5 Creative Techniques to Increase Conversion With an Explainer Video

Written by Aram Movsisyan

Senior Producer, Yans Media

Everyone knows that you create an explainer video to explain. That much is obvious. But to make a truly effective explainer video requires planning.

You should have answers to certain questions and then create a marketing strategy, all before you begin with a script!

Here are 5 tips you can follow to help make a plan to convert viewers and start the conversation about your product.

1. Address the Pain Points

You created your product to fix a problem – remind your customers what they’re struggling with!

This is probably one of the most common ways to grab attention in any marketing message. And at the core of it is basic human communication and empathy.

What does this mean?

You’re saying, “Hey, I know your pain, and I understand it.”

This technique grabs anyone’s attention. It also works because it triggers a thought in the viewer’s mind that if you, the business, understand their pain, then you’re a trustworthy source to provide a solution.

Of course, you wouldn’t want to leave them hanging!

Once you address their pain points, then comes the part where you can talk about your product and its benefits.

Of course, you wouldn’t want to leave them hanging!

Once you address their pain points, then comes the part where you can talk about your product and its benefits.

And then you can invite them to continue the conversation on your product website, or whichever next stage of your funnel you want them to follow.

This always works if you plan your message properly and address the right target audience.

Action Item

How to Use Explainer Video in Your Sales Funnel

2. Be Unique and Original

The world is full of well-executed messages that don’t sell because they don’t stand out.

When I was a kid and heard about the size of marketing budgets, I was shocked. I wondered why they spent so much.

It wasn’t until years later when I was working in the industry that I finally understood. Competition is high, and sometimes it can take months to find or develop a unique and original idea. There are a lot of distractions out there. If you don’t find a way to get people to pay attention, your idea will be lost in an ocean of forgettable content. 

 

With explainer videos, it’s a bit different because sometimes people are receptive and are ready to listen and understand, and all you need to do is explain.

However, you still need to be original and engaging to make a strong impression. You need to get it stuck in their mind that you have the best possible option for them, and they should choose you.

People are tired of the old, “This is Jane, Jane is a blah blah blah” formula. They’re also tired of the “My company is a superhero here to save the day” cliche’.

Those ideas are used up, and make you look cheap and amateurish. Be original with your message and your style to get people to hear you.

Here’s a great example with a unique angle. The character becomes a detective to find her solution, and the entire video from sound to mood works to support that story.

3. Why You Are Better

If you’re entering a popular market, skip to why you’re better.

This is probably the most underrated and most useful tip. We see a lot of explainer videos that start with the problem itself (addressing the pain points, tip 1) when it’s unnecessary.

Let me explain what I mean.

 

 Let’s say your product is a project management tool. Talking about the pain points or problem people have is OK when they don’t know what project management tools are. But at this point, everyone knows about them, and chances are they are using one already that isn’t working the way they want. All you need to do at this point is convince them your product is better than the rest. So start with your unique proposition.

Share why you’re different, why you’re better, and what benefits they’ll get. If your main benefit is the price, then explain they’ll get the same features they have with their current tool but at half the cost. If you’ve got a unique feature, emphasize it. This is your chance to make a big impact.

If you are targeting customers who aren’t happy with your competition, focus on that. Talk about how irritating it is with all the problems they have to deal with when using your competitor’s product. You don’t even need to mention your competition by name, just the problems. Viewers will get it. Then talk about how it’ll be better with you.

Here’s another tip.

If you want to address pain points, you can simply mention why other tools aren’t as effective and then showcase your value – your unique sales proposition. No matter your product or service, you already know that your potential customers have many options they can choose from.

The goal is to get them in your funnel. If you’re looking for some help with this, just let us know and we will schedule a free call to go over your business goals and help you come up with a strategy that works best.

4. Cut to the Chase!

If people are ready to listen, don’t waste their time.

Sometimes you don’t even need to prepare people for your message. Often, they are looking for a solution already. So give it to them! Start your video with your unique proposition. Announce your solution immediately and then talk about your benefits.

This really works.

You just need to be sure you know the audience you’re targeting and your message is unique and engaging as I mentioned above.

If you’ve already got a lot of brand fans that you know are happy to hear from you, just cut to the chase and tell them what you’ve got without wasting time on a setup or introduction. They already trust you and you don’t need to spend any time with boring introductions or relationship-building.

They’re waiting to hear from you!

5. Use Multiple CTAs (calls to action)

A small early investment can pay off big down the road.

The process of sales is fr agile. Every small detail can make or break someone’s decision to buy from you. Depending on your product or service, you need to understand how many steps you should take with your client before pushing for the sale. And using an explainer video in your funnel is just one of those steps. Because hey, let’s be honest, a video isn’t going to close a deal by itself. However, a good explainer video can do the first 65-85% of your job. The trick is to understand where your customer is at after watching the video. And a good way to do that is by experimenting with different CTAs. 

Should you ask viewers to make a purchase after watching the video, or simply get them to take the action to learn more? Maybe the right move is getting them to download a free demo. So it’s highly beneficial to test different CTAs to understand which works best in your sales funnel.

Another great reason to create multiple CTAs is if you’re using your explainer video in different channels. For example, if you’ve got a CTA that prompts viewers to visit your website, but one of the places you’ve got the video showing is your website, well, they’re already there and that doesn’t help much.

So invest a small additional amount to have multiple CTAs created for different uses and testing to see which is most effective.

Read

How to Use a Call to Action in a Marketing Video

Final words

Always remember, an explainer video is a tool, not a final result. If you create one and don’t do anything with it, it’s not going to magically give you customers and sales. Knowing who your audience is, crafting a message with a unique proposition, and trying out a few different CTAs can make the difference between big success and a waste of time and money. If you’d like a

Free Download: Explainer Videos From A to Z

Everything you need to know about explainer videos to create successful marketing content

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