BUSINESS & MARKETING

3 ways explainer videos can (actually) skyrocket your business

Mahmud Ahmed, CEO, New York

23 August 2019

When done correctly, they’re an incredible asset that ring up sales at all times of the day — and for years to come.

Explainer Videos, the gift that keeps on giving.

Photo by Jakob Owens on Unsplash

A few months ago I was on the phone with a prospective client, and after we got done with the initial small talk…

We jumped into business, and she started off by telling me how she loved the idea of using videos for her business — but at the same time…

She had a minor issue, she wasn’t 100% convinced they actually worked.

Had no idea why she said this, so I started digging in — trying to see why she’d think that…

And after a few minutes of prodding, I finally understood where this concern had come from:

She’d been burnt by other animators in the past

As I know everybody is doing their best, but at the same time — one common issue I see with this industry…

Is how everybody likes to focus on tactics, not fundamentals.

In other words, everybody is under this impression of how a video will instantly skyrocket any business — and don’t get me wrong…

I do believe video converts best, but at the same time — if you don’t understand how to use this video correctly…

Then it’s pointless as well.

With that said, that’s exactly what happened to her anyway, and after going through her previous attempts…

Where she tried to create a random video that had no purpose, and thought she could just share it on social media — getting conversions that way…

We made a few slight changes, then launched a new campaign after that — and let’s just say…

It worked incredible right off the bat:

All because we helped her use it the “right” way, and after seeing how many people have been burnt by this same mistake ever since — for today’s article…

I wanted to take you through 3 ways you can use videos to grow your business, that way you don’t get burnt by this trap as well.

With that said, that’s enough of the intro — so let’s jump into the good stuff here…

Starting with:

Method #1 — Use them as an ad

And the reason for that, is because video ad campaigns work incredibly well.

Few different reasons for this, like how social media platforms tend to prefer them (more engaging, readers stay on their platform longer while watching your video — instead of clicking “next” to learn more)…

But at the end of the day, if anything — it’s also because videos convert a lot better.

Guess I don’t know the scientific reasoning behind this, but common sense shows that more people like to watch videos:

Then read a boring long-form sales copy:

So that’s the main reason behind it, and for a practical application standpoint — as in…

How to use this the correct way, so there’s a few different ways I could explain this — but for starters…

You really just want to think about what your “next step” is first.

If anything, you always want to have some sort of freebie next — as people will always be a lot more willing to take action on a free item…

Then they will for a “paid transaction”, especially right from an ad — but with that said…

To give you an example of this, let’s say you were an email marketing (software) company that specialized in improved delivery rates — and your main target market was small business owners who weren’t getting a lot of results with their email marketing efforts.

With that said, in this case — I’d highly advise having a “free trial” as your next step…

Because it’ll increase your sales on the backend, but with that said — now that we know it’s our next step…

It’s time to create the actual video ad, that gets people to sign-up for a free trial.

Didn’t feel like creating a new video for example purposes, as they take a minute — but to give you a general overview of what I’m saying…

The outline for this video would be something along the lines of:

  • When Stan first started his business, he couldn’t help but see how important email marketing was
  • So he decided to drop thousands of dollars on ads, building his list
  • In little time he had over 1,000 subscribers, knew this was going to be his “gold mine” of success
  • But even though he was emailing his list 3x a week and giving valuable information, he never got the results he wanted
  • Always blew his mind how only 20% of people would open his emails, just figured it’s how things were
  • Until one day, when he decided to give XYZ Email Marketing Software a try
  • Did this, as he heard they specialized in delivery rates — helping business owners get past the spam filter
  • Sent his first email a few days later, received a 35% open rate right away!
  • Continued to use it ever since, grew his business by 300% this year
  • Click on the link below to try this for your business as well

And again, you’d want to elaborate on this a little more — but as I hope you can see with this example…

The main goal of explainer videos is to show your target market how you can help them, which is exactly what it does.

