How To Use Video in Each Stage of Your Buyer’s Journey

Angela and Scott, were live on their Video Power Up Facebook Page, where they shared their perspective.


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Scott: Okay, we’re live. That sort of seems to happen every time we go live, lately. It starts to go and then stops, says INTERRUPTED, and then it gets going again. But I think we’re finally getting it figured out.

Angela: Yeah. I think so.

Scott: Welcome. Tuesday, 10am, and here we are live. Yeah, today we’re going to talk about how to use video at each stage of your buyers journey. Everyone has buyers go through a different journey, but there’s some things fundamentally that are the same about the journey, especially when it comes to online marketing. We’re going to tell you which videos we think you should be using at which stage.

Angela: But before we do, tell them where we are today.

Scott: We’re finally in our office.

Angela: Oh my gosh. It’s been a long, hard journey, but we are here.

Scott: We are here. It’s not done, but Ange has a desk. We’re at Ange’s desk today.

Angela: The wall’s painted.

Scott: The wall is painted.

Angela: Yes, it’s not just drywall anymore. This was the infamous wall that caused us three weeks of pain and suffering.

Scott: Yes. Yeah, this is the wall that they had to put up. But the editing suite’s in here, and my desk is coming in next week, but it’s close. It’s very close. At least we’re in here and we’re working, now instead of like being these sort of weird … I don’t want to use an inappropriate word …

Angela: Transients?

Scott: Transients, okay. I was going to say gypsy, but I’ve been told that gypsy is you shouldn’t use the word gypsy.

Angela: Oh.

Scott: So, not gypsies.

Angela: So we’ve been, although we have a home that we live in, I think office-wise, it’s been like living out of a car for a couple of weeks.

Scott: Mm-hmm (affirmative).

Angela: Hey, Alissa. How are you doing? Welcome, welcome. So excited that you’re joining us today because I know you use live video a lot. So excited to share some stuff with you and see if it resonates, and we’ll work with your plan, as well. Yeah.

I was thrown off a little, because I was distracted by my computer. I had to turn the notifications off. Oh Alissa, you’re getting a new office, too so you’re going to be out of the home. I would love to hear more about that. That’s exciting.

Scott: Nice.

Angela: Or are you getting an office in your home where you can close a door?

Scott: Yeah, Angela and I have struggled … well, not struggled, but we’ve been sort of in and out of the house over the last ten years. We have an office, and then we get a big office and then be like, “We don’t really need this office.” So we then build a home office, and then those distractions of laundry, family, in our case kid, but kids and pets and stuff like that. So at the end of the day, having an office outside the house does really help.

Angela: Yeah, for sure. For sure. So let’s start.

Scott: Okay, so what we’re talking about today is your buyer’s journey and which videos you should be serving them when. This is part of the webinar and seminar that we teach, but just this morning, Ange and I were saying, “You know, that’s something we should go over, because it’s really important.” Sometimes people don’t know where to start with video, or which videos should they be starting with. And sometimes people start with a video that they probably shouldn’t when there’s other videos they should be doing prior to that.

Angela: And also, there’s videos that we don’t even talk about a lot. Like, we talk about the two minute marketing video, and we’re going to be talking about that again today. We talk about live video. But there’s other videos that we really don’t talk about because where it is in the sales journey, we don’t talk about things like your about me video or your why video, your testimonial videos, your sales videos and kind of how to do those. Actually, I don’t think we’ve ever talked about the sales video.

Scott: No. But it’s very important. Absolutely it’s important. So can I go into four stages?

Angela: Yeah.

Scott: So, these are the four stages as I see them. Angie sees it a little bit differently, but I’m basing my stages based on The New Rules of Marketing and PR. I think it’s Scott Meerman is the author, so I kind of borrowed it from him and then sort of made a video.

So I see there’s four stages that your target audience goes through. So stage …

Ah, yeah. Yes, Alissa, definitely, you have to do a why video and an about me video. I’m going to tell you exactly where you should be doing that, but you should be doing two minute marketing videos first. And we’re going to talk to you all about that.

