Due to the prevalence of social media consumption, explainer videos can be used strategically on popular platforms like Twitter and Instagram to effectively target audiences with concise messages.
By using creative visuals, an animated explainer video can address potential customers’ misgivings and enable them to quickly learn about the company, its products, and its services. These videos use simple call-to-actions that encourage them to take a desired action.
As far as generating leads is concerned, 67% of companies use lead generation as the sole metric to determine content success, according to HubSpot.
This article is divided into 3 parts:
- Part I: 7 Ways Explainer Videos Can Help Generate Leads in 2023
- Part II: Hiring an external agency’s remote video production service to create explainer videos
- Part II: How to generate good content for lead generation in 2023
Part I: 7 Ways Explainer Videos Can Help Generate Leads in 2023
In this section, we will discuss how to use explainer videos to capture viewers' attention and generate reliable leads that B2B businesses can pursue to win over new customers.
1. Use explainer videos on landing pages and homepage
Explainer videos can get visitors who are interested in what you have to offer to your landing page. Not only do they help educate potential customers but they also increase viewer engagement and spark interest in the product or service being offered.
Here’s what you need to do:
- Use them to introduce customers to your product or service, explain how it can solve their problems, and urge them to take immediate action.
- Use them as social proof that the product or service has been used successfully by others, which further encourages potential customers to purchase or sign up.
- Embed them on the home page and make it easy for visitors to familiarize themselves with your brand quickly.
Watch this explainer video example created by Explainer Video Hero for Service Provider Pro, an all-in-one customizable client portal software for agencies. This video is embedded in the hero section of their homepage.
2. Create a series of short explainers to build an audience
Explaining complex topics in short explainer videos is an effective way to engage and educate viewers. It helps them quickly understand a topic that might otherwise take longer through traditional methods such as articles or long-form tutorials. Here’s what you need to do:
- Use them to create a series of explainer videos to grow your audience, increasing your ability to generate leads and organically increase brand awareness to reach a larger pool of potential customers.
- Use them to build relationships with potential customers on a personal level by telling about yourself and sharing stories from your experience.
- Use them as a source of content for email campaigns, website pages, social media posts, and more.
Watch this animated explainer video example from Jotform that talks about Jotform Enterprise. You can use these short videos to introduce products as well as updates to them.
3. Craft explainer videos specifically targeted at high-value customers
When crafting explainer videos specifically targeted at high-value customers, it is important to focus on their specific needs. Such an explainer video should:
- Use a script that focuses on concise wording, utilizes humor, and employs storytelling techniques.
- Provide a clear and concise overview of the product or service, while also addressing any potential questions that the customer might have.
- Highlight the benefits or advantages of purchasing or investing in the product or service so that customers are more likely to show interest.
- Establish trust with customers by demonstrating a commitment to providing quality services and products.
- Integrate a call to action at the end of your video to encourage viewers to take action by inquiring about your product or service.
This animated explainer video example is created by Explainer Video Hero for HopSkip, a B2B market network that helps companies source and book groups, meetings, and events at hotels.
The video is ideal for explaining your product or service to high-value customers that may not have the time to sit through long presentations. It describes all the essentials they need to know in about 2 minutes.
4. Use explainer videos to exploit the power of social media
The power of social media lies in its ability to extend a business' reach far beyond what could be achieved through traditional means. By taking advantage of this, businesses can connect directly with users who might otherwise never see their products or services.
Explainer videos can be an effective way to generate leads when used with social media networks as they offer a great platform for businesses to capture viewers’ attention in the crowded online marketplace. Here’s what you need to do:
- Use concise, direct messaging to make a strong impression on viewers because the medium demands it.
- Create visuals that attract interest and direct viewers to take action such as signing up for an email list or visiting the website for more information.
- Make your video shareable by educating viewers about your products or services in an entertaining way.
- Add links within the video description to drive traffic directly from the video platform to their website where visitors can find out more information or purchase goods/services.
Watch this explainer video example created by Explainer Video Hero for nectar, an employee recognition software. This video provides a fresh perspective on how explainer videos can be made more engaging for use on social media networks.
5. Use explainer videos to make sales calls more effective
Marketers need to target specific audiences, build trust and establish credibility – all crucial steps in successful lead generation. You can effectively convey your brand's message to potential customers through explainer videos. Here’s what you need to do:
- Send the videos or video links in advance to make customers consume content at their leisure. This will not only make the company’s job easier but also helps brief the prospects about your business in advance.
- Use the videos to gather valuable data on customer engagement and feedback and use them to improve future campaigns and sales calls.
- Use analytics tools available on most social media platforms to monitor how viewers respond to the explainer videos. Analyze the data to make informed decisions about where they should focus future efforts.
You can share an explainer video like this one created by Explainer Video Hero for myCOI, an automation solution for your insurance certificate requests, collection, and compliance resolution before a face-to-face meeting.
This could save tons of time for both parties as prospects have a clear understanding of the product they are interested in and the salespeople don’t have to start from scratch.
6. Use explainer videos in email promotion campaigns
Explainer videos can help drive higher open rates, improve click-through rates, and reduce unsubscribe rates. Here’s what you need to do:
- Promote explainer videos through email campaigns to expose more people to your product and generate more interest.
