Why Brands Need Multiple Videos To Fully Engage With Their Audience

You can't think about the "buyer's journey" without visualizing images of an ambitious bright-eyed customer finding your product to solve their most pressing problem.

 In film, we have the "hero's journey."

As Joseph Campbell would put it in his book "The Hero with a Thousand Faces", the hero's journey is all about a hero takes an adventure and wins victory though in a decisive crisis.
He then shows up at his home being a transformed and changed person. Sounds familiar? It's because every book, short film, video game, movie, and TV show usually follows a similar format.

The buyer's journey that customers undergo before they purchase your products usually follows the above steps. A customer takes an "adventure" to deal with a particular problem in their life, i.e. a "decisive crisis", as they try to know their options, they get the victory as they try to solve a problem. They finally return home with new products that are the solution to the problem.

You already have done enough research to understand and define the kind of potential buyers persona you're serving. By identifying these it will help you map the video campaigns content better. The idea is to address the concerns and challenges your buyers go through in every step of their journey.

Act one: Engaging prospective customers during the awareness stage

For your company, it is at this phase where your prospective customer needs to know he has a problem that requires a solution. Your task is to make him understand that he has a problem and draw him to your website for more information. In the process, he will develop an interest in your products in the quest to find a solution for his problem.

Act two: Guiding prospective customers during the consideration stage

In The Fellowship of the Ring, after your prospective customer decides to carry the one ring, there is a series of considerations on how to manage to "keep it secret and safe" he must make. Who is this person he can trust to assist him with such a challenging task?

• What kinds of solutions are available out there?
  

• Which other sources of information on potential solutions can I go for?

• What are the advantages and disadvantages of each solution?

• What are some of the factors that will guide me to determine my decision?

Explainer videos offer a detailed overview of your company's mission. It should be tied in a unique way to the problem your company seeks to solve. One extra benefit of these videos is that since your customers are likely to have been introduced to your company via the website; an explainer video will be similar to an in-person welcome to your homepage.

Act three: leading prospective customers in the decision stage

Once a customer has gone through the evaluation and consideration phase, they become settled on the deciding factors that are going to guide them to make a conclusion. The role of video content at this point is to help the customer to realize the worth of the services and product you offer. It can also enable them to justify their purchase by carefully analyzing all the deciding factors.

• Price - consider the most cost-effective option.
  

• Quality - consider an option that has the highest quality/effectiveness.

• Reliability - go for options that comes from the most trustworthy and reliable source.
  

• Efficiency and ease - go for the fastest and the most comfortable option.

The bottom line

By creating video content and applying it to your marketing funnel, responsibly addressing every level of your customer's buyer journey, you can use creative, targeted, and visually stimulating content that will engage customers in a better way compared to other mediums. This helps the customers retain the information in a better way, answering all their questions and alleviating their doubts.

Similar to the hero's journey, the buyer's journey is universal. Everyone goes through that same procedure before arriving at the decision to make a purchase, though at the time, we may not even realize it.

By using video, you manage to capture the imagination of the buyers in the most effective way. Why do you think people love movies with passion?

If you happen to have a lot of interest in video content for your private sales and marketing funnel, book an appointment with one of our producers to help review some potential options.