As we are all aware by now, video is the catch-all trend going into 2014. And with good reason – nearly half of people recently surveyed said they would be more likely to seek additional information about a brand or service after seeing it in an online video than had they not seen the video (Eloqua). Additionally, 59% of executives would rather watch a video than read text (Forbes). Online video can aid in increasing awareness, driving website traffic, increasing presence on search engine results pages and driving revenue. Makes for some pretty good reasoning to include video in your marketing mix, doesn’t it?
Whether you’re an independent retailer or service provider, an e-commerce site manager or a national, multi-location franchise, read on to learn about incorporating an explainer video into your digital marketing mix.
The Explainer Video
An explainer video is exactly what you would think from the name: a video that explains who you (your company) are, what you do and how you solve problems. These videos are generally between 90 seconds and two minutes long and serve to quickly introduce your company to whomever is arriving on your website or other digital property housing the video. While there are many potential variations on this classic company profile video, these fundamental elements are present in every explainer video.
Perhaps the most well-known example of an explainer video is that which was created for Dropbox: a two-minute narrated video using illustration motion graphics to describe the cloud-based service through a relatable story, easily digestible for a non-technical audience.
Nice little nugget: Dropbox generated more than $48 million in additional revenue upon adding this video to their marketing mix (Online Publishers Association).
Company Video Considerations
Though the fundamental elements of an explainer video don’t change, there are several factors to consider when creating your company video. These include, but are not limited to:
Format: The video referenced above for Dropbox is a great example of illustrated motion graphics. Other explainer videos feature more traditional filming of people and places, such as the CEO or founder, with shots around the office or of team members at company events. Still others still use animation or claymation to explain their company offering. The format you use may be determined by budget, available assets or even personal preference.
Casting: As mentioned above, many explainer videos are centered around a company principal describing the brand or business in their own words. Other videos feature employees describing a particular process or service that is unique to their company. If you have satisfied clients that are willing to speak on your behalf, you might consider including their testimonial within your explainer video. Regardless of who you select to speak or narrate, make sure they are comfortable in front of a camera and have rehearsed the video script in advance.
Theme: Even though your main objective is to describe who you are and what you offer, don’t forget to have a little fun and show some personality in your explainer video. Stories are always compelling; give some insight as to how your company was founded, where the name came from or what your ‘secret sauce’ is according to your brand advocates. Maybe your explainer video takes the form of a movie trailer or perhaps it leverages company awards and event montages to quickly communicate the problems you solve. Don’t be afraid to get creative if it suits your business and compliments your culture.
Support Your Video With Digital Media
Unless your website already benefits from an over-abundance of well-qualified traffic or your social channels already boast thousands of engaged community members, you will likely want to consider one of the following forms of digital media to support your explainer video. After all, what good is even the best company profile video if no one sees it?
Paid Social Media: YouTube has numerous options for promoting your explainer video cost-efficiently, as most options only charge you when 30+ seconds of your video is viewed. Facebook and LinkedIn also offer highly relevant niche targeting options to direct qualified prospects to your video.
Video Display Ads: Ad units that contain your company’s video can be run across ad networks and niche sites, allowing you to reach prospects based upon demographics and web behaviors.
Paid Search Ads: Leverage the demand that search provides by running paid search text ads that direct prospects to the explainer video housed on your website, YouTube channel or other owned property.
By leveraging the use of an explainer video and digital media as part of your holistic marketing strategy, you can maximize the reach of your explainer video and ensure that the right people are seeing the valuable business asset you have created.
via Business 2 Community http://www.business2community.com/digital-marketing/showcase-business-explainer-video-0687409?utm_source=rss&utm_medium=rss&utm_campaign=showcase-business-explainer-video
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