13 Feb Behind the Stream: The Mistake You Didn’t Know You Were Making

A majority of businesses expect their videos to do everything– attract, educate, and convert– all in one go. But that’s not how your audience buys!

Just like your customers move through different stages of the buying journey, your videos need to guide them along the way, and if you’re skipping the consideration stage, you’re missing a huge opportunity to build trust and close more deals.

So how do you create videos that actually move people toward a buying decision without wasting time or budget?

Beth: One of the things I recently learned from author Tim Jarvis– or something that he really– a point he really drove home is that you cannot expect your videos to attract, educate, and convert all in one video. Just like they’re all different stages of our buyer’s journey; You have to consider that when you’re creating videos. That pun was not intended, but the second stage of the buyer’s journey is the consideration phase. And this is the phase where people are deciding if they want to pursue your solution. So this is where the sales magic happens. So somebody hears about– they know they have a problem and they go seek out solutions, then they typically do some vetting.

Beth: They wanna learn if this business can help them solve their problems. If they can do it at the price point. if they’re actually credible to be doing what they’re saying that they can do. All of those things not only help us understand and be educated on if we should buy something, but they also build trust with the brand if you are helping that person to get to the next stage of their buying journey. So in creating videos is an incredibly efficient way to do this because people first go online and they’re looking for information and you get a chance to basically have a sales meeting with them without them ever having to feel like they’re in front of a salesperson.

Beth: Mainstream has done a lot of consideration videos and these are things that I have just, over time when people in real time ask me about video, the common things that I’ve heard. In fact, recently for our SaaS campaign, we put together awareness, consideration, and decision stages videos, just for specifically software as a service companies. However, a lot of the consideration videos that we’ve used in the past applied here because whether you’re a SaaS company or a consultant or a business owner, you still are wondering about cost and how to not overspend in video. You’re thinking about the time commitment, how much it’s gonna actually take, and if this is really worth your time.

Consideration Video Beth: Let me ask you this. Do you have time to repeatedly explain the same features, benefits, and use cases to potential customers about your SaaS product? That’s where video saves you time and scales your efforts.

Consideration Video Beth: Get it done, get it done. Get it done. Save time, save time, save time. Yeah.

Consideration Video Beth: You’re worried about if and how you’re gonna look on camera. Everybody, that’s the biggest one is concerned about that.

Consideration Video Beth: You’ve built a SaaS product you believe in, but getting on camera feels intimidating. Join the club. Here’s the thing. Most of the clients we work with are not confident in their on camera ability, but you know what makes them successful? They do it anyway.

Beth: So creating videos where we address this message and then talk about it as it relates specifically to the problem helps people feel like they understand your brand, that you can help serve them, and most importantly, gets them to that last stop on the buying journey, which is the decision stage.