Monthly Archives: February 2016

Why You’re Not Educating Your Audience Right (and 4 Ways to Start)

educate-audience-blog

Some products are easier to explain than others, but educating your potential customers has never been more important.

Traditional marketing methods are becoming outdated and buyers are taking longer to convert. If you’re trying to attract leads and close sales without building trust, quieting fears, or explaining the benefits of your offering? You’re going to miss opportunities left and right.

Here are the Facts

  • 3 out of 4 of B2B customers are NOT ready to buy when first introduced to your product or brand (MarketingSherpa).
  • 65% of B2B marketers have not set up lead nurturing campaigns. (MarketingSherpa).
  • The majority of B2B marketers send leads directly to sales (MarketingSherpa).
  • Companies that nurture leads generate up to 50% higher sales and lower costs (Forrester Research).

Essentially, the simple math says this:

Cold Prospects + Quality Content About Your Brand = Warm Leads and More Sales.

Which means if you’re just one of the many companies throwing unqualified leads at your sales team just to be chewed up and sent packing? You’re not educating your audience right.

But don’t worry.

I’m going to give you four ways you can start showing your nurturing side today. I can’t promise you’ll be a marketing-funnel expert after a few hundred words, but you’ll certainly have the tools to take action.

Related: You’re Going to Need a Bigger Funnel: A Different Way to Think About Lead-Gen

Number One: Give Something Away

You probably have an email list or some other way of gathering your prospects’ contact information, but it may not be a focus for you at this point. It should be from now on.

Gathering emails is a great way to start warming up those cold leads before your pitch. People change their email address less often than they change their physical address, so it’s a very valuable weapon in your marketing arsenal.

Related: A Match Made in Heaven: How to Use Video Marketing in Your Email Campaigns

In return for something that valuable, you’ll have to give something away that is worth the exchange to your target audience. Typically, it’s called a “lead magnet”, and here are several examples of what it could be:

  • A Video Course
  • A Series of Tips (via email for several days)
  • An eBook (Traditional Lead Magnet)
  • A Free Consultation
  • Special Report (White Paper, Industry Publication)
  • Webinar or Audio Report Access
  • Free Online Tool

Make it relevant to the subscriber and related to your offerings. For instance, a guide on retaining restaurant employees when you offer a food inventory SaaS product.

The ticket is to make sure that your lead magnet is valuable to your target audience independent of what you do. The last thing anyone wants from you is a 12-page eBook that’s nothing more than a self-serving ad for your business.

For example, we offer resources about telling a better brand story. You don’t need to sign on with Explainify to tell a better brand story (although we think it helps!) – you can begin building a better story with what you’ve already got.

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Number Two: Give Them What They Need

An email is valuable and the old internet adage is still correct, “The money is in the list”. The money is in there, but you’ll have to work it out.

You could smack it around like a piñata until small pieces of candy and bits of cardboard fall to the floor… OR you could turn it into a consistently high-performing member of your sales team.

According to HubSpot, once a person is aware of your brand and has made an initial interaction, they’ve moved on to the evaluation stage.

That’s right, you’re under the spot light. What do you do?

Now that you’ve already shared helpful, actionable content with your new friends, it’s time to point them toward content that highlights why they signed up, portraying the pain points that you already know they have. Swoop in to remove any reservations they might have about you with webinars showcasing your products, case studies of those who’ve used your services, and explainer videos that answer their remaining questions.

Explainer videos have proven to improve the click through rate of emails by 200% to 300% (according to Forrester).

Number Three: Give Them a Decision

Now, it’s time to put a little pressure on the close. You’ve been warming up leads with a steady stream of content, and you’d probably like to see your efforts pay off. But before you send them to the sales team, you can send a few types of content to the bottom of your new funnel. Including:

  • Free or Discounted Trials
  • Free Samples
  • Live Demonstrations
  • Offer Them a Chance to Schedule a Call

The key is to let them know that they’ve come to a fork in the road – and it’s time to make a decision.

Closing is most likely your neck of the woods, and your current processes can likely be integrated at this point – just make sure to maintain your message.

Number Four: Keep Talking

The worst mistake marketers make with with their funnel is stopping all communication after the sale. Not only is this practice bad for business – it’s pretty rude.

If your product is particularly hard to explain, it may be just as hard to use. Take the time to create content with your customers that can help them make the most of your product or service – FAQs, tutorials, and the like. Then be sure to actually share it with them!

Related: 27 Ways to Use Video Marketing You Haven’t Thought Of Yet

Plus, post-sale communication can lead to higher referrals, increased LTV of your customers customers, and valuable information from surveys and further emails.

Explainify helps businesses (like yours) produce incredible, high-quality videos that can inform an audience of your newest campaign, educate customers about products, or simply help you stay in touch.

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Is My Video Marketing Actually Working? A Brief Intro to Analytics

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In the world of video marketing, it can be hard for businesses to gauge success, even if you do produce a minute or two of entertaining, quality viewing material that generates a ton of views.

Related: 3 Questions to Ask Before Buying Cheap Video

So what? More than likely, your goal isn’t to be a viral superstar.

