New Guide from 2-Minute Explainer Company Aims to Help Technology Marketers Make Their Videos "Shareable" to Increase Sales Engagement
Publication outlines effective creative strategies for influencing technology buying committees with video content.
New York, NY, April 29, 2015 --(PR.com)-- Business Information Graphics, the technology marketing video specialists behind the 2-Minute Explainer® brand, has just released a new guide for technology companies who need to produce more effective videos for sales and marketing.
Video content is shared 12 times as often as links and text posts combined. Making videos that customers want to share with colleagues is important to technology solution marketers because buying decisions for their solutions are usually made by committees, not individuals. Decisions are influenced by people with different — sometimes competing — interests. Add to that the fact that today's buyers are increasingly doing research on mobile devices, and the need for "shareable" videos is clear.
Getting beyond product-centric videos
"Creating Technology Marketing Videos with Shareable Ideas" describes the pitfalls of product-centric videos, which run the risk of being too general to sufficiently differentiate the product or may fail to address the interests of some key buying influencers.
It describes the types of subject matter that work best for short technology marketing videos, with examples of idea-specific, and persona-specific videos built around these ideas. Examples include how to explain an IT consulting methodology used in a cloud migration consulting engagement, and how an online insurance exchange helps companies negotiate better rates.
Concept-driven videos
The guide makes a strong case for concept-driven videos that present the viewer with a vision of something new — different from what they are used to. Animated examples include supply chain management and citizen engagement apps for government agencies. The examples demonstrate how, even with technically sophisticated subject matter, visuals can eliminate the need for wordy narration that strains the short attention spans of today’s typical online researchers.
Animated value proposition
Cost saving is the business driver behind many technology solutions. "Creating Technology Marketing Videos with Shareable Ideas" shows how quantifying a value proposition (pertaining to the cost of mainframe workloads) can become a very persuasive animation, and recommends quantifying concepts wherever possible both for credibility and to demonstrate understanding of the customer environment.
More imaginative software demos
Most technology products and services come with a user interface. Much like words on the screen, screens on the screen can be wearing if there are too many of them. "Creating Technology Marketing Videos with Shareable Ideas" offers two strategies for getting around this limitation. One example (troubleshooting) shows how keeping the goal of the software front and center enables speeding up the “demo.” Another example (managing virtual resources) illustrates a simple way to combine “behind the scenes” animation with navigation through screens, again keeping the purpose to the fore.
How this approach gets you more videos for less
Finally, "Creating Technology Marketing Videos with Shareable Ideas" goes into how creating videos around visual ideas creates efficiencies in the production process that can yield more marketing videos for less by encouraging producers to offer package deals.
In addition to lower costs, package deals for short videos can speed up the production process by focusing attention on the essential ideas (as opposed to product “messaging”). This typically cuts down on the number of meetings and the need for revisions.
"Creating Technology Marketing Videos with Shareable Ideas" is available for download now at http://www.2MinuteExplainer.com/special/shareable_ideas_white_paper.html
About Business Information Graphics
Founded in 1986, as a video and marketing communications firm, B.I.G. has specialized in 2-Minute Explainer® videos for technology companies since 2004. 2-Minute Explainer videos are used by IT companies like IBM, Oracle, Compuware, BMC and TIBCO, as well as dozens of startups in the U.S. and Europe. The company is run by marketing executives with business and technology backgrounds.
Video content is shared 12 times as often as links and text posts combined. Making videos that customers want to share with colleagues is important to technology solution marketers because buying decisions for their solutions are usually made by committees, not individuals. Decisions are influenced by people with different — sometimes competing — interests. Add to that the fact that today's buyers are increasingly doing research on mobile devices, and the need for "shareable" videos is clear.
Getting beyond product-centric videos
"Creating Technology Marketing Videos with Shareable Ideas" describes the pitfalls of product-centric videos, which run the risk of being too general to sufficiently differentiate the product or may fail to address the interests of some key buying influencers.
It describes the types of subject matter that work best for short technology marketing videos, with examples of idea-specific, and persona-specific videos built around these ideas. Examples include how to explain an IT consulting methodology used in a cloud migration consulting engagement, and how an online insurance exchange helps companies negotiate better rates.
Concept-driven videos
The guide makes a strong case for concept-driven videos that present the viewer with a vision of something new — different from what they are used to. Animated examples include supply chain management and citizen engagement apps for government agencies. The examples demonstrate how, even with technically sophisticated subject matter, visuals can eliminate the need for wordy narration that strains the short attention spans of today’s typical online researchers.
Animated value proposition
Cost saving is the business driver behind many technology solutions. "Creating Technology Marketing Videos with Shareable Ideas" shows how quantifying a value proposition (pertaining to the cost of mainframe workloads) can become a very persuasive animation, and recommends quantifying concepts wherever possible both for credibility and to demonstrate understanding of the customer environment.
More imaginative software demos
Most technology products and services come with a user interface. Much like words on the screen, screens on the screen can be wearing if there are too many of them. "Creating Technology Marketing Videos with Shareable Ideas" offers two strategies for getting around this limitation. One example (troubleshooting) shows how keeping the goal of the software front and center enables speeding up the “demo.” Another example (managing virtual resources) illustrates a simple way to combine “behind the scenes” animation with navigation through screens, again keeping the purpose to the fore.
How this approach gets you more videos for less
Finally, "Creating Technology Marketing Videos with Shareable Ideas" goes into how creating videos around visual ideas creates efficiencies in the production process that can yield more marketing videos for less by encouraging producers to offer package deals.
In addition to lower costs, package deals for short videos can speed up the production process by focusing attention on the essential ideas (as opposed to product “messaging”). This typically cuts down on the number of meetings and the need for revisions.
"Creating Technology Marketing Videos with Shareable Ideas" is available for download now at http://www.2MinuteExplainer.com/special/shareable_ideas_white_paper.html
About Business Information Graphics
Founded in 1986, as a video and marketing communications firm, B.I.G. has specialized in 2-Minute Explainer® videos for technology companies since 2004. 2-Minute Explainer videos are used by IT companies like IBM, Oracle, Compuware, BMC and TIBCO, as well as dozens of startups in the U.S. and Europe. The company is run by marketing executives with business and technology backgrounds.
Contact
Business Information Graphics
Bruce McKenzie
212-477-4288
http://www.2minuteexplainer.com
Bruce McKenzie
212-477-4288
http://www.2minuteexplainer.com
Contact
Categories