Video content marketing; Literally every brand under the sun knows that they need to be utilizing video content as part of their marketing distribution strategy, and yet the vast majority of brands have no solid plan on how or where to start. On one hand, working with large-scale production teams may get expensive, while on the other hand creating something quick and easy may be perceived as cheap by your intended audience. But there are a few things you can do to make sure your video content strategy works, regardless of your budget.
For the rare few who are still wondering what the big deal is…
HERE ARE THE FACTS
Over 90 percent of the B2B customers love to watch online videos.
Over 40 percent B2B customers watch online videos reaching relevant products for business purposes
Nearly 76% of the smart marketers already include video content marketing as a major part of their overall marketing strategy
If those stats aren’t a sign of a serious marketing opportunity, then what is?
Basically YouTube video content works for one simple reason. It’s much more interesting and convenient to watch an informative video on a product or service than to read multiple pages of lengthy texts. If you produce an engaging video content in a professional way, you increase the chances of generating more business in the B2B industry. It’s really that simple.
I actually wrote two other posts about video content that shares more about why video content marketing is a crucial part of your marketing mix.
6 BEAUTIFUL EXAMPLES OF CORPORATE VIDEOS
POWERFUL CONTENT MARKETING STRATEGIES FOR 2018
Now, when you’re all set to deploy effective B2B video content marketing strategies, the main question that arises is what are the video content marketing strategies that will be most effective for your business? The answer to that usually starts with what are you trying to achieve? What’s your end game? Your goal? Are you aiming for an increase in sales, leads, new employees, or simply branding in the B2B industry? Identify your goal and work from there.
STORYTELLING NOT SELLING
Telling your brand story in a professional and articulate way can provide a lot of credibility to your brand. If you’re creating the first video for your brand, or your YouTube channel has been suffering from a serious lack of strategy, now would be a good time to start at the top. Create a video that tells the story of your business. Share its heritage and background with your customers. Push that ‘selling’ part of your brain aside for a moment, and focus on your creative, storyteller side. If you’re having trouble with this, hire someone (Side note: BIGINTRO would love to help with this).
A beautiful example of this is a video from General Electric which shows a child imagine what her Mom does at GE. It marks the journey into the imagination of a child as to how she imagines all the amazing things created by her Mom working as GE employee.
WHAT’S IN IT FOR THEM?
Videos take up valuable time from your audience. Even the shortest minute and a half videos are still time you’re taking away from your viewer’s daily routine, so there better be some serious value in your content. whether that’s entertainment value, historical value, visual stimulation, or business related value, whatever it is, give your audiences something to reflect on, even after they’ve finished watching the video.
Before you start recording your first moment of footage, ask yourself these important questions:
- Why would anyone want to watch this video?
- Are we creating something unique?
- Would I find value from this video?
- Is this something the audience would want to share?
If you don’t have a solid answer or a resounding YES to these question, go back, refine the concept and come up with something you would personally find awesome.
Remember you’re not in a hurry. Take your time, get it right, and they’ll subscribe for more.
NEVER BE BORING
Thinking that B2B videos can’t be entertaining or funny is a huge misconception.
Zoom.us partnered with YouTube sensation Tripp and Tyler who are famous for producing videos of typical office pitfalls using a dry, simple, and sometimes controversial sense of humor to widen the video audience for B2B marketers.
Put it this way; with more than 900,000 views, the videos has generated an insanely wide reach and if only 10 percent of these viewers convert, a relatively inexpensive production budget will have generated a massive return.
Comedy in video content helps you connect with your audience, feeding off of the challenges they face, or sometimes silly corporate culture only they could associate with.
KEEP IT SHORT, SWEET, AND REPEAT
Statistics show that 94% of the online shopping customers watch videos and most of them commit that watching products explainer videos make them feel more confident to buy the product. Keep the videos short but should focus on the benefits of the clients.
One of my favorite personal favorite ways to start creating videos for clients is through the use of “How To” explainer videos. These short videos can be one of the most effective B2B marketing tools your sales team can have at their disposal.
They should focus on one aspect of your business or one specific target market, and deliver important information on how your business helps them solve a problem they’re having. SaaS businesses take note, your platform may have multiple features, each of those features can be showcased in its own video quickly and inexpensively.
ACTION WITH A CALL TO ACTION
Generating leads is the ultimate aim of video content marketing efforts, and yet we still see videos that are fantastic but fail to ‘seal the deal’ with a clear call to action at the end. It doesn’t have to be more complex than a URL to your website, or a unique URL specifically for your target audience. Make sure you guide your potential customer into taking the action you want. This can be done by done by adding an annotation to your video with a link to your website, a product landing page, a newsletter sign-up or another page URL triggering any action you choose. The last thing you want is to miss a huge opportunity of converting your audience into potential customers.
Hopefully, this post helped inspire and focus you towards working on your B2B Video Content Strategy. One thing’s for sure, it’s clear you need one! Talk to us, we’d love to help you get started.