3 Kinds of Video Content to Help Your Buyers Make a Purchase

February 2, 2018 Caitlin McElwain

You already know that videos are an effective tool to help promote your business, but you probably don’t know a whole lot about actually making videos. What kind of videos should you start creating? How should you create them, or where do they need to go? Or maybe you already have an idea about what you want to do, but aren’t sure how to get it started. 

The best place to start is by thinking about your customers.

What kinds of information do they need to know about your business? Anybody can spend a lot of money creating cool videos, but if they don’t help customers choose your business, what’s the point?

Create content for your buyers’ journey

It’s important to start any type of marketing project by thinking about your target audience – and video production is no different. Customers have different needs and problems, and ask different questions. They also ask different questions depending how ready they are to make a purchase decision.

For example, one customer might be actively searching for a product and is ready to buy when they find it, while others want to learn more about a product or might not even know which product they’re looking for yet. This is often referred to as the buyer’s journey and includes three stages: awareness, consideration and decision.

Once you understand these different buying stages, you can start to create different types of content to help customers make better, faster decisions.

Here are three suggestions of videos you can create for different buyer stages:

1. Introduce your business: The awareness stage

These types of videos introduce customers to your business, products or services. They can take the form of a short owner interview, or share information about a new product. These videos are great for customers who are still very early in their buyer journey and can help you start building a relationship.

They’re also a great way to bring people into your shop, restaurant or office and tell them a little about what you do, why you love it and how you help your customers. Tell them about how you add value or about the kind of expertise they can expect when working with you.

TIP: The best place for intro videos is on your website’s homepage. You should also share them in social media and post videos on your Yellow Pages business listing.

2. Educate your buyers: The consideration stage

When buyers are in the consideration stage, they’re starting to narrow down their options. Help your buyers make their decision by sharing helpful, practical information in a video.

Educational videos can demonstrate how you solve problems, can provide a product demo, or can share tips for making their decision easier. For example, a contractor can share advice on planning an upcoming home improvement or show customers what a kitchen renovation looks like from start to finish.

The key is to provide interesting information that helps your customer decide if you’re the right business for them.

TIP: Make sure you name your videos accurately. YouTube is a search engine, just like Google. Choosing the right name for your content will help more people find it.

3. Share customer testimonials: The decision stage

Finally, when customers are ready to make a decision, it can be helpful to hear testimonials from customers that have already worked with you. Let your best customers use their own words to share their experience and help prospects make the right decision to hire you.

TIP: If you don’t have time to create customer testimonial videos, you can still encourage people to share good reviews on social media and on sites like YP.ca. This will increase your business’ credibility and costs nothing.

Lights, camera, action!

Now that you know what type of content to create, it’s time to start filming. Videos really don’t have to be complicated to be effective. It can be as easy as grabbing a smartphone and investing a few hours learning how to use editing software. Sometimes the simplest videos yield the best results.

But, if you’d rather get some help, our Yellow Pages video experts are here to lend camera. Our custom video services create a lasting impression and help you stand out from your competition. Learn more now.

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