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HomeLocal SEOUtilizing 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 nicely in natural search, making them the right medium for changing searchers into patrons
  • Movies may help information prospects to your model at each stage of the client journey
  • Right here’s the best way to 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 levels a client goes by way of earlier than turning into a buyer after which a loyal buyer. A purchaser’s journey begins with figuring out or expressing a necessity. This want then must be fulfilled indirectly or the opposite. 

With over eight billion searches per yr, actual purchaser journeys are difficult and should take weeks or months. Nonetheless, to simplify issues, here’s a snapshot of the important thing levels an individual goes by way of to change into your buyer. Since almost 68 p.c of on-line experiences start with a search engine all these levels can very nicely occur in Google itself:

  • Consciousness: when a client 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 “the best way to” question. 
  • Consideration: when a client provides you to the checklist of potential answer suppliers
  • Resolution: when a client believes you’ve gotten the perfect answer and turns into a paying buyer.

Companies want to assist customers make the best choice by offering data, help and instilling belief in your model by way of the method.

With video content material exhibiting up throughout search outcomes, it is smart to make use of movies for all these three levels within the client’s journey. The perfect factor about movies is that they rank extremely nicely, 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 powerful sign that persons are looking for a video tutorial to unravel 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 consists of video carousels when a video intent is implied. It’s not in any respect tough to rank your video there, particularly on the subject of particular (low-search-volume) queries, like brand-driven queries.

Right here’s an instance of each of those sections rating on the very high of the search end result web page, pushing natural outcomes means beneath the above-the-fold a part of the display. Discover a very-well branded video by Lowes being featured for a really related – albeit longtail – question. I wager this generates fairly a number of leads for them. There’s additionally one other model – The Residence Depot – rating its video within the carousel beneath. Appears to be like like, each of those manufacturers are doing their homework nicely:

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

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


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

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

Be sure that your movies are well-branded to construct recognizability: Use your brand and colour palette in your video thumbnail, as it will present up in search outcomes.

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


You possibly can improve your buyer expertise at this stage by way of movies that place your product in a means you need it to be positioned. A very good cause 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 client to the product and describe what you provide intimately. The explainer movies current the issue, talk about how your organization can show the answer and spotlight the options of the product and its advantages to the patron. Consider these movies as lead magnets: You need them to supply worth, not simply speak about your product. 
  • Product demo movies to elucidate how a services or products works intimately. They spotlight all some great benefits of utilizing the product in a simple to grasp format. They usually use step-by-step directions to point out the best way to use the product and should embody some revolutionary concepts about the place to make use of it. A very good 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 facet of your small business, humanize it to make it join with the patron. These movies inform a narrative about your small business, its hopes, aspirations, and values. Often, firm staff and executives converse in regards to 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 purported to be rating in Google, be sure to match them to the precise search queries which have greater business intent.


The third stage of the patron’s journey is convincing the client that your services or products affords the perfect answer to their downside. 

That is the stage the place the patron is already dedicated to purchase and wishes a delicate nudge in the best route. That is the time when it is advisable emphasize on trust-building so the patron trusts your model and buys your product. The best movies at this stage are peer testimonials and critiques.

  • Video testimonials: These are the perfect sorts 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 exhibiting 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 title: When you’ve got a longtime model (or in case you are working in direction of that), your model title is being searched in Google, and these movies will make sure you’ll have yet one more asset you management in brand-driven SERPs. If you’re doing a good job monitoring your model in natural search, you already know your necessary brand-driven search queries.
  • Competitor-driven search queries: These are search queries exploring your rivals’ options and evaluating two rivals.

These movies also needs to be reused in two necessary methods:

  • Embed them in your key touchdown pages: Video content material is a widely known technique to increase conversions however on this case it’s a great way to assist your prospects really feel at residence 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 critiques web page.
  • Use these movies in your remarketing campaigns. You should utilize retargeting on YouTube to serve them to individuals who already went by way 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 search engine optimization and gross sales may help one another. Embody movies in each search engine optimization and CRO methods and you’ll doubtless see a lot better outcomes on each fronts.

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

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