So you’ve created an explainer video to kick-start your business and enhance your landing page. The number of views is through the roof, your visitors seem to be engaged, and your landing page generates more leads than you can handle.
This means that your explainer video and kick-start campaign are an overall success. Your company now should be able to run smoothly with the satisfying amount of revenue you’re getting.
But there is much more that your company can do. A lot of marketers and entrepreneurs start their marketing campaigns with explainer videos, but the next step is still blurry to them.
Does this mean that you can now stop creating marketing videos? Well, you can, but let me tell you why you shouldn’t.
Your customers aren’t going to stick around if there’s nothing for them.
One thing you should always consider in your marketing video is your customers’ thought processes when deciding to use your product or service. Of course, each individual/business that chooses to be your partner has unique factors (internal and external) that lead them to that decision.
But broadly, those thought processes translate into this graphic:
But sometimes it’s just hard to come up with an idea for the next video content you want to create, even though you know what your customers really want. Will it be a testimonial video? A story? A brand video?
The choice is yours, of course. But today I’m going to show you a couple of different actions you can take right now to develop relevant materials that are useful for your customers and to help you decide which video type to make first.
1. Ask and Listen to Your Customers/Clients
Like any business, the best first step to success is listening to what your customers have to say about your business. If you’re keen enough to do this, you’ll find some questions that have been asked by most of your customers.
Or maybe some tweets or posts engage more of their attention compared to others. You can use this as a basis for your new content. You can also ask your customer service team if they have received recurring questions from customers.
Get the gist of what your customers are saying and create video content based on it. You can convert this data into several forms of video, such as tutorial videos (if the issue is technical) or talking heads (if the problem is non-technical and customer-related).
2. Ask Your Staff What Needs Improving
You can always turn your attention to your own people inside the company. You need to ask yourself if there’s any way you can create video content that improves their skills and that is thus worth investing in.
If there is, start specifying which department you want to improve and what aspect you will focus on. A simple whiteboard video could go a long way in educating your staff; it’s been researched and proven.
Sending out a quick survey through company email may be the best way to find out what your employees think needs improvement.
3. Analyze Your Website Statistics
You may be wondering what website statistics have to do with creating video content. I could discuss a bunch of technical reasons for how video content can impact your website’s SEO positively, but that’s enough material for another blog post.
Instead, I want you to look at your analytics and see which pages have the highest bounce rates.
Lower bounce rates mean that your conversion funnel opens wider. You want your visitors to get closer to making a purchase or making a deal with your company as they navigate through your website. However, that requires them to stay on the site.
Consider adding a video (or converting the content to video if necessary) to pages with high abandonment rates to keep your visitors hooked.
If your landing page has a high bounce rate, it could be a bad sign for your business. What you should do is re-design your landing page with a more engaging design. An explainer video will definitely do the trick to keep your landing page visitor from bouncing out of your site.
Take a look at the explainer video we created for PrizeRebel’s landing page.
4. Develop a Video Marketing Roadmap
Video is a good type of content to utilize as a marketing medium, but it doesn’t work instant miracles and it certainly isn’t a one-hit-wonder.
You have to create a video marketing plan for your business. This might sound difficult at first, but once you know the fundamentals of planning a video marketing strategy, it can be a piece of cake.
Remember that video can impact your SEO positively, so if you see a good opportunity for keywords for your ideas, start making video content to coincide with them.
You can use Google Keyword Planner to measure, analyze, and calculate how much time and effort you have to spend in order to appear higher in search engines.
But just like I said earlier, video isn’t a one-hit-wonder. You have to do follow-up actions such as promoting your video to influencers in your industry and reaching out to whoever might find value in those videos you just created.
Remember, this is a long-term plan. You have to see how a particular video will fit into your organization and industry before you decide to invest in creating it.
Takeaway
Here are our three quick suggestions for developing the right ideas for your next video content (once you have made a successful explainer video):
Find out what your customers have to say and what their problems are (related to your company, of course).
- Take a look at your company to see what needs improvement internally.
- Always see how a video will fit into a broader plan. Video content isn’t a one-hit-wonder.
- And last but not least, you can always ask us to tweak your explainer video to fit your current situation–and make it better!
Thanks for reading. If you have anything to ask or say about video marketing and explainer videos, feel free to leave a comment!
