Using videos to optimize engagement in search-driven buyer journeys

Using videos to optimize engagement in search-driven buyer journeys

30-next summary:

  • Video clips engage and change, and they also rank incredibly properly in natural and organic lookup, generating them the ideal medium for converting searchers into potential buyers
  • Movies can aid guidebook clients to your model at phase of the consumer journey
  • Here’s how to develop video written content that caters to just about every stage specially

The method of obtaining a purchaser starts with your 1st get hold of. There are numerous stages a customer goes by means of right before turning out to be a customer and then a loyal buyer. A buyer journey starts off with determining or expressing a require. This require then has to be fulfilled in some way or the other. 

With over eight billion queries for every calendar year, true consumer journeys are intricate and may possibly consider weeks or months. Having said that, to simplify items, in this article is a snapshot of the crucial stages a individual goes by to come to be your purchaser. Due to the fact virtually 68 percent of on-line activities start out with a research motor all these phases can very very well materialize in Google by itself:

  • Recognition: when a shopper finds out that you have a alternative to a dilemma, they would like to be solved. In lots of (but not all) conditions, this seeking journey commences with a “how to” query. 
  • Consideration: when a shopper provides you to the list of potential alternative vendors
  • Determination: when a purchaser thinks you have the best answer and turns into a spending purchaser.

Companies need to have to help people make the right choice by providing information, support and instilling have confidence in in your manufacturer via the process.

With video material showing up all about look for results, it tends to make feeling to use videos for all these a few levels in the consumer’s journey. The very best matter about movies is that they rank incredibly effectively, specially if you host them on YouTube and follow video clip optimization.

The two unique sections in which movie can aid your opportunity consumers at every phase of a purchasing journey are:

  • Featured snippets: When Google contains a movie in a highlighted snippet, that is a robust signal that individuals are browsing for a video tutorial to resolve their challenge. If which is your goal lookup query, generating a video is a should, in particular when optimizing for the “awareness” stage in the funnel.
  • Movie carousels: Google includes movie carousels when a video clip intent is implied. It is not at all hard to rank your online video there, specifically when it comes to distinct (small-search-quantity) queries, like brand-pushed queries.

Here’s an illustration of both of those of these sections ranking on the incredibly top rated of the lookup outcome webpage, pushing organic and natural effects way underneath the earlier mentioned-the-fold portion of the display. See a really-properly branded video clip by Lowes staying highlighted for a incredibly pertinent – albeit longtail – query. I guess this generates pretty a handful of qualified prospects for them. There’s also another manufacturer – The Property Depot – position its video clip in the carousel under. Appears to be like like, both of those of these models are executing their research well:

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

There are numerous unique forms of movie articles that can be utilised at just about every specific phase.  These movies assistance to stimulate the shopper to keep on their journey with you alternatively than with your competitor.


As the identify indicates, this video clip optimization strategy makes sure that your goal consumers become conscious of your brand name.

The kinds of video clip marketing and advertising content material that perform greatest at this phase of the funnel consist of:

Make absolutely sure your videos are nicely-branded to build recognizability: Use your emblem and color palette on your movie thumbnail, as it is likely to show up in search final results.

After the consciousness has been produced, it is time to consolidate all that exertion and changeover your purchaser to the following stage of consideration.

Thing to consider

You can greatly enhance your client expertise at this stage by means of video clips that posture your solution in a way you want it to be positioned. A great explanation to use video clips at this phase is that they place your products in a authentic-everyday living context, that is, they clearly show particularly how other persons are utilizing your item.

The most powerful videos for this phase are:

  • Explainer films to introduce your consumer to the product and explain what you offer in depth. The explainer video clips existing the challenge, focus on how your company can confirm the answer and highlight the functions of the products and its gains to the shopper. Feel of these videos as lead magnets: You want them to give price, not just talk about your product or service. 
  • Merchandise demo video clips to describe how a product or service or company will work in depth. They spotlight all the rewards of employing the products in an quick to recognize format. They usually use move by action directions to show how to use the product and may include things like some innovative thoughts about exactly where to use it. A great script and fantastic presentation make it a standout solution demo films of all time. It is a excellent strategy to generate an on-web page video clip gallery on your web page to share these demos with your web-site readers. Videos do sluggish down your internet pages, so mind your web page load time when utilizing embedded content material.
  • Storytelling videos to present a lighter aspect of your small business, humanize it to make it join with the customer. These films notify a tale about your organization, its hopes, aspirations, and values. Ordinarily, business workforce and executives communicate about the enterprise, their activities with it and their work. They are developed to produce an emotive response that will reinforce the consumers’ marriage with your firm.

As all of these video clips are supposed to be position in Google, make absolutely sure to match them to the genuine lookup queries that have bigger business intent.


The 3rd stage of the consumer’s journey is convincing the interested buyer that your item or provider provides the very best remedy to their challenge. 

This is the phase where the buyer is currently dedicated to purchase and demands a mild nudge in the right path. This is the time when you require to emphasize on rely on-making so the client trusts your brand and purchases your product or service. The most productive video clips at this stage are peer testimonials and reviews.

  • Video testimonials: These are the finest sorts of films for have confidence in and self confidence-developing in your potential consumers and a ought to for the ultimate stage of buyer acquisition which is lead conversion. 
  • Customer-driven storytelling video clips exhibiting how your customers use the product or service in a far more creative context.

Your concentrate on look for queries for these sorts of video clips include:

  • Your products and your manufacturer name: If you have an established manufacturer (or if you are doing the job to that), your brand identify is becoming searched in Google, and these videos will guarantee you are going to have nevertheless an additional asset you control in model-driven SERPs. If you are undertaking a excellent job tracking your model in organic and natural research, you now know your essential brand-driven search queries.
  • Competitor-pushed lookup queries: These are search queries checking out your competitors’ choices and comparing two rivals.

These videos need to also be reused in two vital ways:

  • Embed them on your critical landing web pages: Online video written content is a nicely-recognised way to enhance conversions but in this scenario it is a very good way to help your clients really feel at household as they will see the identical movie on the site just after clicking the backlink on YouTube. It is also a great concept to curate these videos on your dedicated purchaser assessments website page.
  • Use these movies for your remarketing strategies. You can use retargeting on YouTube to serve them to individuals who already went by way of phase #2 in the getting journey but have not converted still.


Applying movies in your natural and organic lookup tactic to have interaction clients at every key phase of their buying journey is one particular of the finest examples of how Search engine optimization and profits can assist just about every other. Consist of videos in both Web optimization and CRO strategies and you will very likely see considerably improved benefits on both equally fronts.

Ann Smarty is the Founder of Viral Information Bee, Manufacturer and Neighborhood manager at Internet Marketing Ninjas. She can be discovered on Twitter @seosmarty.

Subscribe to the Search Motor Look at newsletter for insights on Search engine optimization, the look for landscape, look for advertising, digital advertising, leadership, podcasts, and far more.

Join the dialogue with us on LinkedIn and Twitter.