At the end of the day, you’ll end up asking the critical questions. Did my video drive real results? Is it even possible to tell if it was a success?

You may have started with a real objective (brand storytelling, lead generation, etc.), but the play button isn’t the ideal metric to tell if you succeed.

And thankfully, it’s not the only one. This post will hopefully give you a few ideas to measure the success of your next campaign.

Start with Questions

Data won’t answer questions that aren’t asked. That’s why setting goals and intentions for your video marketing campaigns is the first priority. There’s no way to tell if your efforts work unless you know what you are trying to achieve.

Ask Yourself These 3 Key Questions:

  • Who is the ideal viewer? (New viewer, lead in your sales funnel, client.)
  • What action do we want them to take? (Click-through to page, sign up for email list, download whitepaper, schedule demo.)
  • What style do we want? (explainer video, case study/testimonial, live-action, etc.)

Related: Five Ways Explainify Explainer Videos Are Different

According to Forbes, 75% of executives watch work-related videos at least once a week.

Achieving Analytic Victory

Once you know your desired result, it will be way easier to measure it against the right numbers. Choosing the right metrics to focus on will make the whole process very manageable. Here are several metrics that may help you measure the ROI of your videos.

By the way, this is the perfect opportunity to tell you about our friends over at Wistia. They’re a video-hosting platform for business that allows you to see and understand a ton of useful metrics related to video marketing.

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Retention: (Key Metric) All of the following numbers can only be useful if the viewer watched to the end. A huge indicator of quality and the first step to a successful campaign is how much of your video people watch. Consumers and B2B buyers are running to video marketing, but they won’t watch junk.

Number of Views: While this certainly isn’t the most important, it is pretty cool to see the counter tick higher. Put your video in front of your target audience and spread the word.

Social Shares: Getting people to watch your video is one thing, but having viewers share it is a whole new level of reach. Shares can also be a metric that shows loyalty.

Video Comments: Your audience asking questions or sharing their story along with yours is a great way to build trust and loyalty. Make sure you’re talking with them.

Click/Play Rate: If you have a video on your site that doesn’t get clicked, there is no way for you to convey the call to action. Make sure your video is getting viewed as much as possible by split testing placement, size, and other factors.

Conversions: This is where knowing what you want from viewers comes into play. Are they clicking your CTA after consuming your content?

CaseComplete is just one of many clients we've helped succeed! See how we helped them increase lead conversions by over 20%!

Site Traffic: The video isn’t the only indicator of success. If you’ve built enough intrigue your site should receive curious onlookers.

65% of executives visit a marketer’s website after watching their video.

Increased Inquiries: Another “outside” indicator is the number of questions and communication you get from the video. Pay attention though, as emails and phone calls as a result of a video can be a sign of either striking a chord – or striking out.

Don’t Go Crazy

Just because a number can be measured doesn’t mean it’s necessary for your efforts. We urge you to find the best metrics for your campaign and really try to drive those home. A couple of quick examples.

You want awareness?

Make a super personal, intriguing, or entertaining video that’s going for Views, Comments and Shares.

You need more leads in your funnel?

Show the benefits of your free resources and give a clear call to action. Measure Conversions, Site Traffic, and Comments.

You want higher conversions?

Try conveying the pain point of your customers and highlighting the benefits of your solution followed by a CTA leading them down your sales stream. Measure Click/Play Rate, Conversions, and Inquiries.

Related: How Explainify Helped CaseComplete Increase Conversions by 23%

Ready for Retention?

Now that you are familiar with different ways to measure your prerecorded prowess, you need to create videos that hold people’s attention.

At Explainify, we create short (but powerful), informational (yet entertaining) videos that explain whatever message you hope to convey. In short, our videos get watched all the way to the end. They’ve also helped some awesome brands shorten sales cycles and increase conversions (You can check out our video marketing portfolio here!).

Collective Bias explainer video helps social influencer agency shorten sales cycle and closes more deals

5 HUGE Benefits of Explainer Videos

Benefits

Think marketing videos are just a gimmick? That they’re a waste of money? Might be time to rethink that. Here’s 5 reasons they work:

1. Increase Conversion Rates – According to Internet Retailer, up to 85% of people are more likely to buy a product if they first saw an explainer video. This helped Rypple (who recently sold to SalesForce) increase conversion rates by 20%, CaseComplete upped the game 23% and CrazyEgg added an explainer video to their homepage and increased conversion rates by 64%!

Related: How Explainify helped CaseComplete convert 23% more leads!

2. Better Google Results – Websites with video are 50 times more likely to be ranked on Google’s first page. What do you think people will click on first: the text link or the ever-inviting video thumbnail? That’s right. The thumbnail! In fact, your video is 41% more likely to get clicked than a text listing. Now that you’re on the front page of Google, more people will watch your video and be totally stoked to buy your product. You earn money. Sales are good.

