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Utilizing movies to optimize engagement in search-driven purchaser journeys

Using videos to optimize engagement in search-driven buyer journeys

30-second abstract:

  • Movies have interaction and convert, and so they additionally rank extremely nicely in natural search, making them the proper medium for changing searchers into consumers
  • Movies can assist information prospects to your model at stage of the customer journey
  • Right here’s the right 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 phases a client goes by way 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 needs to be fulfilled ultimately or the opposite. 

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

  • Consciousness: when a client finds out that you’ve got an answer to an issue, they want to be solved. In lots of (however not all) instances, this looking journey begins with a “the right 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 most effective answer and turns into a paying buyer.

Companies want to assist customers make the correct determination 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 phases within the client’s journey. The most effective factor about movies is that they rank extremely nicely, particularly should you 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 trying to find 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 contains video carousels when a video intent is implied. It isn’t in any respect tough to rank your video there, particularly in terms of 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 beneath 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 guess this generates fairly a number of leads for them. There’s additionally one other model – The House Depot – rating its video within the carousel beneath. Seems 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 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 fairly than together with your competitor.


Because the title suggests, this video optimization technique ensures that your goal prospects turn out to be conscious of your model.

The kinds of video advertising content material that work finest at this stage of the funnel embrace:

Be sure your movies are well-branded to construct recognizability: Use your brand and coloration 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’ll be able to improve your buyer expertise at this stage by way 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 client 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 the benefits of utilizing the product in a straightforward to grasp format. They typically use step-by-step directions to indicate the right way to use the product and should embrace some modern concepts about the place to make use of it. A great script and wonderful 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 indicate a lighter aspect of your enterprise, humanize it to make it join with the buyer. These movies inform a narrative about your enterprise, its hopes, aspirations, and values. Normally, firm staff and executives communicate 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 purported to be rating in Google, ensure to match them to the precise search queries which have increased industrial intent.


The third stage of the buyer’s journey is convincing the client that your services or products provides the most effective answer to their downside. 

That is the stage the place the buyer is already dedicated to purchase and desires a delicate nudge in the correct path. That is the time when it’s good 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 critiques.

  • Video testimonials: These are the most effective kinds 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 kinds of movies embrace:

  • Your product and your model title: You probably have a longtime model (or if you’re 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 essential 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 essential methods:

  • Embed them in your key touchdown pages: Video content material is a well known technique to increase conversions however on this case it’s a great way to assist your prospects really feel at dwelling as they may see the identical video on the web page after clicking the hyperlink on YouTube. It is usually a good suggestion to curate these movies in your devoted buyer critiques 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 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 without doubt one of the finest examples of how search engine optimisation and gross sales can assist one another. Embrace movies in each search engine optimisation 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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