Explainer videos are a great way to maximize your ROI. This video for MORECO is a great example.
Are your organization’s leaders not doing their job as well as they should? Then check out the Ultimate Leader Accelerator Course by my awesome client Dr. Mary Kay Whitaker over at About Leaders. https://youtu.be/eCYev-vUhD8
This explainer video is the second in a series of videos to promote leadership training and shows how you can quickly deliver a message to promote your products or services.
Explainer videos can be great tools. Consider how you can use video to help you speak to your customers and clients… before your competitors do.
Here’s the first in a series of explainer videos that describe a leadership training program created by one of my favourite clients, Dr. Mary Kay Whitaker. An explainer video for your business is a great way to show your customers and clients what you do in a very easy to watch format. Live videos are great, but sometimes, an animated video is more effective because your audience focuses on the story and message more so than the person or people in the video. Animated explainer videos are non-threatening because they are basically, a cartoon.
And that’s the key benefit of using an explainer video to market your business: The message your business wants to convey comes through.
For this explainer video, I wrote the script, did the voiceover and produced the final animated video.
Visit my website or contact me to talk about getting an animated explainer video for your business: firstname.lastname@example.org
Check out Dr. Mary Kay’s leadership programs: https://www.drmarykay.com/ultimate-leader-certification/
And what they said about working with me: http://www.carlkwan.com/testimonials/
In this video about content marketing using video, you'll learn about what makes an explainer video good; in other words, how to make an effective explainer video. I will use the video I made for Suresoft Technologies as an example, and as kind of a case study. Hopefully, this helps you understand what is needed when creating effective video marketing content. Everywhere you look online when it comes to marketing is all about Video. And this could be either pre-recorded videos or the latest thing, which is Live Video feeds. So what I wanted to talk about in this week's post was what makes an explainer video good because explainer videos, or animated videos, are one of the most effective ways to talk about something in simple and engaging way.
What explainer videos are good for
As I just mentioned, explainer videos are effective in talking about something in a simple and engaging way. In particular, they are great for taking something complicated, breaking it down, and explaining whatever that is in a way that makes sense and is easy to understand, and also memorable.
Explainer videos are also great because they don't date
What I mean is that compared to a live video with a real person, an explainer video can be used over a much longer period of time. The reason is that from year-to-year, people look different, hairstyles and fashion change, so you don't necessarily want to remake your live videos every single year. And if somebody in your company moves on, and they are in your video, you're kind of screwed because you need to update the video without that person. That can get expensive if you need to hire somebody like myself to make your videos.
Of course, I'm not bashing Live Video's because there is definitely a place for those types of videos, and I'm very happy to make those for my clients. I'll talk more about live videos in another post but this week, I wanted to talk about what happened with the explainer video I made for Suresoft Technologies.
They wanted just the facts and I said no
Most IT companies tend to believe that they only need to present what they do and how they do it to get their audience to take the next step. However, we have to remember that your audience is made up of people, and people want to be entertained or engaged by your video. That's why when sure soft technologies wanted something more fact-based and technical, I argued against it. Thankfully, they trusted my opinion.
The focus should be on them
When we made this explainer video, the client wanted a general video that would be used for all of the industries they work with. But I suggested a targeted video for a specific audience because the video needs to let the viewer know that your company and your products and services are made for them.
This means that your video must speak to your audience, and it must be in the language that your audience understands.
The result was gratifying
Suresoft was still somewhat apprehensive or skeptical as the video was being made. Part of the reason was that they had never made anything like this and they were used to a much more conservative and traditional approach to sales and marketing. Plus, they were on an extremely tight deadline and the video was going to be shown to the big car manufacturers out there in Detroit. So there was a lot riding on this video.
But once the video was shown, all of their apprehension and concern turned to confidence because the audience was engaged from the outset. Once the video was finished, the audience wanted to learn more and had a lot of questions related to how Suresoft could help them. Basically, the video got the conversation going in the right direction. And this is something that hadn't happened to Suresoft in the past.
