Using videos to optimize engagement in search-driven buyer journeys

ByGeraldine R. Pleasant

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Using videos to optimize engagement in search-driven buyer journeys

30-next summary:

  • Videos interact and transform, and they also rank unbelievably very well in natural and organic look for, producing them the ideal medium for converting searchers into potential buyers
  • Video clips can assist guideline clients to your manufacturer at stage of the purchaser journey
  • Here’s how to create video written content that caters to each phase particularly

The process of obtaining a shopper commences with your initial contact. There are a number of levels a client goes via ahead of starting to be a buyer and then a loyal customer. A buyer journey begins with figuring out or expressing a need to have. This will need then has to be fulfilled in some way or the other. 

With around 8 billion queries for every calendar year, actual purchaser journeys are difficult and may possibly acquire weeks or months. Nevertheless, to simplify matters, in this article is a snapshot of the essential phases a man or woman goes by means of to grow to be your consumer. Given that nearly 68 per cent of on the web experiences commence with a look for motor all these stages can very effectively come about in Google alone:

  • Awareness: when a buyer finds out that you have a remedy to a challenge, they want to be solved. In lots of (but not all) instances, this browsing journey begins with a “how to” question. 
  • Thing to consider: when a purchaser provides you to the checklist of potential solution companies
  • Decision: when a buyer thinks you have the very best remedy and becomes a paying out purchaser.

Enterprises want to aid people make the suitable choice by supplying information, help and instilling trust in your model by way of the approach.

With movie articles demonstrating up all around lookup success, it tends to make perception to use video clips for all these a few stages in the consumer’s journey. The best detail about videos is that they rank incredibly nicely, especially if you host them on YouTube and exercise movie optimization.

The two distinctive sections in which video can aid your prospective customers at each stage of a acquiring journey are:

  • Highlighted snippets: When Google involves a movie in a showcased snippet, that’s a robust signal that persons are browsing for a movie tutorial to fix their problem. If that’s your concentrate on lookup question, building a movie is a ought to, primarily when optimizing for the “awareness” stage in the funnel.
  • Movie carousels: Google involves movie carousels when a movie intent is implied. It is not at all tough to rank your movie there, specifically when it comes to specific (lower-search-volume) queries, like model-driven queries.

Here’s an example of equally of these sections rating on the pretty major of the search end result page, pushing natural and organic results way under the above-the-fold element of the display. Recognize a incredibly-very well branded online video by Lowes being featured for a quite pertinent – albeit longtail – query. I guess this generates rather a few qualified prospects for them. There is also yet another manufacturer – The Dwelling Depot – ranking its video in the carousel beneath. Seems to be like, each of these models are executing their research properly:

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

There are many different forms of video written content that can be employed at every certain stage.  These videos support to really encourage the buyer to go on their journey with you fairly than with your competitor.


As the name implies, this video optimization method makes certain that your goal prospects develop into knowledgeable of your manufacturer.

The sorts of online video internet marketing information that work very best at this phase of the funnel include things like:

Make sure your videos are properly-branded to make recognizability: Use your symbol and coloration palette on your online video thumbnail, as it is likely to show up in look for final results.

At the time the recognition has been developed, it is time to consolidate all that work and transition your customer to the future phase of thought.


You can increase your client working experience at this stage by way of movies that situation your products in a way you want it to be positioned. A excellent cause to use films at this stage is that they put your product or service in a real-daily life context, that is, they show particularly how other people today are applying your item.

The most successful videos for this stage are:

  • Explainer videos to introduce your buyer to the products and explain what you offer you in depth. The explainer video clips current the difficulty, discuss how your enterprise can establish the alternative and spotlight the attributes of the product or service and its added benefits to the shopper. Feel of these videos as guide magnets: You want them to provide benefit, not just communicate about your item. 
  • Item demo films to demonstrate how a products or services works in element. They spotlight all the strengths of using the merchandise in an easy to have an understanding of structure. They frequently use move by stage guidelines to demonstrate how to use the merchandise and might consist of some innovative ideas about where by to use it. A very good script and excellent presentation make it a standout solution demo films of all time. It is a superior plan to produce an on-site online video gallery on your web page to share these demos with your web-site site visitors. Films do slow down your webpages, so thoughts your site load time when working with embedded content material.
  • Storytelling movies to clearly show a lighter facet of your enterprise, humanize it to make it connect with the purchaser. These videos inform a story about your small business, its hopes, aspirations, and values. Commonly, enterprise staff and executives converse about the firm, their experiences with it and their function. They are designed to generate an emotive response that will bolster the consumers’ romantic relationship with your corporation.

As all of these videos are intended to be rating in Google, make guaranteed to match them to the genuine lookup queries that have better industrial intent.


The 3rd stage of the consumer’s journey is convincing the intrigued consumer that your products or assistance delivers the finest solution to their problem. 

This is the phase exactly where the customer is presently committed to acquire and wants a light nudge in the proper course. This is the time when you need to have to emphasize on belief-constructing so the consumer trusts your model and buys your merchandise. The most productive movies at this stage are peer testimonies and critiques.

  • Movie testimonies: These are the greatest types of movies for have faith in and self confidence-building in your opportunity consumers and a will have to for the closing phase of shopper acquisition which is direct conversion. 
  • Purchaser-pushed storytelling videos showing how your buyers use the merchandise in a additional resourceful context.

Your goal research queries for these types of movies involve:

  • Your product and your model identify: If you have an recognized brand name (or if you are working towards that), your brand name name is becoming searched in Google, and these videos will ensure you’ll have nonetheless a further asset you manage in brand name-pushed SERPs. If you are executing a excellent task tracking your brand in natural and organic search, you now know your significant manufacturer-pushed search queries.
  • Competitor-pushed look for queries: These are lookup queries exploring your competitors’ solutions and evaluating two rivals.

These video clips need to also be reused in two vital ways:

  • Embed them on your key landing web pages: Video content material is a well-regarded way to increase conversions but in this case it is a very good way to enable your clients come to feel at residence as they will see the exact movie on the web site following clicking the connection on YouTube. It is also a fantastic plan to curate these movies on your focused customer critiques web page.
  • Use these video clips for your remarketing strategies. You can use retargeting on YouTube to serve them to men and women who now went as a result of phase #2 in the buying journey but have not converted nonetheless.


Making use of movies in your natural look for approach to have interaction consumers at every single key stage of their purchasing journey is a person of the most effective examples of how Website positioning and profits can assistance each other. Involve video clips in both Search engine optimisation and CRO tactics and you will very likely see significantly much better results on the two fronts.

Ann Smarty is the Founder of Viral Information Bee, Brand and Group manager at Internet Marketing and advertising Ninjas. She can be discovered on Twitter @seosmarty.

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