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How to Use Video Production to Supercharge Your Buyers Journey

17th March 2021

Why does video production matter?

As we approach 2024, video content is booming across social media. Platforms like Instagram, Facebook, and LinkedIn are prioritising video-first strategies because audiences crave short-form, engaging video content. Partnering with a professional video production company or full-service video production agency can help brands create impactful videos that capture attention and keep audiences engaged.

With more people spending time watching videos, producing high-quality video content has become one of the most effective ways to connect with your target audience, increase brand visibility, and drive engagement. Simply put, making more video content is the key to standing out on social media and beyond.

How to Use Corporate Video Across the Buyer’s Journey

Before diving into creating corporate video content for sales, take a step back to consider the distinct stages of your buyer's journey, tailored to your business goals. Working with a full-service video production company can help you strategise effectively for each stage.

We recommend segmenting the modern buyer’s journey into four key stages: awareness, consideration, decision, and customer loyalty. At each stage, specific video content can help move prospects down the sales funnel, eventually converting them into loyal customers.

In 2024, corporate video will go beyond aesthetics; it will be essential to understand your audience’s needs and preferences at each stage. By integrating video throughout the buyer’s journey, you can position your brand for success, increase engagement, and enhance customer experience. Partnering with a skilled video production agency ensures that your video content aligns with these objectives, keeping your brand relevant in an evolving digital landscape.

illustration of the video marketing sales funnel

Make video content for a buyer persona

Video only works if it engages the person intended to watch it.  To engage a person you first need to understand who they are and what they need or want from you.  Once you understand this you  can develop video production content that is relevant to their needs and motivations at each stage of the buyers journey.

The best way to do this is to  develop your audience personas.  These are essentially avatars that see your various buyer segments as real human beings with real life problems, purpose, motivations and aspirations.

With this deep understanding of your target audience, you can create better corporate video content that will be much more meaningful to your prospect and will connect their problem to your business solution. 

(direct upload) An illustration depicts a person walking with books and a large magnifying glass, surrounded by abstract shapes against a decorative backdrop, evoking the concept of research and exploration—akin to how a video production agency crafts ideas into visual stories.

What type of video content to use during the awareness stage?

The reason a prospect enters your sales funnel is often because they have a problem or need and are researching solutions to address it. At this early stage, they may not be aware of your brand or the ways your company can help—otherwise, they would likely reach out directly.

This awareness stage is crucial for establishing visibility. To capture attention, a video production company can create targeted corporate video content that positions your brand as the go-to solution. Effective video content in this phase should introduce who you are, what you offer, and how your products or services can resolve your audience’s specific pain points. Partnering with a full-service video production agency ensures your content is strategically crafted to boost brand recognition and position your company as a trusted solution from the start.

Illustration of four people engaging with a giant smartphone screen. One person holds a megaphone, embodying the vibrant energy of a video marketing agency. Two others observe, while another uses their phone. Floating light bulb icons symbolize innovation in the video production company realm.
Play

Brand Awareness Video - Egencia Corporate Travel API.

This animation explainer video is targeted at an audience of corporate travel managers.  The purpose of the video is to raise awareness of the egencia corporate travel API platform and the value it can bring to the business by streamlining all operations into one single sign on platform integrated into your HR software. 

It will be used as part of a paid media campaign across google and linkedin targeting this specific target audience persona and role.

Some types of video content that work well during the awareness stage:

  • Explainer Videos: These short, animated or live-action videos provide a simple and engaging way to introduce your brand and explain what you do. They should be concise and address common questions or pain points within your industry.
  • Educational Content: Create videos that offer valuable information, insights, or tips related to your industry or the problems your target audience faces. Educational content positions your brand as an authority and can attract viewers seeking information.
  • Product Teasers: Generate anticipation by showcasing sneak peeks or teasers of upcoming products or services. This can create buzz and intrigue around your brand.
  • Behind-the-scenes: Take viewers behind the scenes to show your company culture, production processes, or day-to-day operations. Humanising your brand can make it more relatable and trustworthy.
  • Customer Testimonials: Highlight satisfied customers sharing their positive experiences with your products or services. This builds social proof and trust among potential customers.
  • Storytelling Videos: Craft compelling narratives that connect with your target audience emotionally. Share stories that resonate with their values or challenges, making them more likely to remember and engage with your brand.
  • User-Generated Content: Encourage your existing customers to create and share their experiences with your brand. Showcase user-generated content, such as reviews or unboxing videos, to demonstrate real-life benefits.
  • Interactive Videos: Engage your audience with interactive elements in your videos, such as quizzes, polls, or clickable links. This participation can increase viewer engagement and make the content more memorable.
  • Social Media Shorts: Create short, attention-grabbing videos specifically for platforms like TikTok, Instagram Reels, or Snapchat. These platforms thrive on quick, captivating content.
  • How-to Tutorials: Provide helpful how-to or instructional videos related to your industry. This type of content not only showcases your expertise but also addresses problems your audience might face.

