212.764.7200

The Smart Marketing Blog

15

Aug, 2014

4 Ways To Leverage Your New Whiteboard Video

By: | Tags: , , , | Comments: 0

As we work with more and more clients of all shapes and sizes to help them create the perfect Whiteboard Explainer Video – we hear one question almost every time:

Once the video is complete, what can I do with it?

The truth is, there are countless opportunities to leverage your new explainer video. Just think of all the times you wish you could give someone the perfect pitch in 60 seconds. Sales calls, trade shows, webinars – the list is endless. However, as an Internet Marketing Agency, we spend a lot of time deciphering the best way to maximize a clients’ ROI on Whiteboard Videos – and we’ve come up with a few of our favorite tried-and-true uses.

Feature It In An Email Blast

Any business involved in email marketing understands that good email campaigns are extremely effective at capturing the “low hanging fruit”; previous customers, leads, and even current customers – your database is a goldmine. However, designing and executing email blasts without the help of a professional isn’t as easy as it looks – and companies often struggle to generate the click-through, and subsequent ROI, that they should.  One sure-fire way to increase click-through-rates (CTRs) in an email, is by including video. According to research done by the likes of Forbes and DigitalSherpa, email click-through-rates increase by 2x-3x.  Even better, marketers report a 51% increase in subscriber-to-lead conversion rates when the email includes a video. In other words, email campaigns featuring a quality video generate more leads and drive revenue.

[ultimate_modal icon_type=”none” modal_title=”Intro To SSMG” modal_contain=”ult-youtube” modal_on=”image” onload_delay=”2″ btn_img=”1405″ btn_size=”sm” btn_bg_color=”#333333″ btn_txt_color=”#ffffff” modal_on_align=”center” txt_color=”#f60f60″ modal_size=”small” modal_style=”overlay-slidedown” overlay_bg_color=”#333333″ overlay_bg_opacity=”80″ header_text_color=”#333333″ modal_border_width=”2″ modal_border_color=”#333333″ modal_border_radius=”0″][/ultimate_modal]

Use It On Your Website

This one may seem like an obvious choice to most – but why? Almost every Whiteboard Video we’ve created has been featured on the client’s website – either on a main top-level page, or campaign-specific landing page. The reasons for this are plenty, but let’s start with the explainer video’s unique ability to engage the viewer on an emotional level, while quickly educating them on your offering.  The statistics here are pretty staggering and it’s worth noting a few:

  • 96% of all US adults find explainer videos helpful in making purchase decisions.
  • 80% of website visitors will watch a video, while only 20% will read all of your written content.
  • 75% of business executives watch work-related videos on business websites every week.
  • Explainer videos increase conversion rates by an average of 20%.

Aside from the indisputable benefits mentioned above, we can’t forget the value video has for Search Engine Optimization. YouTube is owned by a little company called Google, so one should (correctly) assume that there is some correlation between popular YouTube videos, and search engine relevancy. In fact, statistically, your website is 50x more likely to appear on the first page of search results if it includes a video.

Advertise On YouTube

You’ve got this great new explainer video, but you don’t want to settle for passively showing it to people on your website, or blasting it to your email contacts. How can you get new eyes on your video – people who otherwise may not have known about you? One answer is YouTube advertising. Consider the fact that YouTube is now the number 2 search engine in the world. YouTube’s Pay Per View platform is similar to Google’s Pay Per Click engine (and can even be managed from the same dashboard), in the sense that it allows a company to actively bid for the attention of their target demographic.  Let’s say, for example, that your video is about your new line of vitamin supplements. This method of inbound marketing lets advertisers target users in their target demographic, watching videos about similar topics (health and wellness, fitness, nutrition, etc) and show the advertiser’s video as featured/sponsored alongside the user’s existing video selections. The advertiser only pays when the user clicks the video to watch it.  In our experience, these views cost anywhere from 10 cents to 50 cents – a pretty great bang for your buck.

Distribute On Social Media

whietboard-shareWhiteboard Videos by their very nature are inherently social. A good Whiteboard Video creates a story in which your main character – a representation of your ideal demographic – encounters a problem, works through it, and eventually solves it using the solution provided by your company’s product or service.  What’s more social than that? A story starring your customer, about your customer, where your company solves your customer’s problem! That’s probably why an explainer video is 3x more likely to be shared from one person to the next via social media, than any other kind of video – they’re relatable.

Side note about Facebook: Facebook’s EdgeRank, the algorithm that determines who sees what content posted by pages, changes dramatically at a moment’s notice. However, video posts have remained consistently high-scoring and thus widely distributed.  Facebook’s fondness for video is further evident in recent News Feed/Timeline changes, where videos now start playing automatically when a user scrolls by one.  The videos are muted unless the user interacts with it, but a hand drawing a story on a whiteboard in front of them is sure to spark their interest.

In the end, there are as many uses for explainer videos as there are people to watch them. If you want to learn more about the creating and leveraging one of these innovative new marketing tools for your business, reach out to us today.

Written By: Eric Krattenstein, VP Internet Marketing
connect on linkedin