Ten Marketing Videos Every Company Needs (Part 2)
Not all videos created by Marketing departments are solely aimed at client acquisition. While attracting new customers is crucial for business growth, equal emphasis should be placed on customer satisfaction and client retention We discuss three videos that Sales, Operations, and Customer Support need.
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The role of every Marketing department does not end when they deliver a sales-qualified lead to the Sales team. To have a successful program, a company must have a Growth Enablement mentality. We discussed this in detail in an early article entitled: Growth Enablement – We ALL Win or Nobody Wins.” We reference this now, because this blog will be about the videos that the Marketing department needs to generate for other departments to be successful.
This is part three of our blog series about video marketing. The first blog in this series was “The Power of Videos – Why You Need to Use Them for Marketing.” In our second blog, we started addressing The Ten Marketing Videos Every Company Needs (Part 1). If you have not yet read these articles, we recommend doing so before you proceed.
The three marketing videos we will address in part two are The 80% Video for Sales, the Welcoming and Onboarding Video for the Operations Department, and the Frequently Asked Questions Video for Customer Support.
The 80% Video – Every Sales department will tell you that they are constantly being asked the same question by prospects. Quite often, the answers to these questions will quickly weed out people inquiring who are not a good fit to buy your product or service.
One of the main purposes of Marketing is to educate prospects and to provide enough information, so that those who can benefit from your brand can be fed the right information to help them move down the sales funnel. It is equally important for the education process to remove those individuals who are simply not a good fit. It avoids wasting the time and resources of your Sales department.
An 80% video will address those eight to ten qualifying questions that your Sales team gets 80% of the time. A properly executed 80% video does far more than just weed out those companies that are not qualified. There are a number of tangible benefits including:
Shortened Sales Cycle - For those companies who are qualified, an 80% video will quickly answer their questions through self-discovery. Their ability to find what they need, and self-educate, is very powerful and based on behavioral science. When a person discovers the truth of a matter themselves, it seems more real and credible, because it aligns with their personal experiences and perceptions. This makes your information seem more authentic.
Increased Conversion Rates – We have already established that any well-crafted video used for marketing can increase conversion rates by up to 80% (Smart Insights). When those videos address all the common questions presented to Sales, they are at the heart of the buying process and even more impactful.
Improved ROI - These statistics show that 80% of sales videos can indeed contribute to an increased ROI. It helps push qualified leads down the sales funnel and frees up your Sales team to be working with those who are truly interested.
However, the effectiveness of these videos can depend on various factors such as the quality of the video, the relevance of the content to the target audience, and the platform where the video is shared.
Here are some guidelines to optimize the performance of 80% videos.
Segmentation – We have found that there is often a different set of questions that sales tend to get from prospects at each stage of the buyers’ journey. For the self-discovery benefits to work, the information must be relevant to the stage that person is at in the sales process.
We recommend that your 80% sales video recognize this and set up a separate one for the awareness, consideration, and decision-making stages of this journey. By doing this, the questions will seem less scattered and will facilitate the self-journey.
Sales have Ownership – While the Marketing department will be responsible for the creation of the video, the Sales department is driving the bus. They need to come to a consensus as to what are the right questions to ask, and how to frame the answers.
Personalize the Video - The Sales team also needs to be the face of any video. It is important to be conversational and friendly. While you want to impart information quickly, do so in a manner that will make the viewer feel connected to the presenter. The Sales team should take turns answering the questions, so that when the prospect does finally get a face-to-face meeting, the person they are talking to will already seem familiar to them.
Keep it short – It is best to keep each answer to a question to 30 seconds or less. This means that the goal for the entire video should be no longer than three minutes. It is better to break up the content into digestible segments that have it be too long. Our average 80% video is 2 minutes in duration.
Onboarding Video - First impressions matter. The onboarding process that you provide your customers will set the foundation for that relationship. We always recommend that the handoff from Sales to the Operations group be a live meeting orchestrated by Sales and attended by representatives of each department the client might need to interface. While most companies take great care to provide the client with all the information they will need, often this is not retained by the client.
