We all know that video is a vital part of marketing campaigns. The numbers prove that decisively. Let’s take a look:
8 billion video views per day, up from just 1 million in 2014.
100 million hours of video viewed per day.
500 million people watch videos every day.
The number of videos posted per person increased by 75% globally in 2015.
5 billion video views per day.
3 billion hours of video are watched monthly.
300 hours of video are uploaded to YouTube every minute.
17% of all internet traffic flows through YouTube.
if you’re not producing videos that showcase your company, team, and/or products to your consumers, you are missing a huge opportunity.
Alright, we know we want to produce lots of engaging videos, but where do we start?
The first thought that may occur is, “I’ll create an explainer video about my company or product.” Frankly, that’s a good starting point. Today, explainer videos have amazing reach. While the world grows more complex, new tools are transforming how we think about making and sharing explanations. What starts in the written word can now be transformed into media. A trend that’s emerging in a big way is explainer videos. The video format is the perfect package for presenting ideas, products, and services in a form that explains and attracts attention.
To create an awesome explainer video you probably will start to analyze your company. What is your mission statement? What are your goals? How are you better than your competitors?
These simple questions could get us talking for hours—as people, we’re proud of what we do so, naturally, we want to talk about everything. When it comes explainer videos you don’t have hours, you have seconds.
Our suggestion is: DO NOT try to pack all possible information into one explainer video. The more effective way to show yourself may lie in the creation of a video roadmap for your customers that will support your customer journey.
The so-called buyer journey is the active research process someone goes through leading up to a purchase. It happens in three stages:
48% of B2B tech buyers read 2-5 pieces of content before making a purchase
25% read 6-8 pieces of content
This is why companies are investing aggressively in content marketing. They know they need content that will educate and engage buyers for lead generation and market differentiation.
In this stage educational and branded videos are considered the best type of content at the start of the sales funnel. Examples of a branded video:
Moving to the Consideration stage, when your customer defines his problem, he is committing to researching and understanding all the available approaches to solve the problem.
At this stage, you can successfully use promo videos and company stories to showcase your unique company and detail the nuances of your products clearly and effectively.
Show the customer that you’re hip and make him interested.
The Decision stage, when your customer has decided on their solution and is now compiling a long list of available vendors and products in their given solution.
So what you are going to do now? How will you convince him that you are the best? How to make him stay on the website and make a purchase or fulfill the contact form?
At this stage explainer videos, demos, and tutorials that illustrate exactly how your product functions and why it’s the best + Customer stories, case studies, and testimonials will greatly help you.
Here I would like to mention social influence and word of mouth, this is vital.
The things others tell or e-mail us have a significant impact on what we think, read, BUY. We try websites our neighbors recommend and vote for candidates our friends endorse. A 5-star review of a book on Amazon.com leads to approximately 20 more copies sold.
Hearing about a product or service from someone who has used it before helps ease those buying nerves. And what better way to deliver a testimonial than a video that puts viewers face-to-face with your customer and gives them a glimpse into their experience that text and photos simply cannot do.
Feedback from every day Mike and Mary is at least ten times more effective than traditional advertising, Pay attention to this fact while working on your video roadmap.
Website visitors might come to your website for the first time at any of the different buyer’s journey stages and it would be wonderful if you have content prepared for each and every stage.
Finally, I want to ask you one question: when you gain your customer, how do you keep in touch with them? Or do you forget about them soon after they made a purchase?
Oops! Don’t you want your customer to love you, suggest you to their friends, remember you?
So you need to interact with them! Use funny videos to engage with your customer, it can be devoted to holidays, events and so on.
For example, this video for April Fools Day was created to strengthen the sense of community around the KOA brand.
Our experience shows us that such videos cause incredible engagement on social media. They have three times more views than other posts usually have, in some cases its hundred times more!
People watch it, love it, smile about it, and are engaged by it.
Take a moment and analyze your website…if the explainer video works great on the home page but your leads are dropping on a contact one, maybe it makes sense to create a customer story or testimonial video to help the potential customer make the right decision.
Blue Carrot is always ready to help you bridge the gap.