It’s football season, so let’s pull out the playbook. The one we’re talking about, though, is The Video Marketer’s Playbook, an ebook just put out by cloud-based video management company uStudio. You won’t find any passing or blocking in this book, but you will find plenty of motivating stats on the value of video marketing, as well as tips on accomplishing your goals.
Video is valuable at each stage of the buying cycle, the uStudio playbook says.
- Stage 1: You Get Me
The purpose of this stage is establishing empathy with the buyer, showing you know what they’re going through. Useful videos include educational series, thought leadership pieces, curated lists, and promotional clips.
- Stage 2: Decision Criteria
At this stage you want the customer to have a meaningful interaction with your brand. Create a newsletter, influencer series, on-demand webinar, or product tour to get shoppers involved in a more meaningful way. Customer testimonials are also persuasive.
- Stage 3: Assess Buying Options
Once your buyer is interested, use video to show key differentiators between your brand and the competition. Explainer videos, FAQs, meet-the-team tours, and case studies all help show critical differences in your brand’s value.
- Stage 4: Rationalize or Justify Purchase
Just because the shopper has made a purchase doesn’t mean the journey is over. Now is the time to provide a little extra to create brand loyalty. Create training and how-to videos, and show passionate brand advocates. Promote user-generated content and make video product user guides.
That’s just a sampling of what’s in the playbook. For terrific ideas on developing videos for each of these four stages, download The Video Marketer’s Playbook for free (registration required).