Speeding up your sales process and keeping new customers happy by educating your leads through animation marketing.

How we make buying decisions

The way we buy is directly linked to how we can speed up the sales process and keep new customers happy. We spend time researching the problem and possible solutions before choosing based on our own individual needs, requirements and partly a gut feeling. We are looking for that perfect fit, to the point where, sometimes, we would rather go without if we can’t find that perfect fit. If we don’t understand the solution, product or offering then we just move on. We are aware that we live in a world with multiple solutions to the same problem and have easy access to review them all through the magic of the internet.

Let’s educate our potential customers

This is why we need to educate our customers as quickly and efficiently as possible. To allow them to fully understand their problem and our solution, giving them all the information they need to make an accurate purchase decision. If that’s with your business, great. They know exactly what you do and how you can help. If not, then it’s because they understand your solution but it’s not the right fit for them. This is also great, as you don’t want to disappoint your clients with the incorrect solution for their problems. So it really is a win-win for both you and your customers.

The definition of educated buyers

In theory, all buyers are educated. It is just a difference in the level of understanding they have about the problem and solution. The first thing they need to understand is their problem, at its core - Instead of what they might think the problem is. Now everyone's problem is slightly different and this is where their knowledge of your solution comes in as they can put two and two together if it’s a good fit. They need to know what you can and, more importantly, can’t help them with. An educated buyer has all the required knowledge to make an informed decision about a product or service.

The benefits of educating your audience

Faster sales process

Educated buyers already know what you have to offer and are already sold. The sales process is now as simple as hearing them out and further confirming their choice. They are excited to buy as they truly believe that you have the solution (which you do!).

Happier customers

Informed customers know what they are buying (and what they aren't). This means fewer customer service enquiries and more brand ambassadors.

Qualified leads

They can self-qualify more effectively. People are already doing this so make sure they are correct in their choice by giving them the best information in an easy-to-digest format.

How can animation help educate my audience?

First off, animation is great at communication. It’s the perfect combo of visuals, audio and text meaning that it targets all types of learners and stimulates more senses making it harder to ignore and forget. Animation can connect with your audience like no other medium and is a great way to build trust whilst showing your brand personality. Attention-grabbing animation makes the content memorable, especially during a customer's research phase when they are looking at similar content elsewhere.

One option to explore is explainer videos. This is the most efficient way to educate your audience as it’s chosen to be interacted with (they press play) so it has their full attention and uses animation to make the information easy to digest and remember. They can be short and snappy, or much longer form where you can dive deep into the details. These animated explainer videos need to be placed correctly in your customer journey so they are received at the right time in the buyers learning. They can be placed on webpages, emails and anywhere digital that is part of your customer journey.

Animated presentations are an extension of typical explainer videos. They can be used in webinars or live events to upgrade your typical slideshow. These animated presentations quickly turn a dull, forgetful presentation into a memorable one packed with information that’s easier to understand.

Social media is also a good place to educate your potential customers. Through paid ads or organic content, you can use animation to grab attention in a very busy space before delivering your information in an engaging format.

Why use animation rather than static content like photos and text?

Even the smallest improvements can mean choosing you over a competitor. This is broken down into attention, information delivery and memorability (is that even a word?) Getting attention is part of the problem- They need to actually see/read your content. Animation has the power to stand out, especially in social media where everyone is hunting for attention. In terms of content delivery, animation makes it easier to get more information across without overwhelming your audience. Images only have so much real estate (we’ve all seen those post with waaay to much text on).

Let’s end with some stats, shall we. Viewers retain 95% of a message when they watch it in a video, compared to just 10% when reading it in text. 85% of consumers want to see more video content from brands. A video on your landing page can give your conversions an 80% boost. You can google a tonne more if you want.

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