Getting Started Video Series
As a self-serve platform, Campaign Monitor needed simple training assets to carry new users through onboarding. I directed the creation of this video series, overseeing scripting and video production.
Problem
For a new customer to sign up and start using a SaaS platform, user experience can’t stand on its own. Even the best interface will have shortcomings when customers try to go deeper and do new things with the product.
The product marketing team at Campaign Monitor observed trends with new users that showed a relation between use of the product and inclination to purchase. Creating a video series that walked through specific aspects of the product would not only provide deeper understanding, but would also inspire users to get into the platform and therefore become more likely to purchase a plan.
The Campaign Monitor site was also lacking product videos, so this series would also provide prospects with inside looks at the actual platform.
Plan
After receiving an outline of the video series from product marketing and customer success, I fleshed it out with proper pacing and clear explanations. I also inserted sections of content that touched on best practices.
I worked with our in-house videographer to plan the shoot, and worked with another employee in the services team to act on camera. We decided on-camera talent was preferred, at least for intros and outros for each video, to create visual interest for the viewer.
Working with a teleprompter, we set up in our office space amidst a bay of windows. While the position offered amazing lighting, it ended up being difficult to coordinate with noise levels in the office.
Execution
You can see the entire series on Campaign Monitor’s site here. You can also see the individual videos below.
Results
The video series was placed into the 90-day onboarding series run by the product marketing team, and saw significantly more click-through per email than non-video campaigns.
This series also drew some product signups, with a significant 20% conversion rate from prospect to customer, which is higher than any other content marketing pieces on the site.