Related: Is My Video Marketing Actually Working? A Brief Intro to Analytics

3. Your Perfect Pitch Every Time – There’s nothing worse than not knowing how to tell people what you do in a way that they get it immediately. An explainer video helps you give your perfect pitch all over the world at any time of the day. You don’t even have to be there! And if you choose the right explainer video partner, you may just end up with your perfect company story that you can use in pitches, on your website, in email marketing and more.

4. Easily Shareable – Now that you’ve got your perfect pitch, you can easily share your story with the world. 70% of internet users are watching online video, so go ahead and captivate them with your awesome business! It’s now way easier to share because you have a video that can easily be sent to anyone and viewed by thousands, and if you really strike internet gold, millions. You can also bring it with you to meetings, conferences and more. You’ll never have to worry about messing up your pitch again.

Related: Why Viral Videos Are Ruining Your Video Marketing Strategy

5. ROI – Explainer video companies can produce videos at much better rates than agencies. Take advantage and watch a small spend turn into a great, gigantic return. Dropbox spent $50,000 to tell their story through an explainer video. It resulted in 5 million new customers and over $24M in revenue. CrazyEgg stepped up their revenue $21,000 a month.

CaseComplete is just one of many clients we've helped succeed! See how we helped them increase lead conversions by over 20%!

How to Teach Your SaaS Team the Fine Art of Brand Storytelling

Build rapport. Qualify the lead. Explain the benefits. Close the deal. Move on to the next.

Is that how your sales team is currently treating prospects? If so, they may be mislabeling the brand you’re trying to create.

brand storytelling

The SaaS industry is lucrative and fast growing which has attracted some of the best sales talent in the world to this sector. Their tactics are often high pressure and hard closing which has (without a doubt) added to the success of many programs.

Related: Why You’re Not Educating Your Audience Right (and 4 Ways to Start)

Although, SaaS creators strive to create quality solutions, having a high level of customer service, and typically understand that their products require customer retention to yield profit.

When you put these two things together, there is a potential for prospects leaving with less than stellar opinions and customers entering your doors with unrealistic expectations. So, where’s the balance?

There is a way to maintain a goal oriented sales team while not ruffling the feathers on the other end of the line. It’s called brand storytelling.

Teach Your Team the Art of Brand Storytelling

Who you are and what makes you different should permeate deep into everyone on your payroll, and we’re going to help you do it. Stories usually have three acts, and brand storytelling is no different.

Related: Five Things That Set Explainify Apart

45% of a brand’s image is attributed to what you say and how it’s conveyed.

Act One: The Setup

You have to set the stage for brand storytelling. It begins with your storytellers, and there’s a right way and a wrong way to do it.

CaseComplete is just one of many clients we've helped succeed! See how we helped them increase lead conversions by over 20%!

The wrong way to motivate your sales staff is to send an email with a blurb about how your company began along with instructions to incorporate it into their conversations with prospects. Then, following up with meetings.

The right way is to tell your staff (not just sales team) about what your company is trying to accomplish for customers and for them. Tell your team that they are part of your story and brand.

Related: 3 Companies Who Are Absolutely Rocking Their Brand Story

Go office door to office door, cubicle to cubicle, or Skype to Skype; everyone needs to hear the story of your start, your clients, themselves, and the future. Your brand’s goal is to create ambassadors who will send likeminded people your way.

How do you expect that to happen if you don’t start in house?

In a Gallop poll, only 41% of employees believed they knew what their company stood for and how the brand was different from competitors.

Act Two: The Climax

Every story needs great characters, and yours needs a hero. Before you go kicking yourself for not being as cool as Elon Musk, don’t worry. It’s not you.

It’s Your Customers.

Most sales teams use scripts over the phone. These have a tendency to have very little interaction with potential customers (if they’re in at all). A team that is equipped to turn customers into the hero of your brand’s story will create loyal users while meeting quotas. Here’s a snapshot of what it looks like.

  1. Ask your leads questions about their backstory to find out what led them to your brand’s products.
  2. Introduce the villain (pain points that your solution solves) as the story thickens.
  3. Create a world where your new hero might be able to function without the problems of the past.

Key questions that have to be answered yes:

  • Does the prospect feel like you understand their business?
  • Did you hit the real pain points or challenges your client’s face?
  • Are they ready to hear about the solution?

Be sure your staff understands the important “Hero” role long standing SaaS customers play in the overall success of the business.

Act Three: The Happily Ever After

Now, it’s time to empower the hero and give your brand storytelling another happy ending. You can do this by introducing your solution at the right moment. Make sure the potential clients understand they really are the hero.

You do this by introducing your SaaS as the tool to fend off those villains. Maybe you’ll tell tales of others who’ve used it, who have enjoyed similar victories (testimonials, case studies, metrics). Finally, you make sure the hero understands that all of the possibilities you have conveyed are possible.

If you do all of this correctly you aren’t asking for a sale, you’ll be asking someone to save the day.

The only thing left to do is make sure the product delivers, but that’s another post.

If your brand is looking to tell its story through video, you’re in the right place. Explainify has made some of the highest quality branding videos available on the internet (for some of the biggest brand names too). Feel free to take a look at some of our work, or have a chat about how we can make you a hero.

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