Using videos to optimize engagement in search-driven buyer journeys

Using videos to optimize engagement in search-driven buyer journeys


Using videos to optimize engagement in search-driven buyer journeys

30-next summary:

  • Movies engage and transform, and they also rank extremely nicely in organic lookup, earning them the perfect medium for changing searchers into prospective buyers
  • Video clips can assistance manual consumers to your brand at stage of the buyer journey
  • Here’s how to make movie content that caters to each stage exclusively

The system of getting a purchaser starts with your initial speak to. There are quite a few stages a buyer goes as a result of before turning out to be a buyer and then a loyal buyer. A customer journey starts off with identifying or expressing a will need. This have to have then has to be fulfilled in some way or the other. 

With around 8 billion lookups for each yr, authentic purchaser journeys are challenging and could choose weeks or months. Even so, to simplify items, here is a snapshot of the crucial levels a particular person goes by way of to turn into your consumer. Because almost 68 percent of online encounters get started with a look for motor all these levels can quite effectively happen in Google itself:

  • Recognition: when a shopper finds out that you have a alternative to a difficulty, they want to be solved. In a lot of (but not all) scenarios, this exploring journey begins with a “how to” question. 
  • Thing to consider: when a purchaser provides you to the list of possible option providers
  • Choice: when a shopper believes you have the finest remedy and results in being a paying shopper.

Enterprises will need to assist buyers make the suitable choice by furnishing facts, help and instilling have confidence in in your manufacturer by the system.

With online video content material exhibiting up all around lookup success, it can make feeling to use films for all these 3 levels in the consumer’s journey. The very best thing about films is that they rank amazingly well, specifically if you host them on YouTube and exercise video optimization.

The two distinctive sections exactly where movie can aid your opportunity prospects at each individual phase of a getting journey are:

  • Featured snippets: When Google consists of a video in a featured snippet, that’s a powerful sign that men and women are hunting for a online video tutorial to remedy their dilemma. If which is your focus on search query, creating a video is a need to, primarily when optimizing for the “awareness” stage in the funnel.
  • Video clip carousels: Google contains movie carousels when a video clip intent is implied. It is not at all challenging to rank your online video there, particularly when it comes to unique (lower-research-quantity) queries, like brand-driven queries.

Here’s an example of equally of these sections ranking on the extremely best of the look for result web page, pushing organic final results way down below the earlier mentioned-the-fold portion of the monitor. Notice a pretty-nicely branded movie by Lowes getting showcased for a extremely pertinent – albeit longtail – question. I guess this generates rather a handful of qualified prospects for them. There’s also another model – The Residence Depot – ranking its video clip in the carousel down below. Appears like, the two of these manufacturers are performing their research nicely:

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

There are quite a few different forms of video clip information that can be used at every single certain stage.  These video clips support to inspire the buyer to proceed their journey with you instead than with your competitor.


As the title indicates, this video clip optimization technique assures that your target shoppers come to be knowledgeable of your brand name.

The kinds of online video marketing and advertising content that function finest at this stage of the funnel include:

Make absolutely sure your videos are effectively-branded to establish recognizability: Use your symbol and shade palette on your movie thumbnail, as it is heading to exhibit up in look for success.

As soon as the recognition has been established, it is time to consolidate all that exertion and changeover your buyer to the upcoming phase of thing to consider.


You can improve your customer practical experience at this stage through videos that place your product or service in a way you want it to be positioned. A very good reason to use videos at this stage is that they put your product in a actual-existence context, that is, they present precisely how other men and women are working with your product or service.

The most effective films for this phase are:

  • Explainer videos to introduce your consumer to the product and describe what you give in depth. The explainer films current the problem, explore how your organization can show the answer and spotlight the characteristics of the product or service and its benefits to the consumer. Believe of these videos as lead magnets: You want them to provide price, not just talk about your item. 
  • Product or service demo videos to clarify how a product or service or assistance works in depth. They highlight all the positive aspects of applying the product or service in an effortless to recognize structure. They typically use action by phase instructions to show how to use the product or service and might involve some ground breaking concepts about wherever to use it. A good script and excellent presentation make it a standout product demo movies of all time. It is a excellent notion to make an on-internet site movie gallery on your internet site to share these demos with your web-site website visitors. Videos do gradual down your internet pages, so head your page load time when applying embedded information.
  • Storytelling video clips to display a lighter side of your business enterprise, humanize it to make it join with the customer. These videos convey to a story about your business enterprise, its hopes, aspirations, and values. Commonly, corporation staff and executives communicate about the business, their ordeals with it and their perform. They are designed to build an emotive response that will strengthen the consumers’ connection with your company.

As all of these movies are intended to be position in Google, make certain to match them to the true search queries that have increased commercial intent.


The third stage of the consumer’s journey is convincing the interested buyer that your product or services offers the ideal resolution to their problem. 

This is the phase in which the customer is presently committed to obtain and wants a light nudge in the correct route. This is the time when you require to emphasize on rely on-developing so the client trusts your brand and purchases your products. The most efficient video clips at this stage are peer recommendations and critiques.

  • Movie testimonials: These are the greatest styles of movies for have confidence in and self-confidence-developing in your opportunity prospects and a need to for the last stage of customer acquisition which is direct conversion. 
  • Buyer-driven storytelling films demonstrating how your shoppers use the products in a a lot more innovative context.

Your focus on look for queries for these kinds of films include:

  • Your merchandise and your model identify: If you have an founded brand (or if you are doing work to that), your brand name identify is being searched in Google, and these videos will be certain you will have but a different asset you manage in manufacturer-driven SERPs. If you are doing a fantastic task tracking your manufacturer in organic research, you presently know your crucial brand-driven search queries.
  • Competitor-pushed research queries: These are lookup queries discovering your competitors’ alternate options and comparing two opponents.

These films should also be reused in two important approaches:

  • Embed them on your important landing web pages: Online video material is a very well-known way to raise conversions but in this situation it is a great way to support your shoppers come to feel at property as they will see the exact same movie on the page after clicking the backlink on YouTube. It is also a excellent strategy to curate these videos on your devoted client testimonials website page.
  • Use these movies for your remarketing strategies. You can use retargeting on YouTube to serve them to people today who currently went by means of stage #2 in the obtaining journey but have not converted however.


Working with films in your natural research technique to engage consumers at just about every significant stage of their acquiring journey is just one of the most effective illustrations of how Search engine optimization and product sales can help each individual other. Consist of movies in equally Seo and CRO procedures and you will most likely see significantly superior effects on both of those fronts.

Ann Smarty is the Founder of Viral Articles Bee, Model and Neighborhood manager at World-wide-web Advertising Ninjas. She can be uncovered on Twitter @seosmarty.

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