How to Optimize Your Video Marketing Content for Every Step of the Buyer's Journey

Video marketing is a powerful marketing tool for businesses when done correctly. It can play a crucial role in engaging consumers and encouraging them to convert into paying customers. Of course, if it’s going to succeed in that endeavor, you need to optimize your video content for each step along the buyer’s journey.

For your video marketing content to be effective, you need to craft quality content. In this case, quality refers both to the actual content within the video and the video itself.

Start by defining your goal. Specific goals will direct your creative efforts. Who’s your audience? What do you want them to know/understand/believe/feel/do? How can you optimize your content for that objective?

Quality content starts with a solid script that makes sense, gets the point across, and does so in an engaging way.

Music should fall in line with your company’s brand and be engaging without distracting viewers from the objective of the video.

A good microphone is a must. As you shoot the content, make sure you get shots from different angles and distances. Err on the side of having too much footage rather than not enough. It’s a lot easier to cut excess footage out than it is to try to capture more later.

One of the essential goals at least some of your commercial videography should be dedicated to is raising awareness and attracting attention to your brand.

Company brand videos can help show off your brand’s personality. When that jives with consumers, their interest is piqued, and they can be more inclined to seek you out. Video content on social media platforms such as YouTube, Facebook, and TikTok can be especially helpful in achieving customer awareness and brand visibility.

Once you’ve got your audience’s attention, you need to encourage consumers to give your business some real consideration. Give consumers a reason to choose you.

Video content should explain how your offerings solve your customers’ problems. Your customers are on fire and you’re the one selling the extinguisher. This sort of content fits in well on different pages on your website landing pages, as well as social media. Integrate the video into your website landing pages and blog articles, and syndicate those across social.

Consumers are more likely to support businesses they connect with, identify with, and are entertained by. At least some of your video content should focus on building your brand and helping consumers identify with it.

Don’t be afraid to be entertaining. In fact, you’ll probably be better off if you are. These types of videos can be great to have on your blog or social media platforms. Just make sure you’re consistent about how you present the character of your brand. Every dimension of your customer-facing communication should be message-matched. Your videos should look/feel/sound like your website and your blog and your social media.

After you’ve made the sale, your job isn’t done, and neither should your video marketing campaign be. Making efforts to retain the customers you’ve earned tends to yield a far greater return on your marketing investment.

For your video content to retain customers and re-engage them, it needs to give them a reason to come back. You need to prove your relevance with your video content. Relevant content shows your customers that your business is still worth paying attention to and supporting.

The buyer’s journey should be at the core of our marketing efforts. High-quality, engaging videos can increase your ability to attract attention to your business, give customers reason to provide your business consideration and retain and re-engage your customers. Take the time to make sure your video content is optimized so your business can reap the benefits it can provide for you.