Video Marketing for Different Stages of the Buyer's Journey

May 2, 2023

A marketing plan should account for the different stages of a buyer's journey, as buyers go through a series of stages before making a purchase. Typically, the buyer's journey consists of three stages: the awareness stage, the consideration stage, and the decision stage.

During the awareness stage, the buyer becomes aware of a problem or need and begins to search for information to better understand it. In this stage, the marketing plan should focus on creating awareness of the brand, product, or service by using tactics such as search engine optimization, content marketing, and social media marketing to attract potential customers.

During the consideration stage, the buyer has identified their problem or need and is considering different options to solve it. In this stage, the marketing plan should focus on providing detailed information about the product or service and how it can solve the buyer's problem. This can be done through tactics such as email marketing, webinars, and product demonstrations.

During the decision stage, the buyer has narrowed down their options and is ready to make a purchase. In this stage, the marketing plan should focus on providing the buyer with the necessary information to make an informed decision and incentivize them to make a purchase. This can be done through tactics such as targeted advertising, retargeting, and personalized offers.

By accounting for the different stages of a buyer's journey, a marketing plan can effectively guide potential customers through the decision-making process and increase the likelihood of conversion.

How Videos Can Add Value

The buyer's journey is a critical aspect of any successful marketing plan. Understanding the different stages of the buyer's journey and how to effectively guide potential customers through each stage can significantly increase the likelihood of conversion. While many different tactics and strategies can support the buyer's journey, videos have emerged as a particularly effective tool. In this discussion, we will explore how videos can add value to the buyer's journey and the various ways they can support each stage of the process. Whether you're just starting to develop a marketing plan or looking for ways to optimize an existing strategy, understanding the role that videos can play in the buyer's journey is essential for success.


Videos can effectively create awareness of a product or service by showcasing its features, benefits, and unique selling points. For example, a product demo video can show how the product works and highlight its key features and benefits, helping potential customers understand how it can solve their problem.


Videos can provide detailed information about a product or service that can help potential customers make an informed decision. For example, a how-to video can provide step-by-step instructions on how to use a product or service, while a comparison video can help customers compare different options and choose the one that best meets their needs.


Videos can incentivize potential customers to make a purchase by highlighting special offers, discounts, and promotions. For example, a promotional video can offer a limited-time discount or provide a free trial of a product or service, encouraging customers to take action and make a purchase.

Best Practices

Videos have emerged as a powerful tool for supporting the buyer's journey, offering a highly engaging and memorable way to deliver information and connect with potential customers. By using videos strategically throughout each stage of the buyer's journey, businesses can increase the likelihood of conversion and build stronger relationships with their audience.

We will explore why videos are so effective in supporting the buyer's journey and provide some best practices for using videos to engage and convert potential customers.

Tailor videos to each stage of the buyer's journey: As we previously discussed, the buyer's journey comprises three stages: awareness, consideration, and decision. To effectively engage potential customers, each stage requires a different type of content. Make sure to create videos specifically designed to support each stage of the buyer's journey.

Keep videos short and to the point: Attention spans are decreasing, and potential customers are less likely to watch lengthy videos. Keep your videos concise and focused on delivering the most critical information. Ideally, your videos should not exceed two to three minutes.

Use high-quality visuals and audio: Poor audio or visual quality can rapidly turn off potential customers. Ensure your videos are shot in high-definition and feature crisp, clear audio. Consider working with a professional videographer, if possible, to achieve the best results.

Use storytelling to connect with viewers: Stories are a powerful tool to engage and connect with viewers on an emotional level. Use storytelling techniques to create compelling videos that resonate with potential customers and make your brand or product more memorable.

Include calls-to-action: Your videos should contain clear calls-to-action that encourage viewers to take the next step in the buyer's journey. Whether it's visiting your website, signing up for a free trial, or making a purchase, make sure to include a compelling and precise call-to-action in every video.

If you're interested in deploying videos to help your marketing team boost customer journey-aligned marketing experience, please write to us at