Here's what Richard from Suresoft had to say:
When we contacted Carl about getting a video made, we were unsure if Carl could help us explain what we do. Our company specializes in software verification and validation for major industries like automotive, nuclear power and telecommunications. Critical but slightly dry topic. We had our own ideas about how to structure the video, but Carl suggested a different approach.
The video he made completely surpassed our expectations and helps our customers understand exactly what we do in an engaging and entertaining way. The video gets customers talking and asking questions during our sales presentations, which has been a huge win for us. The video creates a great first impression and helps our sales people have conversations, rather than just simply pitching.
Carl has a talent for understanding business objectives, communicating ideas and identifying core messages. Combined with his voiceover and video production skills, he offers a unique and valuable service. He is also very easy to work with and was always fast in responding to emails. We wholeheartedly recommend Carl and look forward to establishing a long term relationship with him.
Check out the Suresoft Technologies video
Time to talk?
If you’re looking to get into video content marketing or you’re doing it but want to up your game, let me know and let’s see how we can work together.
If your business wants to get into video content marketing, and you should, you have basically two options: Live videos or animated videos. And by the way, I'm going to group screen capture videos together with live videos just because I can. So which is better? This is one of the first questions people ask me and the answer is it depends, and both. I know that sounds like a little bit of a cheeky answer so let me explain why that is.
Here's why it depends
The main reason why I say it depends when it comes to choosing either a live video or an animated video for your content marketing is because it really depends upon your product or service, your company or brand, and your target audience.
Live video pros
Okay, here are some pros to using live video:
- First, live videos can be really effective if you are selling physical products because a live video lets you demonstrate what you're selling. For example, the videos for Edutige microphones are all live because that’s the best way to demonstrate how the products work.
- Second, live videos are great for showing off you, your staff and your personal or corporate brand more effectively. For example, almost all of the videos I make for myself, I'm in because I am the face of my own brand. Just makes sense, you know?
- And third, live videos are relatively fast to make because you only need to set up a camera, some lights and a microphone and you're good to go.
But there are definitely some cons when it comes to using live videos
- First, you need camera equipment, lights, a microphone and a place to make the video.
- Second, you need on screen talent. You need somebody to stand in front of the camera who is going to represent your brand. So make sure that is the right person.
- And third, there is a chance your customers may not like or identify with the person on screen. That means your customers may not bye because they don't connect with whoever is in front of the camera.
Animated videos pros
- First, animated videos allow you to be more flexible in terms of creativity because anything you can imagine, can pretty much be made into an animated video.
- Second, you don't need any camera equipment. If you're making the videos yourself, you only need your computer and a good microphone.
- And third, there are no concerns over you're on screen talent’s appearance or likability.
Animated videos cons
- First, animated videos can be a lot more time-consuming to produce because you kind of have to make them from scratch every time.
- And second, and this is related to the first con, animated videos can be a lot more expensive to make, especially if you have to hire someone to make them.
But here is the biggest negative for a live video or an animated video:
A video could totally f*ck things up if done poorly, and if done poorly consistently. People might forgive you for less than professional video at the beginning, but they won't accept bad video over a longer period of time. And what I mean by poor video is one that either looks bad, has the wrong message, or offers little to no value to your target audience. Worst would be all of those things in one video.
What you can do
So here are three things that you can do when creating either a live video or an animated video.
- First, decide what type of video suits your particular audience and what will work best for your product or service.
- Second, remember that your videos are about them, not you. And by them, of course, I mean your customers.
- And third, be consistent with producing your videos because just like any other form of marketing, video marketing is not a one and done type of thing.
Okay, you just learned about whether or not you should use live or animated videos for your video marketing content. But what are your thoughts? What has worked well for you or what do you think is better? Let me know in the comments section below.
And if you’re still unsure about which one to choose, or if you just want someone to help you make the videos or give you some guidance, then please get in touch with me. And be sure to like and subscribe so you don't miss any future videos. Thanks for watching and talk to you again next time.
