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How can I use explainer videos to convert more prospects into buyers?

How to turn a prospect into a buyer.

Lana Hindmarch



How can I use explainer videos to convert more prospects into buyers?

Many entrepreneurs face a similar situation: They’re start-ups with great ideas, but they’re struggling to get potential clients to pay attention to them, or to understand what they have to offer. The answer to this problem could lie in the explainer video, and here’s why.

A goldfish has a nine second attention span. In 2000, the human race could, fortunately, beat that figure by four seconds. Information overload has dragged that number down to the point where, in 2013, the humble guppy began to lead the race by one second, leaving businesses with a measly eight seconds to grasp their website visitors’ interest.

The Internet is crammed with enough text to weigh even the smartest koi down, let alone human readers, but the solution to these challenging conditions is simpler than you might expect.

While visitors tend to stay on a text-based site for four seconds, they are willing to dedicate 2.7 minutes to an Internet video. It is this trend that has motivated the dramatic rise of the explainer video, the short and seemingly simple solution that the world’s business leaders are using to drive drastic profit-hikes.

Explainer videos for start-ups

As the world’s most prominent businesses began to launch explainer videos en mass in 2012, conversion rates began to soar by 51%. With 52% of consumers claiming that explainer videos increase their confidence in products, it’s surprising that the concept didn’t catch on sooner.

Videos can cram data that would need 1.8 million words (3600 web pages) to communicate into one minute of animated visuals. This is never as crucial as it is for start-ups, who need to put forward a vivid brand concept that has never been heard of before.

Standing in the shadow of giants

Online engagement has overtaken virality as the holy grail of digital marketing. In the past, marketers tried to tap into what made those bossy kid and cute cat videos go viral. The result was a plethora of poorly targeted campaign videos and images, some of which received millions of viewers, but few of which led to actual sales.

By overlooking marketing 101’s primary directive to appeal to a defined group of consumers, businesses spent millions on popularity contests that did everything except market. In 2014, marketers are looking past viral campaigns to engage their target demographics more pointedly.

Online thought leaders such as Dropbox and Microsoft have demonstrated how a well-targeted explainer video can hit the bull’s eye without obliterating budgets.  The original Dropbox explainer in particular is worth a watch.

The Steve Jobs rule

Steve Jobs used to decline invitations to view PowerPoint presentations. He wanted one simple question to be answered: “What do you want?” When he gave his much celebrated speeches, his title was always a maximum of 140 characters long.

In Dropbox and Microsoft Skydrive explainer videos, the Jobs Principle comes to life: Simple animated gifs illustrate the message without drawing focus away from the primary message. Jobs’ ‘What do you want’ question becomes ‘how can you possibly live without us?’

The Dropbox Principle


Drew Houston’s Dropbox and Steve Jobs have a more contentious link. Once upon a time, when the world’s hottest digital storage service was the world’s saddest digital storage service, Jobs waved Houston’s concept away, calling it a feature rather than a product. Since then, the cloud service has risen to draw more profits per employee than Google does, becoming one of the Apple founder’s direst rejections.

Houston’s problem with his start-up was that he didn’t know how to demonstrate it to consumers. His solution was to create an explainer video for the Dropbox home page: One that was targeted, funny, and engaging enough to draw an initial 70 000 users. By focusing every visitor’s attention on the explainer video, Dropbox was able to get more people to watch and learn how the service worked.

This led to more sign ups because more people actually understood how Dropbox would help them. Five years later, Dropbox has well over 100 million users and the same explainer video on its home page is still its main marketing weapon. In essence, what the explainer did was turn what appeared to Jobs to be nothing more than an application into a value-adding product.

This, again, takes marketers back to an age before computers could network, when campaigns needed to define a brand concept before choosing a strategy. Jobs told Houston that he had to ‘learn how to be big.’ Explainer videos are tools capable of communicating ‘bigness’ in less than 3600 webpages.

Back to basics

Explainer videos are taking start-ups back to the concepts that they’d learn at Harvard Startup Marketing Bootcamp.

These firecracker tactics lead entrepreneurs through the most potent techniques available to them, forcing them to focus on a core process that will push them forward in minimal time.

If you have a business website and products or services you need to explain, a simple, to-the-point, explainer video can help hook potential website customers and get them buying with a direct value proposition that actually explains how you can help them.

