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Using videos to optimize engagement in search-driven buyer journeys

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Using videos to optimize engagement in search-driven buyer journeys

30-second summary:

  • Videos engage and convert, and they also rank incredibly well in organic search, making them the perfect medium for converting searchers into buyers
  • Videos can help guide customers to your brand at stage of the buyer journey
  • Here’s how to create video content that caters to each stage specifically
The process of acquiring a customer begins with your first contact. There are several stages a consumer goes through before becoming a customer and then a loyal customer. A buyer journey starts with identifying or expressing a need. This need then has to be fulfilled in some way or the other. 

With over eight billion[1] searches per year, real buyer journeys are complicated and may take weeks or months. However, to simplify things, here is a snapshot of the key stages a person goes through to become your customer. Since nearly 68 percent[2] of online experiences begin with a search engine all these stages can very well happen in Google itself:

  • Awareness: when a consumer finds out that you have a solution to a problem, they wish to be solved. In many (but not all) cases, this searching journey starts with a “how to” query. 
  • Consideration: when a consumer adds you to the list of prospective solution providers
  • Decision: when a consumer believes you have the best solution and becomes a

Read more from our friends at Search Engine Watch