Using videos to optimize engagement in search-driven buyer journeys

30-2nd summary:

  • Video clips engage and convert, and they also rank extremely very well in organic look for, producing them the perfect medium for converting searchers into buyers
  • Video clips can aid tutorial buyers to your brand name at stage of the buyer journey
  • Here’s how to create online video content material that caters to every stage specially

The approach of buying a shopper starts with your very first get hold of. There are various levels a shopper goes by way of prior to becoming a buyer and then a loyal client. A buyer journey begins with identifying or expressing a need to have. This will need then has to be fulfilled in some way or the other. 

With above eight billion searches for each yr, serious purchaser journeys are complicated and may choose weeks or months. Even so, to simplify points, below is a snapshot of the critical stages a human being goes as a result of to come to be your client. Due to the fact virtually 68 % of on the net experiences start out with a look for engine all these levels can really very well materialize in Google itself:

  • Recognition: when a shopper finds out that you have a resolution to a trouble, they wish to be solved. In lots of (but not all) situations, this browsing journey starts off with a “how to” query. 
  • Thing to consider: when a client provides you to the checklist of prospective resolution vendors
  • Determination: when a shopper believes you have the greatest solution and will become a paying consumer.

Firms want to aid buyers make the proper final decision by furnishing data, support and instilling believe in in your manufacturer via the process.

With movie written content demonstrating up all over lookup benefits, it will make perception to use videos for all these 3 stages in the consumer’s journey. The best issue about movies is that they rank exceptionally perfectly, particularly if you host them on YouTube and apply online video optimization.

The two unique sections exactly where video clip can assist your possible prospects at each stage of a obtaining journey are:

  • Highlighted snippets: When Google consists of a online video in a highlighted snippet, that is a potent signal that folks are seeking for a video tutorial to fix their trouble. If that is your focus on research question, generating a video is a ought to, especially when optimizing for the “awareness” phase in the funnel.
  • Video carousels: Google consists of movie carousels when a video clip intent is implied. It is not at all complicated to rank your movie there, particularly when it comes to specific (lower-search-quantity) queries, like manufacturer-pushed queries.

Here’s an example of equally of these sections position on the quite top rated of the research result site, pushing organic and natural final results way underneath the earlier mentioned-the-fold element of the monitor. Discover a quite-nicely branded video clip by Lowes remaining highlighted for a incredibly related – albeit longtail – query. I guess this generates quite a couple of leads for them. There’s also one more brand – The Household Depot – ranking its video in the carousel underneath. Looks like, both of these makes are undertaking their research perfectly:

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

There are several various varieties of online video written content that can be used at just about every particular phase.  These films support to stimulate the consumer to proceed their journey with you somewhat than with your competitor.


As the title suggests, this online video optimization method makes sure that your target buyers grow to be informed of your brand name.

The styles of video promoting content that get the job done finest at this phase of the funnel contain:

Make confident your films are effectively-branded to create recognizability: Use your brand and shade palette on your movie thumbnail, as it is going to exhibit up in search effects.

After the awareness has been designed, it is time to consolidate all that work and transition your customer to the next phase of thing to consider.


You can improve your buyer practical experience at this stage by way of video clips that posture your product or service in a way you want it to be positioned. A fantastic purpose to use films at this phase is that they place your solution in a real-existence context, that is, they exhibit particularly how other folks are applying your products.

The most powerful video clips for this stage are:

  • Explainer movies to introduce your buyer to the product or service and describe what you present in detail. The explainer videos present the challenge, talk about how your enterprise can prove the answer and highlight the features of the product and its rewards to the client. Assume of these movies as lead magnets: You want them to offer benefit, not just converse about your product. 
  • Product demo movies to clarify how a merchandise or support works in depth. They emphasize all the pros of working with the solution in an uncomplicated to understand format. They generally use stage by step guidance to present how to use the product and could include things like some progressive concepts about in which to use it. A good script and excellent presentation make it a standout product or service demo video clips of all time. It is a very good strategy to make an on-site online video gallery on your web site to share these demos with your web site readers. Video clips do slow down your pages, so brain your web page load time when using embedded written content.
  • Storytelling films to exhibit a lighter aspect of your company, humanize it to make it connect with the consumer. These movies convey to a tale about your organization, its hopes, aspirations, and values. Generally, firm staff members and executives talk about the organization, their experiences with it and their perform. They are created to develop an emotive response that will bolster the consumers’ romance with your company.

As all of these films are meant to be rating in Google, make confident to match them to the true lookup queries that have larger industrial intent.


The third phase of the consumer’s journey is convincing the interested customer that your item or support features the greatest answer to their issue. 

This is the phase the place the buyer is now committed to get and desires a light nudge in the suitable route. This is the time when you need to have to emphasize on believe in-creating so the purchaser trusts your model and purchases your products. The most helpful films at this stage are peer testimonies and opinions.

  • Video recommendations: These are the best forms of movies for rely on and confidence-constructing in your opportunity shoppers and a should for the remaining stage of purchaser acquisition which is lead conversion. 
  • Buyer-driven storytelling films exhibiting how your buyers use the product in a additional artistic context.

Your concentrate on research queries for these varieties of video clips involve:

  • Your product or service and your brand name title: If you have an founded manufacturer (or if you are performing towards that), your model title is being searched in Google, and these videos will make sure you will have yet a further asset you handle in model-driven SERPs. If you are executing a excellent position tracking your manufacturer in organic and natural lookup, you previously know your vital brand name-pushed lookup queries.
  • Competitor-pushed look for queries: These are look for queries exploring your competitors’ alternatives and evaluating two competition.

These video clips must also be reused in two important means:

  • Embed them on your important landing pages: Online video content is a effectively-recognised way to raise conversions but in this situation it is a very good way to aid your consumers feel at residence as they will see the exact online video on the web site after clicking the connection on YouTube. It is also a great notion to curate these video clips on your dedicated customer reviews webpage.
  • Use these videos for your remarketing campaigns. You can use retargeting on YouTube to serve them to people today who currently went through stage #2 in the shopping for journey but have not converted still.


Utilizing video clips in your organic and natural research method to engage clients at each and every key stage of their purchasing journey is 1 of the ideal illustrations of how Website positioning and income can enable just about every other. Include video clips in equally Search engine marketing and CRO approaches and you will very likely see much superior success on each fronts.

Ann Smarty is the Founder of Viral Information Bee, Brand name and Local community supervisor at World-wide-web Advertising Ninjas. She can be located on Twitter @seosmarty.

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