- Take advantage of subscriber lists and target potential customers and use them in combination with other marketing activities such as promotions, discounts, and social media campaigns.
- Use them in email campaigns to quickly and easily capture attention and drive people further down their sales funnel.
Here is an explainer video example you can embed in your email. This is a 30 second video created by Explainer Video Hero for Avoma, an AI Meeting Assistant with conversation intelligence. This video is ideal because of its content as well as its relatively small size.
7. Use video search engine optimization (VSEO) for your explainer videos
By using VSEO for explainer videos, businesses can ensure that their content is visible and easily accessible when potential customers are searching for relevant topics. Here’s what you need to do:
- Use VSEO to help businesses reach new leads and make sure they are top-of-mind when customers are making purchasing decisions.
- Use VSEO techniques to optimize titles, descriptions, and tags on videos to increase visibility within search engine results pages (SERPs), further helping to generate leads.
- Focus on creating compelling content and use it to target specific customer segments.
- Leverage keyword research tools to ensure your content uses high-value keywords that potential customers are searching for.
Watch this video on how to optimize your video for YouTube by Ahrefs.
Part II: Hiring an External Agency’s Remote Video Production Service To Create Explainer Videos
If you do not know how to make an explainer video, you can outsource it. There are both pros and cons to using an animated explainer video company. Let’s look at them both:
1. What are the advantages of using an external agency to create your explainer videos?
High-quality explainer video production requires the skills and expertise that not all businesses possess. That’s why many companies choose to outsource the creation of their explainer videos to external agencies that specialize in this type of content.
- These agencies have the experience and know-how needed to create engaging, informative videos that will help you reach your target audience and maximize your ROI.
- They can provide valuable feedback on how to improve your existing video content or create new ones from scratch.
- You can make sure that your explainer videos are up to par with industry standards and deliver maximum value for your business.
2. What are the disadvantages of using an external explainer video agency?
When you outsource the creation of these videos to an external agency, there are certain risks and disadvantages associated with it.
- A lack of control over the quality of the video. You may not be able to ensure that the video meets your exact requirements.
- There is also a risk that you may end up spending more money than necessary if you don’t have a clear idea of what kind of explainer video you want from the beginning.
- Furthermore, if you choose an agency with inexperienced staff or outdated technology, it can lead to delays or unsatisfactory results.
3. What is the explainer video cost if you hire an explainer video company?
Explainer Video Hero (EVH), a top explainer video company, follows a fixed explainer video cost policy. They have created some of the best animated explainer videos for top companies in the world. Their explainer video pricing is as follows:
- $2,000/ minute for Animated Explainer Videos
- $1,000/ minute for Live-action Explainer Videos
Part III: How To Generate Good Content for Lead Generation in 2023
Generating leads is a critical part of any business-to-business (B2B) brand's marketing strategy. However, this process can be difficult to navigate, as securing and converting leads require optimizing multi-channel efforts across a variety of different marketing tactics.
In this section, we will learn more about the challenges and how creating good content as defined by Google can help rank higher on the SERPs.
1. Why are B2B brands finding it challenging to generate leads?
Here is a list of common challenges faced by businesses:
From the list the following insights emerge:
In the B2B industry, the most challenging aspect of lead generation is identifying and contacting potential customers who are typically senior decision-makers.
- Staying up-to-date on everchanging B2B buying trends — such as digital transformation or demand generation strategies — and managing resources can complicate the process for brands and make it more difficult for them to generate leads.
- To reach these potential customers and cultivate relationships with them, brand marketers must:
- Create content that resonates with their targeted audience.
- Use an array of tools such as search engine optimization (SEO) or social media outreach methods.
- Invest time into segmenting their customer base and understanding their needs.
- Utilize data from lead profiling activities.
- Develop strong calls to action to encourage prospects to take the desired action.
2. How are explainer videos helping businesses in 2023?
In a pandemic-affected world, explainer videos are doing a stellar job. Aside from usability for marketing purposes, they are also being used more frequently within workflows as organizations turn towards remote working models.
- By replacing lengthy written instructions or onboarding documents with easy visual cues, explainer videos are helping organizations streamline employee onboarding and make training materials readily available across different devices.
- Explainer videos have demonstrated their potential to save time and have quickly become an indispensable part of today's digital landscape by providing insightful information that can save users precious time.
- Through detailed illustrations, dynamic animation, and engaging narration, explainer videos have made it easy for viewers to understand even the most complicated topics.
3. How do explainer videos help meet Google’s 2023 content guidelines?
Google encourages content creators to create educational or informative content that is accurate and trustworthy.
The content should provide readers with useful and valuable information that can assist them in solving problems or answering questions. Here are some of the other guidelines:
And if you feel that’s hard, read what Rish Bhandari, CEO & Co-Founder of Explainer Video Hero has to say:
Explainer video - 69Apart from explainer videos’ inherent strength as an effective marketing tool, what makes them even more attractive is the fact that Google will continue to prioritize content that is helpful to its users and publishers. They need to create content that is useful, engaging, and relevant to the readers.
For this reason, explainer videos will continue to be an important tool for generating leads for businesses in 2023 and beyond by increasing a brand's visibility on Google and YouTube.
Finally, explainer videos should be a part of any business' marketing strategy to get more people to experience the brand and generate quality leads.