Not only does it address the problem (i.e. low open rates and lost revenue), but it also shows the solution/results (higher open rates, increased revenue)…

Which will grab any small business owner’s attention, and when combining that with a video ad — that looks something like this:

Then well, that’ll be all you need to get a lot of conversions — and for years to come.

With that said, that’s just one example as well — as it works in any situation…

Including:

  • Attorneys (offering a free consultation)
  • E-commerce (offering a new product)
  • SaaS(explaining your product)
  • Etc…

But as long as you follow the basics, then create a great video to deliver these basics — that’s everything you’ll need to get results…

For years to come.

Anyway, that’s the first method I wanted to mention quick — which now takes us to:

Method #2 — Landing page conversions

So before moving forward, let’s make sure we’re on the same page with these.

Long story short, landing pages are really a “one-page” website designed for conversions:

And you usually want to drive traffic to the landing pages with paid ads, as that works the best…

But with that said, when doing this — you usually don’t want to go “for the sale” right away either.

Reason for this, is because very few people like to buy right away…

And you usually want to give them a little bit of time to warm up to you first, so with that said — the main point of a landing page is to generally get them to sign-up for a free item…

Such as:

  • Case study
  • Free trial
  • Etc.

That way you can sell to them later on, and increase revenue that way.

With that said, that’s the gist of a landing page — and for the most part…

People will use “copywriting” to get conversions on these, which works alright…

But at the same time, when done correctly — explainer videos tend to work better here as well.

At the same time, the one thing you want to keep in mind with this — is that it also depends where your traffic is coming from…

Because if you do a video ad first, then you obviously don’t want to send them to a landing page with an explainer video — as that wouldn’t make sense…

But on the other hand, if you do blogging, and send people to a landing page that way:

Then these explainer videos work incredibly well, and in that situation — you’d want to use the same format we mentioned earlier.

Anyway, that’s the second method I wanted to mention and again — another method that works incredibly well…

When used correctly, but now that we have that out of the way — let’s move onto:

Method #3 — Homepage “welcome”

But long story short, 99% of websites are more of a liability than anything.

What I mean by that, is that it seems like everybody spends all this money creating the “best website” possible — where they have fancy design and all that…

But even though it looks great, it never gets any sales/conversions either.

Now there’s a lot of reasons for this, like how people never have a customer journey in place — so visitors always just visit the website…

Then bounce right away, but at the same time — it also seems like most website owners…

Don’t do a good job of explaining what they do either.

Said differently, from the business owner’s point of view — they understand what they can do for their clients/customers…

And that’s obviously a good thing, but at the same time — it can also be a downside as well…

Because most of the time they forget website visitors don’t fully understand, and that’s why it’s our job to show them this.

With that said, that’s the gist of it — and for the practical application…

So in all honesty, there’s a few things you could do at this stage- such as:

  • Creating a video that shows them what to do next
  • Creating a video that introduces yourself
  • Etc…

But at the end of the day, all you really need to do is use the same format we mentioned earlier — and turn your homepage into a “landing page”.

Not sure if you’ve ever looked at the big name marketer’s websites, but this is exactly what they do:

As they understand too much information can do more harm than good, so to avoid this — they simply go for the email address right away.

Anyway, that’s really all I wanted to mention with this — and this setup works great for a lot of reasons…

Like how you can just send all traffic to your homepage, but at the same time — since this is one page everybody looks at anyway…

Whether they’re coming from:

  • Social media
  • SEO
  • Etc…

Then it’s the best chances of increasing your conversions as well.

Alright, that’s it for real now — and if you’d like an example of how this looks…

Here’s a good one:

But now that we’ve covered all that, let’s move onto:

The recap

One of the biggest problems most companies have, is simply not understanding how to explain their product (or service) to potential clients.

Whether it’s because they don’t think it’s necessary, or whether it’s because they don’t understand it’s something they need to do…

Whatever it is, it’s costing them A LOT of money — as prospects will never take the next step (even if it is a free item) if they don’t understand what’s going on …

And when used correctly, that’s the missing void that explainer videos fill — providing you with a lifetime of benefits after that.

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