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HomeSEOUtilizing movies to optimize engagement in search-driven purchaser journeys

Utilizing movies to optimize engagement in search-driven purchaser journeys

Using videos to optimize engagement in search-driven buyer journeys

30-second abstract:

  • Movies interact and convert, they usually additionally rank extremely effectively in natural search, making them the proper medium for changing searchers into patrons
  • Movies may also help information prospects to your model at stage of the client journey
  • Right here’s how one can create video content material that caters to every stage particularly

The method of buying a buyer begins together with your first contact. There are a number of phases a shopper goes by means of 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 not directly or the opposite. 

With over eight billion searches per 12 months, actual purchaser journeys are difficult and will take weeks or months. Nevertheless, to simplify issues, here’s a snapshot of the important thing phases an individual goes by means of to turn into your buyer. Since practically 68 % of on-line experiences start with a search engine all these phases can very effectively occur in Google itself:

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

Companies want to assist customers make the appropriate resolution by offering data, help and instilling belief in your model by means of the method.

With video content material displaying up throughout search outcomes, it is smart to make use of movies for all these three phases within the shopper’s journey. The perfect factor about movies is that they rank extremely effectively, particularly if you happen to host them on YouTube and observe video optimization.

The 2 distinct sections the place video can help your potential prospects 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 looking for 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 “consciousness” stage within the funnel.
  • Video carousels: Google contains video carousels when a video intent is implied. It’s not in any respect troublesome to rank your video there, particularly with regards to particular (low-search-volume) queries, like brand-driven queries.

Right here’s an instance of each of those sections rating on the very prime of the search outcome web page, pushing natural outcomes approach under the above-the-fold a part of the display screen. Discover 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 Residence Depot – rating its video within the carousel under. Seems like, each of those manufacturers are doing their homework effectively:

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

There are a lot of totally different sorts of video content material that can be utilized at every particular stage.  These movies assist to encourage the buyer to proceed their journey with you moderately than together with your competitor.


Because the identify suggests, this video optimization technique ensures that your goal prospects turn into conscious of your model.

The varieties of video advertising content material that work greatest at this stage of the funnel embody:

Be certain that your movies are well-branded to construct recognizability: Use your emblem and shade palette in your video thumbnail, as it’ll present up in search outcomes.

As soon as the notice has been created, it’s time to consolidate all that effort and transition your shopper to the following stage of consideration.


You possibly can improve your buyer expertise at this stage by means of movies that place your product in a approach you need it to be positioned. A great motive 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 movies current the issue, focus on how your organization can show the answer and spotlight the options of the product and its advantages to the buyer. Consider these movies as lead magnets: You need them to supply worth, not simply discuss your product. 
  • Product demo movies to clarify how a services or products works intimately. They spotlight all some great benefits of utilizing the product in a straightforward to grasp format. They usually use step-by-step directions to point out how one can use the product and will embody some modern concepts about the place to make use of it. A great script and glorious presentation make it a standout product demo movies of all time. It’s a good suggestion to create an on-site video gallery in your website to share these demos together with your website guests. Movies do decelerate your pages, so thoughts your web page load time when utilizing embedded content material.
  • Storytelling movies to point out a lighter aspect of what you are promoting, humanize it to make it join with the buyer. These movies inform a narrative about what you are promoting, its hopes, aspirations, and values. Normally, firm workers and executives converse concerning the firm, their experiences with it and their work. They’re designed to create an emotive response that may strengthen the customers’ relationship together with your firm.

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


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

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

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

Your goal search queries for these kind of movies embody:

  • Your product and your model identify: You probably have a longtime model (or in case you are working in the direction of that), your model identify is being searched in Google, and these movies will make sure you’ll have yet one more asset you management in brand-driven SERPs. In case you are doing a good job monitoring your model in natural search, you already know your essential 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 essential methods:

  • Embed them in your key touchdown pages: Video content material is a well known option to enhance conversions however on this case it’s a great way to assist your prospects really feel at house as they’ll see the identical video on the web page after clicking the hyperlink on YouTube. Additionally it is a good suggestion to curate these movies in your devoted buyer evaluations web page.
  • Use these movies to your remarketing campaigns. You need to use retargeting on YouTube to serve them to individuals who already went by means of stage #2 within the shopping for journey however haven’t transformed but.


Utilizing movies in your natural search technique to interact prospects at every main stage of their shopping for journey is likely one of the greatest examples of how web optimization and gross sales may also help one another. Embrace movies in each web optimization and CRO methods and you’ll possible see significantly better outcomes on each fronts.

Ann Smarty is the Founding father of Viral Content material Bee, Model and Neighborhood supervisor at Web Advertising Ninjas. She will be discovered on Twitter @seosmarty.

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