PinPoint Media
PinPoint Media on 12 April 2021

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Deep-Dive: The Buyer's Journey & How To Drive Results With Your Content

So one of the key concepts to understand when putting in place a content strategy that is going to drive real results is The Buyer’s Journey.  How do you take your perfect prospects from never having heard about your brand or organisation to becoming a customer and a raving fan?  How do you hook someone with your content, educate them as to how you can help them and turn them into a customer, or a lead, or whatever your conversion goal is.  And the way in which we do that, is by taking them through the buyer’s journey.

Now, this concept is based around the whole inbound marketing philosophy and, if you’re thinking about your content strategy, this concept forms a vital part of the content that you need to be creating and the journey that you’re going to take your prospects on.

When it comes to video specifically, the biggest mistake that marketing professionals make is that they create content that is designed to convert their prospect - think brand films, case study videos, testimonials, product videos - but if you’ve only got pieces of content, or video, in your marketing mix that look to do this, you’re missing out on 99% of your prospects that aren’t yet in that stage.  So, first of all, let me explain what the buyer’s journey is and then we can build upon that to ensure that it makes sense to your business, brand, or organisation, and then we can look at what content should be created for each stage and then, most importantly, we can look at how we take your prospects on that journey.

 


 

Full Video Transcript

 

So one of the key concepts to understand when putting in place a content strategy that is going to drive real results is The Buyer’s Journey. How do you take your perfect prospects from never having heard about your brand or organisation to becoming a customer and a raving fan? How do you hook someone with your content, educate them as to how you can help them and turn them into a customer, or a lead, or whatever your conversion goal is. And the way in which we do that, is by taking them through the buyer’s journey.

Now, this concept is based around the whole inbound marketing philosophy and, if you’re thinking about your content strategy, this concept forms a vital part of the content that you need to be creating and the journey that you’re going to take your prospects on.

When it comes to video specifically, the biggest mistake that marketing professionals make is that they create content that is designed to convert their prospect - think brand films, case study videos, testimonials, product videos - but if you’ve only got pieces of content, or video, in your marketing mix that look to do this, you’re missing out on 99% of your prospects that aren’t yet in that stage. So, first of all, let me explain what the buyer’s journey is and then we can build upon that to ensure that it makes sense to your business, brand, or organisation, and then we can look at what content should be created for each stage and then, most importantly, we can look at how we take your prospects on that journey.

So The Buyer’s Journey is broken down into three stages. The Awareness Stage. The Consideration Stage. And the Decision Stage. All three are vital, so let’s understand what they are first up. Because when purchasing any product, or service, a prospect will go through this journey. It doesn’t matter whether you’re selling furniture, software, video production, SEO services … anything. Your prospect will go through this journey.

The Awareness Stage

In the awareness stage, your prospect becomes aware of an issue that needs to be solved or an opportunity that is presenting itself. It’s likely that your prospect is just browsing at this stage. They can become aware of this issue or opportunity themselves, or they may stumble upon a piece of content that makes them aware of it. They’re not thinking about a particular product or service, they’re focussed on the issue or opportunity that they have. So the purpose of this stage, when it comes to your content, is to get them to start thinking about that issue or opportunity. This can be in the form of question and answer content, FAQ’s, realisation videos, that taps into their own intrinsic motivations and shows them that they can achieve their goals.

For example, a marketing professional’s intrinsic motivation may be wanting to show a powerful ROI on their marketing spend, because that means that they may get that promotion, that pay rise, win that award that’s going to further their career, add that campaign result to their CV. Or for a business owner, it may be that they need to show growth to the board, increase the value of their business, generate funds to pay for their child’s education, or even to hit payroll at the end of the month. In a B2C world you may be selling a drill, but people don’t buy a drill, they buy a hole, but they don’t buy a hole, so a new home-owner may be looking to make their new-home more spacious, clear the clutter, make home-life that little bit more enjoyable - and the drill is just the product that allows them to achieve that goal. These are the intrinsic motivations that your perfect prospect has and this allows you to identify what the issue or opportunity is and that allows you to hook your perfect prospect in with your awareness stage content.

The Consideration Stage

Once your prospect has identified that issue or opportunity, they move into the consideration stage. They are now aware of what they’re setting out to achieve and they’re looking for ways in which they can achieve that goal. In the consideration stage, the buyer is looking for products, services, people, brands, suppliers, organisations that can help them. This is where you educate them as to the vehicle that is going to help them achieve the goal that they’ve now identified and put in a box.

