Page 17 - AeM_June_2020

BEST
PRACTICES
Requirements and creation On landing pages, explanatory videos can significantly &
increase the conversion rates. In email marketing, the STRATEGIES
Creating a good explanatory video is an art and use of explanatory videos can increase the opening
requires a lot of craft. First, you define your and click rates, as well as reducing the number of
requirements in a briefing, then you put the team unsubscribes. You will find the largest audience for
together and decide whether you want to produce the your explanatory video with two billion users per month
video yourself or hire a service provider. In the further on YouTube, but you must work hard not to get lost in
course, the content will be researched and structured. the crowd. The social networks also offer interesting
Now the concept of the storyline follows, again an opportunities in B2C and B2B marketing, especially if
important milestone, because it defines the structure you are willing to advertise the videos there.
and appearance of the later video in detail. This is Explanatory videos can be used successfully not only
followed by the actual production: making the design online but also offline, for example at trade fairs, in your
and the voice-over, and underlaying the video with salesrooms, and in personal customer discussions.
music and sound effects in the end.
In a nutshell, making use of explanatory videos for
Use on all channels marketing purposes is highly recommended since a
picture says more than 1000 words and a video says
There are a number of options for using your
explanatory video and it is recommended to use the full more than 1000 pictures. ◊
range: show your explanatory video on your own By Daniela La Marca
website to attract more visitors, who stay that way
longer on your site and are more likely to buy there.

17 June 2020: Video Marketing & Storrytelling