If you’ve been in sales or marketing for any length of time, you’ll be familiar the term, “buying cycle.”
It’s the journey customers embark on as they go from…
- AWARENESS – when a customer first becomes aware of your product.
- CONSIDERATION – when a customer starts evaluating your product as a possible solution to their problem.
- INVESTMENT – when a customer is invested in the idea of your product but is still experiencing hesitation around the idea of making a purchase.
- PURCHASE – when a customer makes that all-important buying decision and acts on it.
- POST-PURCHASE – when the customer has the product in his or her possession and is in a position to decide whether the purchase decision was a good one.
Different types of customers are looking for something unique from you depending on where they are in the buying cycle. That’s why it’s a smart idea to make a series of videos that target
Here are five types of videos that do a great job of appealing to people at the different stages of the customer journey:
1. Awareness: Attention-grabbing introduction to your product/business
At this stage, you simply want people to know that you and your product exist—and you want to convey that message in a way that’s unforgettable.
This is where attention-getting videos that are humorous or shocking can be very effective. You can use them to create an indelible impression and provide high-level overview information about who you are and the problem your product solves.
2. Consideration: Inspiring case study
People are now familiar with your business and product but you’re probably one of a number of options they’re exploring right now. You want to give them a reason to consider you above all other options.
A great video to offer people at this stage would be an inspiring case study video that shows them what they can achieve if they use your product to solve their problem.
3. Investment: Tutorials
Before people are willing to make a buying decision, they need to be convinced that the product is right for them and makes a good fit for their lifestyle.
The best way to do this is to pop the hood and show them exactly how your product works with a tutorial that highlights just how simple and effective it is.
4. Purchase: Testimonials
When customers are at the point of making a buying decision, the best way to tip them over the edge is to provide them with undeniable proof that many people have used your product with great success.
Testimonial animated product videos are great with this. The more customers you can get on camera to rave about how awesome your product is, the more sales you will make.
5. Post-purchase: Advanced User Tips
Smart business owners know that they’ll get more sales from existing customers than people who have just heard about them for the first time.
That’s why you should take the time to nurture your relationship with people who’ve bought something from you by providing them with follow-up videos that show them how to get even more use and satisfaction from your products.
This can also be a great way to introduce them to new products they might be interested in buying down the line.
How to Make It Happen
Customers respond best to marketing videos that meet them where they are in the buying cycle and offer them the information they’re looking for right now.
The Draw Shop can help you create compelling videos that move them through the cycle faster and turn more of them into lifelong loyal customers.
Book your free 20-minute session with me to discover how.
Call 858-432-DRAW or email [email protected] (Subject: Erik’s 5 videos) to find out more.
