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Congratulations if you’re among the thousands of businesses that have created a library of customer support videos! Just don’t celebrate too hard—creating them is only the beginning.
Like any product, your videos are targeted to solve a specific customer problem. You can’t know if you’ve achieved your purpose and whether they are measurably impacting your support metrics until you start looking at the data. Data which, if you’re using a video support platform, you should have access to a treasure trove of through your analytics.
Log in and let’s take a stroll through how your customers use your videos so you can optimize them for impact.
How to know if your customers find your videos useful:
Find out what they’re watching and where
Knowing how, when, and where your customers consume your videos can tell you a lot about what they’re seeking. Take location or device data, for example:
These differences can be illuminating, and if you don’t tailor your videos to your audience, customers may not find the answers they’re seeking.
Just consider the phenomenon of the silent mobile video. Over 85 percent of videos on Facebook are viewed without sound. Why? Because most Facebook users are on mobile, most people on mobile are in public, and most people in public don’t want to bother others. If most of your viewers are on mobile and you don’t include subtitles, they probably won’t watch your support videos.
Identify all the location, language, and device characteristics of your customers and review your videos to make sure they’re a match.
Find out who is watching what
Filtering your customers by customer persona can reveal a broad range of viewing habits. You may find that certain complaints are specific to specific industries, such as banks being overly concerned with data security or software startups being ravenous for technical details. You may find that new users commonly exhibit a deep interest in setup videos while long-time users are far more interested in upgrades, workarounds, and patches.
Write down the viewing habits of each persona and compare those to their support metrics. Are videos having an impact on case deflection, first contact resolution, NPS, or average handling time? How might you incorporate them more fully to empower your agents and improve results?
Find out how they watch
Use persona-based viewing data to compare individual videos to each other. Do customers commonly watch some videos all the way through and not others? What’s the difference? Do they seem to find some lengths or styles preferable? Begin a list of best practices and come up with questions for customers.
For instance, what is happening when multiple customers re-watch a particular video segment? Are they finding it so useful they’re rewinding to show others or are they confused and unable to understand?
Here are a few areas you might explore with customer research:
With data in hand, you can start to optimize and improve your video library.
Use the data to improve future videos or tweak current ones
With a laundry list of improvements, it’s time to reassess your video library. Is it accomplishing its job? Are these videos garnering relatively high engagement and completion rates or are they just adding more complication to the customer support journey? How else might you improve them? What videos are missing from the library that should add?
Turn these questions into edits, and you’ll be well on your way to optimizing your support video experience to truly serve your customers.
Want to increase customer satisfaction too? Watch our Chalk Talk, Increase Customer Satisfaction and Reduce Support Load with Video.
The post Do Customers Actually Find Your Support Videos Useful? appeared first on Vidyard.
Do you ever struggle to think of your next blog post idea? Do you ever arrive at your computer ready to write, only to spend the next 30 minutes staring at a blank screen, or straining to produce a few rambling paragraphs you’ll just delete later?
This article will help you to plan your next 90 days of blog posts faster than you probably think is even possible.
But for this system to work, you must first choose the transformation you want your readers to achieve in the next 90 days.
Think of your blog like a paid product. What promise can you make your readers if they do everything you tell them?
You don’t need to share this promise publicly, but having one is foundational to the system we’ll use to plan out your next 90 days of content.
Try to think of a promise that is easy to understand, measurable (readers will know if they succeeded or not), compelling, and doable in 90 days.
For example, “I want to help the moms who read my blog fully potty train their kids.”
Or, “I want to help the writers who read my blog finish a complete book outline.”
What will you help your readers accomplish in the next 90 days? Once you have that figured out, there are five types of blog posts you should start writing.
Type 1: How To
“How to” posts teach readers the steps they need to take in order to achieve a transformation.
To identify the “How To” posts your blog needs, you should start with the 90-Day Promise you chose.
Then, work backward to figure out the steps your readers must take to reach the destination.
You should have at least one post devoted to listing out these “How To” steps. (This will be an extremely valuable article that you’ll link to often.)
Or, if the process lends itself to multiple phases, you could have a post for each stage with the individual steps your readers need to take. It’s up to you.
Type 2: What if
“What if” posts are where you address special circumstances many of your readers will face.
