Do you use explainer videos to help promote your courses or training? If not, today’s blog is for you and why now might be the time to start.

What are explainer videos?

As the name suggests, explainer videos are short videos that explain a product or service. They can look very polished and official or be more informal and spontaneous, depending on how you plan to use them.

Some explainer videos use animation – a good example of this is the explainer video for the Mint free finance app. Other explainer videos are more like the adverts we might see on TV, featuring a mix of narration, to the camera presentation and animated graphics to show how the product or service can relieve their customers’ pain points. Here’s a great explainer video from travel app, Tripcase.

But these aren’t the only types of explainer videos. You can produce your own simpler versions where you speak into the camera – either live or pre-recorded – to give information about a course or to promote your training.

It’s a powerful way to sell without actively selling!

Video marketing converts

These days, most of us watch videos online (stats show that the average person watches a whopping 100 minutes of online videos per day). Consumer videos now make up 82% of all internet traffic and 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video.

If people have questions about something, they’ll search for the answers on YouTube or head to a business’s Facebook page to see if there’s a video that tells them what they need to know. It’s quick, easy and instantly consumable.

So if you’re looking for marketing activities that will make the most difference, video marketing could well be the way to go.

Explainer videos, in particular, can increase conversions by as much as 144%.

There’s an often-quoted stat that one minute of video is worth around 1.8 million words in terms of what the human brain is able to process and retain. Studies have even shown that people retain 95% of a message when they watch it in a video compared to just 10% when they see it as text.

Using videos to market a course can help you give essential information to your audience in the format they’re most likely to remember.

Why explainer videos are a natural fit for trainers

As a trainer, you know how to connect with your audience and I’m sure you have a gift for communicating and helping people to learn.

But your audience may not know that if they haven’t worked with you before.

An explainer video can remedy this.

You could record or live broadcast a video where you introduce yourself and the training you offer. This will help to show potential clients your personality and training style.

In fact, you could produce a whole series of short explainer videos focused on your latest course or the specific training that you cover.

You might want to come at it from different angles:

  • An overview of what the training is about
  • How the training makes a difference to your clients
  • Your delivery style/teaching methods and why you use them

If you’ve run the training before, did you collect any feedback about what people liked or disliked? This feedback could be the topic of one or more explainer videos too.

Using videos to answer frequently asked questions

When you’re using videos to indirectly sell a course, your audience will appreciate you answering common FAQs. These are the barriers that may be holding potential clients back from buying.

  • What do people ask you time and again about your training?
  • What do your potential clients worry about (in the context of what you teach)?
  • Is there anything that you think might confuse them about your offering?
  • What challenges are they facing at work?
  • How will your training make life easier for them?
  • Why is your training more beneficial than existing alternatives?

Maybe there are really specific things that people ask about, such as how the training day is structured or real-life results you’ve helped your clients achieve. You could make short videos to explain this.

The best formula for explainer videos

When creating explainer videos, remember to KISS – Keep it short and simple!

Ideally, each video should loosely follow this formula:

  • Introduce the problem the audience is currently facing. Name how the audience experiences specific issues and talk from their perspective.
  • Show how your training gives them a solution or how you can help your audience to solve a problem.
  • Give an overview of how your service works and what makes you the right trainer for your potential clients.
  • Have a call to action where you tell your audience what they need to do next to acquire the product or service that will make their lives easier.

Apparently, studies into the effectiveness of explainer videos have found that they should be between 45 and 90 seconds long. Less than 45 seconds and you can’t give enough information; more than 90 seconds and your audience starts to get bored.

This is why I think it can work well to produce a series of videos about different aspects of the training you want to promote.

You could broadcast a Facebook Live every day for a week, for example, or record a batch of videos that you embed in a prominent position on your website (e.g. a dedicated landing page, the Home page or on a page dedicated to your training services).

It’s up to you whether you want to write a script for your explainer video in advance or just sit with some prompts by your side and talk naturally about your course. One thing you must include is your call to action.

What do you want people to do after they’ve watched one of your videos?

People find explainer videos helpful

One of the things I love about explainer videos is that they’re not about pushy sales tactics or overt marketing. Instead, they’re about understanding your audience and providing them with information to make their lives as easy and stress-free as possible.

It’s a subtle way to sell and a great way to build your reputation and get your face and voice out there.

Over to you

Sometimes (and there can be many reasons why), a course doesn’t land with an audience the way we expect it to. It could be that the marketing copy needs tweaking or that you need to advertise it in different places. It could be that there are barriers at the client’s end or that there’s a timing issue.

Explainer videos can help you cut through these barriers and address them head-on. They help you connect with your audience in an immediate and personal way, which means that – by the time someone books your training services – they’ll feel like they already know and trust you.

Do you use explainer videos or other forms of video marketing to tell your potential clients about your training? I’d love to hear more about what works for you so please do leave a comment to share your experiences.

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