This is where the onboarding video becomes extremely valuable. It provides a safety net for the client where they can go back as often as needed and be reminded who they can contact or what the steps in their engagement will involve.
This onboarding video is different than the recording of the client’s actual onboarding session. You will want to record and share that meeting video, but don’t be surprised to learn the client deleted that email as soon as it was received. This is a video that, while generic concerning specific client information, is highly detailed in what they can expect, who they should contact, and the timing for everything in their engagement.
The benefits of having a customer onboarding video are well documented. It will ratify their buying decision, reduce customer support costs, and provide the client a means of reminding themselves as to how their account will be handled. Here are some further statistics that show the benefits of onboarding videos.
97% of people think that video is an effective tool to welcome and educate new customers (Wyzowl).
97% of new customers prefer to be welcomed and educated by video (SMS Country).
When asked how they feel companies could improve re. onboarding, 69% of people say that they feel more video should be used (Wyzowl).
50% of customers are more likely to remain a customer if there is an effective onboarding process (SMS Country).
91% of people have watched a video to understand how to use a physical product better (Wyzowl).
74% of people have watched a video to understand how to use a new app or website better (Wyzowl).
65% of customers say video is their favorite way to get to know how to use a product or service (Wyzowl).
To maximize the benefits an on-boarding video provides, it should include the following elements.
Ratification – The client should be reminded of all the reasons that they made the right decision by choosing your brand. Take a few seconds to build a foundation about the value proposition you bring. This includes:
An overview of the company
The core values of the company
What differentiates the company in the marketplace?
Confirmation – While you cannot be specific about all the promises and commitments that the Sales team made during the acquisition stage, you can outline what every client can expect to be included in their engagement and the timetable that will be provided. This will provide them the confidence that they will be taken care of and promises kept.
Contacts – It is vitally important that the onboarding video delineates all the department heads that they may need during their engagement. Have each department head introduce their section and provide the personal contact information for themselves and the individual who has been assigned to their account.
Product Overview – Even if there will be a separate training or product meeting, take a few moments to discuss how your product works and the benefits that they will receive by utilizing it.
Length of Video - There is a lot of information that needs to be included in a customer onboarding video. However, the overall length of the video should be between three to six minutes in duration.
Frequently Asked Questions Video (FAQ) - Every customer will have a preference in how they want to have their questions answered. Some want to speak to a real person every time there they have a question, regardless of how significant it may be. There is also the self-help crowd who want to figure out the answer themselves. For that group, you need to have a series of frequently asked questions videos.
This is the Customer Support department’s version of the 80% video produced for Sales. All the same benefits and best practices we outlined above for the 80% videos apply here. The only two major differences need to be applied for the customer support FAQ videos.
More Detail – If you have a problem, and you don’t need or want someone walking you through a demonstration, an in-depth video can exactly show how to fix the problem. To be effective, the FAQ must be about the precise issue that is the problem. This means there must be greater segmentation of the topics and much longer videos than the 80% Sales videos. A typical FAQ video will run five to eight minutes in duration.
Follow-up – No matter how well you craft a FAQ video, there is a strong possibility that the viewer’s problems are not completely solved. We always ask for contact information at the origination of the video. The purpose is not to create friction, but to have a qualified customer support person send a follow-up email as soon as the video is seen to inquire:
If the issue has been solved.
How the information can be communicated better.
Provide their personal contact information should there be any additional questions.
Not all videos created by Marketing departments are solely aimed at client acquisition. While attracting new customers is crucial for business growth, equal emphasis should be placed on customer satisfaction and client retention. To achieve this, three essential videos need to be incorporated into the Marketing strategy. The Sales - 80% Video provides valuable insights into the benefits and features of the products or services offered, aiding in the conversion of leads into customers. The Operations - Onboarding Video guides new clients through the process of getting started with the company, ensuring a smooth and seamless transition. Lastly, the Customer Support - Frequently Asked Questions Video addresses common queries and concerns, enabling customers to find quick and efficient solutions to their problems. By creating these videos, businesses can enhance customer satisfaction and improve client retention, ultimately leading to long-term success.