How to Use Explainer Videos to Generate Leads?

Last Updated on October 5, 2023

Estimated reading time: 9 minutes

Explainer videos are often associated with promoting products or services, but their potential goes far beyond that. Today videos have become invaluable marketing assets. With 65% of people being visual learners, and considering that one minute of video is equivalent to a staggering 1.8 million words, videos offer a powerful means of conveying information quickly and effectively. From established giants to emerging startups, companies across the spectrum are harnessing the versatility of explainer videos to generate leads and fuel their business growth. For a real-world example, explore our case study detailing how we assisted CogniSaaS  through dynamic graphics and engaging animations to promote their new tool that helps to track, prioritize and deliver customer requirements on time and at scale by collaborating with internal cross-functional teams and customers – in a common platform.

What’s even more fascinating is that videos can play a role in every phase of the buyer’s journey. To gain insight into this journey, take a look at Hubspot’s visualization below:

Image source

Explainer videos have transcended their conventional role as marketing tools. They’re now pivotal in every stage of the buyer’s journey, revolutionizing the way businesses communicate and grow. Here’s how you can leverage explainer videos to maximize your business growth.

1. Video in the Awareness Stage

In the vast digital landscape, creating brand awareness is paramount. Engaging explainer videos should be your go-to strategy. Here’s how:

Objective: Achieve a viral impact through compelling videos that resonate with your audience.

How to do it:

• Evoke emotions with your videos, as emotional content tends to go viral.
  
• Showcase your company culture to introduce your brand to the world.
  
• Utilize fun videos on your blog to enhance search engine ranking and drive traffic.
  

2. Video in the Engagement Stage

Effective communication is key in the engagement stage. Your objective here is to inform, not sell. Follow these steps:

Objective: Share valuable information and maintain audience interest.

How to do it:

• Create how-to videos related to your products.
  
• Host webinars on topics of interest to your audience.
  
• Use webinars to educate potential buyers about solutions to their problems.
  

3. Video in the Nurture Stage

Before converting viewers into customers, you need to nurture your leads. Independent video campaigns play a vital role in this stage.

Objective: Build an email subscriber base through form submissions and CTAs within the video.

How to do it:

• Use customer testimonial and case study videos to establish trust and provide social proof.
  
• Show potential customers how others have benefited from your solutions.
  

4. Video in the Purchase Stage

As your leads progress to the purchase stage, explainer videos can be the deal-closer. Equip your sales team with the best tools to seal the deal:

Objective: Explain how your product or service works and highlight its advantages over competitors.

How to do it:

• Utilize product demo videos placed next to product descriptions with a CTA to purchase.
  
• Leverage personalized videos integrated into your marketing automation system for an edge in impressing leads.
  
• Train your sales team with videos to effectively convey new product messaging.
  

5. Video for Customer Retention

Your relationship with customers doesn’t end after a sale; it evolves. Ensure steady engagement and customer retention.

Objective: Keep customers returning and encourage them to become advocates for your brand.

How to do it:

• Send thank you videos from your CEO or personalized greetings from account managers.
  
• Offer live and on-demand customer training videos for efficient learning.
  
• Foster a sense of community by inviting customers to share their experiences and how-to guides.
  

While explainer videos can be powerful tools for lead generation, it’s important to recognize that not all leads that engage with your videos will convert into customers. There are various factors that can lead to lead attrition, despite having a great explainer video. Understanding these factors is crucial for optimizing your lead generation strategy and improving your conversion rates. In the following sections, we’ll explore some common reasons why leads may fall out of the conversion funnel, and we’ll provide insights on how to address these issues effectively.

Despite having a great explainer video, some leads may still fall out for several reasons:

1. Mismatched Audience

Your video might attract viewers who are interested but not necessarily in need of your product or service. It’s essential to target the right audience with your video to ensure that the leads generated are genuinely interested and relevant to your offering.

2. Insufficient Information

While explainer videos are concise and engaging, they may not provide all the details some leads require to make a decision. Ensure that additional information is readily available through other channels, such as a website or brochure, to cater to leads seeking more in-depth insights.

3. Lack of Follow-Up

Generating a lead is just the beginning. Failing to follow up promptly and effectively can cause leads to lose interest. An immediate response and ongoing nurturing through personalized communication are crucial to keep leads engaged.

4. Competitive Offerings

Sometimes, leads explore multiple options, including those offered by your competitors. If a competitor offers a more compelling solution or better incentives, leads may choose them over your offering.

