Video is the most effective marketing content for driving sales. According to Email Monks, emails with videos generate returns 280% higher than traditional emails. According to the report by Aberdeen Group, 67% of companies use video to build brand awareness, 60% to generate conversions and 53% to nurture leads.
So how can companies really leverage videos to grow their business?
1. Explainer videos
These videos are pieces of content that help attract and engage the top-of-the-funnel audience. They can help explain how your product or service solves a problem, or how your company benefits your customers.
When creating explainer videos, it is important not only to try to grow brand awareness, but also to spark the interest of your personas and answer their questions. If your explainer video is not able to identify and address a solution to the primary pain point of your potential customers, they will very quickly stop watching your video no matter how attractive it is. It is essential to do keyword research to identify trending topics that will engage your audience and thus choose the right subject for your explainer video. Search LinkedIn groups to understand what interests your target audience the most.
Your explainer video should be short and answer prospects’ questions, persuading them to continue consuming your content. Take the example of Unroll.me. The first part of the video presents the pain point their app solves for customers (sorting useless emails in your inboxes), and the second part shows who the product is for.
2. Whiteboard videos
Whiteboard video series are similar to explainer videos but allow you to cover a topic in greater depth. While an explainer video can provide a quick overview of what your product or service does, a whiteboard video will let you talk about a specific benefit or feature of your solution, or a customer problem in more detail. For example, if your target audience is small business owners, then you create whiteboard videos about the challenges of recruitment, sales, marketing and accounting.
In fact, whiteboard videos can also be part of your training- and education-based marketing strategy. Whiteboard videos by Rand Fishkin and the Moz team are an excellent example of using videos to educate a B2B audience and increase brand awareness.
3. Webinars
Just like ebooks and white papers that help you position yourself as an expert in your sector, you can use videos as a rich source of opinions, feedback and concrete actions from experts.
Webinars are a good way to use video to connect with your audience. They allow you to cover a large number of topics that are interesting to your audience. By occasionally inviting other speakers, you can build a strong reputation for your company and also convert your leads into customers.
Since webinars are episodic by nature, visitors are even more motivated to contact you afterwards and obtain valuable information. Over time, you will be able to build a library of informative videos that can be transcribed into other formats (PowerPoint presentations, infographics, articles) to distribute them on other channels.
4. Tutorial videos
Even though there are already hundreds of blog articles on how to do this or that, there is nothing better than tutorial videos that show you solving the problem.
A tutorial video that gives clear instructions on the best way to overcome a problem can be particularly effective at converting your leads. For example, you can place your video on a dedicated landing page or a blog article and add a lead generation form using a video platform.
5. Video testimonials and case studies
A video testimonial is a very good way to reassure your leads that you are the best choice, far more convincing than a simple quote or written testimonial. It allows you to demonstrate your company’s values through real customer cases. It not only adds credibility to your company but also helps you differentiate yourself from your competitors.
With video testimonials, you do not need to be super creative. You just need to record a few words from your customers about just how fantastic your product/service is and how to use it in everyday life!
Along the same lines, you can create case studies that you can attach to your sales emails to show how much your company has helped your customers. Happy customers are the best ambassadors for your business, and personal experience has a stronger impact on the perception of your product/service.
6. Product demo
A product demo is especially useful for B2B services or products, where the value is not necessarily visible. Most of the time, we rely on our website to do the talking for us. However, some visitors are skeptical about subscribing to a new or unfamiliar service unless they know what to expect on the other side.
Product demos are a good way to show what your product does and how it solves your customers’ pain point. You can also create specific demos of your features that simplify the use of your product or service. When they see your product in action, your leads will be more willing to sign up for a trial period. You can also add a form at the end of your demo to capture your leads and then follow up with them personally.
Live product demos are also an effective way to convert leads. Your target customers are looking for a solution to their problems, and to do so they compare different applications and platforms. If your product is easier to use and offers more features, then your product demo can help you prove it.
Conclusion
Video is powerful content for educating your audience and sharing experiences. It is exceptionally versatile and helps with decision-making – at any stage of the customer’s buying cycle – whether through short videos shared on social networks, interactive videos that increase your conversions or case studies that give your business more credibility. The key is to share the right type of video according to your target audience. It can speak to operational teams, managers, and salespeople who will be excited by your product and then convert more leads into customers.
Learn how to approach video as part of a digital marketing strategy and turn it into a conversion support tool via your website at the workshop by SkewerLab on Tuesday, September 4 at Automationday in Lyon.
