Using videos to optimize engagement in search-driven buyer journeys

30-second summary:

  • Films have interaction and transform, and they also rank exceptionally properly in natural lookup, generating them the fantastic medium for converting searchers into customers
  • Video clips can assistance tutorial prospects to your brand at phase of the buyer journey
  • Here’s how to make movie content that caters to each and every phase especially

The method of buying a buyer begins with your 1st get in touch with. There are many stages a client goes by way of just before getting to be a customer and then a loyal purchaser. A consumer journey starts off with determining or expressing a will need. This want then has to be fulfilled in some way or the other. 

With in excess of 8 billion queries for each calendar year, actual buyer journeys are sophisticated and might just take weeks or months. On the other hand, to simplify issues, in this article is a snapshot of the key phases a person goes through to grow to be your customer. Considering that just about 68 percent of on the web activities start out with a look for engine all these phases can pretty properly happen in Google itself:

  • Consciousness: when a purchaser finds out that you have a option to a problem, they want to be solved. In quite a few (but not all) conditions, this searching journey begins with a “how to” query. 
  • Thought: when a purchaser provides you to the record of future option companies
  • Final decision: when a client believes you have the finest alternative and gets to be a spending consumer.

Firms need to have to support shoppers make the ideal final decision by providing info, support and instilling have faith in in your brand name by way of the course of action.

With online video written content demonstrating up all more than look for benefits, it will make perception to use video clips for all these 3 levels in the consumer’s journey. The greatest factor about movies is that they rank amazingly properly, specifically if you host them on YouTube and exercise video clip optimization.

The two distinct sections where by online video can help your potential buyers at each and every stage of a shopping for journey are:

  • Highlighted snippets: When Google involves a video clip in a highlighted snippet, which is a strong sign that folks are seeking for a video clip tutorial to resolve their challenge. If that’s your concentrate on lookup query, building a video is a need to, in particular when optimizing for the “awareness” phase in the funnel.
  • Video clip carousels: Google contains video carousels when a movie intent is implied. It is not at all hard to rank your video there, specifically when it will come to specific (reduced-research-quantity) queries, like model-driven queries.

Here’s an example of equally of these sections ranking on the incredibly prime of the lookup end result site, pushing organic and natural outcomes way below the previously mentioned-the-fold aspect of the monitor. Observe a extremely-perfectly branded movie by Lowes staying showcased for a quite related – albeit longtail – question. I wager this generates rather a couple leads for them. There’s also a further model – The Household Depot – position its online video in the carousel down below. Appears like, both of those of these brand names are doing their homework perfectly:

The Home Depot - Using videos to optimize engagement in search-driven buyer journeys

There are numerous diverse sorts of video clip content material that can be used at each precise phase.  These movies assist to persuade the client to continue on their journey with you alternatively than with your competitor.


As the title implies, this movie optimization tactic makes sure that your concentrate on prospects become aware of your model.

The forms of online video advertising written content that get the job done most effective at this stage of the funnel consist of:

Make absolutely sure your movies are very well-branded to establish recognizability: Use your emblem and shade palette on your video clip thumbnail, as it is going to display up in research effects.

After the consciousness has been developed, it is time to consolidate all that hard work and transition your customer to the subsequent phase of thing to consider.

Thing to consider

You can increase your buyer encounter at this stage by films that place your product in a way you want it to be positioned. A fantastic rationale to use films at this stage is that they place your item in a true-everyday living context, that is, they show exactly how other people today are applying your products.

The most successful movies for this phase are:

  • Explainer videos to introduce your client to the item and describe what you offer in detail. The explainer videos current the problem, focus on how your organization can prove the alternative and emphasize the attributes of the solution and its rewards to the shopper. Feel of these video clips as direct magnets: You want them to provide price, not just discuss about your products. 
  • Products demo videos to demonstrate how a product or company works in element. They highlight all the advantages of employing the merchandise in an simple to comprehend structure. They typically use phase by phase recommendations to exhibit how to use the products and may possibly include some innovative ideas about wherever to use it. A good script and excellent presentation make it a standout solution demo videos of all time. It is a fantastic idea to build an on-internet site movie gallery on your web site to share these demos with your web-site people. Video clips do sluggish down your webpages, so brain your web site load time when applying embedded information.
  • Storytelling movies to display a lighter side of your organization, humanize it to make it link with the buyer. These videos tell a tale about your enterprise, its hopes, aspirations, and values. Commonly, organization staff and executives converse about the corporation, their experiences with it and their operate. They are developed to generate an emotive response that will improve the consumers’ romance with your company.

As all of these video clips are supposed to be position in Google, make guaranteed to match them to the genuine look for queries that have larger commercial intent.

Final decision

The 3rd phase of the consumer’s journey is convincing the intrigued buyer that your products or company presents the ideal remedy to their difficulty. 

This is the stage in which the shopper is currently dedicated to get and needs a light nudge in the right way. This is the time when you need to have to emphasize on belief-making so the client trusts your model and buys your products. The most successful video clips at this stage are peer recommendations and opinions.

  • Video testimonials: These are the very best types of videos for have confidence in and self-assurance-making in your likely customers and a should for the remaining stage of purchaser acquisition which is guide conversion. 
  • Shopper-driven storytelling video clips showing how your buyers use the products in a additional inventive context.

Your focus on search queries for these varieties of films involve:

  • Your merchandise and your manufacturer title: If you have an proven brand (or if you are performing toward that), your brand name title is getting searched in Google, and these videos will ensure you are going to have nonetheless an additional asset you management in model-driven SERPs. If you are carrying out a good job tracking your brand in natural and organic look for, you previously know your essential model-driven look for queries.
  • Competitor-driven research queries: These are look for queries checking out your competitors’ alternatives and comparing two competition.

These video clips ought to also be reused in two crucial methods:

  • Embed them on your critical landing pages: Movie content material is a well-known way to strengthen conversions but in this situation it is a superior way to support your buyers sense at residence as they will see the very same video clip on the web page soon after clicking the website link on YouTube. It is also a great thought to curate these videos on your focused purchaser critiques website page.
  • Use these videos for your remarketing strategies. You can use retargeting on YouTube to provide them to people who by now went through stage #2 in the obtaining journey but have not transformed still.


Applying videos in your natural and organic look for system to interact prospects at just about every major phase of their getting journey is a single of the greatest illustrations of how Search engine optimization and profits can support each and every other. Involve video clips in both Search engine optimization and CRO techniques and you will probably see considerably much better outcomes on each fronts.

Ann Smarty is the Founder of Viral Written content Bee, Manufacturer and Neighborhood manager at World-wide-web Promoting Ninjas. She can be found on Twitter @seosmarty.

Subscribe to the Search Motor Enjoy newsletter for insights on Search engine optimisation, the search landscape, search internet marketing, digital marketing, management, podcasts, and a lot more.

Sign up for the conversation with us on LinkedIn and Twitter.


Source hyperlink