5. Changing Needs

Lead needs and priorities can change over time. What seemed like a perfect solution initially may no longer align with their evolving requirements. Regularly updating and tailoring your offerings can help address changing needs.

6. Budget Constraints

Leads might be genuinely interested in your product or service but lack the necessary budget or resources to make a purchase. Offering flexible payment options or demonstrating the long-term value of your solution can help overcome this barrier.

7. Trust and Credibility Issues

Despite a great explainer video, leads may have reservations about your brand’s trustworthiness or credibility. Building a strong online presence, showcasing customer testimonials, and addressing common concerns can help alleviate these issues.

8. Timing

Lead generation is often a matter of timing. A lead who isn’t ready to make a decision when they encounter your video might move on to other priorities. Effective lead nurturing can keep your offering on their radar until the timing is right.

9. Technical Issues

Technical glitches or a poor viewing experience can deter leads from engaging with your video. Ensure that your video is accessible across different devices and platforms to prevent such issues.

10. Failure to Address Pain Points

While explainer videos are excellent at highlighting benefits, they should also address potential pain points or objections that leads may have. Failure to do so can leave leads with unresolved concerns.

Creating an outstanding explainer video requires more than just animations and narration. It demands a thoughtful approach, creativity, and attention to detail. In this section, we’ll delve into essential tips and tricks that will guide you through the process of crafting a great explainer video. From planning and design to engagement techniques and optimization, discover the key elements that make explainer videos truly exceptional.

1. Planning and Preparation

• Define Your Goal: Determine the specific purpose of your explainer video, whether it’s to educate, inform, entertain, or promote a product or service.
  
• Know Your Audience: Understand your target audience’s preferences, needs, and pain points to tailor your video content accordingly.
  
• Scriptwriting: Craft a concise and engaging script that conveys your message effectively. Keep it focused and free from jargon.
  
• Storyboarding: Create a visual storyboard to plan the sequence of scenes and transitions in your video.
  

2. Design and Visual Elements

• Visual Consistency: Maintain a consistent visual style, including colors, fonts, and graphics, to reinforce brand identity.
  
• Engaging Graphics: Use animated elements, illustrations, or icons to simplify complex concepts and make the video visually appealing.
  
• Clear Imagery: Incorporate high-quality images and visuals that align with your message.
  
• Text and Typography: Ensure legible text with appropriate font sizes and styles. Use text sparingly to complement visuals.
  

3. Voiceover and Audio

• Professional Narration: Consider hiring a professional voiceover artist with a clear and engaging voice.
  
• Audio Quality: Use high-quality audio recording equipment to ensure clear and crisp sound.
  
• Background Music: Add background music that enhances the video’s mood and pace without overpowering the narration.
  

4. Animation and Motion

• Smooth Transitions: Employ smooth transitions between scenes and animations for a polished look.
  
• Timing and Pacing: Pay attention to the timing of animations and transitions to maintain viewer engagement.
  
• Use of Motion: Utilize motion to draw attention to key elements and maintain visual interest.
  

5. Engagement Techniques

• Storytelling: Incorporate storytelling elements to create an emotional connection with viewers.
  
• Call to Action (CTA): Include a clear CTA at the end of the video, prompting viewers to take the desired action, whether it’s signing up, subscribing, or making a purchase.
  
• Humor or Surprise: If appropriate for your audience and message, consider adding humor or surprise elements to make the video memorable.
  

6. Optimization and Distribution

• Video Length: Keep the video concise, typically between 60 to 90 seconds, to maintain viewer attention.
  
• Mobile-Friendly: Ensure that your video is mobile-responsive and compatible with various devices and platforms.
  
• SEO Optimization: Use relevant keywords in the video title, description, and tags to improve discoverability on platforms like YouTube.
  
• A/B Testing: Experiment with different video thumbnails, titles, and descriptions to optimize click-through rates.
  
• Sharing Strategy: Promote your explainer video through social media, email marketing, and your website to reach a wider audience.
  

7. Feedback and Iteration

• Gather Feedback: Seek feedback from colleagues or focus groups to identify areas for improvement.
  
• Iterate and Refine: Based on feedback and performance metrics, refine your explainer video for continuous improvement.
  

Conclusion

In conclusion, explainer videos have emerged as a dynamic tool for salespersons to generate leads and nurture them throughout the buyer’s journey. These versatile assets not only facilitate brand awareness but also engage and educate potential customers, ultimately leading to conversions and customer retention. By strategically deploying explainer videos in each stage of the sales funnel, businesses can maximize their growth potential and establish lasting customer relationships.

Frequently Asked Questions