How to Map Video Content to Your Buyers' Journey

@ T w i t t e r H a n d l e


Speakers:

• Joe Gelata

– Director, Demand Generation, Vidyard

• Linda West

– Manager, Demand Generation, Act-On


Agenda

• Today’s Buying Process

• How to Uncover your Own Buyers’ Process

• Putting it into Practice with Video

• A Real-World Case Study from Act-On


TODAY’S BUYING PROCESS


The Buying ProcessInterest

•The discovery of a need

Learn

•The search for a solution

Evaluate

•The assessment of alternatives

Purchase

Post-Purchase

Evaluation


What’s Different Today?

• Buyers complete 65-90% of the buying process on their own.

• Before they speak to sales.

• Hello, targeted content opportunity!


Tailoring Content to the Buying Process

• If buyers aren’t talking to sales, what are they doing?

• Researching online

• Your content needs to not only capture their attention, but address their

questions at every stage of their purchase.


Why Tailor VIDEO content to the Buying

Process?

• 3 Reasons


#1: People Watch Videos

• By 2018, over 84% of all

internet traffic will be video

-Cisco


#2: They’re Consumable & Retainable

• Viewers retain 95% of a

message when they

watch it in a video

compared to only 10%

when reading it in text.

- Insivia


#3: Detailed Analytics Promote Movement

Through Funnel

• You can track prospect’s viewing behavior

• qualify leads, and

• feed them to the next buying stage


HOW TO UNCOVER YOUR OWN

BUYERS’ PROCESS


Step 1: Segment Personas

• Personas are defined ‘characters’ that represent your different customers

• Each persona may follow a different buying journey

– What piques their interest

– How they learn

– What criteria they use to evaluate


Step 2: Conduct Research

• Avoid mapping a hypothetical process that isn’t backed in research.

• Try:

– Customer calls

– Focus groups

– Chatting to sales

– Content Analytics


Step 3: Map Out Each Persona’s Process

• Interest: what pain point is going to trigger their interest in finding a

solution?

• Learn: How do they go about learning about solutions? What platforms?

What methods of search? What are they searching?

• Evaluate: What’s their decision criteria?

• Purchase: What are common objections? How do they buy?

• Post-Purchase: How will they define success with your product?


Don’t forget post-purchase!

• It’s not just about getting them in the door & moving on to the next prospect


PUTTING IT INTO PRACTICE


What Content Should We Create?

• Video Content Audit: Where are the gaps in our buyers’ process?

Content Type Persona Buying Stage Importance

Title/Description Webinar, Campaign

Promo Video, How-to

Video, etc.

Who does this

content apply to?

1-2 of the five

discussed

What’s the impact on

lead score?

“Video in Buying

Journey”

Webinar Marketing Managers 1-Interest, 2-Learn About 300,000,000


Planning the Content of Your Video

1. Which persona?

2. Which stage?

3. What buyer questions do we need to answer?

4. What’s the best approach, tone, and method of promotion based on above?


Different Videos for Different Stages

Interest Learn Evaluate Purchase Post-Purchase

Detailed Product Demos

Client Testimonials

Video Case Studies

Personalized Videos from Sales

FAQ Videos

Customer Check-Ins

Instructional Videos

How-to Videos

Thought Leader

Interviews

Behind-the-scenes/Culture

Videos


A Real World Case Study


1. Map the journey

2. Identify content gaps

3. Produce!


Map the Journey: Personas

Create Buyer

Personas

Usually includes Psychographic,

firmographic and demographic

information about your target segment


Psychographics = Content Marketing GoldPain Points | Needs and Interests | Goals & Priorities


Map the Journey: Personas

The Buyer’s

Journey


Content

Mapping!



Map the Journey: 5 Stages

STEP 1

Create Buyer

Personas


Produce it!

And now, the fun part …

• Pick your initial medium

• Reuse it! (use the rule of 4)


Example: Act-On Minute

• Persona: Agency Partners & Execs

• Buying Stage: 1 – Interest/Awareness

• Pain Points:

– Always worried about winning new business

– Constant pitching, wheeling, and dealing


Example: Act-On Minute


Example: Meet Act-On

• Persona: Marketing Pros

• Buying Stage: 2-3 – seeking solutions & validating interest

• Pain points:

– So many logins, not enough good data

– So much work, not enough budget or time


Example: Meet Act-On


Key Takeaways

• Video content MUST help buyers travel through the buying process on their own

• Different video types are more effective at different stages of the process

• Taking the time to map out your personas and their buying stages will make your

video marketing profoundly more effective

• Ground this mapping in market research for best results

• Don’t forget the post-purchase stage!


Questions?