Effectively Using Consideration Stage Content in Your Video Marketing: A Guide to the Buyer's Journey

Introduction

In the world of digital marketing, the buyer's journey is often visualized as a funnel with distinct stages: Awareness, Consideration, and Decision. At Goodbrother, a leading Fractional Video Company, we specialize in creating ROI-driven video content that guides prospects through these stages effectively. The Consideration Stage is particularly crucial as it involves educating prospects, building trust, and addressing objections. In this blog, we'll dive into creating effective Consideration Stage video content, including examples and best practices that have worked for our clients.

Understanding the Consideration Stage in Customer Journey Mapping

The Consideration Stage is where potential customers actively research and compare different products or services. This stage is a crucial part of the customer journey, where understanding and visualizing the series of interactions a customer has with your brand can significantly impact their decision-making process. Key objectives during this stage include:

• Educating Prospects: Use content marketing to provide in-depth information that helps them make informed decisions.

• Addressing Pain Points: Show how your solution addresses specific challenges.

• Building Trust: Use social proof and expert insights to establish credibility.

• Differentiating Your Offering: Highlight what sets your product apart from competitors.

Creating relevant content at this stage is essential to address pain points and differentiate your offering effectively.

Best Practices for Creating Consideration Stage Video Content

1. Know Your Target Audience

Conduct thorough audience research to understand their needs and pain points. Customer journey mapping is important for gaining deeper insight into the customer's experience, understanding the moments that matter, and addressing customer motivations and needs. Create detailed buyer personas to guide your content creation process, ensuring your videos resonate with your target audience.

Collecting customer feedback is crucial to understanding their needs and improving the customer journey.

2. Focus on Value and Education

Provide valuable information that helps prospects make informed decisions. Focusing on value and education can significantly enhance the lead generation process by attracting, capturing, and converting potential customers. When working with a Fractional Video Company, avoid overly promotional content; focus on solving problems and adding value.

3. Use Clear and Concise Messaging

Ensure your videos are easy to understand and get to the point quickly. Use simple language and avoid jargon to make your content accessible to a broader audience.

4. Incorporate Storytelling

Use storytelling techniques to make your content engaging and relatable. Customer journey maps can be used in storytelling to visualize the customer's experience and highlight key touchpoints. Highlight real-world use cases and success stories to demonstrate the impact of your product or service.

5. Showcase Social Proof

Include customer testimonials, case studies, and reviews in your videos. Lead generation tools can help in gathering testimonials and reviews by providing relevant and accurate customer information. Feature endorsements from industry experts or influencers to build credibility and trust with your audience.

Examples of Effective Consideration Stage Videos

1. Product Demos

Show how your product works and its key features. For example, a demo video demonstrating our video production platform's capabilities and how it solves specific problems for users.

2. Customer Testimonials

Share stories from satisfied customers. For instance, a fitness brand can feature testimonials from users who achieved their fitness goals using the brand's products.

3. Explainer Videos

Provide a detailed explanation of how your product solves specific problems. A financial service company, for example, can create an explainer video showing how their solution simplifies tax filing. Utilizing customer journey mapping to understand user actions can make these explainer videos more effective.

4. Webinars and Live Q&A Sessions

Host webinars to provide in-depth information and answer questions in real-time. A marketing agency can conduct a webinar on effective digital marketing strategies, followed by a live Q&A session.

5. Comparison Videos

Showcase how your product compares to competitors to highlight your unique selling points.

6. Company Culture Videos

Give a behind-the-scenes look at your company to build a connection with your audience.

Distribution and Promotion Strategies for Lead Generation Strategies

Paid vs. Unpaid Strategies

Utilize both paid and unpaid strategies to reach your audience. Paid strategies can accelerate reach and provide measurable ROI.

Choosing the Right Platforms

Select platforms based on where your primary audience spends their time. A well-developed strategy will guide these decisions.

Exploring Multiple Platforms

Target audiences across multiple platforms to maximize reach.

Methodical Experimentation

Track data, conduct A/B tests, and optimize based on performance.

Refining lead generation strategies based on data and insights is crucial for targeting the right audience with the right messaging.

Measuring Success and Optimization

Key Metrics to Track for Lead Generation

Monitor engagement metrics such as views, likes, shares, and comments. Track conversion metrics like click-through rates, lead generation, and sales.

Analyzing Data and Feedback

Use analytics tools to gather insights on video performance. Collect feedback from viewers to refine your content. Consider using customer journey map templates to streamline the analysis of data and feedback, making it easier for teams like sales, marketing, and customer support to understand and improve the customer experience.

Continuous Improvement

Iterate and optimize based on performance data. Test different formats, lengths, and messaging to find what works best.

Conclusion

Consideration Stage video content is essential for educating prospects, building trust, and addressing objections. By implementing the best practices and strategies discussed in this blog, you can create effective and engaging videos that move prospects closer to making a purchase decision. Remember to continuously measure performance, optimize your content, and leverage the expertise of a Fractional Video Team like Goodbrother to achieve the best results.