Does she do two minute marketing videos?

Angela: I’m not sure. Alissa, I only see your live videos. Do you do pre-recorded videos? We’d love to know. Yeah.

Scott: Yeah, let’s do a lesson on two minute videos. So, there’s four stages. The first stage is where your target audience is, you know, where is your buyer? Well, they don’t know you. They don’t know anything about you. They don’t know how you can help them.

Angela: They don’t even know you exist, yet.

Scott: Yeah, they don’t even know that you exist. So that’s their first stage that they’re in. The videos that you want to be serving those people are your less than three minute videos, or your less than two minute videos.

Angela: Or if you’re doing Instagram, less than one minute videos.

Scott: Yeah, or your Twitter videos, or whatever. But the short videos. So these people who don’t know you, and you can target them with these short videos, and you solve a pinpoint very quickly. Everyone hears this. We talk all the time about these short two minute videos we have to admit, but these are a really, really important part. So that’s stage one. You want to get new people in to your world by these short marketing videos.

Angela: I just want to do a quick shout out to Yasmin and Paula.

Scott: Oh, yeah. Hey Yasmin. Hey Paula.

Angela: So these two minute videos, they’re not selling anything. You’re not talking about your product or service, here. I want to be really clear about that. You’re not talking about how great your product is or how great your service is. What you’re really talking about, or you’re sharing, is information or knowledge that you know based on your area of expertise, and how you can help someone else in their life. That’s what these two minute videos are. They’re not sales videos. They’re marketing videos to attract new people who have no idea who you are. They’ve never heard of you, they’ve never met you, they haven’t been referred to you. They’re catching a glimpse of you. It’s one of the seven touches that you need to kind of get people thorough your sales funnel or your process. I just want to be clear about that.

Scott: Yeah. That’s stage one, and we talk about those videos all the time. We actually stress the importance of those videos, because they’re the ones that are going to have the biggest impact on your business. So that’s stage one, because that’s getting new leads, new people. If you want someone in those sales files, because it gets new people in the top, and that eventually translates into revenue for you.

Then stage two is, say people are in that stage, they’re watching your two minute videos online. Stage two is that they’re now fans, and they follow you. Maybe they subscribe to your videos or they’ve liked your page or they follow you on Twitter. So now they’re sort of a fan, and they like those two minute videos. You keep solving these little problems for them in these two minute videos, so now they’re more invested in you. This is where you can serve them the live videos. These are the 10 to 20 minute videos like the one we’re doing today. So some of you out there are in our stage two, which means you’ve seen some of our short videos, you know we have some information you may find valuable, so you’re willing to invest 10 to 20 minutes, and you’ll check out one of these live video.

So that’s stage two. Live videos is different types of videos, but live videos, for me is really building on that relationship and that trust-no trust factor. Now you’ve sort of got them in and you can influence them. By doing live videos, it give people a real chance to get to know who you are and the expert that you are in your field.

Angela: Mm-hmm (affirmative). And so for me, we look at a stage two as, we talk about the no, like, and trust factor. Here, now they’re getting to know you and like you. They’re getting to know your personality, they’re getting a bit more in-depth into who you are, and deciding whether they’re going to invest more time with you or not.

Scott: Yeah. Stage three, then, is they’re on your list with offers. The reason I put it that way, with offers, is you’ve got a list. Everyone talks about how important and powerful the email list, and I totally agree with that. You have control over that list. If you just have Facebook followers, they could take those away at any time. You can lose those people. You don’t really own those contacts. But if you have an email list, you’re building an email list, you have control over that. So stage three is they’re on your list.

I mean mainly an email list, but it also does mean if people sort of engage with you on Facebook and you can target them with an ad, like you would through a Facebook ad or Boost It post. It sort of adjusts to people who liked your page. That’s still kind of on your list because these people definitely want your information. They see value in what you do, so you can now start to sell to them. This is stage three. So they’re on your list, whether it’s through email, whether they subscribe to your page, or they’re a Twitter follower, you can now do a soft sell to them. So what video goes here?

