5 Hacks to Help Explainer Videos Convert Customers

1Because I was recently asked, here are my 5 rules for effectively using Explainer Videos in your marketing:

1. Know your AudienceWho’s your Ideal Customer? WIIFT (What’s In It For Them) is the key… emotional connection is the goal… don’t just make a video about your features. Feature-specific videos, demos, etc. come later, after you’ve hook ’em with emotion. Yep… even in B2B.

2. Continue the Narrative – From the point of first-touch to the time they convert (to a customer, sign-up for your Free Trial, etc.), continue the story that hooked ’em in the first place… keep the emotional hook; and the “explainer” video is a great place to do just that.

3. Get ‘em to Watch it! – A great video is meaningless if people don’t watch it. Surround the video with copy and creatives that drive them to view – and engage with – your Explainer Video.

4. Audio or Not? – That is the question. Go back to #1 above… know your audience. If they dwell in a cubicle or open-concept office… audio might not help… and could be a non-starter (i.e. they won’t even watch). Make sure your video does what you want it to do in a way that works for you ideal prospects.

5. Don’t Force a Square Peg into a Round Hole – In #2 above I said continue the narrative… but how do you do that if you have various initial touch points or campaigns, or – as I called them above; narratives – without spending a ton on lots of different videos?

You need to plan ahead and create multiple beginning (hooks), middle, and end sections (w/ appropriate CTA) for your videos. It may seem like extra cost, but it’ll work out much better for you than trying to take your one fully-developed video and forcing it into every situation.

Explainer videos are just one tiny element of a complete marketing strategy – obviously – and I go into a ton of detail on lots of different strategies and tacts around SaaS Marketing, Pricing, Growth Hacking, etc. on my Sixteen Ventures site.

I help grow SaaS companies at Gainsight by focusing on Customer Success. Follow me on Twitter @lincolnmurphy.

This post was originally published on LinkedIn.

About Lincoln Murphy

I am a Customer Success Consultant focused on Customer Success-driven Growth. I wrote the Customer Success book which you can buy at Amazon. If you need help applying Customer Success-driven Growth principles in your company or would like me to speak at your event, please contact me. Also, connect with me on LinkedIn or follow me on Twitter or Facebook.