How to Use Video Courses in Your Customer’s Decision Making Process

Written by
Lizzie Davey
Nov 02, 2016

This journey begins from the moment the customer realizes they have a problem that needs solving, so you need to be on high alert from the get-go.

The customer decision-making process is something all businesses need to be aware of. This is the journey potential buyers take before they decide to hit that all-important “purchase” button.

Let’s take a look at what the usual customer buying process looks like:

  • Step 1: The customer recognizes they have a need or a problem that needs solving.
  • Step 2: The customer starts searching for information to solve their problem or answer their need.
  • Step 3: The customer begins evaluating their alternatives and weighing up their options.
  • Step 4: The customer makes their purchase.

As you can see, there’s a specific action in each of these steps that the customer takes, and you can push that along by using video. Let me explain:

How to Use Video Courses in Each Step of the Customer Buying Process

1. Recognizing a Need

At this entry point in the process, customers are just beginning to realize there is something missing from their business or life. They’ve come across a need for something and they’re ready to do something about it.

You can use video courses here to introduce them to your niche and industry, and touch on the paint points they might have. Within the video course, you can present the idea that they’re lacking in something your product can help with.

A great way to do this is to create a series of explainer videos that:

  • Introduce your industry
  • Agitate the need that the customer has
  • Presents your product as a solution to their pain point

2. Information Search

This is the next step the customer takes when they realize there is an answer to their need or problem. They start looking around for help and solutions to their problem.

During this stage, you can educate the customer by showing them how your product works and how it will solve that problem they have.

Here, you might want to create a series of tutorials and guides that dig deeper into your product. Whereas in the “Recognizing a Need” stage you were educating the customer on your industry, you’re now focusing more on your product.

3. Evaluation of Alternatives

Next, the customer is going to weigh up their options.

In this day and age, there are so many options out there that this is a necessary stage in any user journey. The customer is going to be looking for a product that’s perfect for them and that fits into their other requirements, like budget and time.

During this stage, you want to show customers why your product is better than others out there. You can do this by sharing case studies and testimonials from previous customers and highlighting how your product has helped others solve the exact problem they have.

It’s vital here that you really tap into the benefits of your product and don’t just reel off the features.

Customers want to know what their lives will look like after they purchase, so you need to show them how your product will a) make their lives easier and b) help them solve the need they recognize they have.

4. Purchase

The final step of the process is when the customer clicks that “buy” button. This only happens when they’ve recognized a need, searched for information about solving that need, weighed up what else is out there, and decided they have found the perfect option (which will hopefully be you).

By this point, the customer knows about your industry and knows how your product will help them solve their problem, so they click the buy button.

But it’s not enough to stop contacting them there. In fact, it’s really important to keep in touch with your buyers after the purchase if you ever want them to buy from you again.

To do this, you can implement a video course that shows them how they can use your product. Here, you’ll go into much more detail than the previous courses, showing detailed tutorials and what they can do to get their desired outcome.

The great thing about the customer buying process is it tends to be the same in every single industry and for every single person.

Think about the times you make an investment or a purchase: chances are you take some time to think about it and consider your options, right?

By implementing video courses at each step of the process, you’re addressing your customers’ worries and answering them with the information they need.

Once you get to grips with this, you’ll make the buying process a breeze for your customers because you’re giving them the exact information they need at the exact time they need it. With so much information available out there, it’s invaluable to be able to do this.

Mapout can help you create video courses for each step of the customer buying process.

You might also enjoy

Stay Connected

Join us and receive our weekly newsletter packed with ideas on using mobile learning in your organization.