Most B2B marketing videos do not support the buyer's journey because the videos are product-centric. They accompany product introductions, reside on product pages, and are featured in product promotions. Most B2B videos are designed for the awareness phase of the buyer's journey—(e.g., "Introducing Cloud Security 3.0").
These overview "explainer" videos are useful. Customers, prospects, marketers, and salespeople all like short videos that explain what something does when that product or service is new to them. My company has made hundreds of product introduction videos.
Product-centric videos—by themselves—do not support the buyer's journey, however!
1. A product-oriented explainer or demo video by itself will not create that crucial shift in perspective that transforms a viewer into a potential customer
To get to the product information quickly and to get it all in, videos need to set up the problem quickly, assuming the viewer knows about the problem you solve. That's OK for a product overview, but not if you're trying to change how someone sees a problem. And if a prospect doesn't see that he or he has a problem or challenge you say you can solve, you will not move the prospect forward in the buyer's journey.
2. Today's buyers are largely educating themselves about your solution's applicability
When a prospect already knows what your product or solution is for, it needs no introduction. Much of your one-size-fits-all product introduction will be stuff the view already knows. And online video viewers are impatient.
Take the first step (it's free).
You may also like:
- How to Make an Effective Testimonial Video: A Step-by-Step Guide
- How to Optimize Your LinkedIn Profile for Inbound Sales Inquiries: Get Found by Buyers
- What's Your Post-Tradeshow Plan? Six Tips for a Successful Follow-Up Campaign
- Six Things Stalling Your Account-Based Marketing Strategy, and How to Fix Them
- Lead Management for ABM Is Not What You Think It Is: Six Key Differences