< back to all articles

How to Create Video Content for Every Stage of the Buyer's Journey

Wojtek Jeżowski

May 13, 2024

Table of Content

Ever feel like you're churning out tons of marketing stuff, but it's not really connecting with potential customers? It's frustrating! Videos can be more effective than other forms of content, however, simply bombarding your audience with random videos in the hope that something will resonate isn't the solution either. The thing is, modern buyers – especially in the B2B world – are savvy. They want more than flashy ads or pushy sales pitches. From captivating initial awareness to nurturing leads and fostering long-term loyalty, videos play a pivotal role in guiding prospects through every twist and turn of their buyer's journey. But is there a one-size-fits-all video strategy for each stage of this buyer's journey stages? Well, no.

That's where strategic video marketing comes in. The real key is understanding where your potential buyers are at in their journey. Are they just realizing they have a problem? Researching solutions like yours? Ready to sign a contract? Each step needs a different approach, and video is the perfect tool to meet them right where they're at. In this article we will discuss in depth how to create compelling videos that guide your target audience seamlessly throughout their journey, from awareness to advocacy.

Why you need video for each stage of your B2B buyer journey?

Let's be honest, in the era of personalization one-size-fits-all is ancient history. It simply won't cut it. As we move towards Transition from Industry 4.0 to Industry 5.0 - an era of hyper-customization, marketing content must adapt. Generic approaches simply won't cut it. This means tailoring our content strategy, not just to individual users, but to their specific stage in the buyer's journey.

Your prospects – executives, IT managers, procurement teams – all face unique challenges and seek specific solutions to streamline their processes. Don't underestimate the power of video here! Studies show that 70% of B2B buyers watch videos throughout their path to purchase, suggesting they turn to this medium for guidance.

By identifying their pain points at each stage of their journey and addressing them directly through video, you'll cultivate a stronger connection with your buyer, positioning your offering as the ideal answer to their needs. After all, 96% of video marketers find that it directly increases user understanding of their product or service.

So, how exactly does video achieve all of this? Let's break it down:

Builds trust way faster: B2B purchases often involve high stakes and careful decision-making. Videos allow you to put a face to your company, showcase your team's expertise, and convey your brand personality. This fosters a sense of familiarity and trust far quicker than text or image alone. In a report, 87% people said that video has been effective to building trust with a business. 91% businesses

The proof is in the pudding: B2B buyers need evidence that your solution actually delivers. Videos are the perfect way to demonstrate success stories, offer in-depth product demos, or break down complex concepts in an engaging, easy-to-understand manner. It's the difference between claiming you solve a problem and proving it. According to a report, 91% businesses were already using video as marketing tool in 2023 (are you among the other 9%?). It influences 49% faster revenue growth rate among users versus non-users

Search engines love it: Video is loved by both people and algorithms! By incorporating relevant keywords, transcripts, and descriptions into your videos, you boost your chances of ranking higher in search engine results pages (SERPs). Plus, videos can increase dwell time on your website, signaling to search engines that you offer valuable content. According to Search Engine Watch, pages with videos are 53 times more likely to rank on the first page of search results.

Understanding the B2B buyer's journey in marketing

Picture your ideal client. They're likely a decision-maker or influencer within a company, grappling with a problem that's hindering productivity, growth, or profitability. Understanding the different stages they'll move through as they search for a solution is essential for effective B2B marketing.

Important fact: Buyers are nearly 70% through their journey before contacting sales. The majority of B2B buyers are now millennials, who like to do their independent research before contacting a representative to talk more. So, you need to be there for them, without being there!

Awareness stage

The spark: Your prospect isn't just recognizing a problem, they're starting to feel its impact. Maybe increasing operational costs are cutting into profits, or outdated customer support is leading to churn. They're becoming actively curious about how to address this.

Buyers's actions:

Seeking broad insights: They're attending webinars, watching educational videos, reading industry reports, and following thought leaders to grasp the scope of problems similar to theirs.

Exploring possible solutions: They might start typing some keywords into search engines, looking for high-level solution categories (not specific products just yet).

Thought leadership content: Your prospects may consume blog posts brand videos, whitepapers, and webinars to gain valuable insights into industry-wide challenges and best practices.

Industry events & conferences: They are visiting various events allowing them to network and learn about emerging market trends and solutions.

Meeting their needs: Offer educational content focused on industry trends and common pain points. Think 'state-of-the-industry' reports, infographics demonstration videos highlighting key challenges, or interviews with thought leaders. Don't push your brand or product heavily at this stage!

Consideration Stage

The deep dive: Your prospect now knows what their problem is and is actively investigating solutions. There's a sense of urgency to find the right fit for their specific needs.

Buyer's actions:

Competitor analysis: They're scrutinizing your competitors' websites, offerings, and pricing models to understand the landscape.

