It’s human nature to rely on more than instinct. We analyze details and weigh options in an attempt to make the best possible choice. At times, a choice might feel like instinct, but what is instinct other than a fixed pattern of behavior built upon past events and evolving priorities? These choices, while often unconscious, depend on our ability to collect information and explore alternatives. It’s a basic survival mechanism.
While your target market may not think of whatever it is you are selling as a necessity to life, they still go through the same process to ensure they have made the best possible decision and they do so every time they make a purchase. In the Awareness Phase, they were probably not even aware of their need, yet they were subconsciously filling in knowledge gaps, collecting information to pull from in some future moment when they will need to fulfill a need. In the Familiarity Phase, they were aware they had a problem (no matter how small) and put more conscious thought into the types of products, services, and particular brands that could amend their issue but they hadn’t quite committed to an active pursuit.
In the consideration phase, it’s on. The potential customer is very serious about their search and has made a short list, known affectionately by marketers as their consideration set. They begin to delve deeply into each of these brands and the product or service that may be able to satisfy their need. They do so in an effort to narrow their alternatives so they can feel comfortable that they made a well-informed decision. Brands in the consideration set are obviously more likely to win out over the outliers. So failing to deploy marketing efforts in the first two stages will limit brand awareness and put companies at a major competitive disadvantage in the final phases of the funnel.
So, what do these individuals do with this ‘short list’? Good question. They become researchers, comparing the who, what, when, where, why and how of each option. Retention has increased because they have finally committed to satisfying their need. They watch product demos, solicit opinions, look into company backstories, seek reviews, you name it. Nowadays, they are shortening the process by obtaining this information through videos.
At this stage, video should be designed to give prospects the key information they need to continue their journey toward a purchase. With prospects researching their options and comparing features and functions, video can be an effective way of delivering the information they seek while truly showing the value of an offering.
In the familiarity phase, it’s important to address an organization’s Unique Value Proposition (UVP) and it’s equally important to draw attention to it in the consideration phase. In the consideration stage, though, the UVP should be accompanied by the information a potential client needs to make their purchase decision. The ultimate goal in this phase should be to drive product views and content engagement. The following types of videos often prove effective in influencing an individual purchase decision in the Consideration Phase.
- Video Logs
- Company Tours
- In-depth Analysis of Operations
- Event Recaps