In a world where people are pressed for time and in which decisions have to be made quickly, explainer videos are the best way to go. A good explainer video disseminates different pieces of information via audio and video at the same time, making your message memorable and saving your viewer time.
Here’s how you can use explainer videos at different points in the sales funnel:
The Awareness Stage
Your first task is to get people to find about your product. The TV commercial has been replaced largely by ads or posts on social platforms like YouTube and Facebook. You now need an explainer video or just a teaser video which highlights all the cool stuff your product is capable of so that people get excited about your product.
An effective explainer video will serve to make people curious enough to respond to your call to action – this could be visiting your website, filling out a short form, sending you an email or simply giving you a call. Here’s what we did for Trixie, a women’s only app, to increase awareness.
In case your have a solution that’s based on a new theory or concept, you will need to start with an explainer video showing how this new concept can create a paradigm shift. Here’s a video we created for consulting firm, Vector Consulting. This video received international acclaim.
The Interest Stage
Now that you have them interested, it’s your job to provide as much information as you can in the shortest possible time.
What better way to do that than by creating a product explainer video which delves into the problem you’re solving, how you’re solving it and the benefits.
This explainer video can be a bit longer than your awareness creation video because this is the phase where your potential buyer has chosen to know more. He’s probably comparing your product to others in the market. This video will build your case.
Here’s a video we did for tele conference SAAS firm, Rythmus, showcasing why their solution was superior to those of all the other players in the market.
It’s also a good idea to have a separate video with testimonials where you ask your current clients specific questions and showcase the results.
Review videos can also be useful – where you have a credible reviewer speaking about the pros and cons of your product vis. a vis. those of other players.
The Decision Stage
If your product is a high value product, chances are that people will spend a significant amount of time researching the options before making a buying decision.
So, here you can have more elaborate demo explainer videos which take your potential buyer through the product and its features in detail.
Here’s a video we created by SAAS software firm, Princeton Blue, to help customers understand how the product works.
You could also include case study videos which show how customers (preferably marquee customers) benefitted from your solution.
Here is one in a series we created for Vector Consulting, a conglomerate which implements The Theory Of Constraints platform for manufacturing behemoths in India.
At this stage too, it may be a good idea to have more in-depth testimonial videos from clients who have used your products and those of competitors. Highlight the key differences and how your product is a clear winner.
The Loyalty Stage
It’s always a good idea to engage with your customers – keep them abreast of updates so that you can upsell or cross sell other products through explainer videos
Here’s one of a series of videos that we created for Vector Consulting which kept clients abreast of new theories that could be beneficial.