When customers are looking for answers, discovering new things or making a decision, they are almost always looking for videos to help them. Video content helps them guide potential buyers through a buying process that is not always the easiest and shortest.
Yes, today’s purchasing processes are long, complex and involve different types of content across different digital channels. This makes video the perfect way to engage potential customers. Why? Why?
Site visitors are 64%-85% more likely to buy a product online after watching a video.
The chances that a page will be included on the first page of Google results increase 53 times with a video.
Using a video on a landing page can increase conversions by 86%.
On average, sites that have video content get an extra two minutes of stay compared to sites that do not.
Explainer Video allow brands to connect better with clients, emotionally and rationally.
This is because videos will attract and keep visitors to your site longer, significantly increasing their chances of making a purchase. Now that you’re convinced that you need video content, let’s take a look at the buying process that the customer has to go through and what types of videos are most effective at each stage.
What does a customer’s purchase process look like?
If we are going to simplify the entire marketing process in a single goal, what we want is to reach potential customers exactly at the moments when they can most influence their purchasing decision.
There are hundreds of theories and versions of the buying process, and we definitely want you to explore and do some research on them, but for the purpose of this post (and for your psychological well-being) we are going to define it in a traditional way: