Whiteboard videos don’t look like much – but they convert amazingly well.
This leads most people to look at them and go, “Anyone can do it!”
Nope. We’ve seen enough poorly made whiteboard videos to know: this is simply not true.
That’s why in today’s article we’re going to discuss how to make a whiteboard animation video the right way – to ensure that it converts and attracts high-quality paying customers to your door.
Let’s get right down to it!
Meet your customers where they are
Your target market is facing particular problems. They pursue distinctive goals. They have their own special fears and concerns.
You want to fine-tune the message of your whiteboard video to resonate with their exact situation and stage of awareness.
Let’s say that you sell CRM software to small businesses.
Your message emphasizes only the things a big enterprise is likely to care about: fancy integrations, specialist features, and extensive analytics. But – you completely gloss over what’s relevant to “the little guys”, like ease of use, simple and transparent pricing model, good support, and so on. As a result, your message will fall flat with your target customers, and they will look elsewhere for a solution.
So what’s the lesson here?
Meet people where they are. If they’re flying high, so should you. But if they’re just learning to walk, don’t tell them about those awesome wings you have for sale!
Write a killer script
The script is the single best predictor of how awesome – or how awful – your whiteboard video will be. To be honest, we could have narrowed this entire article down to this one piece of advice. That’s how important it is!
Your script is the only thing your animators and voice actors will have to work with, so it sets the tone for the whole thing. And if you don’t invest the time and effort to make it engaging, clear, and persuasive, your whiteboard video can’t possibly turn out well.
No pressure, right?
Luckily, we can tell you exactly how to make a whiteboard animation video script that will grab your viewers’ attention and hold it until the very end.
First, you want to use this universal structure for a whiteboard video script that has served us and many other companies very well:
- Lead with a problem your product or service are solving
- Introduce the solution in the form of whatever you’re selling
- Explain why it will work, even if nothing else has helped before
- Engage and put to rest any objections your viewer might have
- Finish with a strong call to action
If you want us to elaborate on each of these steps, check out this article that walks you through writing a kick-butt video script.
And if you want to see an actual sample script, you can read this post that walks you through how to make a whiteboard animation video (or any other kind of animation video) that’s both high-converting – and less than two minutes long.
Brands like Twitter, Uber, Hubspot, and others are already using whiteboard video to attract more customers. Discover exactly how they do it, along with 9 more business-boosting tips – like how to increase your conversion rates by 20%!
Provide a distraction-free environment
There’s one thing that everyone overlooks when trying to figure out how to make a whiteboard animation video. Here it is:
The video alone is not responsible for your conversion rate.
A lot of things affect your conversion rate. So if a whiteboard video fails to turn viewers into leads, or leads into customers, you want to look beyond it. Specifically, look around it. You’ll be surprised to find all sorts of things muddling your message. Here are just a few examples:
- Lots of marketers set their landing page videos to autoplay, which alienates potential customers and hurts conversion rates
- Cluttering the space around your whiteboard video with navigation elements, ads, and irrelevant copy also lowers the chance that people will watch your video and act on it
- Pop-ups, push notifications, live chat notifications and stuff like that can also be extremely distracting and annoying to viewers
In addition to providing a distraction-free environment, you also want to be mindful of the context in which people view your video. What led them to it the first place? Are they the right kind of viewers? And most importantly, what happens after they’ve watched the whiteboard video?
Let’s talk about that last one some more…
Create a consistent post-viewing experience
So, as soon as someone watches your video and takes action, conversion is done and dusted, right? Time to chalk one up for the team and move on!
Not so fast.
Conversion is more than a singular action. It’s a journey. You don’t want the viewer to just clear the nearest hoop on their way to becoming a paying customer – you want them to go through all of them with flying colors!
That means you want to pay extra attention to everything that happens after the viewing. Consider things like:
- How easy is it to take action?
- Is the channel you’ve chosen for your viewers to reach you most likely to succeed?
- Does what you ask of them make sense and fit your message? If you’re promising something in return, is it enticing enough?
- Do you have a system in place to nurture the viewer after they take that initial action?
All these things are important. Your video might have a great conversion rate on that immediate CTA (like making a phone call, example) – but a miserable attrition rate after that. To make sure you avoid this trap, keep the experience after viewing smooth, consistent, and persuasive throughout.
Be skeptical of best practices
It’s great to be aware of what “best practices” are when it comes to making a high-converting whiteboard video.
But it’s even better to have the wisdom and the guts to discard them whenever necessary. Bucking conventional wisdom can be scary – but ultimately it can benefit your business…
…if you know what you’re doing.
For example, the accepted “sweet spot” for whiteboard video length is 1-2 minutes, tops. But if you just follow this “best practice” blindly, you could alienate potential customers by not giving them enough information about your product or service, or failing to create a strong enough connection. We’ve had great results with videos over 2 minutes, and shorter than 1 minute – it all comes down to what would fit your unique offer and business needs.
Bottom line is, don’t hitch your wagon to best practices without considering: why are they considered “best” to begin with… and does it hold true in the context of your business?
Here’s how to make a whiteboard animation video that converts
If you want to create high-converting video content, you should know that all the best videos, whiteboard or otherwise, have 10 things in common.
What things? You can find out from this free checklist we’ve made:
We created it to help you make the most effective marketing videos possible. Including these ten elements can improve any video – not just whiteboard animation. You can use this checklist for live action videos, cartoon animations, motion graphics… you name it!
So go ahead and click the link above to download it free of charge – and your marketing videos will never be the same again (in a good way)!