Achieving Success With an Explainer Video Marketing Strategy
- Von: Mag. Dominik Mikulaschek
Explainer video marketing has evolved considerably over time and has become indispensable. Whether it’s a product video or e-learning marketing – with video marketing you can lead your company to success more efficiently. Not only do they increase your conversation rate, they really captivate your customers. No medium is comparable to video – videos not only inspire your customers, they also capture their attention.
You want to lead your company to success with explainer video marketing and don’t know exactly how to get started? Then you’ve come to the right place! Our guide will give you a detailed overview of explainer video marketing – from video production to explainer video marketing strategy and SEO – lead your company to success!
1 What is an explainer video marketing strategy?
With video marketing, you can successfully market your product or service using video content. A targeted video marketing strategy leads:
- to effectively reach your target group
- to improve personal initiative
- Increase in the conversion rate
When it comes to the type/style and implementation of the videos, you have many options to achieve your goal. However, it is important that the videos fit in with the overall concept of your explainer video marketing strategy. Because without a strategy, the planned success will not be achievable.
Example of a successful video marketing strategy from ACV Automobil-Club Verkehr
2 Why do you need an explainer video marketing strategy?
Videos are simple
Don’t we all prefer the most convenient way? And that’s exactly the balance you get with a video. Users would much rather click on the play button than read through long instructions. An explanatory video provides the most important information about a product or service in a matter of minutes. Compared to reading, watching a video is much more memorable. This is because explanatory texts cannot convey to us what a visual sound can. In addition, storytelling is favored by images and this in turn leads to the lasting communication of information.
Better ranking on Google through videos
The time spent on your website is a factor that Google uses to analyze and rank websites. With an interesting video, you therefore have a better chance of users watching it to the end. The longer the user stays on your website, the better it will be ranked by Google.
Videos create a basis of trust
You create targeted customer loyalty with trust. A video tells a story. And if you tell a story that arouses emotions in your target group, it creates a personal and emotional bond. A basis of trust is created and leads to credibility with the customer. Testimonial videos are perfect for building a long-lasting bond with customers.
Example of a testimonial video by explain it simple for Opunity GmbH
With a professional strategy, your conversion rate can be increased by up to 80 %. Sustainable transmission of information using videos
Videos tell a story in pictures and therefore attract more attention from customers. And with the right structure, your product or service captivates the target group much better than facts and figures.
3. how can you create an explainer video marketing strategy that works?
Now you are aware of the value of an explainer video marketing strategy. The question is how exactly it works. You need to think carefully about the marketing strategy in advance. What you need now is a strong or correct mindset. Because simply doing the marketing strategy on the side and without a plan will hardly bring you the success you hope for.
The following should be considered beforehand:
- What do I want to achieve with my explainer video marketing strategy?
- How can my explainer video be adapted to my marketing strategy – and effectively?
- What measures need to be taken in this regard?
The following steps are necessary to successfully implement your explainer video marketing strategy:
Competitor analysis
In order to develop a high-quality marketing strategy, the competition must first be analyzed. How are competitors marketing the product and how are the videos being used? The best way to analyze this is through social media. Research all channels where the competition is represented and try to find out how the videos are implemented to convey information.
Analyze all types of content – from photos to posts and videos – try to find out how interaction is driven and how you can incorporate knowledge into your marketing strategy to increase it.
Target definition
After the competitor analysis comes the target definition. What do you actually want to convey to potential customers with your explainer videos?
Essentially, all defined marketing objectives should be achieved at once. However, it would be more rational to develop a separate explanatory video marketing strategy for each defined goal.
In order to decide which video is suitable for which marketing strategy, the various explanatory video marketing strategies should be examined in detail.
Choosing the right explainer video marketing strategy for your goal
There are many different explainer video marketing strategies that you can incorporate.
This can be illustrated very well with the AIDA model.
This funnel guides potential customers from the beginning of their attention to the purchase decision.
The sales funnel is divided into four stages:
- Awareness – attention
- Interest – Interest
- Decision – Decision
- Action – Action
The four stages show you the mindset of potential customers.
