how to map video content to your buyers' journey
TRANSCRIPT
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Speakers:
• Joe Gelata
– Director, Demand Generation, Vidyard
• Linda West
– Manager, Demand Generation, Act-On
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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
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TODAY’S BUYING PROCESS
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The Buying ProcessInterest
•The discovery of a need
Learn
•The search for a solution
Evaluate
•The assessment of alternatives
Purchase
Post-Purchase
Evaluation
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What’s Different Today?
• Buyers complete 65-90% of the buying process on their own.
• Before they speak to sales.
• Hello, targeted content opportunity!
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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.
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Why Tailor VIDEO content to the Buying
Process?
• 3 Reasons
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#1: People Watch Videos
• By 2018, over 84% of all
internet traffic will be video
-Cisco
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#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
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#3: Detailed Analytics Promote Movement
Through Funnel
• You can track prospect’s viewing behavior
• qualify leads, and
• feed them to the next buying stage
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HOW TO UNCOVER YOUR OWN
BUYERS’ PROCESS
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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
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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
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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?
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Don’t forget post-purchase!
• It’s not just about getting them in the door & moving on to the next prospect
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PUTTING IT INTO PRACTICE
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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
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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?
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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
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A Real World Case Study
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1. Map the journey
2. Identify content gaps
3. Produce!
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Map the Journey: Personas
Create Buyer
Personas
Usually includes Psychographic,
firmographic and demographic
information about your target segment
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Psychographics = Content Marketing GoldPain Points | Needs and Interests | Goals & Priorities
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Map the Journey: Personas
The Buyer’s
Journey
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Content
Mapping!
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Map the Journey: 5 Stages
STEP 1
Create Buyer
Personas
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Produce it!
And now, the fun part …
• Pick your initial medium
• Reuse it! (use the rule of 4)
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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
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Example: Act-On Minute
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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
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Example: Meet Act-On
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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!
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Questions?