Again, for a marketing professional, this could be a content strategy, video creation, SEO services. For the business owner, this could be a piece of marketing software, a CRM, a business consultant. And for the new home-owner, it may be shelving, wardrobes, cupboards and so on.

But the important thing to remember in this stage is that the buyer is still researching. They have questions that need to be answered. They are looking for product benefits. They’re looking to understand how the tools that are going to help them achieve their goal work and if they’re really going to help them get there.

The Decision Stage

And then finally, once the buyer has identified what product, person, service, offering, is going to help them achieve their goal, they then look for the brand, provider, supplier, or organisation that is going to do that for them.

For the marketing professional, that may be a certain video production company, or an SEO provider. For the business owner, it may be a particular CRM, like Hubspot, or Salesforce. And for the new home-owner, it could be a specific drill that’s going to help them put those shelves up.

So let me ask you a question, what does your content look like? Let’s focus on your video content. What does that look like? Do you have a brand film? Do you have case studies? Do you have testimonials? Product videos? The answer, a lot of the time, is yes. Those videos are in place, or you’re thinking about creating those videos. But what use is decision stage content, decision stage video, if a very small amount of people are ever engaging with them.

 

Let’s take a couple of steps back. At the start of this video, I mentioned the biggest mistake that marketing professionals make when creating content is that they only create Decision Stage content and they expect that content to drive the results. But here’s the thing, by only creating decision stage content, you are only ever going to be able to sell to people that are in that stage. They’ve become aware of their issue or opportunity, they’ve searched out the tools, product, service that is going to help them, and now they’re looking for providers. Probably only 1% of your target audience are in that stage. But the vast majority of your competition will be doing the exact same thing. So what does this mean? 99% of business just like you are competing for 1% of the potential client-base. And that, ultimately, creates a price war. The cheapest wins. And that’s not a good place to be in. Particularly when you know that there’s a whole big wide blue ocean of your perfect prospects that are out there, with the same underlying goals as the 1%, but they aren’t being marketed to, or educated.

If your current content, or video content, isn’t performing as well as you had hoped, this is most probably the reason why. You see the results that other brands have with their video. You read the reports, watch the videos, listen to the podcasts, but for some reason, your content just doesn’t perform. Well, this is why. If you’ve ever thought, or been told, that we need to create a video, the first video that people create is the brand films, the about us film, the 3-minute overview. Times have changed! You need to attract and engage your audience before you can start selling to them. And the good news is that it’s actually very easy to do this.

What would it mean to your business to dramatically increase the amount of prospects that you can talk to, engage with, sell-to, whilst the rest of your competition is in the bloody red ocean fighting it out for the 1% on price. Quite a lot I’d imagine. And that’s the power of understanding the Buyer’s Journey. Because in today’s world, you’re not shackled by only marketing to people on a 30-second TV slot, or on the home page of your website. You now have the ability to change worlds by engaging with your perfect prospects everywhere, anywhere. On their phones, in their social feeds, within articles that they are reading, on the underground, 30,000 feet in the air. Anywhere.

And now you understand the concept of the buyer’s journey, the question that you’re probably asking is what content should I, or my brand, or my client, be creating to take advantage of this. Well, if you are, if you want to learn everything that you need to know to ensure that you are driving a real return on your investment into video, or you want to show a powerful ROI to your boss, your client, your shareholders, your team. If you want to make the best-use of your marketing budget through the content that you are creating. If you want to stop competing on price, and start attracting all those perfect prospects in the big blue ocean, then I would love to invite you to one of our training sessions where we go deeper into this concept and provide you with a framework, and the tools, to achieve this. And the best bit about it is that it’s completely free.

 

Each week I run a free training session for people just like you who are wanting to drive the very best from their video marketing. And we cover off the buyer’s journey and what content you should be creating in some detail. Don’t worry, it doesn’t mean that you’re going to have to start your content creation from scratch. It just means that you will have a framework to make sure that the content that you already have, or are thinking about creating, does the job that it’s designed to do. And sometimes it’s just about knowing the techniques and tactics that you need to apply in order to do so. So, if that sounds like something that you’d be interested in, just click on the free training link below to find out more and book your spot. It’s only an hour long, but you come away with a lot of clarity! Hopefully I’ll see you there.

That’s all for this week. Come back next week for another No Nonsense Content Strategy Deep Dive!

 

Learn how to track and report the ROI of your video content by downloading our free 8-step blueprint now!

Download The Video ROI Blueprint 



Join our next free training session to learn how to guarantee a powerful ROI from your video content.

Book Your Spot Now