Explainer video marketing strategy / concept / definition
Once you have defined your goals and decided on the type of explainer video, the next step is the explainer video marketing strategy concept.
Is your goal to generate leads? Then explainer videos are the best way to present your product or service.
You need a comprehensive concept so that the entire content can be connected. One explanatory video should build on the other. Now your creativity is required! To make the consumer aware that the explainer video series is part of a single campaign, you need an imaginative solution.
Important aspects here are:
Correct customer approach: The type of approach should always be the same. The tone of the explanatory video should also remain the same.
Visual corporate identity: Color, style and typography should be maintained in every video.
Characters: Every explainer video should be embodied by the same character so that it is recognizable to the consumer.
Determining the number of videos
So far, you have defined the goals and the concept for the explainer video strategy. Next, you need to decide how many explainer videos you want to produce.
To set up a successful explainer video strategy, one video will not be enough. The number of videos depends on your defined goals, your budget and your return on investment.
Target group definition
An explainer video marketing strategy can only work if you know your target group. To be successful, your content must be precisely tailored to your target group.
Setting the explainer video marketing strategy deadline
On average, the production of an explainer video takes 4 to 8 weeks. However, if you also want this type of video for your explainer video marketing strategy, you should set a deadline for each individual step – from concept creation to budget.
Use of organizational and communication tools
Creating an explainer video marketing strategy can be very time-consuming. Unexpected change requests, delays, many team members, task scheduling can all come your way. That’s why you should be organized and communicate with the team from the beginning to simplify the process.
Slack, Zoom, Teams, Monday sowie Trello sind ausgezeichnete Tools, um organisiert zu arbeiten und das gesamte Team am Laufenden zu halten.
Erklärvideo-Marketing-Strategie-Partner
Nachdem Du am Stadium angekommen bist, um mit der Produktion zu starten, hast Du verschiedene Möglichkeiten zur Auswahl. Produktion durch Eigenressourcen, DIY-Produktion oder doch Einstellung von Freelancern?
Um aber ausgezeichnete Ergebnisse zu erzielen, bekommst Du bei einer Erklärvideo Marketing Agentur die beste Beratung.
With an explainer video agency, you will receive a customized video that is specifically tailored to you. They are simply experts in their field and can use their knowledge to create a successful explainer video in the end.
Here are a few tips to help you find the perfect explainer video marketing agency:
- Browse the online portfolios of the respective providers
- Checking references and evaluations of the respective customers
- Price-performance ratio
4. the most popular marketing videos at a glance
There are different types of marketing videos. We have compiled the most popular and successful types for you here.
Explanatory videos
Explainer videos are short animated films that explain complex things simply and clearly in a maximum of 2 minutes. The aim is to explain the function and process of the product or service to the potential customer. High-quality and targeted animations are used. The focus is on the message to be conveyed. Complex topics and content can be explained step by step in an understandable way. In addition, the potential customer is given the opportunity to watch the video again and again. An explainer video can generate new leads and increase brand recall. They also help to improve the time spent on your website.
E-learning videos
E-learning videos give viewers the opportunity to learn about specific topics or problems. In addition, your brand is presented, which takes care of the customer’s concerns. You should also choose topics that are worthwhile for viewers. With this type of marketing video, you can build your authority, improve search engine rankings and generally increase your brand awareness.
Testimonial videos
Testimonial videos show customers who share their positive experience with your service or product. Customer testimonials are effective resources for a company to convince other customers of the added value of the brand. Customers should talk openly about their experiences and not be given guidelines for their answers. Because only real and authentic customer testimonials are convincing.
Product videos
Product videos explain the function of a product or service. High-quality and appealing content is used to characterize the most important benefits and functions. Product videos are usually developed for e-commerce companies. They are placed on the website so that potential customers can see how high-quality the product is.
Social media videos
These types of videos are developed solely to be shared on social media channels. Whether it’s a product video, explanatory video or e-learning video – the main thing is that the video is short and enjoyable, because the attention span of users is very short – the video should be short, concise and creative in order to stand out from the crowd.
5. step by step to explainer video production
When it comes to producing the explanatory video, there are various approaches.
