Eight years ago I started working with Litmus to help them step into the world of video. In the beginning there was a lot of experimentation, but I’m proud of the content we developed, created and execute across the brand and website. I put together 10 different ways Litmus has used video over the years for brand awareness, marketing, sales, and company culture:
1. Software Demo Teasers and Announcements
In the last few years Litmus has greatly accelerated the amount of new features and marketing tools being developed. So creating videos that quickly showed people new features and and how to use them was crucial.
2. Promotional Videos
In 2015 Litmus made a huge improvement over their testing by bringing email test results that could take up to 5-10 minutes, to appear mere seconds. Rather than just show the improvements, we used people in the company to really drive home the passion the entire team had around this and why it was a big deal.
3. Testimonials
Tried and true, testimonials are a great way to build trust with prospective customers.
While Litmus has long collected written case stories, in the last few years we’ve helped them capture testimonials via video.
To super charge our video library we used their email conference Litmus Live, which brings many of their customers together under one roof. We leveraged this unique situation as a great time to grab multiple customers for 20 minutes and have a quick chat about the value Litmus brings them.
We then spread these videos out on their customers page, social media, and for the sales team to utilize.
3. Updates
Keeping your customers updated and excited about the ongoing evolution and improvement of your product is key. This year we featured CTO Matt Gore who broke down all the quartering improvements and new features. By putting someone from the company on camera vs a voiceover and screen, you build a more personal connection with your customer and put faces with your brand.
“Working together has become nearly seamless — Travis really understands our brand, business, and culture — and has become part of the Litmus team. He has tons of suggestions for creative ways to use video, and doing more videos has helped us refine our processes. We’re less scared of video now, and more likely to experiment without fear of totally messing something up. Trust is also a huge factor, and we can trust Travis to help us create on-brand, high quality content.”
4. Blogs
Litmus’ Blog has always been a flagship of their company marketing providing amazing education and resources since their early years. Integrating video with the blogs always proved to increase engagement and create a more personal connection with the content.
5. Company Culture
One of Litmus’ key to success was hiring great talent that fit well into the team’s dynamic. Fostering that company culture and capturing it to share with customers and new recruits was one more of the many things I helped create. Whether it was a ski trip in Vermont, baseball game at Fenway Park, or volunteer days at local non profits - I followed the team and showed the amazing team behind the company.
6. Campaigns
When Litmus designed Proof, an innovative way to collaborate and communicate about email designs, they wanted to go beyond just the typical promotional video. The tool was actually developed internally first and refined through real world use by the Litmus team before a consumer version was created. The team put together a script that included employees talking about the creation of the tool and the impact it’s had on Litmus’ internal email workflow. It felt more like a ‘behind the scenes’ of the product being developed and used the Litmus team almost as a testimonial to the product itself.
We also released a shorter version of the story, demo teasers and full demos targeted to different customer groups.
7. Video Series
Back in the ‘High School’ years I helped produce a monthly video series for Litmus’ “Email Market Share” updates. The marketing team scripted and pulled together data, and we’d spend an hour or two with Justine filming then off to editing for a quick turn around.
8. Events & Conferences
In 2013 Litmus created “The Email Design Conference” now “Litmus Live” with a goal of bringing together the email development community and spreading education. It was wildly successful being held in three cities around the world and responsible for Litmus’ brand awareness in the market. I helped create promotions and marketing for the conference as well as create recap videos and capture content during the events.
9. Homepage
With the launch of Litmus’ new page this past year, the team created a video to help tell the story of en email designer who has success on the Litmus platform. The video was created with graphic and stock footage to create an effective and affordable video.
10. Support Videos
Creating support help videos to onboard new clients is incredibly important tool for the customer service team. Not only does it allow people to self service support, but it also saves the team valuable time from answering common questions or issues.
Working with the team over the years has been an incredible experience and I’m looking forward to watching the company not only grow more, but continue to distribute and innovate in the industry.
