Customer Buying Journey: Sell More With Product Videos for Marketing
As a business owner, you’d want to see and hear the following statements:
“#1 product on the market”
“That product is on fire”
“Must buy product”
Or something along the line.
Let your product shine with the help of product video marketing!
Product video marketing is referred to as using the help of a video to feature your product.
The content of the video may vary from how to use the product to what benefit the product will bring you, or it can be both.
But with so many products out there, why should the consumers choose yours?
3 Stages Of Customers’ Buying Journey
We all understand why marketing helps to promote a product. But why is video marketing a more effective tool than text marketing?
So, let’s trace back to customers’ buying journeys.
#1. Awareness Stage
This is the very beginning stage of the journey. This is the step where the buyers found out that your product exists from many different channels. It can be through your direct advertisement and also through word of mouth.
First impressions can be a deal-breaker!
#2. Consideration Stage
After knowing that your product exists, people will start weighing some options and do some research on the product. 82% of customers do their research online about a product before purchasing them.
Will your product make a difference?
Will it make the buyer’s life better and easier?
Which one is cheaper, or is it even worth it?
#3. Decision Stage
Once they did their little research about your product, now they are familiar with your product. They won’t get this far unless they’re really interested!
You can convince buyers that have gotten this far by having previous customers’ testimonials. This can be very convincing, especially for those that will buy your product online.
It has been proven that 90% of users believe that watching product videos hugely influences their decision-making process and 92% of mobile users will share the video with their friends and family. 64% will most likely purchase the product after watching a video about it.
That’s what I call JACKPOT!!
Product Video In The Making
Let’s discuss further on how to create magic, also referred to as product video!
Different types of videos might be more suitable for different stages of the customer’s buying process (refer to the description above).
#1. Choosing Your Product Video Types
There are a lot of different video types and purposes that exist out there.
However, depending on the purpose of the video, certain video types will suit better, but there is definitely something for everyone.
- Motion graphics animation
Motion graphics is the perfect style for those that have a very complicated and technical product. This style can explain a product in full detail without losing your audiences’ attention.
Character animation helps to maximize your audiences’ engagement and make them feel like they can relate. Generally, it is shown in a 2D cartoon animation that is somewhat similar to children’s movies. This style is generally used for something that is less complex and detailed.
- Whiteboard animation
Whiteboard animation has a feature that imitates with classroom whiteboard. It imitates a learning environment, and as a reflex, we pay attention (I’m blaming this to all the years being forced to stare at school’s whiteboards).
But whiteboard animation does a really great job by making us easily understand what is being drawn or written. If you combine the audiences’ engagement and the educational content of the video, your message will easily get across.
- Live-action videos
Live-action videos are pretty much the same as television ads. The benefit of this style is that the audiences can see what the item looks like in real life as it is not cartoony or animated.
Food and beverage products, tourism destinations, and luxury items are examples of the best fit of live-action explainer videos.
However, this style is not suitable for products without a physical shape (such as computer software and mobile apps), or services, such as insurance and financial products.
#2. Showcase Your Product’s Features
What makes you stand out from all your competitors? What makes you different? Why should people choose to purchase your product?
Make the audiences feel like they cannot live without your product! A bit exaggerated but showcase your product like your life depends on it. You only have 1–2 minutes to explain your product, so make it count.
You don’t need to explain every single benefit of your product and make it a very long and winding description.
Think of it from the viewers’ point of view, what troubles them the most, and how your product can solve this.
Show that your product has the ability to be the game-changer in their life.
#3. Creating Your Story
You know the ability of your product and how your product works best. This is what you need to explain in your scriptwriting process.
You might not be able to write the whole script, but there are people out there that can do it for you.
The purpose of the video needs to be crystal clear with the limited time you have.
After you have decided on how you’d like to design how you’re going to tell your story to the world, you need to decide the extra features that transform your script into a story that sells.
There are also things such as sound effects, voice-over actors, and background music.
Choosing your voice-over actors is important as you want your audience to be able to relate. You have to take into consideration if your target audience is male or female and also their age.
Sound effects and background music helps the video to engage your audience on an emotional level.
It’s important to choose background music that has no lyrics so that it does not overlap with the voice over. Sound effects are used when you want to make certain scenes feel more realistic (such as weather sounds) and build emotion (such as an eerie sound effect to build up tension).
#5. Brand And Promote
Brand your product so that it is easily recognizable by the public. Set it with a unique color, shapes, and font. Make it so that people remember your brand when they see something similar.
Consider different methods on how you can promote your product. You can upload your video on Youtube and also on your official website. It has been proven that 88% of customers tend to stay longer on a site when there is a video. Also, don’t forget the power of social media as an advertising platform.
So what makes you better than the others? Let us know in the comment box below.