4 ways you can utilise Agile Video Marketing techniques to maximise ROI for your marketing collateral
- Agile Video B2B Product Explainers
The best place to start is with your existing product collateral such as a product brochure or pdf and use this as a base for conversion into high quality animated marketing videos that will boost your social media response rates and ROI.
Using tried and tested scripting and storyboarding techniques you need to be able to get access to the art work assets in the document and then use digital editing techniques to animate the content with optional voice over from a professional voice over artist and backing music. It is important in the script that you only focus on the benefits of your product to the target client- not the features or other extraneous facts and stats – that should really be taken as a given- especially as you only have a finite amount of time to get your key benefits across, and need to keep your product explainer as short as possible.
If there are facts you must include you can include these in as a separate ‘product tour’ video that you can show the client at a different stage of the sales process.
Your goal is to create several versions of the product video for different platforms that are more likely to be viewed on the various marketing channels you use.
Once the scripts and storyboards are prepared and signed off, the editing process in the studio is fairly straightforward and because of that, you can create multiple versions at relatively low cost making the whole exercise very cost effective.
- Agile Video B2B Case Studies
The same process applies as for product explainers. You start with your existing static and print based case studies and have the goal of turning them into engaging high-quality video case studies for use in a variety of ways but most importantly to share with prospect clients via social video advertising campaigns. Again, you can use the existing graphics, images and text to create an agile script and storyboard and then animate the assets into a short persuasive motion graphic case study.
Your objective is to keep the video case study as short as possible so your focus has to be on the benefits the client received from the project your delivered for them.
You should keep your video case study as simple as possible. Just focus on the following simple message – this was the client’s problem and this is how we helped them resolve it.
The only other main requirement is to get your client to feature in the video with a short clip as this adds credibility and status to your case study. Your case study should be between 60 and 90 seconds- for the promotional version but you may consider creating a longer more detailed version to aid the sales process at the closing stage, and a shorter micro version for use on social media – maybe 15 seconds that can be used as a teaser to induce the viewer to click the link and watch the full case study.
- Agile video- animated explainers
Animated explainer videos are everywhere and it is now the case that just about every single product or proposition requires a visual explanation that is short and engaging that can communicate the key messages quickly.
Adopting an agile approach to the creation of your animated explainer is also increasingly essential. Why? Because your target audience’s viewing habits and behaviours differ markedly. Some will happily watch the whole animated explainer video of 1 or 2 or 3 minutes of length but this is only a small minority of your target audience. Research shows the following average watch times of video content on social media channels On Facebook the average view time is 8 seconds. On Linked In its 15 seconds, Instagram 30 and You Tube 45 seconds. But with these watch times reducing all the time you need to think how can you craft your explainer video to meet the needs of these disparate audiences? Answer, as well as segmenting your audience you need to segment your explainer video.
So, when it comes to the scripting and storyboarding process you need to be planning for multiple versions of the product explainer.
The art of creating high quality animated explainers that work harder by creating shorter versions to meet the needs of social media audiences is the way forward, and only by adopting an agile modular approach can you boost the viewing rates, engagement and ROI of your video- and maximise the value.
- Agile Video Search Engine Optimisation
So many videos are made with little attention to the crucial element of video SEO. Not only should you research your tags titles descriptions and key search terms and phrases before you make your video, you then need to incorporate this metadata into the video scripts.
When you launch your video there are several essential key steps you must adopt to give your video the best chance of being found by searchers of your products.
As well as that, you also need to ensure that you have a good mix of deploying organic SEO meta data, especially on You Tube to boost your viewing, engagement rates and ROI.
Thus should then be enhanced with targeted promotion on LinkedIn and Twitter to prospect clients where you can target potential viewers by job description and industry sector.
And then as the campaign progresses you ned to be agile enough to change or refresh the content mid campaign or re optimise the content to ensure maximum campaign performance.