What happens during the consideration stage of the buyer’s or recruitment journey? For buyers, they are actively researching a company after they have already decided to make a purchase. For potential employees, they are actively researching a company’s culture to see if they’d be a good fit. In this article, we will focus specifically on the consideration stage during the marketing side of things – i.e.: the buyer’s buyer journey. Here are some types of videos that work well in the consideration stage:
Product demonstrations are perfect videos for the consideration stage. Create videos that showcase your product or service in action. Highlight its features, benefits, and how it solves specific problems. Demonstrations help potential customers understand how your offering meets their needs and can be the tipping point in their decision-making process.
2. Comparison Videos:
Provide a side-by-side comparison of your product or service with alternatives in the market. Or even create comparisons of your own products. Discuss the key differences, advantages, and disadvantages. This type of video helps viewers evaluate different options and positions your offering as the superior choice.
3. Testimonials and Case Studies:
Social proof is the name of the game. And testimonials are the perfect version of social proof. Share customer success stories and testimonials. Hearing directly from satisfied customers who have achieved positive results with your product or service can greatly influence potential buyers. For case studies, focus on results that demonstrate real-world applications and outcomes. These videos can build trust and credibility.
4. Expert Interviews:
In a world full of podcasts, video podcasts that include expert interviews are another way to help customer’s in the consideration stage. These interviews can help establish your brand as a thought leader and provide valuable information to potential customers.
5. Explainer Videos:
Explainer videos typically follow a formula. You present a problem, you present a solution, you explain how it works, and then you show a happy customer. Create concise and engaging videos that explain complex concepts, processes, or the unique selling points of your offering. Use visual aids, animations, and clear narration to simplify information and make it easily understandable.
6. Webinars and Live Demos:
Host live webinars or demos that allow potential customers to interact with your team and ask questions in real-time. This interactive format provides an opportunity to address specific concerns and showcase the value of your product or service.
7. User-generated Content:
Encourage your existing customers to create and share videos about their experiences with your product or service. User-generated content adds authenticity and social proof, helping to build trust among potential customers.
Your goal in the consideration stage is to provide relevant and helpful information that guides potential customers toward making an informed decision. Tailor your videos to address their specific needs, concerns, and preferences, and ensure they are easily accessible on your website, social media platforms, and other relevant marketing channels.
The consideration stage is just one area where you can bring value to your audiences. Learn how to grab attention in the awareness stage by reading our post about Creating Effective Marketing Videos for the Awareness Stage of the Buyer’s Journey
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