Videos are a powerful marketing tool that every business should take advantage of. They help engagingly convey information while improving information retention. Ultimately, explainer videos and webinars can extend beyond helping you expand your brand awareness and improve customer relationships throughout the buyer journey.
In addition, videos can be a wonderful communication bridge with internal messaging as well.
If you are considering video creation for your company, there are a couple of elements to keep in mind: data and print marketing. The truth is, data and print marketing are crucial components that can help make your videos and webinars more effective.
From increasing engagement to driving conversions, here’s how these marketing strategies can help take your video and webinar marketing to the next level.
The Value of Explainer Videos and Webinars
Before diving into the importance of data and print marketing, it’s important to remember why videos are so important for your overall strategy.
Explainer videos are short-form videos that teach the audience something. Typically, they are in the form of how-to videos or tutorials. Ninety-six percent of marketers think videos help their customers better understand their service or product. Furthermore, 89% of people admit that watching explainer videos helped convince them to make a purchase.
Webinars are another excellent form of video content. This long-form video style can offer a deep dive into a relevant topic to help you reach a new audience or strengthen your relationship with an existing one. Fifty-three percent of marketers report that webinars perform better than every other marketing channel for qualified lead generation.
“By combining the power of video with the tangibility of print, you can create a more robust marketing campaign that resonates with your audience.”
The Importance of Data to Create Your Videos
Data should play a key role in your video creation, especially for explainer videos and webinars. The data we’re talking about is not views, impressions, etc. That data comes into play post-production and is most relevant for assessing the efficiency of your video.
But first, you must use the right data to create your videos, and that’s what we will dive into here. Videos require a more substantial investment than many other forms of marketing content. For that reason, you want to make sure that you are making effective videos that will have an impact on your audience. Therefore, you must listen to the data to understand your audience, trends and competition. Furthermore, implementing statistical data into your video can increase its credibility and authority.
Let’s take a closer look at the data you need for your explainer videos and webinars:
Audience Research
The first type of data to consider for video creation is audience data. Performing audience research is an essential step to help you better understand the interests, needs, and obstacles of your target audience.
Failing to research your audience can lead to ineffective video content that’s a waste of effort and resources. On the other hand, leveraging audience data will help you craft the most effective videos. It also will help you get them in front of the right people.
Consider that not every video is for every member of your target audience. You should evaluate the various audience segments of your target consumer and create tailored content for them.
There are many ways to research your audience. A few ideas include:
- Send out polls or surveys via email and/or social media
- Monitor your reviews and social media for common questions or concerns
- Check out your target customers’ social media accounts and see what they are generally talking about and engaging with (social listening)
- Look at the demographic data of your existing customers
Market Trends
Market trends are another important form of data to consider. Market trends are anything that changes your industry. For example, smartphone apps presented a huge change in the communication market.
Understanding these trends will help you create modern, relevant videos. Ultimately, market trends can influence customer expectations, especially long-term trends. But even short-term trends matter in helping you select the right terms and language for your videos.
Here are a few tips for identifying market trends:
- Monitor industry influencers and large publications
- Examine industry behavior using digital tools
- Listen to customer feedback and suggestions
- Observe your competition and trending topics, terms, technologies, etc.
Current News Events
Current events also play a huge role in all marketing content, including videos. You must be mindful of large news events, especially those that may impact your current audience. Assess world news, natural disasters, holidays/religious events, and more.
Generally understanding current news events will help you create non-offensive content and resonate with your target audience. The internet makes keeping up with current news events easier than ever. Stay on top of current events with a daily news check-in. Furthermore, look up the relevant holidays and events for your target audience.
Researching Competition
In addition to audience data, you also need data on your competitors. You want to know which topic people are gravitating toward them for, the type of content they’re creating, and any other relevant facts. Furthermore, you want to uncover areas for improvement that you can use to create more effective videos on similar concepts.
To research your competition, you should:
- Identify a list of your main three to five competitors
- Examine their online presence, including websites, social media, videos, etc.
- Compare online reviews and ratings
- Write down and track your major findings, especially strengths vs. weaknesses
- Pick out areas for improvement
“If you are considering video creation for your company, there are a couple of elements to keep in mind: data and print marketing.”
Statistical Data To Support Your Topic
While you want to use data to design and create your video content, you should also use data within your videos. Include statistical data throughout your video to support your topic and claims. Including statistics and data is an excellent way to improve the credibility of your video.
Depending on the topic, you can use data from internal research/case studies and/or general data. Include the most relevant and compelling statistics, and only use credible sources. Leverage tables, charts and graphs to illustrate the data in the most compelling way possible. Use recent stats, from the current or previous year when possible.
Also, be mindful of your use of statistics. While you want to use a few to drive your point home, you don’t want to overwhelm your audience. Use them sparingly to ensure they’re really powerful and not too much.
Use Print Marketing to Elevate Your Videos
While informative videos can be a powerful tool for engaging your audience and conveying your message, they don’t leave anything tangible behind. Once the video is over, the viewer may not have anything in hand to refer back to. This is where print marketing materials come in.
During video presentations, have designed content that complements clients’ videos with materials that can be printed or can be sent in advance like worksheets, infographics, explainer cards, cheat sheets, handouts, flyers and brochures. This can help keep attendees engaged while they watch your webinar.
Additionally, materials can reinforce the message and provide a physical reminder of your brand even after the presentation. By combining the power of video with the tangibility of print, you can create a more robust marketing campaign that resonates with your audience.
Valeh Nazemoff is an accomplished speaker, best-selling author, coach and founder of Engage 2 Engage, a digital marketing services company. Her books, “Energize Your Marketing Momentum,” “Supercharge Workforce Communication,” “The Dance of the Business Mind” and “The Four Intelligences of the Business Mind” aim to help businesses create order from chaos. She also has been featured in many publications such as Inc., Entrepreneur, SUCCESS, Fast Company, Huffington Post, and more.
