With so many DIY video tools and cheap production options for “explainer” or other type of tech solution marketing video, it’s reasonable to question the $5,000–$15,000 cost of a professional production studio. Here’s how professional specialists earn their fees.
Viewer-friendly tech solution marketing video
You’re involved in sales and marketing. That makes you an advocate for your solution.
The video pro is an advocate for the viewer. They’ll look at your messaging, personas, and customer pain points with fresh eyes. They’ll ask questions like “Doesn’t the viewer already know this?” and “Are these the same pain points your competitors talk about?” as they work to make sure your video story is fresh and interesting for the viewer.
The video pro is thinking about how to hook the viewer in the first 30 seconds. While your messaging documents describe the product in context, the writer of your tech solution marketing video will start by trying to nail down how much knowledge — context — the viewer brings to the video. This is good discipline that comes with experience. It’s worth paying for.
Communicating technical differentiators
Marketers sometimes fear getting too technical or “down-in-the-weeds.” A good video producer will be confident in their ability to depict technical values clearly. And will give you confidence, too.
Why is this more important? Because IT buyers, in particular,
Tech buyers don’t want to be marketed to. But they do appreciate the speed and accessibility of information delivered in watchable technology videos. Here are five ways to make your marketing videos more watchable.
Turn off the sound
According to the ad tech company Unruly, videos that work with the sound off are among the most effective types of video ads. If your tech marketing video depicts features and processes in ways that are visually interesting and absorbing, minimizing the talk puts the viewer’s full attention to the screen. If the video focuses on software, for example, you don’t need to say “point-and-click” or “ease-of-use” — it should be obvious.
Take a conversational tone
Most videos need narration, which should be upbeat and positive. But not sales-y. Words poured out at a rate above 125 wpm can become annoying before the first minute is up. Keep in mind
Video content marketing is about providing viewers with many opportunities to engage with your company through its videos. Here are some signs you may be missing out on some opportunities.
1. You think you just need a video.
Maybe you’re introducing a new product. You want a video that gets people excited, right? But if your glitzy product video leads the viewer to content that is flat and quickly abandoned, you have reduced the ROI of the your centerpiece video. Makes no sense. For video content marketing to work, every video needs to deliver value.
2. You’re not repurposing videos.
I keep banging on about this. Your existing videos almost certainly contain a great deal of good stuff that could be re-purposed to make other good stuff. Maybe it’s the “demo” section of a recorded webinar. Or just the part of the demo where the user clicks through to find the right information. A good way to make an old talking head video new again, is to add graphics.
3. None of your videos measures viewer engagement
The leading producers of branded video (mostly B2C companies) are increasingly relying on engagement metrics, not views or viewing time, to measure performance. It’s easy to add calls-to-action in YouTube and other video sites. It’s easy to add interactive chapter headings to video.