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The Best Way to Use Video Content to Support the Buyer Journey
February 26, 2024
In the world of B2B sales, high funnel velocity—moving potential customers quickly from awareness to a purchase decision—is a crucial metric for marketers. To achieve this, companies must engage and educate prospects effectively at every stage of the buyer journey. Many B2B organizations are still using text content at each phase of the funnel, get ahead of your competition and fight the status quo with a new way to engage your target audience. Video content, with its ability to captivate and convey complex information succinctly, is a powerful tool for achieving these goals.
At RESLV, we understand the importance of creating video content that resonates with B2B audiences and guides them through the buyer journey. No need to take a masterclass, here’s how you can leverage video content at each stage of the funnel to drive high funnel velocity:
1. Awareness Stage
– Explainer Videos: Introduce your brand and its solutions with short, engaging videos that highlight key benefits and differentiate your offering from competitors.
– Educational Webinars: Offer value to prospects by hosting webinars that address industry challenges and provide actionable insights, positioning your brand as a thought leader.
2. Consideration Stage
– Product Demos: Showcase your product or service in action to help prospects understand how it can solve their specific pain points. This can be through guided on-screen tech tours or scripted animation.
– Customer Testimonials: Share success stories from satisfied customers to build trust and credibility.
3. Decision Stage
– ROI Calculators: Provide tools that help prospects quantify the benefits of choosing your solution over others.
– Free Trials or Consultations: Offer a taste of your offering through free trials or consultations, encouraging prospects to take the next step towards a purchase.
– Personalization: Differentiating your message for one potential customer to the next is an easy way to step on the gas as your deal is nearing the finish line. Personalization can be as simple as using your prospect’s logo as part of the video intro ranging up to pulling soundbites from your video library of content to address specific pain points.
4. Post-Purchase Stage
– Onboarding Videos: Help new customers get started with your product or service quickly and easily by creating a video that specifically onboards their team. These videos could be sent as part of a series to ensure maximum customer experience success.
– Cross sell: Share offerings and solutions from products not purchased yet, but could be a nice add-on for your customer to achieve maximum success.
To maximize the impact of your video content, consider the following best practices:
– Keep videos clear, concise, and focused on key messages.
– Use clear calls-to-action (CTAs) to guide viewers to the next stage of the buyer journey.
– Analyze video performance metrics to continually optimize content for better results.
When strategically using video content throughout the buyer journey, B2B companies can drive high funnel velocity, nurturing prospects from awareness to a purchase decision more efficiently. At RESLV, we specialize in creating impactful video content that supports the buyer journey and helps B2B companies achieve their sales goals through our process, The RESLV Difference. If you’re ready to supercharge your B2B marketing efforts with video, contact RESLV to create your own library of video content.
