If you’re looking for ways to improve your digital marketing strategy for your LMS company, consider video. It’s holding strong as one of the most potent forms of marketing available today. For LMS companies, in particular, video is a natural fit because online training programs are video-based.
Adding video to your digital marketing strategy delivers several significant benefits. A 2021 study by Wyzowl on digital marketers reported the following statistics:
- 94% say video has helped increase user understanding of their product or service
- 93% who use video say that it’s an important part of their marketing strategy
- 86% of video marketers say video has increased traffic to their website
- 86% of businesses use video as a marketing tool
5 Video Marketing Mini Lessons
Here are five quick lessons for making the most of video in your marketing strategy.
Lesson 1: Leave a strong impression
Video is an ideal medium for consuming information. What’s more, it creates a strong emotional connection with viewers. LMS marketers can leverage this aspect of video to build an emotional connection that will drive viewers into the buyer’s journey and keep them moving forward.
Here’s how you can make the most of the visual power of video in your digital marketing strategy:
- Incorporate pieces of digital footage and animated text
- Shoot live video in the proper lighting
- Incorporate still photos that are clear and crisp
Lesson 2: Tell better stories
Like all good content, video content should tell a story. It’s the character and story that draw in viewers and keep them engaged. Storytelling comes more naturally to some types of content. Video is the perfect media because it includes words, images and sound.
Here’s what you should remember when injecting storytelling into your marketing videos:
- Give the viewers a character to root for
- Humanize your products and services
- Help the viewers solve a problem
Lesson 3: Engage More Viewers
Engagement is a relatively new concept that entered the marketing jargon in the internet era. It refers to how consumers are digitally engaged with content. There are three leading measures of engagement for videos:
- The number of views
- The number of times people leave comments on the video
- The overall “liking” index for each video
It doesn’t stop with sharing — video can also produce the type of engagement that leads to conversions as well.
Here are three leading characteristics that make video engageable:
- Surprise viewers
- Show viewers something they have never seen
- Juxtapose familiar things in a new way
Lesson 4: Add SEO to Enhance Discoverability
If you’re targeting certain keywords with your content marketing efforts, you might find that it’s much easier to rank a video in Google for those keywords versus a blog post or an article on a web page. It could be that Google owns YouTube, so it makes sense that YouTube videos would gain preference in their search results.
Here’s how to boost your videos’ SEO:
- Use relevant keywords in your titles and descriptions
- Include your video transcript in the post
- Create an engaging thumbnail image of your video
Lesson 5: Provide Greater Variety
Consumers love variety. Just ask TikTok. Although the new social media kid on the block made its claim to fame through dance and music videos. it’s now seeking to expand into other forms of content, including educational and live broadcasts. If variety is valuable to a popular social media app, it’s certainly valuable for LMS companies, too.
Here are a few types of marketing videos LMS companies can create:
- Explainer videos: Explain the company, product, service or subject
- Brand video: Sponsored content created by a brand
- Promotional video: Used for the express purpose of promoting a specific marketing initiative, sale or event
How Would You Grade Your Marketing Videos?
Have you already produced marketing videos to help sell your LMS? If so, how would you grade them using these 10 criteria?
- Does it tell a story?
- Is it interesting?
- Is it entertaining?
- Is it unique?
- Is there a character to root for?
- Does it educate more than promote?
- Is there a problem to be solved?
- Does it offer a solution to a problem?
- Does it provide the resources needed to implement the solution?
- Have you shown the human side of your products and services?
If you answered “yes” to all of the above questions, your video is well on its way to engaging your audience. However, if your answer was “no” to any of these questions, you may want to take another look at your video and consider making changes to increase your likelihood of engagement.
4 Examples of LMS Videos that Get an A+
These four LMS videos illustrate examples of videos that meet important criteria in marketing LMS products — they are engaging, visually appealing, and tell great stories about their products.
Example 1: SkillBuilder LMS
SkillBuilder is a cloud-based LMS used for corporate training, compliance training, employee training and channel training. It supports any type of learning, including e-learning, mobile learning (m-learning), blended learning, webinars, seminars and more.
Example 2: Docebo
Docebo’s multi-product learning suite helps enterprises around the world tackle any learning challenge and create a successful learning culture within their organization.
Example 3: Matrix LMS
MATRIX LMS makes it easy to create and manage all training activities, whether for training staff and partners, building and selling online courses, or tracking employee performance.
Example 4: Blackboard
Blackboard is a leading EdTech company, serving higher education, K-12, business and government clients around the world. Its mission is to advance learning with the world’s education community so that all students, educators and institutions can realize their goals today and prepare for tomorrow.
Get Started with Video Marketing
To stay in sync with today’s rapid changes and highly competitive LMS marketplace, adding video will give your digital marketing strategy a significant boost. An investment in this highly engaging medium can do wonders for broadening your market reach, helping your brand stand out from the crowd and boost your conversions.