In this video, I'm going to talk about creating content based on buying cycle and why that's a good content marketing strategy for your business. Creating content based on buying cycle is a very good idea because when customers are searching for a particular product or service, they will likely be at different stages of the buying cycle. https://youtu.be/gEysP9jx_hU
Like in these buying scenarios
For example, one customer could be just starting to explore different options for whatever it is they are looking for. Whereas another customer could be further along in the buying cycle and he or she is already prepared to make a purchase.
In each one of these scenarios, the type of content they are looking for would be slightly different, right?
So here's what you can do
- First, go ahead and map out the buying cycle that a customer would go through from beginning to end. An easy way to figure this out is to think about the types of questions that you receive from customers when they get in touch with you. And of course you can create this map based on your experience getting customers from a prospect to plopping down their cash.
- Second, create your content and publish it in sequential order. This is a fantastic way to have weekly content that is planned out well in advance, which is awesome because I know exactly how busy things can get.
- And third, prep that content into email templates because you can now use that content from your buying cycle to send out as replies to customer email inquiries. Or alternatively, turn that content into a PDF file and make it available for download.
The other advantage of creating content based on buying cycle, is that even if a person is ready to buy, they can still go back over the other pieces of content that you have, and gain some kind of reassurance that they are making the right decision.
And if somebody needs to demonstrate to another team member or their boss that they have made the right decision, they can reference your content. Pretty cool if you ask me!
So there you go. You just learned about why you should create content based on buying cycle. If you have any questions or comments please leave those in the comment section below and if you need help with creating your content, then please be sure to get in touch with me. Thanks for watching, be sure to subscribe and talk to you next time.
In this video you’re going to learn about how to stay on point with video content and you’ll see two examples using content I created. I guess you could say that what you’re reading and the video about this topic is another example of content, and you’d be right! Why you should care
Content marketing is not just a trend. Publishing content, whatever form that may take, is an important tool when it comes to branding and marketing your products or services. Consumers tend to trust and buy from companies that provide valuable information to them. That means you should care because without sharing valuable content with your target audience, your business becomes vulnerable to competitors that do embrace content marketing.
What content was created
Every week, I publish three pieces of content and each one is usually a video. On Tuesdays, it’s something for PresentationExpressions.com, on Wednesdays it’s something for Edutige Microphones, and on Thursdays it’s something for my personal website, CarlKwan.com. The Thursday content is anything related to creating, marketing or branding, such as this post you’re reading now.
And on Mondays, I usually publish something for Winright Law in Vancouver, a local law firm that has embraced content marketing.
So this week for PresentationExpressions.com, I published a video about how to engage a presentation audience using a simple question and sentence. For Edutige, it was a video showing how to get great audio for videos using an iPhone. And finally, for my own content… You’re reading it! And there’s also this video to along with it…
What was the purpose or goal of the content?
The video I made for PresentationExpressions.com was inspired by one of the more common questions I receive from viewers on YouTube, and that is how to engage the audience, or how to get the audience’s attention in a presentation. So the purpose of the presentation video was to educate my audience about a topic that is relevant to them.
The video for Edutige was in response to the growing number of people interested in vlogging or creating videos, but who feel held back because they don’t think they have the right camera and audio gear. So the goal of this video was to show how a simple point and shoot camera, along with an iPhone and one of the Edutige microphones could produce good video and audio. The hope is that someone will be inspired create, rather than feel limited by circumstance.
How to stay on point when making video content
So here are three tips for helping you when you’re working on your videos...
First: Keep in mind a 3 part structure: beginning, middle and end.
The beginning refers to identifying your target audience and their issue, problem or challenge. The middle is describing your solution and the end is your call-to-action.
Second: Use the simplest tools; use the environment.
This may not directly related to staying on point in your videos, but it’s still important because it addresses a major concern: As a business owner, you may feel that it is a major hassle and expense to get a bunch of equipment and set up a place to make your videos.
