When it comes to using explainer videos for business, most entrepreneurs have a very specific idea of what it might look like.
More often than not, they put an explainer video on their homepage and call it quits – or sometimes they go the extra mile and produce some explainer video ads to drive new leads to the offer.
It’s the marketing equivalent of having a Swiss army knife… and only using it to open beer bottles. There’s nothing wrong with that – but there are so many more things you could do!
For today’s article, we’ll examine how you can use explainer videos for business at every stage of the customer journey: from awareness all the way through retention. We’ll also provide you with 4 examples of explainer videos to help you move customers through each stage.
For starters, let’s look at the big picture: what does your customer journey look like, and where do explainer videos come in?
How explainer videos fit into the customer journey
Put simply, your customer journey is the sum total of all the interactions your customers have with your brand during their lifecycle. Specific stages may vary, but usually it goes something like this:
- Awareness – your customers know they have a problem, and they are looking for a solution. They aren’t ready to buy just yet, so your goal here is to educate and entertain them to inspire interest and establish a friendly relationship.
- Consideration – at this stage, your customers are browsing different offers. They are studying you and (probably) your competitors, trying to get enough information to make up their mind. They are still a long way off from purchasing, but open to arguments for and against your product or service.
- Decision – your customers are finally ready to choose. At this stage, your main concern is going to be differentiating your offer from the competition, tackling any objections or concerns they might have, and proving why you are the right choice for them.
- Retention – this is by far the most neglected stage. You want to make sure that your customer’s experience with your product or service goes as smoothly as possible, to maximize the odds that they don’t get a refund, and buy from you again later.
Now, usually you’d get advice for using explainer videos for the middle of the funnel – the consideration stage. And that makes sense – that’s when the need to explain your product or service clearly and concisely is the greatest.
But actually, you can use explainer videos at every stage of the customer journey to increase conversions, reduce the time it takes you to make a sale, and increase your customer lifetime value. You don’t have to make these videos all about your product to benefit from their ultra-persuasive style!
So below, we’ll give you 4 ways to use explainer videos for business in a way that helps you achieve all these benefits and more. Read on…
4 ways to use explainer videos for business – at every stage of the customer journey
1. “Infotaining” explainer video
When to use it: awareness stage.
At the top of the funnel, your customers don’t want to be sold on anything… yet. Instead, you need to show them you understand their problem – and you can help without asking for anything in return. You want to educate and entertain them at the same time.
For example, let’s say that you run a coworking space. You know that your target market is frustrated with having to work in unproductive, distracting environments. So why not create a light-hearted explainer video about all the distractions of working from home? Kids clamoring for attention, people barging in, the siren call of Netflix and other timesinks… you name it.
Get your potential customers nodding and saying, “Yes, that’s exactly my problem!” – and give them a few potential solutions to try.
Note: Here’s another great example from a different industry – a memorable explainer video about choosing a fridge. This is what you want to strive for during the awareness stage. Mention your brand only in passing, and focus on delivering value!
2. Product explainer video
When to use it: consideration stage.
Now your customers are ready for an overview of your offer. Tell them which problem it helps to solve, how it works, and give them an enticing call to action at the end.
This is what using explainer videos for business usually looks like: a moderately sales-y breakdown of what your product or service followed by a no-brainer request, like a free trial or a no-strings-attached consultation.
If you ever find yourself struggling to convey the value of what you do to potential customers, explainer videos are the way to go. A well-designed product explainer video can easily add six figures to your bottom line (as you can see in this case study) – so it’s always a great idea to include one in your homepage, product page, or service page.
But the middle of the funnel is far from the only place you can use explainer videos for business…
3. Demo explainer video
When to use it: decision stage.
So, your customer is ready to buy – congrats! But that doesn’t mean that your job is over – far from it. At this stage of the customer journey, you want to focus on answering the all-important question:
Your customers have tons of options to choose from. They need to know why your offer is superior to those of your competitors. Creating an explainer video that shows off your product or service in action is the best way to convince them.
By doing that, you can:
- Favorably compare yourself to the competition
- Demonstrate the most compelling features and benefits of your product
- Prove why your product or service is the right fit for them
- Address concerns and objections before they come up
And more. As you can see, it’s not just about showing how it works, but why they want to choose it over all the other options!
Note: Sometimes you might also want to dedicate a separate explainer video to the most common questions your prospects have. Unlike demo videos, they focus on specific objections – about pricing, functionality, support, or anything else your target market cares about.
4. Onboarding explainer video
When to use it: retention stage.
Even after the money changes hands, your relationship with a customer is only beginning. They might still ask for a refund – or use your product or service for a bit, become frustrated and disappointed, and leave you for good.
Our guess is, you don’t want it to happen. The best way to protect your business from customer churn is by investing in onboarding and retention.
The more you can do to ensure that your new buyers have a smooth, pleasurable, and valuable first experience with your product or service, the better. They will stick around for longer, spend more money with you over the course of their lifecycle – and maybe even bring additional customers into the fold through word of mouth!
That’s why you want to invest in high-quality onboarding explainer videos that will help your customers learn the ropes and make the most of your product or service. Otherwise they might give up at the first sign of trouble – negating all the hard work you did acquiring them in the first place!
Note: If you want to see an example of an excellent onboarding explainer video, check out these clips by Headspace – one of the fastest-growing meditation apps out there.
Let’s create an explainer video you’ll be proud of
After working on 2,000+ projects with hundreds of high-profile clients, we can say with confidence: we know a thing or two about using explainer videos for business!
We would be thrilled to create a high-converting, custom-animated explainer video for your brand. Check out our samples, and let us know what style you’re interested in!
Or take your pick from:
– Motion graphics and cartoon animations
– Virtual Reality Animation
– Digital stop motion animation
– 2D character animation
If you’ve ever watched a slick animated explainer video and thought, “I want one!” – today is the day! All you need to do is enter your details below, and we’ll arrange a free, no-strings-attached pow-wow to talk about your awesome idea for an animated video!