Product reviews & customer testimonials: Customer testimonials, case studies, and reviews on external platforms become crucial to gauge your credibility.

Vendor comparisons: Detailed feature comparisons and in-depth demos give them a clearer picture of which solution best aligns with their needs.

Meeting their needs: This is where product demos, explainer videos, and detailed comparisons with competitors shine. Address their pain points with how to videos directly and showcase real-world results.

Decision stage

The final hurdle: They've narrowed down their choices, and you're a serious contender. This is where they're weighing the pros and cons, addressing any lingering doubts, and ensuring your solution truly delivers on its promise.

Buyer's actions:

Seeking ROI projections: They'll want concrete evidence of the return on investment your solution offers. Case studies with quantifiable results become crucial.

Clarifying the details: They're likely reaching out for demos, pricing quotes, or consulting sales representatives to address any last-minute concerns.

Negotiating terms: Pricing, contract details, and implementation support will all be under discussion.

Consulting Stakeholders: In B2B settings, multiple decision-makers may be involved, leading to a slightly longer evaluation process.

Meeting Their Needs: Offer personalized services, demos, free trials, or customized proposals. Transparent pricing, clear implementation plans, and case studies specific to their industry will help seal the deal.

Retention stage

The Long-term commitment: Your buyer is now a customer. Success isn't just about the sale, it's about nurturing an ongoing partnership, maximizing the value they get from your solution, and ensuring their satisfaction.

Buyer's Actions:

Adopting and integrating: They're onboarding new users, adapting workflows, and actively utilizing your solution within their day-to-day operations.

Seeking ongoing support: They might turn to knowledge bases, tutorials, or contact support teams to address questions or troubleshoot.

Evaluating success: They're tracking metrics to see if your solution truly delivers on its promised ROI and addresses their evolving needs.

Opportunities for expansion: They might be open to exploring additional features, upgraded tiers of service, or broader deployment of your solution.

Meeting Their Needs: The goal in the Retention phase is to provide ongoing value, nurture satisfaction, and create opportunities for expansion. Offer proactive support through readily accessible tutorials, troubleshooting resources, and excellent customer service. Reinforce the value your solution provides prospective customers by showcasing relevant case studies and success stories that mirror their use case. Highlight new features, potential upgrades, and additional services that could help them achieve even greater success. Personalized outreach through account managers or tailored communication shows your commitment to their long-term goals.

Important to remember

B2B Journeys are Often Long: Decision cycles can vary depending on the complexity of the purchase and the company size. Offer a steady supply of valuable content to nurture them throughout.

The Journey Isn't Linear: Prospects might revisit earlier phases, particularly the early stages, if new concerns or needs arise.

Retention is NOT Passive: This phase requires deliberate effort to build brand loyalty and prevent your customers from exploring competitors down the line.

Track Success Metrics: Closely monitor customer usage patterns and satisfaction indicators to proactively identify potential issues or opportunities for upsell.

In the next sections, we'll discuss how to tailor video content to hit the mark at every stage of the buyer's journey.

Best tactical approaches for using video marketing in different phases

How to use videos in awareness phase?

The mindset in awareness stage: "Wait a minute, something's not quite right here. Is there a better way to do this?" They're becoming aware of a pain point but maybe haven't fully defined it or explored what solutions might exist.

Video goals: Spark curiosity, make awareness videos highlight common pain points, position yourself as a thought leader offering valuable insights (not hard sales pitches!). More specifically:

Be bold, be brief: Attention spans are short! Hook viewers in the first few seconds with visuals, a surprising stat, or a relatable problem scenario they'll instantly recognize. Keep video lengths under two minutes for maximum impact.

Target pain points: Don't just talk about your product, talk about the problems it solves. Use emotional storytelling to show how these problems impact real people. This resonates more deeply than listing features.

Optimize for distribution: Think social media and paid ads. Use captions for videos likely to be watched on mute, and design for mobile-first viewing. Add strong Calls to Action (CTAs) linked to relevant landing pages.

Don't forget branding: Even if you're soft-selling, subtle branding elements (color scheme, logo placement) build subconscious recognition for later stages

Best video types for awareness phase marketing

Short "problem-focused" videos: Ideal for social media posts. 30-second teasers posing a common pain point question: "Does [problem] sound familiar? There's a better way!"

See example: A Better Way from DocuSign

Educational webinars: Partner with industry thought leaders or showcase your in-house experts. Focus on solving a broad challenge, NOT selling your solution directly.

See example: Work Innovators Live: The science of tech overload from Asana

Infographics with animation: Bring stats and industry challenges to life. Add voiceover and simple motion graphics for shareability.

See example: Motion Graphics Trend from Envato

How to use videos in the consideration phase?

The mindset in the consideration state: "Okay, we need a fix for this. What are our options?" Now they're actively researching solutions – including yours!

