If you still don’t have some type of video on your company homepage yet, you really need to think about getting one up there, especially if your competitors have already done it.
But the truth is, nowadays, to be truly successful when using video production for business purposes, you need to think about the specific audience you’re trying to reach so you can create a video that has a unique appeal to them.
Now, we’ve been in NY / NJ video production for a long time, and there are a lot of ways to research your target audience, but this post is all about the buying cycle. Certain types of videos are most effective at certain stages of the cycle.
The right video at the right time can persuade potential buyers to enter the cycle or can guide them to the next stage. It can help raise initial awareness about your business and comes in handy post-sale as well.
So, we created this post to give you an idea of what kind of video content works best at each stage of the cycle so that you can get the most out of your video efforts.
You must create initial awareness, first and foremost, and video’s the best way to do it.
At first, when your audience is just starting to look at their options and get a lay of the land, it’s all about sparking that initial interest.
This is the time to let the audience know why you do what you do and why they should care, why it’s so helpful. If people understand what’s being offered and why, they’ll be far more inclined to buy into it.
Think explainer or company introduction videos, and video interviews with the owner, employees, etc. The point is, you should be using commercial or corporate video production to introduce your company and your mission to potential buyers at this stage.
You can create funny videos that show off your brand identity and attitude in a comical way, or you can use video production services to touch on important industry news or topics in this stage because you can raise initial awareness by becoming a go-to industry source too.
Also, as longtime NJ / NY video production experts, trust us, at this stage, you should be putting these types of videos up on your blog, social media pages, etc., not just on your website’s homepage.
This is the time to use video to make a lasting first impression, to give the audience a taste of your company’s culture and attitude and it’s not usually the best time to jump into specifics about a particular product or service.
Check out KVibe’s company intro video to get an idea of what we’re talking about:
Video can help keep people moving along rather than stopping or turning back.
At the midpoint, the viewer will likely be comparing what you offer to what your competitors offer. Now’s the time to set yourself apart from the rest, and video production provides you with the opportunity to prove why they should choose you over them.
It’s less about raising general awareness about your brand at this stage, and more about specific services or products, so rather than an explainer or company story video, think case studies, testimonials, and product demos instead.
Explain what you’re offering now, in detail, and give the audience an idea of the kinds of results they can expect, and how your products and services have helped other people in real life. You can even try using video to set up a meeting or call with viewers by sending them personalized videos via email.
The point is, sometimes you may find that you’re managing to raise a significant amount of awareness but are losing people further on down the line, and in our experience in NY / NJ video production, the right video can be the perfect antidote.
Check out this product commercial KVibe did recently for electronics company Kramer’s new product:
Now, how can video production help you close the deal?
If you manage to get the viewer to the brink of becoming a customer, it’s time to use corporate or commercial video production to reassure them that they’re making the right decision. It’s time to remove any remaining doubt and justify the investment.
How-to videos tend to be effective at this stage, giving the viewer an idea of how simple the process is or how quickly your product could be helping them. Also, customers tend to come across issues or questions after they buy products or services and you can use a How-to video to address common issues to set the viewer’s mind at ease.
FAQ videos also work well, allowing you to answer the questions your customers are asking most at this point in the cycle, whether they’re about a product that’s confusing them, how to get the most out of a product or service, etc.
The bottom line is, now’s the time to to nurture those leads, not to let them slip away, and a brief video allows you to show them the benefits of what you’re offering and how quickly and easily they could be reaping them.
Post-sale videos can help extend the relationship.
Post-sale videos are great because the customer sees that you’ll help them or work to make sure there’s no confusion about a product or service even after the transaction’s complete.
At this stage, you can use video to address and answer concerns or create instructional videos.
Then, just like in the initial stage, sharing your post-sale videos on social media is a great way of letting your audience know that they’re being heard and that their ideas, opinions, and concerns matter.
It’s not a science, but video helps in different ways at different stages.
Now, keep in mind that the buying cycle isn’t exactly a science. Most customers’ journeys to conversion don’t follow the exact path of the cycle, but it’s a template.
And the bottom line is, whether you’re trying to raise initial awareness or trying to help answer current customers’ questions or show them how to make the most out of your products, video can help.
Now, if you don’t have the resources to create video content for every stage of the buying cycle, then you need to think about where it can help you most.
Just remember that it will have different effects on viewers who are at different stages of the cycle, so it’s in your best interest to ensure that they’re customized as much as possible for that specific point in the journey.
About Us: KVibe Productions has been impressing clients and competitors in NY / NJ video production for years. No matter if they’re web promo videos, commercials, corporate videos, or feature films, we handle every detail, from development through distribution, and at KVibe, we create to inspire.