By: Sadbhav Shah
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Welcome to our new blog series- “The Ultimate Video Marketing Guide”.
What’s in this series?
This 3-part series has been designed with love to help you get high returns from your video investment. While the content is written with a focus on explainer videos, you can nevertheless use the principles and tips mentioned here to improve the performance of any type of marketing or business videos to get the maximum ROI.
In general, here’s how this roller-coaster ride goes:
Whether you are a smart entrepreneur, a prolific marketer or a part of the content/sales team, you will find this guide actionable and easy to implement.
So, let’s begin. (*drum rolls)
Part 1: Your Video Distribution Strategy (Positioning Your Video For The Best Results)
Getting an explainer video is half the story.
Marketing it, distributing your explainer video in all the right places is the other half of the journey.
Good news is that we are here to help you out with this adventure as well.
We have always been talking about how Dropbox used their explainer video to grab 10 million additional customers (and $48,000,000 ‘extra’ revenue), or how Crazy Egg drove 64% conversion and is bringing home an ‘extra’ $21,000 every month using their explainer video. (Read: 8 Explainer Videos That Caused A Big Bang of Sales)
Today, we are going to reveal all the secret techniques that were employed to get such crazy returns.
But wait, what’s an explainer video? Some of you might be new to the world of explainer videos. Which means I owe you an explanation.
To put it simply, an explainer video is a business video that explains what your company does and what consumer problem you solve in about 60 to 90 seconds. Yeah, that fast.
Here’s an example of an explainer video:-
That’s an explainer video that we made for Frrole- a social intelligence engine that helps you personalise your marketing campaign for higher result.
Now, let’s get started with the marketing tips.
Where and How To Use Your Explainer Video?
Now, the first step is to help your video breathe. You do it by distributing your video over all the right places to attract new customers.
To make it easy for you, we have compiled a list of platforms and places where you can promote your explainer video and get revenue out of it.
1. The Homepage of Your Website
Having an explainer video on your homepage or a landing page can dramatically increase your website’s conversion power by 86%.
However, you have to be careful about its position.
Statistics tell that 55% of visitors spend less than 15 seconds on your website. Many just leave without scrolling down. So, the best practice is to place your explainer video above the fold i.e. the top section of your webpage which is visible when the page loads up.
Besides the position of your explainer video, there are two other tasks to take care of:
One more thing.
After watching the explainer video, your prospect would be 85% more likely in a mood to purchase.
So, do remember to put on an exciting CTA button right next to your explainer video to encourage sales and signups.
2. Your Social Media Networks
Did you know that 70% of B2C and 40% of B2B companies have acquired a customer via Facebook? LinkedIn too has helped 53% of B2B and 22% of B2C companies acquire new customer. And, some 30- 40% of B2B and B2C marketers got customers from Twitter as well.
So the next step is to share your explainer video over the social media networks. Because that’s where prospects hangout.
Here are the important social media platforms to watch out for:
3. Email Pitch/Newsletter
Jellyfish, a freight management company, shared their explainer video over email to a cold client, and before they could even send a follow up email, the client responded back to arrange for a meeting and Jellyfish was able to close a $800k deal in just 7 days.
Well, that’s the power of an explainer video.
So, if you are not getting any response from your email marketing campaign, try including the explainer video on your next sales pitch.
Good to know facts:
4. Press Release
I am sure you have heard about Mashable, Entrepreneur, Fast Company and other such influential blogs, which have like millions of readers worldwide.
By writing a press release or requesting top reporters and powerful bloggers to cover your product on their sizzling blogs, you can grab the attention of thousands of prospects, and increase your brand’s credibility as well.
The explainer video can help persuade those topnotch bloggers and reporters to market your business story.
Good to know facts:
5. Paid Marketing
The great thing about paid ads is that they can help you reach more prospects in less time.
The bad thing is that they don’t always yield high returns.
But with an explainer video now set in place at your landing page, you can convert those interested prospects into customers in just about 60 to 90 seconds.
6. Trade Shows
You can also play your explainer video at trade shows and conferences to stand out of the crowd, and deliver a pitch that stays in the viewer’s minds and hearts and ultimately gets them excited to sign a deal with you.
7. Sales Presentations
Explaining your business to a potential client is not always easy. It will take a lot of time to help him understand what you do and how you do it.
So, why don’t you start off your next sales presentations with your explainer video? You will not only be delivering the perfect elevator pitch (even through your smartphone), but will also be able to impress your client.
This will speed up the sales process tremendously, and help you crack deals fast and easy.