You’re anticipating the questions readers will ask and teaching them how to customize your “How To” posts for their unique situations.
For example, if your 90-Day Promise is to help people lose 10 pounds through healthy eating, your “What If” posts might include: How to follow this diet if you’re a vegetarian, a type 2 diabetic, or if you have picky kids you have to cook for.
Although it’s rare for a “What If” post to apply to every reader, every reader does have special circumstances in their lives. And teaching them how to cope and customize is essential to helping them change their lives.
Type 3: Limiting beliefs
If you’re trying to lose weight, should you eat more broccoli or more ice cream?
If your goal is to get out of debt, should you look for ways to spend or ways to save?
The truth is, most of us already have lots of how-to information in our heads.
What holds us back from achieving a breakthrough?
I once heard a man say, “I want to be a motivational speaker, but I can’t because I’m an introvert.”
This man didn’t need “How To” content.
He just needed to believe an introvert could speak in public. Until that happened, he would stay stuck.
For this reason, blog posts that help readers overcome limiting beliefs are some of the most transformational posts you’ll write.
Here are some common limiting beliefs you can address:
Type 4: Getting started
Remember the way your “How To” content is divided into steps?
You should spend some extra time breaking down the steps you listed into smaller steps, which help people get started and find some momentum.
If your 90-Day Promise is to help people pay off $1,000 of student loan debt, your “Getting Started” post might be “How to create a budget in under an hour” or “How to find the courage to start paying off your debt.”
You can write posts like these for any steps where you see people getting stuck.
Type 5: Staying motivated
Changing your life is hard work. Without encouragement, most people will give up before they reach the finish line.
For this reason, devote some of the posts on your blog to encouraging people to stay focused and consistent.
These posts are also a smart place to talk about habit formation or tips to make following through a bit easier.
It’s time to plan your 90 days of content!
Start listing out your ideas for each of the five categories above, arrange them in a smart order, and decide how often you want to post.
If you end up a few ideas short, there’s a 6th type of blog post you can sprinkle in. I call it Reviews and Quick Wins.
Reviewing books, products, services, or even other blogs that are relevant to your audience is a great way to save your readers some time and give them advice they can trust.
Quick wins are similar. By themselves, they aren’t life-changing, but they’re easy to implement, and readers love them. On my blog, these are posts like a Caviar coupon, a BiteSquad coupon, etc. For a tech blog, this might be a time-saving keyboard shortcut.
If you enjoy this process for planning out 90 days of blog posts, do it again in 90 days! And make sure to leave me a comment letting me know how it goes.
How you can emulate #Apples Magic Formula by using the same principles of great service and experience https://t.co/DDu0YR2aTQ
7 Core Skills Every Digital #Marketer Will Need to Master Beyond 2017 https://t.co/w8i0aS43Ol https://t.co/ER2EekeP40
Fast Forward is less than a week away, and we’re more excited than ever about what our speakers are planning to talk about. From seasoned sales leaders taking their teams to the next level with video, to marketing trailblazers that wrote the book on driving more conversions with video, there’s something for everyone at Fast Forward. Whether you’re new to video, or you’ve been pressing record since before you could walk, this event is for you!
But don’t take our word for it–let’s dive into what our keynotes and panels are going to share with you:
For Sales Leaders:
How Our SDRs Tripled Response Rates with Personal Video Messaging – Ryan Vitello – Terminus
Proven Ways to Use Video Throughout the Deal Cycle to Boost Close Rates – Doug Davidoff – Imagine LLC
How We Use Video to Convert 25% of Trial Leads and Accelerate Inbound Sales – Dylan Hey – Leadfeeder
From Tactical to Strategic: Our Path to B2B Video Marketing Maturity and ROI – Michael Ballard – Lenovo
Just Do It: Video Production 101 for ANY B2B Marketer – George B Thomas -The Sales Lion
Storytelling with Video: Creating a Narrative to Disrupt and Drive Action – Michael Margolis – Get Storied
For Vidyard Users:
How to Generate Leads from Video Using Vidyard’s Interactive Player- Stephanie Yi – Vidyard
There are over 20 speakers to learn from at Fast Forward, and you’ll be joining over 1,500 marketers, sales professionals, and customer success superstars for 2 full days of virtual video learning. So what are you waiting for? Register now!
