How to use an explainer video in your sales process

A video can show how a product works or what happens during a service. It cannot guarantee enquiries or sales. The offer, the audience, the page around it and the next step all matter.

Start with one buyer question

Before I write a script, I want to know who will watch and what they need to understand. Someone discovering your business may need a simple introduction. Someone comparing suppliers may need to see the process, the work involved or what they receive.

Choose one of those questions for the main film. A list of every feature or service makes it harder to decide what the viewer should remember.

Show the part that is hard to explain

Imagine a consulting firm offering a team assessment. This is a planning example, not a client case study. The video could follow three steps: the team answers questions, the consultant explains the findings, and the client gets a plan for what to do next.

For software, I would choose one real task and show the steps that matter. Use current product screens and explain any limits honestly. A feature that is still planned should not appear as something a customer can use today.

Give the film a clear place and next step

• On a service page: answer the main question, with written scope and a contact route nearby.
• In a sales follow-up: share the part that answers that person's question.
• In a social post: give the viewer enough context to understand the idea without seeing your website first.

The same edit may not suit every setting. Agree the main use and extra versions at the start. I make the extra formats after you approve the main film, then check framing, text size and the message in each version.

LinkedIn's video guidance recommends planning for mobile viewing, captions and possible reuse. These are planning choices, not a promise of results.

Measure the action you care about

Choose a useful outcome before publishing, such as a completed enquiry form, a booked call or a product trial. Views tell you that content was played. They do not tell you whether someone needs your service.

If you use Google Analytics, its key event guidance explains how to record important actions. Check that your chosen action is actually being recorded before relying on the numbers.

Keep enquiries and their source where it is known. Review whether the people contacting you are a good fit. Compare similar periods and audiences, and note other changes to your offer or website. A few views or one enquiry are not enough to prove that the video caused growth.

Scope the work before choosing a style

Bring your website or product, the buyer question, the main viewing location, your deadline and the budget you have in mind. I can help turn that into a script and a storyboard you can review before production.

See my explainer video work and process, or read what changes an explainer quote before comparing proposals.