Angela: Testimonial videos?

Scott: Yeah.

Angela: Would go here. That would probably be a first step.

Scott: See, I would say sales video.

Angela: You would see a sales video?

Scott: Absolutely.

Angela: Interesting.

Scott: You’d say a testimonial video? Because people may not know what your offer even is.

Angela: I think, if they’ve engaged with you with enough time, I think they pretty much know.

Scott: They know who you are and what you do, they like and trust you, but what is the specific offer?

Angela: Yeah.

Scott: So what I mean by that is, many of you out there may have different products or services. If you were a business coach, maybe you have a coaching program.

She’s probably laughing because we’re arguing on camera, again. Husband-wife team.

Angela: We like to do that. It’s who we are. Hi, Holly.

Scott: When it comes to an offering, and offering something that you have a way you can help people. Whether, say it’s like you’ve got two offers, if you’re a business coach, and you might have one on one coaching, or you might have a book that you want to sell someone. So those are two different offers, so you’re going to want to have two different sales videos or a landing page. So people are on your list, you would serve them a link that would take them to a landing page, and then on that landing page, if it’s say for business coaching, would be a video. It’s a sales video, or what people call a video sales letter.

It’s a very important video because it explains to people what the offer is, the benefits so that you can give those people how this product will change them, you put some scarcity and urgency in there as a tactic, and let them know how you can really help them, and then you ask for a sale on that sales page. So sales video, or video sales letter. But I do agree with you about a testimonial video. Extremely powerful what I call conversion tactic, so to add on to that landing page further down is a testimonial video. Say you’ve done some business coaching for someone, get a video testimonial. Objection crushing video testimonial from someone about how great your program is and the success that they had with it.

People who watch your videos are like, “I think I want to do this.” If you have some great video testimonials at the end, that’ll close so many more deals for you. So those are really, really powerful videos for stage three.

Angela: Yeah. I want to go back and talk about something for a second, though, because you mentioned a few things that we’ve been hearing a lot. Words like scarcity, urgency, objection crushing. And I think there is a balance of using those things, and you need to be authentic.

Scott: Absolutely.

Angela: When you use scarcity and urgency, don’t use it just to create scarcity and urgency. Do you know what I mean? Don’t create something, and I think we’ve all done it. I know I’ve done it where you learn from a sales guru that you need to create scarcity and urgency so you create it, and it really has nothing substantial behind it and it falls flat. I think when you’re creating scarcity and urgency, you really need to be aware that your audience kind of knows when things get too slick. So when you’re creating that scarcity and urgency, and even those testimonial videos, it’s got to be real. It’s got to be real.

For example, we do two hour free live events. Most of the rooms, 30 is the max. Some of the rooms, we can get a few more, so when we say we have 30 seats, we’re not making that up and then finding a room with 30 seats. We actually go to smaller community areas, and that’s typically what they have, and we want our people to be comfortable. We don’t want our people to be like side to side. So when we’re creating that scarcity, first of all I don’t know how 30 is scarce, but I guess you’re marketing to thousands of people, which we do, it is. But it’s real. We’re not getting a room of 200 and saying 30 hoping that we can do that six times over. Does that make sense?

Scott: Yeah, I totally agree with you. And I say this about video making and even in film making as I learned in film making, is you need to know the rules first, and then you can break them or change the rules. So I think it’s really important to understand scarcity and urgency and how it works in the sales process. But I totally agree with Ange. We so much of these slick marketers online, and these are the big guys. Really slick marketing, high pressure sales. You say no, they present another offer. You say no, they present another offer. A lot of high pressure. Results are unbelievable, we’re talking about six figure launches …

Angela: We’re not saying it’s not true.

Scott: No, but it is a different thing.

Angela: Yeah, totally.

