Living Stone blog 3

 

 

All Posts

Creating a video for each stage of the buyer’s journey

Just like the rest of your marketing & sales collateral, using the buyer’s journey as your guide is a great approach to creating video. The buyer’s journey is all about figuring out what information your prospects need, and when they need it. Prospects want different things at each stage in their buyer’s journey:

Awareness – prospects are defining their need, and searching for basic information

Consideration – they’re conducting in-depth research, and building a wide and deep pool of information

Decision – now they’re ready to refine the information, and make a short list of potential vendors

So how do these stages translate into video? Want to take a closer look at this checklist?

Download full checklist and explore the types of videos that work in each.

 

videomarketing checklist.jpg


Getting started with video marketing is
not that difficult, says online expert Tom Buyens. You just need to consider your video marketing objectives, and break it down by stage in the buyer’s journey. “To start, consider adding one video per stage,” he suggests. 

So for a new product, for example, you might create three videos:

  • Awareness Make a short promotional video, no more than 30 seconds, suitable for sharing on social media, and your web pages, announcing your upcoming launch
  • Consideration Make a presentation video from a presentation that’s already planned, or host a webinar
  • Decision Find an early user of your product, and create a customer testimonial video, post on YouTube and your web pages

According to research conducted by HubSpot, 52% of professional marketers believe video delivers the best return on marketing investment, compared to all other marketing tools. For most marketers, faced with shrinking budgets and the need to do more, with less, this is an important factor. Tom Buyens agrees. “Video offers the best way to create magic about your product and brand, and build trust,” he says. “It’s easier than you think to take advantage of video marketing opportunities.

Want to learn more, and find out how you could add video to your marketing plan? Living Stone can help answer all of your video marketing questions, and support you with everything from developing a strategy to add video to your marketing plan, to video creation. Contact us at info@livingstone.eu

 Download full checklist

 

 

Related Posts

Your customer in lockdown has never been so close

In-person meetings are an integral part of the face-to-face sales process in many B2B environments, but they’re not really possible in these lockdown times. As a result, sales and marketing professionals have had to find ways to gain the attention of their prospects and customers from a distance. At Living Stone, we’ve put our focus on digital go2market strategies to help our clients stay close to their customers and target audiences.

Maximize the value of your webinars with a webinar hub

Even before COVID, webinars were a key tool for marketers. And for good reason: according to a study conducted by GoToWebinar, 73% of B2B marketers and sales leaders believe that webinars are one of the best options available to generate high-quality leads.i Now, due to the pandemic, the use of webinars has skyrocketed, with organizations using them for everything from new product launches to professional education. At the same time, people are realizing that webinars offer a lot of benefits – mostly relating to time and cost savings – that will continue to resonate, even after the coronavirus abates.

Build trust and authenticity in B2B marketing with user-generated content

We know that peer recommendations are vitally important in B2B. Customer testimonials, use cases and references are a key part of the sales process. But there are lots of ways to expand on the power of peer recommendations, and boost trust and relationships, with user-generated content for B2B.