It is said that a picture is worth a thousand words — so how many is a video worth? It no longer is a secret that explainer video marketing offers a wide range of benefits to those who invest in them, especially in our modern world. This is because few people still have the patience to read through a text to find the information they are looking for, and video marketing has a way of delivering the relevant content in a quicker and more engaging way — and to increase conversion rates.
In fact, 77% of online shoppers would rather watch explainer videos over reading the information in textual contexts. So, what are some of those advantages? Explainer video marketing will help you improve your brand image, increase sales, encourage people to recognize your brand for longer periods of time, be the first step towards enhancing your client base, and market your products and/or services.
Conversion rate is an important metric for achieving effective business growth. Marketing strategists are always looking for methods to increase it, and none of them ignore the use of explainer videos. You may be asking how marketing explainer videos enhance conversion rates and how you can use them for your benefit, so let us break it down for you.
Increase conversions with video marketing
What is video marketing?
Video was previously overlooked in marketing, whether outbound or inbound. It was viewed as something beneficial but never truly necessary. If this is how you think of videos today, you risk falling behind. Video marketing is the use of videos to advertise and sell your product or service, boost interaction on your social and digital platforms, enlighten your clients, and reach out to a wider audience.
All inbound content strives to solve a shopper’s problems and deliver content to them. This contribution can take numerous forms, such as a response to a query, a how-to manual for an activity they’re having difficulty with, or knowledge on a topic of interest to them. The key to their appeal is the simplicity with which they can engage with potential and existing customers across different platforms.
Several studies have found that videos enable firms to increase
- Brand awareness by 70%
- Web traffic by 51%
- Sales by 34%
Benefits of Video Marketing
Marketing explainer videos can be produced for any stage of the marketing / sales funnel (attract, engage, close, and delight), which is why video marketing is among the most in-demand and effective means of modern marketing. It thus goes without saying that marketing explainer video companies have many tasty dishes on their silver serving tray.
Explainer videos help you attract more people to your brand
This is because media in general and videos in particular are much more attention-grabbing than bulks of text for a considerable number of people. Thus, when your video content speaks to your audiences’ needs, they would be naturally drawn to you.
Explainer videos make your audiences relate your brand to positive experiences
When you give people what they want, i.e. answers to their questions, your image would become associated with positivity rather than neutrality or negativity. When consumers are in the consideration stage of the buyer’s journey and want to explore their options, they refer to a variety of approaches.
Browsing through a search engine, visiting related websites, checking reviews, and watching videos are some of the top strategies. Videos could easily be integrated into each of those instances, granting your brand a stronger chance of influencing the consumer’s decision to choose you over your competitors.
Explainer videos help you gain higher rankings in search engines
Explainer videos will make your website rank higher on search engine results pages (SERPs). The period of time a visitor stays on your website after landing from a Google search might influence where you rank in the results. As per Backlinko, dwell time is an essential Google ranking element.
According to HubSpot, using video is an extremely successful approach to enhance this measure, with 80% of marketers reporting that video content has raised dwell time on their website. Need more proof? A Mist Media research revealed that the typical internet user spends 88% longer on a site that has video content.
These, among others, are pixels of the bigger picture, it being higher engagement and higher sales, i.e. higher conversion rates.
Increasing conversion rates with explainer videos
As has been thus far discussed, the advantages and benefits of using explainer videos in your marketing strategy are plenty. They have led us to the ultimate question – how to increase conversion rates with explainer videos – which will be answered in this section.
Before reaching the step in which you convert a prospect to a buyer, there are a few things you should use your explainer videos for.
Target your audience’s pain points with your videos
Shoppers are seeking answers to their troubles. The best products resolve issues, either by providing a solution to a previously unsolved problem or by introducing a completely new style of play. That is why you must pay attention to your audience’s pain points. They’re your greatest hope for increasing traffic to your brand and boosting your company’s ROI.
When your explainer videos provide solutions and answers to your audience’s problems and queries, they’re more likely to become paying customers rather than bystanders.
Create targeted content for different stages of the buyer’s journey and the different phases of your marketing funnel
People’s needs differ from one stage to another – those who are in the awareness stage are looking for different content than those in the decision stage, and it’s your job to provide them with what they need. Knowing which pain points and solutions to curate video content for will dramatically increase CTRs to your website and social media channels, which would inevitably help you engage more prospects and close more deals.
To know more about the different content for each stage, click here.
Strategically place your videos on different pages in your website and know when to post them on social media
Once you’ve created useful explainer videos, consider embedding them on relevant webpages, such as landing pages. based on several studies, marketers who use explainer videos on their landing pages garner 86% more leads. If your website includes explainer videos, you would be able to describe your offerings in a more interesting and informative way. Furthermore, it has been determined that websites that feature explainer videos attract way more visitors than those that don’t.
Another strategy to increase brand recognition using explainer videos is to share them on social media networks such as Facebook, Instagram, and LinkedIn. According to statistics, social video content is 1200% more likely to be shared than long, dull text and photos.
Create comparison guides highlighting pros and cons of your brand and your competitors’
Your main focus should obviously be on your own brand since you’re the one offering this comparison guide – which is extremely useful in the consideration and decision stages of the buyer’s journey. However, you don’t want to come off as rude toward other brands; you should be as objective as possible since the ultimate goal is, after all, to inform people about the choices available for them.
Focus on your services – how your offerings will help the customers, i.e. why your solution is ideal for them. This could be done by highlighting the quality of your product or service, the process you go through, competitive prices… basically anything that makes you stand out. This, of course, can be done using explainer videos:
Include powerful CTAs in your explainer video
The sales procedure is delicate. Every single detail may influence someone’s choice of buying from you, and including a sales explainer video in your workflow is one of many steps that can be taken to increase sales and conversion rates. The goal is to figure out where your consumer is coming from after viewing the video. Tinkering with varied CTAs is a smart approach to do so. Consider the following suggestions for your marketing explainer videos as well as your marketing strategy as a whole:
- Always use strong language to elicit emotional responses from customers.
- Be sure that your CTA conveys a feeling of urgency.
- CTAs should be pertinent to your content.
- Keep in mind you experiment its variations to obtain better outcomes.
Nothing irritates customers as much as feeling disoriented or misled. Instead of taking a wrong turn in extensive, textual instructions, a visitor to your website is much more inclined to acquire your service or product if there is a video demonstrating what it is or how it functions. So, anytime you make a video, keep your marketing approach in mind. Targeting your core demographic can assist you in producing an effective video for your company.
To summarize, video marketing and marketing explainer videos are excellent tools for increasing conversions for a variety of reasons, including:
- Animated explainer videos build hype
- An explainer video demonstrates the personality of your company.
- Explainer videos effectively convey your message.
- An animated explanation video can help your website rank higher in Google.
To increase conversions with explainer videos, follow these steps:
- Understand your target audience (buyer personas)
- Differentiate between the different stages of the buyer’s journey
- Create relevant content for each stage
- Target your audience’s pain points
- Provide solutions for said pain points
- Highlight the benefits that your brand offers which makes you stand out from your competitors
- Share your video on different platforms
- Include CTAs wherever you see fit – but don’t overdo it