But even the simplest point and shoot cameras or your smartphone, can be powerful video cameras. The main requirement is being able to shoot in 1080p HD, some way to capture good audio (Edutige mics I heard were good!) and some place with good lighting.
But the point I’m trying to make is that video production doesn’t have to be complex or expensive. And you can always creatively find a way to make your videos. The biggest obstacle is usually the voice in your head saying that you can’t do it for such-and-such a reason.
Third: Edit without mercy
The final tip when it comes to making your videos is to spend time in the editing process to trim away the excess footage and talking that do not contribute to the video. Get your ego out of the way and consider what the video will be like for the viewer. Do they really need to see or hear everything you’ve shot? Most likely not.
The video for Edutige showing how to use an iPhone to get great audio was originally over six minutes long. But it was edited down to about a minute and a half. Much of the stuff I left out were transitions between me talking and the shots of the iPhone, along with some b-roll of the mic and camera I used. I also left out a lot talking that just didn’t fit.
So I hope you have a better understanding of what you need to do to create better video marketing content for your business. These are exciting times. I’m constantly amazed and inspired by what is possible in terms of marketing and taking control of one’s business.
Go out there and create. And if you’d rather have someone do it for you, please get in touch and I’ll be happy to see how I can help you reach your goals.
The video below is another example of video content marketing, as it's a promo video I made for The Pacific Club in Vancouver. The Pacific Club is a non-profit organization for entrepreneurs and it’s been around for 25 years so it was an honour to make this video for them. Thanks to Winston over at Winright Law for the hookup. https://www.youtube.com/watch?v=Nw508yKkzrY
The BIG Misconception About Video Marketing
After I made this Pacific Club video, it reminded me of how many of my clients that I’ve made explainer videos for only had me make that one video. Because they didn’t like the video, right? Well, NO!
From the testimonials I’ve received, I’d say that’s not the reason. What I think is that there’s a huge misconception that using video in your business is a one and done type of deal because business owners are expecting their video to go viral.
The simple truth is that you can’t expect to make one video and have that video propel your business to stratospheric success. The reality is that it doesn’t happen that way for the majority of companies. Yes, there are some companies that make a video and it goes viral. But for every one of those videos, there are way more that don’t go viral.
So, does that mean the business will fail because their one video didn’t go viral?
No, of course not. But that is the big misconception when it comes to video marketing… that you only need one video, and that if that video doesn’t go viral, it’s a massive failure. Video marketing, like any other form of marketing, is an ongoing process.
So here are three things you can do that will help you with your video marketing strategy.
- First, figure out who your target audience is, your target customers or clients, so you know who you’re talking to.
- Second, figure out what your audience’s goals, problems, challenges, or issues are and find a simple way to address those in your videos.
- And third, learn from your mistakes and keep improving the quality of your content to build that brand awareness, trust and credibility with your audience.
And if you need help in identifying that content and someone to make the videos for you, email me at email@example.com and let’s figure something out for you. Thanks and talk to you again soon.
A few weeks ago while researching topics for Edutige, the microphone company that I represent and am in charge of their content marketing for, I hit upon an article about mobile journalism. Actually, I was actively looking at how Edutige could reach out to journalists and get them to try the microphones. I’m quite sure journalists would love the small size, affordability and great audio quality. Check out the video or skip below to read my content research and creation process for the video.
Google is your content idea friend
As I was looking around, I Googled topics like "iPhone journalism,” “mobile journalism,” and anything else I could think of that would be related to using an iPhone for journalism.
Eventually, I came across the hashtags #mojokit, #mojo and #mojoedc, which all stand for mobile journalism. The last one, #mojoedc, stands for mobile journalism everyday carry, which is kinda cool! And there were plenty of people very actively engaged in this #mojo community.
I couldn’t help but get excited by the possibility of creating targeted content that would be of value to this incredibly large group of target customers.
Once I knew the target audience existed and is quite large and active, I looked into what products they were using, how they were being used, and how Edutige products could be a fit. This wasn’t overly difficult since many journalists were posting pics of the #mojokit using that hashtag and #mojoedc.
