May 19, 2024


Technology and Age

Using videos to optimize engagement in search-driven buyer journeys

Using videos to optimize engagement in search-driven buyer journeys

30-second summary:

  • Films have interaction and transform, and they also rank unbelievably very well in natural and organic research, producing them the great medium for changing searchers into potential buyers
  • Videos can aid guidebook consumers to your manufacturer at phase of the consumer journey
  • Here’s how to make movie content that caters to every single phase particularly

The method of obtaining a customer commences with your first make contact with. There are numerous levels a consumer goes by means of right before getting to be a client and then a loyal buyer. A customer journey starts with identifying or expressing a need. This require then has to be fulfilled in some way or the other. 

With about 8 billion searches per yr, actual consumer journeys are intricate and may well consider months or months. Nonetheless, to simplify items, right here is a snapshot of the vital stages a person goes as a result of to turn into your consumer. Given that just about 68 percent of online ordeals start off with a search motor all these phases can very effectively happen in Google itself:

  • Recognition: when a customer finds out that you have a solution to a issue, they wish to be solved. In numerous (but not all) situations, this hunting journey starts off with a “how to” query. 
  • Thought: when a buyer adds you to the list of prospective resolution vendors
  • Choice: when a buyer thinks you have the greatest alternative and gets to be a shelling out shopper.

Businesses want to assist shoppers make the proper decision by supplying information and facts, help and instilling rely on in your model via the procedure.

With movie written content exhibiting up all over research success, it tends to make perception to use videos for all these 3 levels in the consumer’s journey. The ideal matter about films is that they rank very effectively, especially if you host them on YouTube and observe online video optimization.

The two unique sections in which movie can guide your potential prospects at every stage of a acquiring journey are:

  • Showcased snippets: When Google involves a video clip in a highlighted snippet, which is a sturdy sign that people are hunting for a movie tutorial to remedy their trouble. If that is your goal look for question, developing a video clip is a should, primarily when optimizing for the “awareness” stage in the funnel.
  • Video carousels: Google features online video carousels when a video clip intent is implied. It is not at all hard to rank your movie there, particularly when it will come to certain (reduced-look for-quantity) queries, like brand name-driven queries.

Here’s an illustration of equally of these sections ranking on the incredibly prime of the search result website page, pushing organic benefits way down below the earlier mentioned-the-fold section of the screen. See a quite-effectively branded movie by Lowes getting highlighted for a really applicable – albeit longtail – question. I wager this generates pretty a handful of qualified prospects for them. There’s also an additional brand name – The Household Depot – ranking its video clip in the carousel beneath. Seems to be like, equally of these makes are accomplishing their homework perfectly:

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

There are quite a few distinctive sorts of movie information that can be used at each and every distinct stage.  These movies aid to encourage the customer to continue on their journey with you instead than with your competitor.


As the title indicates, this online video optimization system makes certain that your concentrate on shoppers develop into knowledgeable of your brand.

The sorts of video clip marketing content that work best at this phase of the funnel consist of:

Make guaranteed your videos are well-branded to establish recognizability: Use your emblem and shade palette on your online video thumbnail, as it is going to exhibit up in search results.

As soon as the awareness has been created, it is time to consolidate all that energy and transition your shopper to the next phase of thing to consider.


You can increase your purchaser encounter at this phase by way of videos that position your merchandise in a way you want it to be positioned. A great motive to use films at this stage is that they put your merchandise in a true-life context, that is, they clearly show just how other people today are applying your product.

The most productive video clips for this stage are:

  • Explainer videos to introduce your client to the product or service and describe what you present in depth. The explainer videos existing the dilemma, examine how your business can confirm the option and spotlight the features of the product or service and its rewards to the consumer. Feel of these films as guide magnets: You want them to offer value, not just chat about your item. 
  • Item demo video clips to clarify how a item or services performs in element. They emphasize all the advantages of working with the merchandise in an quick to realize structure. They normally use stage by action guidance to exhibit how to use the merchandise and might consist of some innovative ideas about in which to use it. A excellent script and excellent presentation make it a standout solution demo videos of all time. It is a very good concept to build an on-web site movie gallery on your web-site to share these demos with your site guests. Films do gradual down your web pages, so brain your webpage load time when applying embedded written content.
  • Storytelling videos to clearly show a lighter side of your company, humanize it to make it join with the consumer. These video clips tell a story about your business enterprise, its hopes, aspirations, and values. Usually, corporation workforce and executives talk about the enterprise, their ordeals with it and their do the job. They are built to create an emotive response that will bolster the consumers’ romance with your firm.

As all of these movies are supposed to be position in Google, make guaranteed to match them to the actual look for queries that have better industrial intent.


The third stage of the consumer’s journey is convincing the fascinated purchaser that your solution or service provides the very best solution to their difficulty. 

This is the stage in which the consumer is by now committed to acquire and wants a light nudge in the ideal course. This is the time when you have to have to emphasize on have confidence in-developing so the consumer trusts your model and buys your products. The most helpful films at this phase are peer recommendations and reviews.

  • Video recommendations: These are the best varieties of films for have confidence in and self-confidence-building in your possible buyers and a have to for the ultimate phase of customer acquisition which is direct conversion. 
  • Consumer-driven storytelling video clips exhibiting how your shoppers use the products in a additional artistic context.

Your focus on search queries for these kinds of videos include things like:

  • Your solution and your manufacturer title: If you have an recognized manufacturer (or if you are doing the job to that), your manufacturer identify is currently being searched in Google, and these video clips will be certain you’ll have yet yet another asset you regulate in manufacturer-driven SERPs. If you are performing a excellent career tracking your manufacturer in organic and natural research, you currently know your crucial brand-pushed search queries.
  • Competitor-pushed search queries: These are look for queries checking out your competitors’ solutions and comparing two competition.

These video clips should really also be reused in two essential techniques:

  • Embed them on your vital landing internet pages: Video clip content is a perfectly-recognized way to enhance conversions but in this situation it is a superior way to support your prospects experience at household as they will see the same movie on the website page just after clicking the url on YouTube. It is also a good idea to curate these video clips on your devoted consumer critiques webpage.
  • Use these video clips for your remarketing campaigns. You can use retargeting on YouTube to provide them to individuals who presently went by means of stage #2 in the purchasing journey but haven’t transformed however.


Making use of movies in your natural look for technique to have interaction customers at every main stage of their purchasing journey is 1 of the finest illustrations of how Web optimization and product sales can aid each and every other. Include things like films in both of those Website positioning and CRO strategies and you will probably see a lot superior success on both of those fronts.

Ann Smarty is the Founder of Viral Written content Bee, Brand and Group manager at Net Internet marketing Ninjas. She can be observed on Twitter @seosmarty.

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