Video goals: Demonstrate you truly understand your prospect's specific challenges and present your solution as the ideal answer. Emphasize your expertise and credibility to build trust during this stage of comparison and deeper research. Specifically:

Prioritize problem-solving: Focus each video on solving a single, defined pain point your prospects are grappling with.

Competitive advantage: Showcase how your solution offers unique benefits or solves the problem better than other options.

Social proof: Utilize customer testimonials, case studies with quantifiable results, or endorsements from respected industry voices.

Targeted distribution: Reach prospects through relevant online content formats, forums, industry publications, and targeted advertising.

Best video types for consideration phase marketing

Explainer videos: Break down how your solution works – visually! Animation is perfect for complex concepts. Keep it under 3 minutes.

See example: Hybrid Work Animated Explainer Video from Cisco

Product demos: Go beyond screenshots and product videos! Show your product's UI in action, solving a real-world use case prospects will identify with.

See example: What is Loom? Video messaging for Work from Loom

Customer testimonials & case studies: Let your success speak for itself. Short, interview-style testimonials offer credibility, Detailed case studies offer quantifiable proof.

See example: Team Drop: How one women-led business is harnessing growth to uplift their community from Google Small Business

How to use videos in the decision phase?

Them mindset at the decision stage: "This looks promising, but do they really deliver?" This is where buyers are comparing your solution against your competitors and seeking reassurance.

Video goals: Ease lingering doubts, emphasize the value proposition of your solution, and close the deal with a sense of confidence and urgency. This is where personalization can make a huge impact. Specifically:

Address hesitations: Offer videos tackling potential objections (cost, implementation, ROI) in a transparent and reassuring way.

Focus on value: Frame your solution as an investment, with case studies and ROI projections demonstrating the potential long-term gain.

Personalized touch: Utilize video emails or tailored demos to make high-value prospects feel understood and valued.

Clear CTAs: Guide viewers towards the next step, whether it's scheduling a consultation, requesting a tailored proposal, or starting a trial.

Best video types for decision phase marketing

In-depth case studies: Showcase specific metrics achieved (think "20% increased efficiency"). Target these case studies to match your lead's industry.

See example: Office Attack from TrendMicro powered by BlackRabbit.pl

Webinars (ROI discussions): Invite existing clients to discuss results or have your team present projections. This is where you justify the investment.

Personalized video messages: For high-value leads, this adds a human touch. A quick "thank you" or explainer tailored to their questions goes a long way.

See example: About Trend Micro powered by BlackRabbit.pl

How to use video in the retention phase?

The Mindset at the Retention Stage: Your customer has invested in your solution, but the relationship isn't over. They're focused on maximizing the value they gain, ensuring success, and may be open to expansion opportunities.

Video Goals: Proactively address potential frustrations, reinforce the value of your solution, highlight ongoing improvements, and nurture a long-term partnership that drives loyalty. Specifically,

Ease of use: Provide clear tutorials and troubleshooting videos to streamline ongoing adoption of your solution.

Celebrate success: Showcase case studies from similar clients achieving great results to keep your customer motivated.

New developments: Highlight new features or service tiers that could unlock even more potential for your customer.

Personalized touch: Dedicated account managers or personalized check-in emails with quick tips show your investment in their success.

Best video types for Retention phase marketing

Onboarding and training Videos: Step-by-step guides and walkthroughs minimize friction and ensure users can get the most out of your solution.

Success stories: Continue to highlight case studies relevant to the prospective customer's industry and use case to reinforce their decision.

Feature spotlights: Short videos introducing new features or updates relevant to existing customers.

Personalized "Thank You" or check-in videos: This builds rapport and shows you're invested in their ongoing success.


Okay, that was a lot of information to take in! But the key takeaway here is that video isn't just a cool add-on for your marketing; it can be the driving force behind attracting and nurturing customers at every step of their journey.

Here's a quick recap of the essentials:

  • Understand Your Audience: Who are you talking to, and what pain points do they experience? This is the foundation for all your video content.
  • Match Video to the Stage: Awareness stage videos are bold & problem-focused. Decision stage videos prove your value.
  • Don't Be Afraid to Get Creative: From animated explainers to personalized video messages, there are so many ways to make your content stand out.

Want to integrate this in your marketing, let's talk!

Honestly, this marketing strategy works best when it's tailored specifically to your business and the awesome stuff you bring to the table. Are you ready to dive deeper? Here's how we can help:

Brainstorming session: We can map out your buyer's journey in detail and figure out the perfect video and types of videos to use at each step.

Scriptwriting & storyboarding: We can help you turn those video ideas into compelling scripts that hook your audience.

Video audit: If you already have videos, We can analyze them to see what's working and where there's room to improve and match them to the buying stage.

Let's make your marketing truly shine with strategic video content! How does that sound?