Scott: That what’s not true? Sorry.

Angela: That like, they I summed up my thought when I was listening to you talk into one sentence, which I do a lot. When you see these tactics, and I saw it actually last week, where I had purchased something and then they came back and asked me to purchase more and more and more, and I couldn’t actually check out to the first thing I purchased before I was offered four more levels of service. I’m not saying that doesn’t work. If you’re implementing that and it works, great. I’m just saying I think for what we would like to teach, we would like a more authentic approach. We talk about whiskers and cheese, and if you haven’t heard about that concept, just Google it in the sales process. Versus trying to catch people. Does that make sense?

Scott: I think so.

Angela: Sorry to interrupt.

Scott: No, no. I think so. Actually I just don’t know where I was there. So we were just talking about stage three and that slick process, the sales process. I think, you know, be careful of it. I have this theory with our business right now, and it’s very common. Everyone I think knows about it. It’s that you only need 1,000 clients. You only need 1,000 people if you figure out the numbers on that. You don’t, if you figure out six figure launches, $1 million launches, the amount of marketing dollars that they spend on that and the referral fees that they pay is ridiculous. So if you have a $9.97 product, quite often they’re splitting that in half with someone else who has another, I don’t know how many followers, 60,000 followers. I mean, it’s just a whole other lead. That type of thing.

The people that we like, we want to work with, and we’re passionate about, we think we know what those people need, and they need authentic marketing. I think they need to understand, again, that’s what I think it was. They need to understand the importance of scarcity and urgency and helping people close the deal. But it gets back to, you can help people. You want to help people. If there’s something that you can do to help get those people to buy from you so that you can in turn help them, why wouldn’t you do that?

So I think using certain tactics, but just not being slimy and greasy and too slick about it, because that’s for those other guys, the six figure launch people. It’s not who we really want to work with. We want to work with small business owners, probably like everyone who’s watching the video today.

Anyway, so that’s stage three. So be careful in stage three. But the videos are the sales video, landing pages, and adding testimonial videos as well. So that’s stage one, two, and three. Stage four …

Angela: Wait, before we leave, can we talk about testimonial videos for a second?

Scott: Sure.

Angela: I just want to give you a tip. The best way to get a testimonial video is when you’re working with someone, ask them. Ask them before they leave if they would mind if they did a quick testimonial video. Or even you could do one better. You could let them know, “Hey, we’re going to be doing this today. When you’re done if you’ve loved it, would you mind doing like a quick 20 second testimonial video just saying what you liked most about it? Start adding that to your checklist when you’re visiting with your clients or when you’re seeing your clients, because the amount of time even we have, I mean, we talk, so there’s 30 people in the room, and then we’re so engaged, and then we’re rushed to leave when we’re done chatting, and there’s such an opportunity.

And we’ve taken that opportunity a couple of times, but put it on your checklist of things to do when you’re working with that client, when you’re gathering whatever assets you need to do what you’re doing with them. On your checklist, a little remind myself to get a testimonial video, check. Because I think those are really important and powerful, especially when they’re like real, real authentic.

Scott: Yeah. And they’re easy to get now, too. Like if you have a light stand or a tripod, with your smartphone, say you are doing an event or you are somewhere, or if you’re at a client’s place, pop that thing up and ask for a testimonial video. Especially if they’re really happy with your work or they’ve had a great breakthrough with you are your business product or services has benefited them greatly, that’s the time to ask for the testimonial, not later. So that’s great.

Angela: Okay.

Scott: So, we’re sort of 18 minutes after. I want to always try and wrap up in around 20 minutes, because I know how busy I am as a small business owner, which means you guys are probably just as busy as me, and you’ve probably got lots of stuff to do on a Tuesday.

So stage four is, you know, where’s your audience for stage four? They’re paying clients. They’ve made the decision, so now they’re a paying client. What we’ve always taught at our seminar is that you’re done. You’ve got them. They’re a paying client. And those, you already know all the videos that you need to get them there, but the thought occurred to me and Angela this morning as we prepared for this is, what videos can you serve them once they’re a paying client?

