How to convert customers using explainer video

By November 8, 2016March 23rd, 2017No Comments

How to convert customers using explainer video

Customers are the backbone of any business. They are what make your story remarkable. That’s why converting new customers is important regardless the size and scope of the company. Finding efficient ways to convert customers on a budget is tricky, at best. It’s estimated that over 60% of people are visual learners, that’s why video has such a positive effect and is wildly popular among professional online marketeers. But, why should a company use explainer videos? Here’s a few reasons.

It helps to be memorable when selling something to a target audience. Once your sales pitch is memorable you will experience greater conversion. Explainer videos with the right manuscript and graphic production allow the customer to remember your content. There are several ways to make this into reality. One way is to focus on a repetitive word that grabs attention from the listener and therefore is remembered. We tend to remember things better after a few repetitions. Sales videos don’t need to be boring. In fact, strive to make them as interesting as possible. An explainer video is a great way to introduce humor into your sales process. By signaling humor in an exaggerated way you can elicit a reaction that the customer recognizes. Elevating the humor.

Using video in sales has become a popular method to educated customers and to close more deals. Simultaneously, sales organisations are changing due to digitization and powerful automation processes. The need for new models need to be adapted in order to keep up. That’s where a simple theory that aims at helping sales organizations navigate this new landscape. And, it’s really quite simple.

Here’s how it works; first, divide the different customers up based on buyer awareness states into four categories (a) unaware, (b) problem, (c) solution, and (d) aware.

  • Your prospect is in the unaware state when they have no idea you and products exist. This is where selling is time consuming and costly.
  • The problem state is where your customer has identified a problem and recognizes it exists. The issue for a salesperson is to reach these customers since they often have not started to actively search for solutions.
  • Enter, the solution awareness state, this is when your prospect has stated a problem and are actively searching for a solution. This is where most salespeople enter the sales process.
  • And finally, the Awareness state is where your prospect is comparing whom to choose.

The first two states are high-cost, while the later two are low-cost and usually where salespeople spend their time. Video is an efficient vehicle in the first two early buyer states, allowing your customers to focus on solution and aware customers. All the while, the explainer videos are converting unaware and problem state prospects.

Step by step

  1. Mapping. Mapp what type of customers belong to each buyer state.
  2. Targeting. What explainer videos are we creating? How many?
  3. Execution. Make sure to include a proactive activity-based action plan to go along your new explainer videos. Your entire organization should form now on communicate with this explainer video in their email thread, social media profile or sales meetings.

If you’re still unsure about whether or not to invest in an animated explainer video, or worse, considering a stock-animation, then consider these stats:

  • Video equals higher viewer retention. The information retained in one minute of online video is equal to about 1.8 million written words. (Brainshark)
  • 52% of consumers say that watching product videos makes them more confident in online purchase decisions. (Invodo)
  • The average user spends 88% more time on a website with video. (Mist Media)
  • Video attracts two to three times as many monthly visitors, doubles their time spent on the site and has a 157% increase in organic traffic from search engines. (MarketingSherpa)


Storisell was founded in early 2016 with the goal of offering our customers video campaigns and content on demand. Our business model is high-volume video campaigns. We believe that video has the ability to transform the way businesses attract new customers, investors and talent. We therefore offer video via a standardized framework agreement. By acknowledging that over 60% of people have the visual learning style, our job is to help people understand the products and services they consume. Video has the potential to transform your business.

William Sehlin
Co-founder, Storisell
+46(0)733 1441 26

Author Storisell

Storisell is an international marketing agency focusing on animation, explainer videos, corporate film, branding, design, professional photography, web development, and marketing strategy. Email:

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