products and changes to your service.
The ultimate goal in these two stages is to inform your prospects, move them along to purchase at their own pace and then turn your new customers into brand advocates.
Check out a couple videos we made for these sectors:
Marketing Services Director OMG