Written by: Vickie Sullivan | July 15, 2021
Give Your Email Marketing Boost: Add Explainer Videos
A lot of B2B service professionals use email to market their services. According to a recent Adweek article, though, it’s time to give that strategy a boost.
Move past the product focus of the article. Let’s drill down on a tool a lot of B2B service professionals use: explainer videos. These short clips now go beyond the website and into email campaigns. The big question to ask: What can explainer videos convey that great copy cannot?
Two reasons to use explainer videos in your next email campaign:
• To advance the decision-making process: This tactic helps buyers who are exploring an idea but don’t know enough to decide if it’s the best route. Helping people decide is the best of both worlds: It provides a lot of value without giving people all the help necessary to implement a solution. (See the next point.)
Listen: 2 Stories Good Explainer Videos Tell Really Well
• To answer unspoken assumptions. A lot of buyers know what they need. The big problem, however, is they think they can solve the problem themselves. Explainer videos can use humor to show why that’s a bad idea. They’re a great way to rebut common objections before they become a barrier.
Tutorials and how-to videos are great. Add explainer videos to the mix, and you have a powerful tool set. Don’t just limit them to your website, though. Using explainer videos further down in the exploration stage can help prospects self-select. By the time they reach out, these buyers already know they need you.
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