1. idea & concept
Start with the idea. First, an explanatory video marketing strategy concept must be created. Possible topics should ideally be brainstormed. Show your creative streak! It’s best to write down all the topics you can think of. Finally, analyze which concept can work for your video strategy.
2nd briefing
Once you have defined the concept, the briefing follows. If you have hired an explainer video agency, you will receive an assignment to answer any questions you may have about your explainer video.
- Which target group would you like to address?
- What is the purpose of the video?
- Which problems of your target group should be addressed and overcome?
3. art direction
In this step, the explainer video agency develops the visual style, the color palette and the visual tone. When making these decisions, it is important that they are based on the character of the company and the message of the video. For example, a funny film would not be suitable for a topic that is politically oriented.
4. script
This process is hugely important for explainer video production. It’s about the message you want to convey to your viewers. The concept is turned into a script, which should be developed clearly and concisely. Ideally in a relaxed tone, short sentences and clear vocabulary. Don’t forget: less is more!
5. storyboard
In this step, all scenes are shown from start to finish. Storyboard is similar to a comic strip and you get a clear idea of what your explainer video will look like .You have the opportunity to make any corrections before production starts.
6. animatic
Here you get a first impression of what your explainer video will look like later. Animatic is an animated storyboard with voice over.
7. design
In this step, the visual style for your explainer video is developed and includes all graphic elements such as typography, illustrations, colors, etc.
8. voice over
Voice over is of great importance in the explainer video marketing strategy. That’s why you shouldn’t rush into the choice of voiceover. The voice should match your brand and reach the audience. Because with the right choice, you can gain the trust of your audience.
9th animation
With the explainer video marketing strategy, your storyboard is set in motion. Animation is a very time-consuming step in the explainer video production strategy and the voice over is of great importance. That’s why you shouldn’t rush into the choice of voiceover. The voice should match your brand and reach the audience. Because with the right choice, you can gain the trust of your audience.
10. sound
We have now reached the final stage of production. Sound and animation are still being edited. Your video is ready for delivery. Additional effects and sounds are added. It’s important to make sure that the music you choose matches your product or service and conveys the right message.
6. costs of a marketing explainer video
The price of a marketing video depends on various factors. Basically, an explainer video costs between €2,000 and €15,000. You should think in advance about how much you are willing to invest in an explainer video marketing strategy.
7. SEO für Deine Erklärvideo-Marketing-Strategie
Durch eine erfolgreiche Erklärvideo Marketing Strategie kann Dein SEO gesteigert werden. Das ist sehr bedeutsam, da potenzielle Kunden zuerst in Suchmaschinen suchen, wenn sie etwas Neues in Erfahrung bringen möchten oder Einkäufe tätigen. Für den Erfolg ist es ausschlaggebend, dass Dein Unternehmen ganz oben in den Suchergebnissen erscheinen. Websites mit Videos fördern organisches Traffic und die Verweildauer. Aber nur alleine mit Videos kann Dein Ranking auf Google nicht verbessert werden. Es müssen noch zusätzliche Maßnahmen in der Erklärvideo Marketing Strategie gesetzt werden.
Wichtige Maßnahmen sind:
- Keyword analysis
- Video title
- Preview image
- Long-tail keywords
8. share, share, share
The marketing strategy is ready, the explanatory video has been created. Now the video needs to be distributed.
You have various options to choose from:
- Own social media channels such as your website, blog, social media channels
- Paid media such as social media ads, advertising, sponsored content, influencer marketing
- Earned media such as product reviews, social media shares
9. how can you measure the success of your explainer video marketing strategy?
You can measure the success of your marketing strategy with the following elements:
- Video analysis on your website
- Key Performance Indicators (KPIs)
- YouTube Analytics
10. start developing your own explainer video marketing strategy now!
Today, an explanatory video marketing strategy is part of every company – or rather, it cannot be dispensed with.
Every company can use these measures to reach potential customers and win them over to its product.
There are also excellent tools that will help you to successfully implement your explainer video marketing strategy.
Get started with your explainer video marketing strategy today! Increase your online presence and generate new leads for your product or service.
We hope that we have been able to provide you with an overview of the marketing strategy and that this comprehensive guide will be of help to you.