Key questions to ask your self when making videos for awareness.

  • What are the potential problems, challenges or needs that a prospect may be needing help with?
  • How can you help solve these challenges with your products or services?
  • What is their main goal?
  • What do they value?

What type of video content to use during the consideration stage?

The prospect at the consideration stage now knows who you are and how you can help them.  At this point they will be comparing solutions and determining which business is the best fit to serve their needs so they will require video production content that educates them in greater detail on the products and services that you offer.

two people holding jigsaw puzzles
Play

Product Demo Video - Egencia Connect Platform

The purpose of this screen recording video is to show the prospect the features and benefits of the Egencia platform and how to navigate it.  

At this point in the sales funnel the prospect is considering various other corporate travel platforms so its important to show them what the UX looks like and how to use it.

Examples of Video Types for the Consideration Stage

  • Product Demonstrations: Create videos that showcase the features and benefits of your products or services. Highlight how they solve common problems or meet specific needs.
  • How-to Guides and Tutorials: Offer step-by-step guides or tutorials that show your audience how to use your products effectively. Address common use cases and potential challenges.
  • Comparison Videos: Compare your products or services with competitors. Highlight what sets your offerings apart and why potential customers should choose you.
  • Customer Case Studies: Share in-depth success stories of satisfied customers who have achieved their goals using your products or services. This provides real-world examples of your offerings in action.
  • FAQ Videos: Answer common questions that potential customers might have about your products or services. This helps address concerns and remove barriers to purchase.
  • Webinars and Expert Interviews: Host webinars or interviews with industry experts, discussing topics related to your offerings. This demonstrates your brand's expertise and can provide valuable insights to viewers.
  • Interactive Product Tours: Create interactive videos or 360-degree tours that allow viewers to explore your products or services from different angles. This can enhance their understanding and engagement.
  • Customer Reviews and Testimonials: Continue to feature video testimonials, but at this stage, focus on more detailed and specific reviews that discuss the product's impact on the customer's life or business.
  • Explainer Videos (in-depth): While you may have used shorter explainer videos at the awareness stage, now you can provide more in-depth explanations of how your offerings work and their unique value.
  • Live Q&A Sessions: Host live Q&A sessions where potential customers can ask questions about your products or services in real-time. This can build trust and address specific concerns.
  • Interactive Decision-Making Tools: Develop interactive videos or tools that guide viewers through a decision-making process, helping them choose the right product or service based on their specific needs.

Key Questions to Ask When Creating Corporate Videos for Consideration

When developing videos for the consideration stage, it’s essential to understand what matters most to your prospects. Here are critical questions to guide your video strategy:

  1. What product or service features will resonate most with my prospect? Highlight the unique aspects that a potential client values, making your content memorable and impactful.

  2. What information should I provide to help prospects compare us to other providers? A professional video production company can help frame these details in a way that positions your brand advantageously.

  3. What common objections do prospects have that need addressing? Identify typical concerns and address them head-on to build trust and move prospects closer to conversion.

Partnering with a full-service video production agency ensures that these elements are woven into a strategic, consideration-focused video that resonates with your audience and sets your brand apart from the competition.

What Type of Video Content Works Best During the Decision Stage?

At the decision stage of the buyer’s journey, prospects have likely narrowed down their options to two products or services that meet their needs. Now, they need that final push to make a choice.

This is the ideal moment to use corporate video content that builds trust and credibility. A video production company can help create impactful videos like client testimonials, case studies, or product demonstrations to show how you’ve delivered value to similar clients. These types of videos reassure prospects, highlight proven results, and help them see the benefits of choosing your brand over competitors.

Partnering with a full-service video production agency ensures that your content showcases your expertise and sets you apart, helping prospects feel confident in crossing the finish line with your company.

Illustration of two people shaking hands, one holding a clipboard and the other carrying a briefcase. Speech bubbles, gear symbols, and hints of a video production company float above them, suggesting communication and teamwork.
Play

Customer Testimonial Video - Egencia

In this customer testimonial video we meet Megan a corporate travel manager working for Expedia talking about the challenges she faced in her role and how partnering with Expedia helped her to resolve this.

The purpose of this video is to enable the viewer to see themselves and their problems through the voice of Megan. By being able to relate to a real person in a similar role who has seen value from the aprtnership helps the company build trust in the eye of the customer and potentially secure a sale.

