It is my belief that people want to move on from broadcast and print to more modern, innovative, measurable, and targeted forms of marketing. But they may not know how. In Part I of this series, I unpacked Podcasts as an innovative and effective marketing tool. This week, I will discuss how we can use video to better market products and services.
In my methodology for B-B firms, I structure the video content to communicate your message to each member of your buying team, Believers (champions), Buyers (finance and operations focus on ROI), and Builders (those that use the product on a day-to-day basis). Each of these personas has a different need that you need to address. The old-school way would be to put together a sales folder that includes everything. Video is the better way.
When launching a product, it is critical to shorten the duration from awareness to demo as much as possible. I’ve seen cases where it can take months to get from awareness to demo, especially in global deals that involve partners. Awareness to demo can be brought down to days and a couple of weeks using a video series that includes emotive explainers, case studies, and on-demand demos. So, if you want to grow, it is best to invest in video as well as lead generation.
Explainer Videos Best Practice
The storytelling process is the key to success of a brand or product video. I’ll explain how we do it through a wonderful example from Silicon Valley. Juicero, who raised $118 million from Google Ventures, Kleiner Perkins, and others, developed a juice dispenser and the product supply chain to produce and deliver juice packs. You can watch their explainer video here. This is how they present the Juicero story.
- Big picture problem, something really controversial if possible: In the Juicero example, they state, simply, that juicing is easy. Of course, everybody who juices knows juicing is quite the opposite of easy – it’s an arduous experience. This statement grabs the audience’s attention.
- Pain Points: In order to juice the traditional way, you have to spend a small fortune to buy the organic produce at the local farmers market on the weekend. Then you have to clean and cut the produce, the juicer itself, and most of the kitchen. It’s a terrible pain in the neck – nobody enjoys it. And often, the resulting taste (Kale!) is not ideal.
- The Promised Land: Demonstrate to the audience the wonderful outcomes that will result from buying your product. In the video, they use heavenly music to highlight what life will look like with a Juicero; clean, convenient, delicious.
- The Solution: How it Works:Juicero runs through the process from the product supply chain to the benefits of the machine. Most videos and sales collateral start with the solution. This fails to create an emotional connection with the audience.
All great business videos follow a form of the above structure to some extent. My favorites include the famous Dollar Shave Club video, which cleverly explained their value proposition, culture, and brand personality in just 90 seconds and it reportedly cost just $6000. Dollar Shave Club is successful in two realms; from a marketing point-of-view, they have over 26m views on YouTube and counting. From a commercial perspective, they sold the business for over $1bn to Unilever.
If you are prepared to spend a lot more than $6000, Stellar Labs, a business aviation software startup from San Francisco, created one of the best company videos I have seen, complete with interviews with executives that connect with Believers, Buyers, and Builders, from vision down to the technology. The video opens, like the others, with a compelling statement. ‘Stellar is at the epicenter of where business aviation is heading.’ They then state their mission: ‘To make business aviation more transparent, accessible, and simpler to use’. They go on to interview executives that address various needs and pain points amongs the various personas they are addressing. It is really impressive.
Kindly leave examples of your favorite business videos in the comments section below.
Here is my complete manifesto:
Sponsor podcasts, not radio advertising
Create brand and product videos, not leave-behind print collateral
Sell products on social media, not in stores
Advertise in online video games, not on TV
Create chatbot experiences, not SMS messages
Endorse YouTube celebrities, not NBA players
Build 1-1 personalized engagements, not spam
Design awesome digital customer experiences, not email exchanges
Social selling, not cold calling