At Agile, we’re advocates of using video for your education marketing efforts, particularly in emails. Forrester Marketing Group has found that including videos in emails can increase click-through rates by as much as 300 percent. Include a video on your landing pages, and you could see an 80 percent boost in conversions, according to a study by eyeviewdigital.com.
Videos for Every Stage of the Education Marketing Cycle
Most educators complete product and program research independently and online. As they conduct that research, they move through the education sales cycle.
It’s important to provide educators with the information they seek during each of these phases to push them closer and closer to a sale. Video is an effective way to deliver that content through email.
Here are five types of video every education marketer should have at their disposal throughout the education purchasing cycle.
May – July: Record Webinars and Podcasts
According to Agile data, 51 percent of administrators and 41 percent of teachers will tune into webinars for information about education products and programs. The summer months are a great time to plan webinars around general education strategies, methodologies and research topics, since both teachers and administrators have the time and flexibility in their schedules to watch them.
Get extra mileage from your webinar and podcast content by recording the sessions and sharing them with educators after the live event through email, social media, digital advertising, and your website. If you’re concerned about educators sitting through 30 minutes to one hour of content, plan your webcasts so that they can be broken up into mini segments. Just think: One webinar could turn into 2 – 3 pieces of additional video content!
Another bonus of recording webinars or podcasts? You can make the recording in advance, and then use clips and sound bites to create a mini “trailer.” Include this video in your promotional emails to pique interest and drive up registration and downloads.
August – December: Animate an Infographic
Infographics are a great tool for boiling down complex topics. Take this one for example, where we took the intimidating subject of federal education funding and made it more manageable with graphs, charts and illustration. Now imagine if each section of this infographic was animated and turned into a 30-second video. That would definitely make things even more interesting!
An animated infographic video becomes excellent fodder for early top-of-funnel marketing touches that help establish thought leadership. Make them brand-relevant but not product-focused, and capture educators’ attention with an eye-catching video that addresses a topic of interest to them. Learn more about the power of animated videos to drive your sales and marketing.
August – April: Document Customer Successes
One of the first things educators wonder is, “How has your product worked in districts similar to my own?” To find the answer to that question, educators often turn to their peers. In fact, Agile recently learned that 67 percent of administrators and 69 percent of teachers value word-of-mouth for information about education products.
Formal case studies and whitepapers are common middle- and bottom-of-the-funnel content for explaining evidence of effectiveness, but they can be technical and dense. When creating this content, also produce accompanying videos that make these pieces personal. Tell a customer story highlighting how they’ve used your product, how it supports their school or district and how it’s changing students’ lives.
Customer testimonial videos are the perfect addition to a targeted lead nurture campaign, too. Segment your list by job title, location or district size, and then send the videos to educators who can see themselves in the individuals featured in the stories.
January – April: Create Product Videos
Gone are the days when an educator would sign up for a product demo on a whim, just to see how it works. By the time educators are ready for a demo or trial, they’ve conducted extensive independent research to make sure the product is a good fit. In fact, up to 65 percent of teachers use search engines as their main resource for information about teaching, learning and educational products. Product videos give educators a sense of how your product works without having to sign up for a demo. Create several: one that focuses on key features; one that highlights benefits/outcomes; and one that walks educators through the basics of using your product.
After the Purchase: Professional Development
You’ve just made the sale (hopefully using some videos along the way). In many cases, classroom teachers will be the end-user of your product. Without their complete buy-in and consistent product use, your contract might not be renewed.
Create a series of videos that helps teachers use your product in ways that are effective and achieve results. Video is good alternative to traditional, workshop-based professional development. Share videos that walk through product basics, offer training, address FAQs, troubleshoot common issues, and introduce software updates or new features. Share these in a series of welcome emails and upload them on your site so that educators can view them on-demand or as needed. Watch our webinar for more about using video for professional development.
Of course, after you’ve shared a video, always ask customers to take action. Early on in the education sales cycle, give educators the opportunity to learn more about the topics addressed in your videos. As you move further down the funnel, shift your CTAs to demos and trials. No matter what your goal is, there’s a video that can help you achieve it.