JTBD and video widgets: how to show different messages for different client tasks

There may be completely different users on the same page. One is just starting to look for a solution to the problem, the other is already comparing suppliers, the third wants to make sure that the product is suitable for his task.

If everyone is shown the same message, some of the audience will simply ignore it. Not because the offer is bad, but because it doesn't meet the person's current need.

That is why the Jobs to Be Done (JTBD) approach is increasingly being used in marketing. It helps to look not at the age, position, or industry of the client, but at the task that the person is trying to solve in a particular situation.

The video is well suited for this approach. In one or two minutes, you can show exactly the product usage scenario that suits the visitor's task.

What is JTBD and why is it changing the approach to communication?

The concept of Jobs to Be Done offers a simple view of consumer behavior: people choose a product not for the sake of the product itself, but for the sake of the work they want to do with it. For example, a company does not implement CRM because it needs another information system. Her task may be something else entirely.:

• reduce application processing time;
• Stop losing customers;
• monitor the work of managers;
• prepare the business for scaling.

All these companies can buy the same product, but the reasons for the purchase will be different. If everyone on the site is shown the same video about CRM features, some visitors will not see the answer to their main question.

Why doesn't one offer work for everyone?

Let's imagine an electronic document management service page.

• The first visitor wants to reduce the cost of paperwork.
• The second one is looking for a solution for remote employee work.
• The third one chooses a system that will help pass the checks faster.

If you show everyone the same video with a general story about the service, everyone will find only a small part of the useful information.

It is much more effective to show different messages: to tell one visitor about saving time, to another about the collaboration of employees, to a third about the security of document storage and compliance with legal requirements. This approach makes communication more personalized without changing the product itself.

How to identify the tasks of different segments

It is not necessary to conduct extensive market research to build JTBD scenarios.

In many cases, it is enough to answer a few questions.

1. What was the reason for the search for a solution?
2. How does the client solve the problem now?
3. What's wrong with his current approach?
4. What result does he want to achieve?

The answers can be obtained from interviews with customers, support requests, sales department, or through short surveys on the website. It is the user's tasks, not demographic characteristics, that become the basis for future scenarios.

Which videos should I use for different tasks?

After the main scenarios are defined, you can prepare several video content options. For example, for a SaaS product, these can be different videos.

• For those who want to understand the product

A short overview video explaining how the service works.

• For those who compare solutions

Demonstration of the key advantages and differences from the usual way of working.

• For those who are almost ready to buy

A video with the implementation process, a story about support and the first steps after activation.

• For existing clients

An overview of new features, additional features, and usage scenarios.

Although the product remains the same, the content of the video corresponds to the different objectives of the audience.

How to personalize videos on a website

Personalization does not always mean a complex recommendation system based on artificial intelligence. In many cases, it is sufficient to take into account the context in which the user finds himself.

For example:

• the page he went to;
• traffic source;
• previously viewed sections;
• the stage of the sales funnel;
• the client's status.

If the visitor came from an advertisement for a particular service, it is logical to show him a video on this particular topic, rather than a general story about the company. If the user is already in his personal account, it is much more useful to show instructions for the next step or a story about a new feature.

This approach will shorten the path to the necessary information and make the interaction with the site more understandable.

How to use QForm video Widgets

QForm video widgets allow you to build such scenarios without creating separate websites or landing pages for each audience. For example, you can place different video images on different pages.:

• The services page provides an overview of a specific solution.;
• There is a video explaining the differences between the options in the pricing section.;
• in your personal account – instructions for getting started;
• There is a short demo of the update on the new feature page.

Another option is to use different video widgets for different traffic sources. Users who come from an advertising campaign may see one scenario, while visitors from an email newsletter may see another.

After watching the video, you can suggest the next step: open a quiz, fill out a form, sign up for a demo, or go to the desired section of the site. This makes the video widget part of the overall logic of user interaction, rather than a separate element of the page.

Why Personalization works better than a Universal Message

Universal videos rarely turn out to be useless, but they almost always lose to a video that responds to a specific user's task. When a person sees that the company understands his situation and offers a solution to his problem, trust is formed faster. At the same time, personalization does not require creating dozens of different scenarios. Often, a few videos are enough for the most common audience tasks. This approach helps to make communication more relevant, increase visitor engagement, and gradually lead them to the next action.

Conclusion

The Jobs to Be Done approach reminds us that people choose a product not for the sake of its features, but for the sake of the result they want to get. Therefore, a universal message is not always the most effective. If different segments of the audience are solving different tasks, it makes sense to show them different scenarios for using the product.

QForm video widgets help to put this approach into practice. Different videos can be placed on separate pages of the site, used for different traffic sources and stages of the client's journey, and after viewing, direct the user to the next action through a form, a quiz or an application. Thanks to this, the video becomes part of a personalized communication that better meets the real needs of the audience.