This is the third of a series of posts on how to tell a video sales story. Here’s where to see Part 1 and Part 2
How to tell a video sales story? At one time or another, everyone who has ever had a job has probably wished “to bring about a major change in the organization.” According to this OpenView B2B Buyer Insight survey, it’s one of the main reasons buyers reach out to salespeople, and one that many salespeople fail to take into account.
Obviously, this is a motivation that should be taken seriously by solution sellers, because just about every software solution promises to effect a major change — higher performance, better security, increased customer satisfaction, better user experience, and so forth.
You seldom see an explainer video that addresses this motivation directly, but we’ve made a few.
“Here’s something you can change right now” (vs. “Here’s what we can do for you”)
An opportunity for ambitious government agencies who want to make a difference.
Here’s an example intended to appeal to would-be game changers in government who want to increase citizen engagement. It assumes right from the outset that the viewer is an IT executive motivated to bring about change, and demonstrates the straightforward, yet innovative, Software AG AgileApps live solution for governments (there is a UK version, too).
Did you know about this opportunity for change?
Any time you’ve got a solution most people in the organization don’t know they need, you have a big challenge, and an opportunity to reach out to the innovators who want to “bring about a major change.”
This is the second of a series of posts on how to tell a video sales story. Here’s where to see Part 1 and Part 3
How to tell a video sales story? As noted last time, there’s evidence that a lot of salespeople don’t have a good handle on the circumstances under which buyers might want to reach out to them. That’s according to an OpenView B2B Buyer Insight survey.
One of the motivations salespeople tend to underestimate is “to replace a solution that isn’t working well.” For someone creating content for sales engagement, this suggests that it might be a very good idea to help out the sales team with with videos that anticipate the question “How should I replace my solution that isn’t working well.”
This audience is different — and it’s not you
Let’s take note of the following about the potential audience we’re trying to address with these videos
They know they want a solution
They are inclined to take action to learn about the solution
They may or may not know about your solution, and
What they think they know may be wrong
As a marketer, you naturally evaluate a video on how much you like it, and whether it keeps your attention. I think this is one reason that many “explainer” videos start out with a display of empathy for the viewer’s problems. Because, without problems, there’s not much of a storyline — and stories are what we all like.
This is the first of a series of posts on how to tell a video sales story. Here’s where to see Part 2 and Part 3
How to tell a video sales story? An OpenView B2B Buyer Insight survey points up some differences between what IT buyers and IT salespeople think motivates buyers to reach out to salespeople. I think it’s interesting that salespeople tended to underestimate the importance of these buyer motivations:
To research a market
To replace a solution that isn’t working well
To bring about a major change in the organization
It put me in mind of an issue we face every time we develop a technology marketing video — How do we frame the story? Even more important — What happens in the first scene?
Turns out, we have framed videos around these motivations — not deliberately — in the past, and the videos have worked well. But we’ll consider them with a little more deliberation in future projects. Maybe you should, too.
“Here’s what’s new in your market” (vs. “Here’s why we’re the next big thing”)
When everybody’s doing it — in IT today, “it” is cloud/virtualization, big data analytics, mobility, social media — solution providers tweak their solution to stay on top of the trends. A relevant video solution might be to feature these special tweaks in shorter-than-average videos.
For example, Cisco’s Workload Automation solution has been around for a while (as Tidal Enterprise Scheduler). Here are a couple of short videos
89% of consumers want control over ads they view online
64% of consumers are more likely to spend more time watching video if they have more options to interact with it
68% want to be able to control offers and updates they receive from brands via email
Videos with choice can triple viewing times and double conversions
This is comes from a recent survey by Rapt Media. It’s consumer research, not B2B. But don’t these numbers seem to seem in line with your experience watching videos online?
Pretty cheap interactive transcripts
The CaptionBox below the video contains social media buttons and acts as a navigation panel.
CaptionBox is a tool available from the inexpensive transcription service SpeakerText. SpeakerText does a good job of transcribing your video, which improves SEO as well as accessibility — and the first 5 minutes is free. Then, when you put the video into CaptionBox, your video becomes interactive – viewers can scan the content, and click to view the sections that interest them. It’s chapterization at a very granular level.
Quizzes and lists with video and potential virality
Have you ever clicked on one of those irresistible quizzes like “What City Should You Actually Live In?” Of course you have, and there’s a good chance it originated at PlayBuzz, the source of more Facebook shares than any other publisher. You can create all kinds of swipers, flip cards,
“…there are very few movies that wouldn’t benefit from losing twenty minutes and the inclusion of an exploding helicopter shot…” — Roger Corman
This quote, which I first heard on Mark Kermode’s BBC Film Review podcast, may not appear to have much to do with marketing videos, but I think it reflects an attitude video producers might consider adopting. True, we’re not going to be able to come up with the equivalent of an exploding helicopter, but I’ve seen very few marketing videos that couldn’t be improved with a little more explosive visual stimulation.
Not an exploding helicopter, but a stimulating graphic can help a text-heavy video make a big impression, nonetheless.
We recently produced several videos for use in the noisy VMworld Expo environment. Lots of text on the screen, no voiceover narration. Fortunately, our client, Cirba, uses a relatively stimulating visual metaphor to explain how their analytics solution makes virtual environments more efficient, and we were able to adapt their visual metaphor to good advantage.