Lana Hindmarch is the MD of HolyCow, a video and creative agency that helps companies explain what they do. Over the past 12 years, HolyCow has made over 300 videos for more than 200 companies, across the globe. Lana' draws on her 15 years' experience in the Marketing and Video Industry to deliver on the communication and business objectives of both Blue Chips and Start-ups. Contact; LinkedIn


How Do I Create A Content Strategy?

A content strategy is not simply a spreadsheet outlining what blog post you’ll be posting when (that’s an editorial plan). A content strategy is knowing why you’re creating content, who it’s going to come from and how it’s going to benefit your target audience.

Belinda Mountain




Having a strong content strategy in place before you produce the content itself will ensure that you save time, save money and see real results for your company and brand.

Here’s how to go about creating one:

1. Look at your business goals

You can make the most beautifully shot video in the world, with huge viral reach, but if your goal was increased sales and the video didn’t generate a single extra sale, then what was the point?

We-recommend-tickWe recommend: 5 Ways to Improve your Content Strategy Using Video

Consider whether you want to use content to increase brand awareness, engage with customers or generate sales. And then create your content ideas to suit this specific goal.

2. Consider your target market

To develop effective content you need to place yourself in the shoes of your target market.

Are they a new mother looking for helpful articles on dealing with toddler temper tantrums? Or are they a CEO concerned with cutting business costs?

Imagine what they would find useful, informative or entertaining and then produce content like that.

This is also worth bearing in mind when it comes to SEO: What common terms will they be searching for on Google? Incorporate those into your content, but only where they fit naturally.

3. Look at frequency, format and tone

What are your resources like when it comes to producing content? If you have someone devoted to the task then you may be able to produce a new piece of content a day, but if someone is doing it as a side job, then one a week is more manageable.

Don’t produce work that’s of a lower standard – rather produce fewer pieces, but do them properly. Also think about what format your content will be in.

Will your audience respond well to videos? Blog posts? Infographics? Finally, consider your organisation’s tone or voice and ensure this remains consistent through everything you do.

4. Ask the right people the right questions

Most businesses have plenty of sources of educational and entertaining content, but few know how to get this information out of their employees.

Ask an actuary about the products they’ve developed and they’ll soon wax lyrical about what they do in a way that is seldom communicated to your target audience.

Ask your product managers about new trends in the industry and chances are they’ll get extremely excited about something on the horizon that your target audience would love to know about.

Extracting this information is about asking the right questions and the best way to do this is often face-to-face. 

We-recommend-tickWe recommend: Content Marketing Strategies You Can Steal

5. Make a calendar

Once you’ve formulated your strategy, you can then start working on your editorial or content calendar. Add in deadlines, assign people responsible for each task, allow time for approval of content, and lock down ideal publishing dates.

Have meetings regularly with key stakeholders to discuss new ideas, who’s doing what and how the process is moving along.

Above all, be adaptable as you learn what sort of content your audience is engaging best with, so that your content strategy is continuously improving.

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How can I use website copy to convert prospects into customers?

You spent heaps of money on designing your new website but it’s still not an effective sales tool. Here’s how to use web copy to convert potential customers into actual ones.

Belinda Mountain



We all know that consumers are time poor these days. And consumers of digital media are even more so.

If you want people to engage with your content and eventually purchase your product or service, the way in which you present your information online needs to be carefully considered.

Related: 7 Questions To Ask Before Hiring An Adwords Agency

Here’s what you need to think about when it comes to copy on your website:

1. Put the customer’s needs first

You employ a very detailed philosophy when designing your products? Consumers don’t really care.

Your website should not focus on how amazing you are, it should focus on what benefits you can offer your potential customers and what problems you can solve. So do include your company philosophy on your About Us page, but don’t make it front and centre on your homepage, for example.

2. What makes you different?

If you’re in a competitive industry, you need to emphasise what sets you apart. Maybe it’s your award-winning customer service, or your years of industry experience, or your unique approach to sourcing products?

Make this the focus of your copy so that it’s very clear why a potential customer should choose you versus another competitor.

3. Contact details

I see so many websites where the contact details are placed only on the Contact page, or written in a very small font way below the fold.

It needs to be ultra simple for people to contact you, so make that phone number or email address clearly visible on the homepage – or even better, somewhere in your main navigation that then displays on every page of your site.

