The Power of Using Video to Show the Buyer’s Journey
When it comes to sales and marketing, we always hear talk about the buyer’s journey.
But I get it. The process of someone going from “Hmmm, I wonder about buying a….” to “Yes, this is exactly what I’m getting!” is a journey that every business must understand.
That being said, it’s not just about understanding the buyer’s journey. Nor is it just about creating content that reflects this journey. Sometimes, it’s a matter of showing the customer what the journey is even supposed to look like.
Well, look at it like this: Most buyers, B2B or B2C, when buying a product or service the first time, DON’T KNOW WHAT THEY ARE DOING.
Really, it’s true.
For example, as you likely know, I own a swimming pool company.
Over the years, we’ve sold over 1200 inground swimming pools to homeowners, the majority of which had never owned a pool.
These folks had never been taught how to buy a pool. In fact, they started their journey, for the most part, quite ignorant of the process.
But eventually, they became informed.
This aligns itself with the core philosophy of They Ask, You Answer.
If the prospect/customer is thinking it, it’s our job to meet them where they are.
Help them understand how to buy.
Help them know what questions to ask.
Help them see what steps to take.
An example of this is a video we recently created at River Pools. In this video, you’ll see how it’s completely aligned and representative of what a shopper actually goes through. Specifically, in this case, it shows how they can choose a pool size, shape, and model by visiting our pool park in Virginia.
Not only does it show the practical side of things, but it also demonstrates the emotional side of the buyer’s journey—the fun and joy in selecting a swimming pool.
Yes, this is a simple principle, but the fact is, most businesses never get it.
They never truly put themselves in the shoes of their customers.
And because of this, they limit their ability to win their trust.
So show them.
Walk them through it.
By so doing, you’ll take the phrase “buyer’s journey” to a very different meaning.
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