Selecting an explainer video production company
“Agility makes smaller agencies appealing” according to Gartner marketing expert Jay Wilson. Agile businesses want agency partners who are flexible, collaborative, and responsive. Here’s why you might want to demand these qualities when you’re selecting an explainer video production company. 1. You’re introducing a new product New technology products are often in still in development — […]
Tech marketing videos in account-based selling
Tech marketing videos are often seen as “top-of-the-funnel” infomercials. They’re intended to increase awareness in the early stages of “the buyer’s journey.” But the technology buyer’s journey is different. LinkedIn research on the tech marketing buying committee discussed in a previous post lists these stages. (Note that it’s a cyclical process.) Needs Analysis/Definition Defining specifications, defining a budget or securing […]
The technology buying process and your videos
Linked-In has updated their research into the technology buying process, who’s on the buying committee, and how the technology buying committee proceeds along on their buyer’s journey. (I previously wrote about the earlier study here). The takeaway is this: thinking about journeys, or even committee meetings, is not helpful. Marketers need to envision random walks through their content. As […]
Write a better explainer video script with help from Microsoft Office
An explainer video script for a technology solution is an “elevator pitch.” It says what needs to be said in a way calculated to win over a prospect in the course of an imagined elevator ride to the executive suite. “SmartArt” is not as dumb as I thought it was I’ve been ignoring this clip-arty feature for years, but […]
Add these 5 tips to your technology marketing video best-practices checklist
Here is another list of technology marketing video best practices that comes out of our experience creating videos for enterprise technology marketing. It’s a list of things that are easily overlooked. 1. Did you take account of the word count? For my company’s videos, I like to limit the word count in the script so the […]
Explainer video production planning checklist
Here is an explainer video production planning checklist list of best practices that is based on experience creating explainer videos since 2004. These tips apply to technology marketing videos intended to help customers “get” why they consider a software or I.T. solution. 1. Have a specific goal Obvious? Maybe. That doesn’t make it easy to write down a specific goal . If […]
Keys to surprisingly effective technology marketing videos
When you make a technology marketing video to educate buyers about your solution, even if your audience is eager to learn, there’s no end of stimuli out there competing for their attention. Here are some ideas on how to make surprisingly effective technology marketing videos. Acknowledging this, eLearning professionals try to build as much variety as possible into […]
Explainer video production questions for subject matter experts
Knowledge transfer is the aim of most of the videos we make. When you begin an explainer video production project, the “knowledge” you want your prospect to take on board resides in the minds of subject matter experts — salespeople, product managers, marketers and engineers. Some subject matter experts (e.g., salespeople) are invested in the […]
Creating marketing videos using eLearning techniques
This article describes how to create effective marketing videos using eLearning techniques. It’s reasonable to assume that viewers choose to watch technology marketing videos not to entertain themselves but, rather, to educate themselves. Like most adult learners, they are result-oriented and hope to learn something they can apply, on-the-job, right away. I’ve been exploring tips […]
Top explainer marketing videos work by reducing “cognitive load”
Why consider cognitive psychology’s theory of “cognitive load” when you are trying to produce top explainer marketing videos? We’re currently starting work on an overview video where the objective is to help re-position a well-established software brand. The company has crafted a positioning statement comprising a dozen discrete concepts that, taken together, convey what the […]
