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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 interact and convert, and so they additionally rank extremely nicely in natural search, making them the right medium for changing searchers into consumers
  • Movies may help information clients to your model at stage of the customer journey
  • Right here’s tips on how to create video content material that caters to every stage particularly

The method of buying a buyer begins along 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 indirectly or the opposite. 

With over eight billion searches per 12 months, actual purchaser journeys are sophisticated 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 change into your buyer. Since almost 68 % of on-line experiences start with a search engine all these phases can very nicely occur in Google itself:

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

Companies want to assist shoppers make the correct 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 sensible 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 nicely, particularly for those who host them on YouTube and follow video optimization.

The 2 distinct sections the place video can help your potential clients 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 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’s not in any respect tough to rank your video there, particularly relating to 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 consequence web page, pushing natural outcomes means under 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 just a few leads for them. There’s additionally one other model – The Dwelling Depot – rating its video within the carousel under. 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 various 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 reasonably than along with your competitor.


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

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

Ensure your movies are well-branded to construct recognizability: Use your brand and colour palette in your video thumbnail, as it’s going to present up in search outcomes.

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


You’ll be able to improve your buyer expertise at this stage by means of movies that place your product in a means you need it to be positioned. A great purpose 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 supply 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 offer worth, not simply speak about 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 usually use step-by-step directions to point out tips on how to use the product and will embrace some progressive 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 along 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 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. Normally, firm workers 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 shoppers’ relationship along with your firm.

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


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

That is the stage the place the patron is already dedicated to purchase and desires a delicate nudge in the correct route. That is the time when that you must emphasize on trust-building so the patron trusts your model and buys your product. The best movies at this stage are peer testimonials and evaluations.

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

Your goal search queries for a lot of these 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 necessary brand-driven search queries.
  • Competitor-driven search queries: These are search queries exploring your opponents’ options and evaluating two opponents.

These movies must also be reused in two necessary methods:

  • Embed them in your key touchdown pages: Video content material is a well known option to increase conversions however on this case it’s a great way to assist your clients really feel at house as they’ll see the identical video on the web page after clicking the hyperlink on YouTube. It’s also a good suggestion to curate these movies in your devoted buyer evaluations web page.
  • Use these movies on 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 have interaction clients at every main stage of their shopping for journey is without doubt one of the finest examples of how web optimization and gross sales may help one another. Embrace movies in each web optimization and CRO methods and you’ll doubtless see significantly better outcomes on each fronts.

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

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