The post Last Chance to Register for Fast Forward on November 29th & 30th appeared first on Vidyard.
How can something that each of us spends thousands of hours practicing every year be so devilishly difficult?
We’re, of course, talking about dialog—that simple back-and-forth between human beings that’s one of the trickiest parts to nail in your marketing videos. A dearth of spoken sincerity can cause the whole production to come crashing down and feel stilted, and even multimillion dollar movies and A-list actors are guilty of it (Looking at you, Keanu).
And just as in Hollywood, lousy video marketing dialog can be an ROI killer. Here are some tips for writing more believable banter:
The nine secrets to making video dialog sound natural
Consider this your first line of defense against dialog disaster. You’ve already poured years of practice into the spoken word, and by listening to yourself, you’ll hear what does and doesn’t work. As you say it, rewrite a new version.
There’s a pretty big gap between how we write and how we say things. That’s because when people are speaking, there’s a wealth of subtle cues in the form of tone, emphasis, emotion, and body language. “Are you serious?” can be communicated with a furrowed brow. “That’s horrible,” can be said with just a raised upper lip. Replace words in your script with these stage directions.
Also, speed up the rate of which people say things. We talk fast—at 145 words per minute versus 40 for reading. To try and fit it all in, people contract just about everything that can be shortened. ‘Do not’ becomes don’t, ‘cannot’ becomes can’t, ‘it will’ becomes it’ll, and most transitions such as ‘but,’ ‘if,’ and ‘whereas’ merely get dropped. Write for speed and cut the fluff.
Curious where to use those contractions? Go back to basics and do some good old-fashioned people watching. Try it right now in your workspace—stop and listen to how coworkers converse with each other. Note how rarely they speak in cliches such as “ace in the hole” or “as luck would have it” compared to how often these phrases show up in scripts. Spend time playing office stenographer, type up conversations, and correct your dialog accordingly.
After collecting reams of real, recorded inter-office dialog, cut out all the pieces that are unnecessary or boring. Real people use lots of, um, filler words and drop into unrelated tangents. For the sake of your marketing video audience’s limited attention span, streamline the script and keep things moving.
Most of the time, we don’t address each other as anything. We just start talking. According to Angelo Perra, playwright, and author of Making Character Dialog Sound Natural, that’s because “it sounds silly. (Mary, you look great. Thank you, Tom. Do you want to watch a movie, Mary? Yes, Tom.)” Use names only sparingly, if at all.
Most writing, especially in marketing, is a long, sustained, unidirectional rant. This article, for example, leaves no room for you to butt-in, and though you’re probably writing this way, that’s not how dialog works. It’s more like a tennis match. People trade quick, broken sentences back and forth, back and forth.
Ever notice that in the movies or TV shows, characters are always doing something like chopping vegetables or fixing a car while they talk? That’s because, in a real conversation, adults rarely stand, hands at their side, taking turns making declarations. Get your characters engaged with something and you’ll relieve the uncomfortable tension of two people acting like human chatbots.
In real life, we like to multitask topics. According to the Creative Writer’s Guild, “It’s entirely normal for participants in a conversation to maintain multiple threads of dialogue. They can simultaneously be talking about the meaning of life, what they had for lunch on Tuesday, and how stressed they are about homework—and none of this is a contradiction.”
When writing dialog for your marketing video, get at least two threads going. If the characters are going to talk about how frustrated they are with their budget planning, also weave in something about inter-office politics or a universal frustration, like teleconferencing software. It’ll make things feel less forced.
We have all seen a consumer from Mars: they’re the people on infomercials whose emotions are vastly more potent than the situation warrants. They rave about how a good product like dish soap positively saved their marriage. They sound, as Robert Cialdini, Ph.D. and author of Influence says, “like people not from this world.” Give your characters realistic reactions to the situation.
The dialog doesn’t seem half as daunting now, does it? Just read your stuff out loud, listen to how people talk and keep the conversation going back and forth, sometimes across multiple threads. Do that, and you’ll write more like people speak, yaknow?
And now, here are one and a half minutes of everything we’re trying to save you from genuinely awful commercials.
The post The 9 Secrets to Making Video Dialog Sound Natural appeared first on Vidyard.
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