Using videos to optimize engagement in search-driven buyer journeys

Using videos to optimize engagement in search-driven buyer journeys

30-2nd summary:

  • Movies have interaction and convert, and they also rank exceptionally perfectly in organic and natural search, earning them the best medium for converting searchers into buyers
  • Films can help guidebook consumers to your manufacturer at each individual phase of the purchaser journey
  • Here’s how to make video clip written content that caters to each individual phase precisely

The process of acquiring a purchaser begins with your very first call. There are many stages a shopper goes by way of ahead of turning out to be a customer and then a loyal purchaser. A buyer’s journey begins with determining or expressing a require. This want then has to be fulfilled in some way or the other. 

With over eight billion queries for every yr, genuine buyer journeys are challenging and may get months or months. Even so, to simplify factors, right here is a snapshot of the critical stages a person goes as a result of to grow to be your purchaser. Considering that almost 68 p.c of on the net experiences start out with a research motor all these levels can incredibly well come about in Google itself:

  • Awareness: when a buyer finds out that you have a alternative to a issue, they would like to be solved. In several (but not all) conditions, this searching journey starts with a “how to” question. 
  • Thing to consider: when a shopper adds you to the list of future solution vendors
  • Conclusion: when a shopper thinks you have the ideal remedy and becomes a spending purchaser.

Corporations need to assistance shoppers make the right conclusion by providing details, support and instilling belief in your model via the course of action.

With video clip content material displaying up all about research results, it tends to make feeling to use video clips for all these a few phases in the consumer’s journey. The finest matter about movies is that they rank unbelievably well, primarily if you host them on YouTube and exercise video optimization.

The two distinct sections wherever video can support your probable buyers at each individual phase of a getting journey are:

  • Showcased snippets: When Google consists of a online video in a showcased snippet, which is a powerful signal that men and women are exploring for a video clip tutorial to solve their issue. If that is your target look for query, making a video is a should, especially when optimizing for the “awareness” phase in the funnel.
  • Video clip carousels: Google involves movie carousels when a online video intent is implied. It is not at all challenging to rank your online video there, especially when it comes to specific (lower-look for-volume) queries, like manufacturer-driven queries.

Here’s an illustration of each of these sections ranking on the extremely top of the look for outcome website page, pushing natural and organic effects way down below the previously mentioned-the-fold component of the display. Detect a extremely-perfectly branded video by Lowes remaining highlighted for a quite pertinent – albeit longtail – question. I bet this generates really a several qualified prospects for them. There is also an additional model – The Dwelling Depot – rating its movie in the carousel below. Appears like, both equally of these makes are carrying out their homework properly:

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

There are several unique forms of online video written content that can be utilized at every specific stage.  These video clips enable to really encourage the shopper to go on their journey with you alternatively than with your competitor.


As the name indicates, this video optimization strategy makes sure that your concentrate on clients develop into aware of your manufacturer.

The forms of movie marketing and advertising information that work ideal at this stage of the funnel contain:

Make confident your films are nicely-branded to create recognizability: Use your symbol and color palette on your video thumbnail, as it is going to present up in research final results.

When the awareness has been made, it is time to consolidate all that effort and hard work and transition your purchaser to the future phase of thing to consider.


You can improve your shopper working experience at this phase via videos that position your products in a way you want it to be positioned. A very good explanation to use movies at this stage is that they set your solution in a authentic-everyday living context, that is, they demonstrate just how other people are applying your solution.

The most powerful video clips for this stage are:

  • Explainer films to introduce your client to the products and explain what you offer you in element. The explainer movies current the trouble, go over how your firm can establish the alternative and highlight the functions of the product and its benefits to the buyer. Feel of these films as direct magnets: You want them to offer worth, not just converse about your products. 
  • Item demo videos to demonstrate how a product or service or support performs in depth. They spotlight all the positive aspects of using the merchandise in an simple to fully grasp format. They typically use phase by move guidance to display how to use the solution and may well involve some ground breaking strategies about where to use it. A great script and fantastic presentation make it a standout solution demo video clips of all time. It is a superior strategy to produce an on-website video clip gallery on your internet site to share these demos with your web-site people. Films do slow down your web pages, so intellect your website page load time when employing embedded articles.
  • Storytelling films to show a lighter side of your organization, humanize it to make it link with the shopper. These films notify a story about your enterprise, its hopes, aspirations, and values. Ordinarily, organization workers and executives communicate about the organization, their ordeals with it and their function. They are developed to generate an emotive reaction that will bolster the consumers’ partnership with your enterprise.

As all of these video clips are intended to be ranking in Google, make confident to match them to the genuine lookup queries that have larger commercial intent.


The third stage of the consumer’s journey is convincing the fascinated shopper that your product or support presents the very best resolution to their challenge. 

This is the phase where by the buyer is now dedicated to obtain and requires a mild nudge in the suitable course. This is the time when you need to emphasize on trust-making so the customer trusts your manufacturer and purchases your products. The most successful videos at this phase are peer recommendations and reviews.

  • Online video testimonies: These are the best kinds of movies for trust and self confidence-developing in your possible buyers and a need to for the final phase of consumer acquisition which is lead conversion. 
  • Client-driven storytelling videos showing how your consumers use the product or service in a extra resourceful context.

Your concentrate on lookup queries for these forms of video clips contain:

  • Your product and your manufacturer name: If you have an set up brand (or if you are operating towards that), your model title is being searched in Google, and these films will make sure you are going to have nonetheless one more asset you command in manufacturer-driven SERPs. If you are performing a good position monitoring your model in natural and organic research, you currently know your crucial brand-driven look for queries.
  • Competitor-driven look for queries: These are search queries checking out your competitors’ solutions and evaluating two rivals.

These movies should really also be reused in two important means:

  • Embed them on your crucial landing internet pages: Online video articles is a well-known way to enhance conversions but in this case it is a fantastic way to aid your consumers truly feel at household as they will see the very same movie on the site just after clicking the backlink on YouTube. It is also a good strategy to curate these films on your dedicated shopper assessments page.
  • Use these videos for your remarketing campaigns. You can use retargeting on YouTube to serve them to folks who by now went as a result of phase #2 in the acquiring journey but have not transformed yet.


Utilizing videos in your natural and organic look for method to have interaction prospects at every important stage of their acquiring journey is just one of the ideal examples of how Website positioning and income can enable every other. Consist of movies in both of those Search engine marketing and CRO strategies and you will probable see a lot greater effects on the two fronts.

Ann Smarty is the Founder of Viral Content Bee, Brand and Community manager at Online Marketing Ninjas. She can be found on Twitter @seosmarty.

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