Explainer videos are one of the most powerful pieces of content in a marketer's tool belt. Work.com, a company owned by Salesforce, was able to boost conversion rates by 20% simply by adding explainer videos. Another independent study found that 85% of consumers were more likely to make a purchase after viewing its corresponding explainer video.
Harnessing this incredible power is as simple as making great explainer videos and unleashing them on your audience. Here are the three key ingredients of an awesome explainer video:
Viewers are checking your video out for more information on your product or services. They want to know how it can help them. To make sure your explainer video works, you need to address these concerns immediately.
Don't get bogged down in fancy features or technical specifications. Discuss the problems that most of your viewers face, and detail how you'll be able to help them. Focusing on specific benefits will help the product sell itself, and you won't have to worry about boring them with the details.
Short and Sweet
There's another reason that you need to focus on cutting all the extraneous details: your audience is going to get bored easily. The longer your video goes, the less likely they are to finish it. Besides, if you throw too much information out at once, not as much is going to stick.
Ideally, your video should be between 60 and 90 seconds. Any longer than that, and you'll lose viewers. Any short than that, and you won't be able to captivate them enough to drive them to action. If you're having trouble shortening your video, figure out what two key points you're making and cut the video into two. You'll have two effective pieces of content instead of one ineffective one!
A long video will end up leaving your viewers looking like this.
An Appropriate Call to Action
It's a simple suggestion, but many explainer videos forget all about a call to action. If you don't bother asking your viewers to do something, the odds of them doing it is low. If you've followed the tips above, they should be ready and raring to go, so don't blow the opportunity.
Make sure the call to action is an appropriate one. If you're trying to sell something expensive, don't push for the sale just yet. Instead, ask for them to sign-up for a consultation or private demo. You could also ask them to subscribe to your newsletter or download a free eBook. As long as the next step takes them further along in the sales cycle, it'll be effective.
Lastly, you need to make sure the call to action is simple. Make it easy for them. YouTube videos, for example, let you include a link right on the screen. Every extra step you add in the process is a chance for somebody to get bored and click away.
If you don't bother to ask, you won't like the response your video gets!
If you need any help with your explainer videos, make sure to reach out to us here at Blue Wave Marketing. We'll happy to use our 20 years of marketing experience to help you build the perfect videos to increase sales and boost conversion rates.
You can reach out to us by visiting us at our website or calling us at 617-576-3100.