Using videos to optimize engagement in search-driven buyer journeys

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30-second abstract:

  • Videos have interaction and convert, and so they additionally rank extremely nicely in natural search, making them the proper medium for changing searchers into patrons
  • Videos may also help information clients to your model at stage of the customer journey
  • Here’s the way to create video content material that caters to every stage particularly

The means of buying a buyer begins along with your first contact. There are a number of levels a shopper goes by earlier than changing into a buyer after which a loyal buyer. A purchaser journey begins with figuring out or expressing a necessity. This want then must be fulfilled ultimately or the opposite. 

With over eight billion searches per yr, actual purchaser journeys are sophisticated and should take weeks or months. However, to simplify issues, here’s a snapshot of the important thing levels an individual goes by to turn out to be your buyer. Since practically 68 percent of on-line experiences start with a search engine all these levels can very nicely occur in Google itself:

  • Awareness: when a shopper finds out that you’ve an answer to an issue, they want to be solved. In many (however not all) instances, this looking journey begins with a “how to” question. 
  • Consideration: when a shopper provides you to the listing of potential resolution suppliers
  • Decision: when a shopper believes you have got one of the best resolution and turns into a paying buyer.

Businesses want to assist shoppers make the best determination by offering info, help and instilling belief in your model by the method.

With video content material displaying up throughout search outcomes, it is sensible to make use of movies for all these three levels within the shopper’s journey. The smartest thing about movies is that they rank extremely nicely, particularly in the event you host them on YouTube and observe video optimization.

The two distinct sections the place video can help your potential clients at every stage of a shopping for journey are:

  • Featured snippets: When Google features a video in a featured snippet, that’s a robust sign that persons are trying to find a video tutorial to resolve their downside. If that’s your goal search question, making a video is a should, particularly when optimizing for the “awareness” stage within the funnel.
  • Video carousels: Google contains video carousels when a video intent is implied. It is in no way troublesome to rank your video there, particularly in the case of particular (low-search-volume) queries, like brand-driven queries.

Here’s an instance of each of those sections rating on the very high of the search outcome web page, pushing natural outcomes approach beneath the above-the-fold a part of the display screen. Notice a very-well branded video by Lowes being featured for a really related – albeit longtail – question. I wager this generates fairly just a few leads for them. There’s additionally one other model – The Home Depot – rating its video within the carousel beneath. Looks like, each of those manufacturers are doing their homework nicely:

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

There are many various sorts of video content material that can be utilized at every particular stage.  These movies assist to encourage the patron to proceed their journey with you fairly than along with your competitor.


As the identify suggests, this video optimization technique ensures that your goal clients turn out to be conscious of your model.

The kinds of video advertising content material that work finest at this stage of the funnel embody:

Make positive your movies are well-branded to construct recognizability: Use your brand and coloration palette in your video thumbnail, as it’s going to present up in search outcomes.

Once the attention has been created, it’s time to consolidate all that effort and transition your shopper to the following stage of consideration.


You can improve your buyer expertise at this stage by movies that place your product in a approach you need it to be positioned. purpose to make use of movies at this stage is that they put your product in a real-life context, that’s, they present precisely how different persons are utilizing your product.

The best movies for this stage are:

  • Explainer movies to introduce your shopper to the product and describe what you provide intimately. The explainer videos present the issue, focus on how your organization can show the answer and spotlight the options of the product and its advantages to the patron. Think of those movies as lead magnets: You need them to offer worth, not simply discuss your product. 
  • Product demo movies to clarify how a services or products works intimately. They spotlight all the benefits of utilizing the product in a simple to know format. They usually use step-by-step directions to point out the way to use the product and should embody some modern concepts about the place to make use of it. script and wonderful presentation make it a standout product demo movies of all time. It is a good suggestion to create an on-site video gallery in your web site to share these demos along with your web site guests. Videos do decelerate your pages, so thoughts your page load time when utilizing embedded content material.
  • Storytelling movies to point out a lighter aspect of your corporation, humanize it to make it join with the patron. These movies inform a narrative about your corporation, its hopes, aspirations, and values. Usually, firm staff and executives communicate in regards to the firm, their experiences with it and their work. They are designed to create an emotive response that may strengthen the shoppers’ relationship along with your firm.

As all of those movies are purported to be rating in Google, ensure that to match them to the precise search queries which have increased business intent.


The third stage of the patron’s journey is convincing the shopper that your services or products affords one of the best resolution to their downside. 

This is the stage the place the patron is already dedicated to purchase and desires a mild nudge in the best path. This is the time when it’s worthwhile to emphasize on trust-building so the patron trusts your model and buys your product. The best movies at this stage are peer testimonials and opinions.

  • Video testimonials: These are one of the best kinds of movies for belief and confidence-building in your potential clients and a should for the ultimate stage of buyer acquisition which is lead conversion. 
  • Customer-driven storytelling movies displaying how your clients use the product in a extra artistic context.

Your goal search queries for these kind of movies embody:

  • Your product and your model identify: If you have got a longtime model (or in case you are working in direction of that), your model identify is being searched in Google, and these movies will make sure you’ll have one more asset you management in brand-driven SERPs. If you might be doing a good job tracking your brand in natural search, you already know your vital brand-driven search queries.
  • Competitor-driven search queries: These are search queries exploring your opponents’ alternate options and evaluating two opponents.

These movies also needs to be reused in two vital methods:

  • Embed them in your key touchdown pages: Video content material is a widely known option to increase conversions however on this case it’s a great way to assist your clients really feel at house as they are going to see the identical video on the web page after clicking the hyperlink on YouTube. It can be a good suggestion to curate these movies in your dedicated customer reviews page.
  • Use these movies to your remarketing campaigns. You can use retargeting on YouTube to serve them to individuals who already went by stage #2 within the shopping for journey however haven’t transformed but.


Using movies in your natural search technique to have interaction clients at every main stage of their shopping for journey is likely one of the finest examples of how SEO and sales can help one another. Include movies in each search engine marketing and CRO methods and you’ll possible see a lot better outcomes on each fronts.

Ann Smarty is the Founder of Viral Content Bee, Brand and Community supervisor at Internet Marketing Ninjas. She may be discovered on Twitter @seosmarty.

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