What are your reasons for not chapterizing videos? Consider any of the following situations.
#1. You are a new employee. Your Employee Orientation Package contains links to a number of webinar recordings, executive presentations, solution demos, and tutorials — several hours’ worth, say — that you are urged to watch to help you get oriented. You are given only the title and a very brief summary of the contents of each video. Which would you prefer to do?
Open each video and watch it to the end
Open each video and watch it until it starts to seem irrelevant to you and your job, then go on to the next one
Open each video, review its chapter headings, and click on links to segments of the video that seem especially relevant to your job, or things you had hesitated to ask about, or had not thought of.
#2. You are a marketing executive. You’re working on a new messaging document. You vaguely remember that a highly technical 90-minute video put together by the engineers included a segment about an intriguing use case. But the engineers are not available today, and you need to submit the document by noon. What would be your preference?
Are you making numbers count in marketing videos? I recently ran across through an oversized marketing infographic containing two dozen statistics intended to make the case that 2015, at last, The Year of Video Marketing. Presumably, sharing this infographic with the powers that be could help to boost video marketing budgets.
This is one screenful (on my laptop) out of 14 in this infographic.
It is interesting to know that
75% of business executives watch work-related videos at least weekly
59% of of senior executives agree that if both text and video are available on the same topic on the same page, they prefer to watch the video
Letting your eye wander over numbers that quantify this, that, and the other, is part of what makes infographics fun.
If you’re marketing software, you naturally want to show off your feature-packed and easy-to-use user interface. Determining why users should be interested in your solution is key to deciding what to show them. But keep in mind that you’re marketing, not demo-ing. Here are a few different approaches to conveying business benefits while making your software look good. Here are a few ideas for showing a user interface in your explainer video.
Features and benefits without screens
User interfaces are designed to perform tasks and provide visibility into collected data. So the decision on what to show and how to show it comes down to which tasks and data sets to show off.
This is from a video about banking software, but the interface is not important to the message, which is about reaching millennials whose “relationships” with banks are different from those of earlier generations.
If the process is routine — like checking a bank balance on a mobile device — there is probably no reason to show it at all. The point you want to make is that this ought to be routine, and it is. So, in this presentation for a company that makes software that financial institutions re-sell to their customers, the emphasis is on the target market, millennials, not the software interface.
In this abstract view of satellite management software, we see a software feature, the ability to switch to a new equipment chain. More important, we understand the revenue impact of using the feature.
Similarly, if the key product benefit is insight into the business, it may be preferable to bring out that insight in the context of a simplified UI. In this video, the software makes lots of useful details available to the operator, but the unique business value is in the ability to display network operations in terms of business impact. That comes across more clearly in a simplified illustration based on the real user interface.
Business results tied to screens
On the other hand, if the target audience for the video is potential hands-on users of the software, it’s important to show what the user actually sees. But this isn’t a tutorial. There’s no need to follow the exact sequence of operations through a lot of clicks, drags, and drops. You’re still addressing buyers looking for business results
In videos that explain technology solutions, the on-screen action is never action-movie quality. Nevertheless, thinking through the sequence of images that will meet the viewer’s eye is arguably much more important than coming up with the words to accompany them in communicating insight into a technology in a video.
When we introduced Flash explainer videos in 2004, they filled a need for sales and marketing people who were having trouble bringing prospects up to speed on new technology solutions. Our videos still do.
Razzle-dazzle vs. insight
These days, however, video product and solution overviews are ubiquitous, and animation software allows for a lot more visual razzle-dazzle than was possible a decade ago. But razzle-dazzle by itself doesn’t communicate insight. Low-end explainer video companies offer a complete video “from your script” for a few hundred dollars. Some even throw in the script writing.
But if you want your viewer to take away insight into what makes your solution different, you need to present meaningful visuals more than anything else. And these meaningful visuals must be considered in the script from the outset — and modified along with the dialog as the script develops.
Writing for the eye, as well as the ear
I like to start with a script that reads somewhat like a screenplay, except that it is divided into more scenes (or shots) than a classic screenplay. As the script makes its way through subject matter experts, sales engineers, and others in the approval process, they are very apt to edit the spoken words with little or no regard to the images that the words are supposed to accompany. And people who are not accustomed to writing for video have a perverse tendency to use fluffy words like holistic that can’t be illustrated.
Educators and corporate trainers have been using “interactive” video for decades — at least, since the dawn of “Educational TV” — but it’s just now making its way into online sales engagement and content marketing. YouTube, Wistia, Hapyak, and Viewbix are among the services offering annotations and analytics. Learning management systems can be extended to marketing. And there are cost-effective specialized solutions, like Share-vid, for narrated PowerPoint presentations. Here’s why you should consider interactive marketing videos.
Beyond marketing: engagement
After clicking on a typical marketing video, the only action a viewer can take is to choose whether or not to pay attention to a barrage of marketing messages. That’s a weak form of engagement compared to actively choosing what to view, answering quiz questions, or providing feedback — the kinds of things an interactive video does.
Reinforcing the message with interactive marketing videos
Even the most rudimentary interactivity, such the chapterization possible with YouTube annotations, forces the viewer to make choices. And if those choices are How feature “A” delivers benefit “X” vs. How feature “B” delivers benefit “Y”, then both messages get some attention and reinforcement.
Respecting the prospect
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