Video Types to Use During the Decision-Making Stage

  • Product Walkthroughs: Create detailed video walkthroughs that show potential customers how to use your product step by step. Address specific features and functionalities that might seal the deal.
  • Testimonials and Reviews: Share video testimonials from happy customers who have recently purchased your product or service. Hearing about the positive experiences of others can be a powerful motivator.
  • Live Demos: Host live demonstrations of your product, allowing viewers to ask questions in real-time. This can build trust and provide immediate answers to any concerns.
  • Free Trials or Samples: Offer video content that explains how to sign up for a free trial or request a sample. Make it easy for potential customers to experience your product firsthand.
  • Limited-Time Offers and Discounts: Create videos announcing special offers, discounts, or promotions available only to those ready to make a decision. Highlight the value of acting now.
  • Comparison Videos (Final Decision): Provide a final comparison video that reinforces why your product or service is the best choice. Address any last-minute doubts and clarify key benefits.
  • Customer Onboarding Videos: If applicable, produce onboarding videos that guide customers through the setup and initial use of your product. Ensure a smooth transition from consideration to adoption.
  • Guarantees and Refund Policies: Share video content that explains your satisfaction guarantees and refund policies. This can offer reassurance to potential customers.
  • Video Chats and Consultations: Offer video chats or consultations with sales representatives or customer support to address specific questions and concerns.
  • Interactive Decision Makers: Develop interactive videos or tools that help potential customers make the final choice, based on their unique requirements and preferences.
  • Case Studies (Outcome Focused): Highlight case studies that detail the specific outcomes and results that previous customers have achieved with your product or service. Emphasize success stories.
  • Exclusive Access Content: Offer access to exclusive video content, webinars, or resources to those who make a purchase. This can incentivize the decision-making process.

Key questions to ask yourself when making video for decision. 

  • What do your existing clients or customers value most about what your product or service has done for them?
  • What key questions do your sales team get asked?
  • What does a client need from you to help them make a decision?
  • How can you show the value you offer?

Where will people be able to watch your sales video content?

At the beginning when you are developing your video marketing strategy, funnel, audience personas, you should also plan where you are going to share each video that you make to ensure that people coming into contact with your brand at the various stages of the sales funnel have a video that is relevant to their needs at that point in time.

The choice of platforms can significantly influence the reach and effectiveness of your video marketing efforts. Consider the platforms where your target audience spends their time, aligning your video content accordingly.

Tailoring your distribution strategy to suit each stage of the sales funnel ensures that your video content is always relevant and maximises its potential to drive conversions and boost your sales.

male on chair using laptop

Awareness.

With awareness video production content you want to reach a large audience of potential prospects who are seacrching for solutions that you can support with.

Because your audience may not know of you or what you offer its all about sharing your video content proactively across social media and paid ads targeting people similar to that of your intended audience persona.  

When deciding which social media platform to share your video on its important to know where your target audience hangs out online and their key interests.  So platforms like Linkedin work really well for B2B sales videos and software whereas Instagram works really well for highly visual product videos and stories.

Consideration

At this stage in the sales funnel you have already captured your target audience attention and if they are interested enough to find out more they may have provided their email from which you can send out lead nurting video content on email newsletters and direct them to dedicated landing pages

two people chatting on zoom

Decision

At this stage in the buyers journey the prospect will likely have had human contact with a member of your sales team and using trust building video content such as customer testimonials is a great way to build out your sales toolkit to show the value of what you do.

 You could also dedicate a page on your website to customer success story videos and FAQs.

How to measure the success of your video camapign?

Video content is vrey much a design, test and correct medium.  To measure the engagement of a video you are looking at metrics like:

  • Video views
  • How long a viewer watches the video
  • How many people comment on the video
  • How many people share the video?
  • How many people follow through on the call to action?
  • How many email sign ups do you get from the video?

If you notice that viewers drop off at a certain timeframe then you want to adjust your video content strategy for the future by making you videos shorter and making sure you get to the point and call to action sooner.  

We always recommend trying to be clear in the first 8 seconds of video on what your video is about and ultimately what you viewer will get out of watching this video.

 

Conclusion

A great video marketing strategy starts with first understanding where you are and ultimately where you want to be.  Be clear with your video production company on what you want to achieve with video and why you are doing this.  They can help you create a suite of video assets that will align with every stage of your sales funnel and carry out the desired objectives that you need it to do to compete for that all important viewer attention.

Ultimately adding video content to your marketing strategy is going to provide a richer buyer experience and foster great customer advocates for the future.

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