Angela and I are working on a project right now, and I need to do on-boarding videos so when a new client comes in, instead of explaining to them the process or how I’m going to work with them or how this specific product works, if you have a video, a two minute video, or a seven minute video, or a 22 minute video, because they’re invested now. They’ve paid money. They are going to watch the video. You can create a really great video. So instead of repeating the same information over and over and over again, you could have one great video that explains it, and then do a call with them saying, “Do you have any questions about the video?” That way this messaging is the same every time.

I’m surprised that the thought never occurred to us before. That’s actually probably a really important video. Because we’ve been doing videos for large corporations in the past all the time. on-boarding videos, safety videos, new hire videos.

Angela: Those repeat messages that you find you’re telling everyone over and over and over again. And although, yes, you can do it in a longer video, the shorter is still … keep it short and sweet.

Scott: I think it depends.

Angela: Keep it concise.

Scott: Yes. We were talking about the length of the video. How long should the video be?

Angela: Yeah.

Scott: However long it takes.

Angela: Yeah.

Scott: Now keeping in mind that the stages we just talked about, if it’s short marketing videos, less than two minutes, less than three minutes. Live videos greater than ten minutes, but definitely with the other videos outside of that as far as sales videos go, and I think on-boarding videos, as long as it takes, I think.

Angela: Right. But you don’t want to make it extra long just to keep it at a certain length. Because sometimes you feel like if it’s short and sweet and concise and to the point, it’s not long enough. I think you just need to deliver the information in a really concise way.

Scott: Yeah, absolutely. So we’re good, then.

Angela: Yeah. The other thing that wowed us is, we recently received, now you’re talking about video, a welcome video. Right? You had signed up for a program, and the next day you received an email that said, “Hey Scott, welcome. I want to hear a bit more about Video Power Up. We’re so excited to have you.” It was like a few seconds long.

Scott: So not an on-boarding video but …

Angela: A welcome video.

Scott: Once they get into on your list?

Angela: No. Yeah.

Scott: How’s that different from on-boarding video?

Angela: It’s not. I’m just saying instead of giving them information, it could be just, “Hey welcome.” If you don’t have information to give them yet or if they’re not ready to receive that information. Just acknowledge them and welcome. I thought that was really cute, but that was me.

Scott: Alright. That’s all we have for today. I’m going to stick on for another 30 seconds here. If anyone’s got any questions at all about anything video marketing related, throw it in the comments right now. Otherwise …

Angela: Well I want to do a quick recap. I’m going to do a quick recap.

Scott: Sure.

Angela: Before people know you, you can serve them a two minute or less video. Scott says three minute, but really I think two minutes or less if you can keep your message short and concise. So you do these marketing videos.

The second thing is you can do once they are on your list, they are becoming fans, then they are going to be consuming your live videos, so you need to get people on top of your funnel in so you can do those live videos, and so they’re there watching.

Then the third one is, they know you, they like you, they trust you. They’re going to start watching some of your sales videos. They’re going to want to hear testimonials from people.

And then finally, they become your clients, and then you can do your on-boarding, your welcome video. So you can really use the whole way through the process to gain more clients.

Scott: Yeah.

Angela: So we want you guys to try it. Let us know how it is. I know some of you are doing live videos and you’re not doing short two minute videos. I’d love for you to try one. Well, you have to do more than one. Let’s be honest. But I’d love you to try it. Try a series. We says 12 in a season. Even start … Start with one. We’d love to hear how those go, and then work through the process and let us know if it works for you. We know it works for us, so we’d love to hear more. That’s it for us. That’s really it for us.

Scott: Are you sure?

Angela: Yeah, I’m sure. I hope this was helpful, guys.

Scott: Alright. Thanks so much for tuning in, and we’ll see you next week.

Angela: See you next week. Take care.