Video Marketing for Businesses: A Guide for Each Stage of the Buyer’s Journey

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May 10, 2023
Read Time:
8 minutes

Video marketing for business is one of the best ways to reach and engage your target audience online. But not all videos are made equal. Depending on where your prospects are in their buyer’s journey, they may have different needs and questions. So, you’ll need to tailor your video marketing to meet each prospect where they are.

Today, we’ll dive deep into the buyer’s journey and take a look at which types of video marketing for business work best for each stage. To learn more, continue reading below.

What Is the Buyer’s Journey?

The buyer’s journey refers to the process that a customer goes through to purchase your product or service. You can break down the journey into four stages:

  1. Awareness. At this stage, the buyer realizes that they have a problem or a need that requires a solution.
  2. Consideration. At this stage, the buyer learns more about their problem or need and looks around for different options to solve it.
  3. Decision. The buyer compares different solution options and decides on what will work best for them.
  4. Delight. The buyer enjoys the benefits of their purchase and – hopefully –becomes a loyal customer.

Each stage of the buyer’s journey presents unique challenges and opportunities for businesses. By understanding what your customers are like at each stage, you can create video content tailored to your customers’ needs according to your video marketing strategy.

How to Use Video Marketing for Each Stage

We’ll go through the buyer’s journey stage-by-stage and go into which types of video content will work best for your video marketing strategy.

1. Awareness Stage

The goal of video marketing at the awareness stage is to make possible buyers interested in your product. You want to show them that you understand their needs and that you have valuable insights or information to share with them.

Some types of video content that work well at the awareness stage include:

  1. Educational Videos. These videos teach your prospect something new or useful related to their problem. Examples are tutorials and how-to guides. The goal is to provide value and establish your authority in your niche.
  2. Entertaining Videos. These videos capture attention using humor or storytelling. You could create animations or funny sketches. The goal is to make your prospects feel something positive.
  3. Inspirational Videos. These videos motivate your prospects to take action toward solving their problem. The aim is to show prospects what’s possible and how others have over come similar obstacles.


Here are some tips to help you create good videos for the awareness stage: 

  • Keep your videos short. Aim for less than two minutes.
  • Use catchy titles and thumbnails.
  • Include a clear call-to-action at the end of each video.

2. Consideration Stage

At this stage, your goal is to nurture leads, build relationships, and influence decisions.You want to show why your solution is the best option for the problems of potential customers.

Here are some types of video content to consider to get the most out of the benefits of video marketing at this stage: 

  1. Explainer Videos. These videos show how your product or service works and what benefits it offers potential customers.
  2. Comparison Videos. These videos compare your product or service with your competitors and highlight why your solution is better.
  3. Webinar Videos. You can host live webinars and record them for viewing later. These longer videos go deep into specific topics related to your product or service.Your goal should be to provide more value and engage your prospects. So, don’t focus too much on selling your product.


Here are some tips you should keep in mind to create great video content at this stage:

  • Use storytelling techniques to captivate your audience. For example, you could use case studies or customer testimonials to show how your product or service solves real problems for real people.
  • Use social proof to boost your credibility. You may include ratings, reviews, and statistics to build credibility in your videos.
  • Use clear language to communicate your message.

3. Decision Stage

At this third stage, the goal of your marketing videos should be to convert leads into customers and seal deals. You want to show prospects that you provide the best solution.

A few examples of video content that work well at this stage are:

  1. Demo Videos. These videos should show how your product or service works and how it can help your prospects achieve their desired outcomes. You may create product tours, walkthroughs, tutorials, or other similar videos.
  2. FAQ Videos. These videos should answer the most frequently asked questions that your prospects may need you to answer before they commit to buying. You can create short clips or longer compilations of questions and answers. Either way, the aim is to clear any doubts or concerns that might stop prospects from buying from you.
  3. Testimonial Videos. Testimonial videos feature happy customers who share their positive experiences with your product or service. You can create these videos in the form of interviews, stories, or reviews. The point should be that you’re able to create social proof and provide validation that your solution works.


Here are a few tips to ensure your videos at this stage become successful:

  • Use relevant and relatable customer testimonials. Make sure the customer testimonials are pertinent to your target audience. For example, you may use customers from similar industries, niches, or locations.
  • Use specific and quantifiable results. In your videos, use concrete numbers, percentages, and time frames to show the tangible results that your past customers have achieved.
  • Use confident language. Use clear and confident language to convey your message. For example, you may opt to use words like “guarantee” and “risk-free” to show your prospects that you’re confident your solution will solve their problem.

4. Delight Stage

At this point, the customer has already bought from you, thanks to the benefits of video marketing. So, your goal at this stage is to retain customers, increase loyalty, and generate referrals. You’ll want to show your customers that you appreciate their support.

A couple of types of video content that work well at the delight stage are:

  1. Thank You Videos. These videos express your gratitude and appreciation to your current and past customers for choosing you and trusting you. The goal of these videos is to make your customers know that you value and appreciate them.
  2. Onboarding Videos. Depending on the type of product or service you provide, you may opt to create onboarding videos to help your customers get started with your product or service. These videos can be welcome videos or setup guides.
  3. Support videos. These videos provide ongoing assistance and guidance to your customers whenever they need it. These videos may be in the form of tutorials or troubleshooting videos. The aim of these videos is to improve customer satisfaction and retention.


At this final stage of the buyer’s journey, you should consider the following tips:

  • Use personalization techniques. Although you can’t make different videos for each and every customer, make sure your videos are relevant and engaging for your target audience.
  • Use feedback mechanisms. Use feedback mechanisms to collect and analyze the opinions and suggestions your customers have about your product or service. For example, you may opt to use surveys, polls, ratings, and reviews to identify areas for improvement in terms of your video marketing.
  • Use incentives and rewards. You may offer incentives and rewards in your videos to encourage your customers to refer others to your product or service. For example, you may present discounts in your videos to offer to your customers. 


Video marketing isa powerful way to connect with prospects and customers at each stage of the buyer’s journey. By creating video content that matches the needs, interests, and expectations of prospects and customers, you can lead them smoothly throughout the entire buyer’s journey.

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