Does your latest whiteboard video look stunning?
Does it have an imaginative script, crisp graphics, and an incredible voiceover?
Good for you! Here’s the thing, though…
None of it guarantees conversions. And conversions should be your singular goal when it comes to high-quality whiteboard video animations.
When you pour in all this time and effort to create it, only to see little to no results… it hurts, doesn’t it?
Well, today we’ll help you ensure that it doesn’t happen anymore!
The problem of poor conversions can be easily avoided. In this post, we’ll give you three quick, easy, and somewhat counterintuitive tips to make sure your videos don’t become an expensive waste of your time, but actually attract the customers you want. Let’s dive in!
Note: to make sure this post is even more useful to you, why not combine it with our similar post from 2015? Same topic, different tips!
1. Exclude most of your viewers
You have a sophisticated approach to business. You serve a diverse customer base, across several demographics, who have come to love what you do, and happily pay for it.
Moreover, you know so much about your products and services that any time you see a person with a problem, your brain comes up with a dozen ways your offer could help them.
So… what’s the problem? When the time comes to get the message out in a whiteboard video, this desire to be inclusive and comprehensive actually hurts your brand!
Your customers live in a world of infinite options. When you confront them at this point in their journey, they will ignore you – unless what you’re offering was made specifically for them.
How do you avoid it? Speak only to the customers you want most, and ignore everybody else.
For example, if your product or service could be used equally well by stay-at-home mothers and middle-aged sales reps, each of these audiences will need a uniquely tailored message. Otherwise most of them will roll their eyes and say, “Well, it’s not really for me.”
Taking a stance and excluding people in favor of targeting a specific subset of customers is something that business owners don’t do often enough. As tempting as it may be, don’t address everyone at once in your whiteboard video – to make your message impossible to ignore, make it laser-focused instead.
2. Don’t jump to the offer
If you’re an expert in your field, you can talk about your product or service for hours on end. After all, there is so much your customers need to know!
Well, not really, they don’t (maybe in special cases).
Here are the only two things your customers want to know:
- If you understand their problem.
- If you can solve it.
All other details are trivial, and they don’t belong in a whiteboard animation. We always recommend spending the majority of your video proving to your customers that you understand them, and you can solve their problem.
If you do it successfully, and if your offer is perfectly positioned to help them, it will practically sell itself. Most of the time, you don’t have to focus on it extensively. Even devoting as little as 20% of your total runtime to the offer will be enough, if you do everything else right.
Don’t get us wrong: the offer is everything. But as long as it’s relevant and compelling, your customers don’t need a ton of persuasion. If they are in the right place in their lives that your product or service is of interest to them, all it takes is one assertive proposition.
Speaking of propositions – there’s one thing that could make or break your whiteboard video… the call to action. This is where tip #3 comes in.
3. Use a strategic call to action
The biggest problem most whiteboard videos have with their call to action is really simple: there isn’t one!
Having any kind of call to action at the end of your advertisement is better than nothing. But since you’re doing this to increase conversions, you don’t want just any call to action – you want one that’s as strategic as possible.
What do we mean by that? We’re glad you asked!
A truly strategic call to action fulfills two simple criteria:
- It qualifies a lead in addition to converting them. A strategic call to action must be super-relevant to your target customers, and be a stepping stone on their way to a paid offer. For example, signing up for a free teeth cleaning is great if you’re a dentist: it qualifies your lead’s interest in fixing their teeth and promises value in advance, which results in high conversions.
- It is fast, easy, and impossible to misunderstand. Ideally, your customers should be able to take action in the same place they’re watching your whiteboard video. Clicking the button, entering their name and email, or following a link are all easy calls to action. Calling a number or visiting your office introduce an additional barrier, and so tend to be less effective. Finally, to make your call to action as unambiguous as possible – even if it’s as simple as clicking a button. Make it clear, make it descriptive, and make it easy.
There you have it – these quick and easy fixes will make sure that you never get stuck with gorgeous whiteboard videos that don’t convert at all, or convert poorly. Just by implementing them you will fill your pipeline with more high-quality leads, and enjoy a consistent stream of happy, paying customers. Not bad for a few small tweaks, is it?
And if you’re even in need of a whiteboard animation that looks stunning and converts like crazy, you can always try our risk-free pow wow by signing up below (just saying)!