Using videos to optimize engagement in search-driven buyer journeys

The use of video in search-driven buyer journeys has become a key marketing strategy to enable brands and marketers to find opportunities for engagement with their customers.

YouTube videos are a powerful way to promote your brand or product. You can use them to improve engagement in search-driven buyer journeys. This article will show you how.

Using videos to optimize engagement in search-driven buyer journeys

30-second synopsis:

  • Videos are the ideal medium for turning searchers into customers since they captivate viewers, encourage conversion, and do very well in organic search.
  • Videos may help shoppers find your brand at different stages of the purchasing process.
  • Here’s how to produce video material for each step in particular.

Your first contact is when the client acquisition process starts. Before becoming a client and eventually a devoted customer, a consumer must pass through a number of phases. The first step in the buyer journey is recognizing or communicating a need. It is therefore necessary to find a means to satisfy this demand. 

Real buyer journeys, which may last weeks or months, are sophisticated and include more than eight billion searches annually. To make things simpler, we’ve listed the main steps someone takes to become a client below. All of these steps might very easily occur in Google itself because about 68 percent of internet encounters start with a search engine:

  • Knowledge: When a customer learns that you have a solution to an issue, they want the problem to be addressed. This search process often (but not always) begins with a “how to” inquiry. 
  • When a customer adds you to their list of potential solution providers, take this into Consideration.
  • When a client decides that you provide the greatest option and starts paying you.

Businesses must aid customers in making the best choice by educating them, offering support, and building their confidence in your brand.

Utilizing videos for all three of these phases of the customer journey makes sense given the prevalence of video content in search results. The nicest thing about videos is how well they rank, particularly if you put them on YouTube and use video SEO techniques.

Each step of the purchase cycle has two separate portions where video might help your prospective customers:

  • Google’s inclusion of a video in a featured snippet is a clear indication that users are looking for a video instruction to help them with their issue. A video must be made if it is your goal search phrase, particularly if you want to optimize for the “awareness” stage of the funnel.
  • When a video intent is suggested, Google adds video carousels. Ranking your video there is not at all difficult, particularly for specialized (low-search-volume) inquiries like brand-driven questions.

Here is a screenshot showing how both of these sections appear at the top of the search results page, pushing organic results all the way down to the bottom of the screen. Take note of a really relevant, though longtail, search being listed for a Lowes video with excellent branding. I bet they get a lot of leads from this. The Home Depot, another company, is rating their film in the carousel below. It seems that both of these businesses have done their research:

The Home Depot - Using videos to optimize engagement in search-driven buyer journeys

Each stage may use a wide range of various types of video material. These films assist in persuading viewers to keep traveling with you rather than your rival.


This video optimization technique makes sure that your target clients are aware of your brand, as the name implies.

At this step of the funnel, the following forms of video marketing material are most effective:

Ensure that your videos have strong branding to increase their recognizability: Use your logo and color scheme while creating the thumbnail for your video since it will appear in search results.

Once awareness has been raised, it is important to bring all of your efforts together and move your customer on to the subsequent phase of Consideration.


At this point, videos that present your product the way you want it to be positioned may improve the consumer experience. Videos are effective at this stage because they place your product in a realistic setting and demonstrate how actual users actually use it.

The videos that work well at this level are:

  • Use explainer movies to provide your customers a thorough explanation of the product and what you have to offer. The issue is presented, the solution is explained, and the characteristics of the product and the advantages for the customer are highlighted in the explainer videos. Consider these films to be lead generators: Not simply talking about your goods, but also offering value is what you desire. 
  • Videos that demonstrate a product’s functionality are available. They provide all the benefits of utilizing the product in a straightforward manner. They often include step-by-step instructions to demonstrate how to utilize the device and could even provide some creative suggestions for applications. It is one of the best product demo films ever created because to a strong screenplay and engaging presentation. To share these demonstrations with your site users, it is a good idea to create an on-site video gallery. When utilizing embedded material, be mindful of your page load speed since videos might slow down your website.
  • Using storytelling videos, you can humanize your brand and reveal a funnier side of it to your audience. These movies portray your company’s goals, objectives, and core beliefs. Employees and executives of companies often talk about the business, their interactions with it, and their jobs. They are designed to evoke an emotional reaction that will improve customers’ perceptions of your brand.

Make careful to match these videos to the real search queries that have the most commercial intent since they are all expected to rank in Google.


The third step of the customer journey involves persuading a potential customer that your product or service is the best one to solve their issue. 

At this point, the customer has already made up their mind to purchase and only needs a little prodding. Now is the moment to focus on creating trust with customers so they will purchase your brand and products. Peer ratings and testimonials are now the most powerful videos.

  • Video testimonials: These are the greatest sorts of videos for inspiring trust and confidence in your prospective consumers and are essential for lead conversion, the last step of client acquisition. 
  • Customer-driven narrative films that demonstrate the product’s usage in a more original setting.

For these kinds of videos, your key search terms should be:

  • Your brand name is being searched on Google if you have an established brand (or are attempting to do so), and these films will guarantee that you have another another asset under your control in brand-driven SERPs. If you are monitoring your brand effectively in organic search, you are already aware of the key brand-driven search terms.
  • Searches focused on your rivals’ options and contrasting two competitors are known as competitor-driven searches.

Additionally, these movies should be utilized in two crucial ways:

  • Add these to your primary landing pages: Since they would see the same movie on the website after clicking the link on YouTube, video content is a well-known strategy to increase conversions but in this instance, it is also a good approach to make your clients feel comfortable. Curating these films for your specific customer reviews page is also a smart idea.
  • For your remarketing efforts, use these videos. Retargeting on YouTube may be used to show them to users who have previously completed stage #2 of the purchase experience but haven’t converted.


One of the finest instances of how SEO and sales can support one another is by using videos into your organic search strategy to engage clients at each significant step of their purchasing experience. Include videos in your SEO and CRO tactics, and you’ll probably get significantly better outcomes overall.

Viral Content Bee’s founder and Internet Marketing Ninjas’ brand and community manager is Ann Smarty. You can follow her @seosmarty on Twitter.

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The “using youtube for business” is a video that helps businesses learn how to use videos in their search-driven buyer journeys. This video offers 9 tips on how to use YouTube to optimize engagement and improve ROI.

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