The search for increasingly innovative ways to showcase your brand to the world means that video has become a vital weapon in the fight for consumer attention. When wielded correctly, video is a powerful visual medium to communicate your story, spell out your value proposition and engage your customers and prospects.
This tactic isn’t just suitable for B2C business – B2B marketers can benefit greatly from introducing video into their content marketing campaigns too. With a recent Hubspot infographic suggesting that merely including a video on your landing page can increase conversion rates by 80%, you’d be daft to not create your own.
Has that done the trick? Then the first video you ought to consider as a B2B marketer is an explainer video – here’s what one can do you for your brand:
Makes your message clear
Whilst Hubspot found that 75% of executives watch work-related videos on business websites at least once a week, and 90% of users say that product videos are helpful in the decision process, it’s clear that people only have limited time in which to gather their information.
A succinct explainer video is a clear-cut way to the busy business manager’s heart as it can offer an easy-to-comprehend message with lucid explanations via animations or graphics. This is especially useful if you are selling a complex or technical service that could require reams of text to spell out the benefits. Keep your message short and sweet by aiming for 60-90 seconds max – 60% of viewers will stop watching a video by two minutes so why test their patience?
Cuts down on time-wasting communication
Have you ever opened a dialogue with what at first glance appears to be an exciting prospective customer, only to have the deal fall through after some time-consuming back and forth communication? Much of the time this will be due to the fact that answers were needed by prospects that simply weren’t clearly outlined from the offset.
An explainer video can cut this out of the equation by addressing the key questions a prospective customer might want to know, such as the problem you are solving for businesses and the unique value proposition you offer. This is why it pays to focus attention on the script as well as the visuals. If you don’t have professionals that can produce high quality video in-house, look for someone who can help. Your explainer video is your content calling card – second rate simply won’t do.
Promotes consistent branding
A well-thought out and creatively produced explainer video can be a highly effective tool to boost your branding and help you stand out from the crowd. Consider how you can ensure your video message is consistent in style and tone with your brand and remember every detail matters, down to the language, word choice, visuals and colours. Tricks such as using custom characters and sneaking in your brand’s colours will increase brand awareness amongst your audience. If they are able to recall the video and associate it to the brand you are so busy building, you’re another step along the long, hard road to success. Or at least making a sale.
Helps you avoid the hard sell
The beauty of an explainer video is that it does exactly what it says on the tin and explains the product or service to your customers, educating them whilst neatly side-stepping that nasty hard sell. However, it is all too easy to fall into the pit of narcissism when putting a video together; singing the praises of your business and whatever it is you are selling is a sure fire way to put prospects off.
Remember the golden rule: the audience always comes first. Focus your explainer video on the problem you can solve and what is needed to solve it effectively in order to gain the trust of your audience and demonstrate you care about their situation – not just those dollar signs.
In an ideal world, you can let your branding convey the message that you are the business to swoop in to help, but a savvily written script can weave you into the video once you’ve laid the sufficient groundwork. Pay close attention to how you convey the call to action – too subtle and your audience will have no idea what to do next; too pushy and you could undo all of your hard work. Whether you want your audience to take advantage of a free trial or contact your sales department, keep it clear, concise and transparent.
If you need professional help to plan and put together a top rate video, contact M2 Bespoke today.