4. Calls to action

Consumers need to be told what to do. Write about how great your product is and then follow it up immediately with a sentence telling them exactly what action to take: Need more info? Call us on xxx (phone number) or fill in the contact form below.

5. Use short sentences and simple words 

Long rambling sentences lose the reader – short punchy ones work better. The same applies to words, so use simple ones as often as possible. Remember that simple doesn’t mean unsophisticated.

Think of Google and Apple, two of the world’s biggest brands. They use a simple and direct tone that still communicates their offering perfectly. Also check your tone: write as if you’re chatting to one person and you’ll immediately engage the reader.

6. Get specific and paint a picture

If you’re selling a sailing holiday in Croatia, don’t tell them that the waves are blue and beautiful. Describe the smell of the ocean in the air, the feeling of the sun on your skin and the taste of the fresh sushi caught on a nearby boat.

You can sell something much more easily if you get very specific and evoke an emotive reaction in the person reading your words.

7. Use formatting

No one likes long reams of text – you’ll lose their attention and a possible sale. Break up your copy so that it is easily readable by using bolding, bulleting and separate paragraphs.

Related: Is Search Marketing Still Worth Investing In?

8. Limited sales offers

Reserve space on your homepage where you can include blurbs about latest offers or special promotions.

This will keep your website fresh and allow you to capitalise on potential customers who may be interested in these offers, by encouraging them to click through and stay on your site.

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How does the content in my email signature affect my brand?

How do your make your email stand out from the clutter?

Kgomotso Mautloa




The world of communication is an ever-evolving one. We’ve gone from communication with cave paintings and pictograms, to expressing ourselves with words and the alphabet, and now with technology thrown in there – the communication mix has evolved into something incredible.

Related: 4 Revolutionary Behavioural Email Marketing Ideas

The most notable mix would be the combination of writing the traditional letter and telecommunication; in the form of email. Just like every other development within the communication space, this created the opportunity for people to interact with people in different provinces, countries and continents all across the globe, all at a click of a button – instantaneously.

According to the Radicati Email Statistics report, there were about 100 billion emails sent out daily in 2013.

In 2013, the majority of email traffic comes from business email, which accounts for over 100 billion emails sent and received per day. Email remains the predominant form of communication in the business space. This trend is expected to continue, and business email will account for over 132 billion emails sent and received per day by the end of 2017.

Copyright Ó April 2013 The Radicati Group, Inc

If you think about those numbers, you’ll realise that every email counts; every piece of communication from you needs to stand out from the clutter. The question then is: how do you stand out from all the mails being sent? Another important element to bear in mind is the way you brand your email and your email signatures.

The way you engage over email, and most notably your email signature, communicates more about your brand than you realise, which is why it is essential that a lot of thought goes into the brand and persona your emails and email signature, portray.

Here are a few tips to help refine your approach:

  • Make sure that you begin your mail with a polite greeting. Just like when you meet someone you greet them, email shouldn’t be any different. This, for some, is the “first impression” if you have not yet met the person on the other side of the email.
  • Spelling – probably the most important part of any letter/email. Always check that you’ve spell checked your mail. People will not take you seriously if you spell their name, or any other word wrong. Attention to detail such as this is important.
  • Type clear and complete sentences. Don’t type random phrases, slang or short codes. This lends to ineffective communication.
  • Email signature – make sure that your email signature has all of your contact information. Think of it as your digital business card when you aren’t able to give one to that person. You’d ideally want them to have all your information so that you can be reached.
  • Once you have those contacts in your signature, you can look at the social media links that you could add to your email signature. These have become the next best form of communication in the digital era.
  • If your industry allows, you could opt for a really cool email disclaimer. Most disclaimers are formal (with not much personality) and I bet hardly anyone ever reads them. But, if yours can catch someone’s attention, they will read it, and it will show the effort that went into making it stand out.
  • There are great email service providers that also allow you to brand your signature, both the top and bottom. Just like you would open your email with a pleasant greeting, opening it up with a cool graphic, call to action or anything relevant to your business.
  • In this day and age, everyone is communication on their phone or tablet. Make sure that you try and have an interactive signature that a person can click on links within your signature. There is nothing more frustrating for a recipient then a .jpg signature that you can’t click directly on details, and where they have to memorise information that you could have simply clicked on, especially with the advancement of smart devices and their touch ability.

Related: 5 Ways to Improve your Content Strategy Using Video

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