I could see how Edutige could offer a small lavalier style set up, that had great audio quality, that was plug and play without requiring any special adapters, and that would be discreet so as not to draw unwanted attention to the journalist.
I imagined that some journalists work in areas that aren’t necessarily safe and carrying around an iPhone on a rig with a big microphone and a video light was not going to be suitable for those situations.
Then I shot the video
Whenever I make videos like these, I don’t often have a script. Part of the reason is because I know the products so well. The other reason is that I keep in mind a few key points I want to address, which are usually:
- What is the situation, issue or problem faced by the target audience?
- Why is that bad or what are the consequences?
- What’s the solution that I have to offer?
- How does it work?
- How can people get it?
Then I get b roll
B roll is important to a video because it helps the audience visualize what you are talking about. This is especially important when it comes to product demo videos.
Normally, I like to shoot my b roll at home where I can set up the products and light them properly. This is also the time I get to be a little more creative with how the products are shown.
For example, in this particular video there is a sequence where the tripod pistol grip spins around. That was shot with me spinning the tripod by hand, then editing so that it looked like the tripod was spinning on its own. A bit tedious but I think it works.
What you should do
When it comes to creating marketing content, it’s a good idea to keep an ear to the ground and be aware of trends or new issues or problems that your product or service can help solve. Then act! Don’t wait to create that content because in today’s world, trending topics come and go pretty quickly.
And if you’d rather someone else help you with your content creation, get in touch with me and let’s talk about how I can help you create video marketing content on a regular basis to build your brand and stay on your customers’ radar.
Let me know your thoughts on how you go about researching content.
Video should be an essential part of your business' marketing because video is just, literally, everywhere. And if you’re not using video, your competitors probably are, and if they’re not, they’re likely thinking about it just like you are. They could even be reading this at the same time you are! Oooh! https://youtu.be/gfjwR590vqI
Why video is everywhere
One big reason why video is everywhere is because the traditional high costs and time associated with video production have come way down, making it possible for businesses of any size to create video content. Your iPhone, for example, contains an awesome camera and with the right external microphone and a couple of apps, you have the basic equipment you need to make videos.
But that doesn't mean you can just turn on your iPhone in a dimly lit room, using only the built in microphone, and ramble on and on because you’ll look like you don’t know what you’re doing, which will leave a bad impression about you and your business. Which means a video could actually make you LOSE business if not done right. Bad sh*t.
So here are 3 ways that your business can implement video that will help with your branding and marketing.
Number 1. Tell people about your business.
This sounds ridiculously simple, but it’s easy to screw up because people will talk about their business from their own perspective, not from that of their customers or clients. So be sure to talk about what you do in terms of the problem you solve or the solution you offer. Focus on them, not you.
Number 2. Get other people to talk about your business.
In the world of Yelp, Amazon and social media shares and likes, getting your customers or clients to talk about your business on camera is a great marketing tool. And if people don’t want to be interviewed on camera, you could ask them to provide a written testimonial and their picture. Then you can stick that up on the screen, instead. Works just as well.
And finally number 3. Show people how you do business, who they're dealing with.
People want to do business with people they know, like and trust. So what you can do is tell them what you believe in, why you do what you do, and let customers and clients get to know you and your staff on a more personal level.
So that’s it!
Like I said, video is everywhere and there is a relatively low barrier to entry for most businesses. If you have an iPhone, you’ve pretty much got a full video production kit in your pocket. And aside from knowing how to produce the videos, I gave you 3 ways your business can implement video to help with branding and marketing, which were:
- Tell people about your business from their perspective.
- Get other people to talk about your business.
- Show people how you do business and who they’re dealing with.
And if you want someone to just figure that stuff out for you and make you the videos, give me a call or email me and let’s talk about how we can make video work for you.
Thanks and talk to you again soon.
PS Microphone used in this video was the Edutige ETM-006.