5 Elements of an Effective BtoB Video
Lights… Camera… BtoB Marketing Success!
Over the past year, the use of video marketing has rapidly increased. Researchers have found that half of Internet users watch videos at least weekly and three-quarters watch professionally-produced online videos regularly. Once considered complex and expensive, video is rapidly finding its way into the BtoB marketing mix (as first discussed in the November 2009 issue of Core)
This edition of Core centers on the five elements of effective BtoB video.
The Power of a Meaningful Message
The first element to ensure success in your BtoB video is the planning of your message. Figuring out exactly what to say, and how to say it, needs to be done long before you step in front of a camera. Scripting, not “winging it,” is the way to go.
Video is unforgiving and viewers have little patience for digging for information—they want it handed to them and quickly. Unless you are seasoned, on-air talent, “winging it” more then often results in a rambling video. In a best-case scenario this means much more post-production work to produce a crisp video – but often it nets you a unproductive, ineffective video that viewers will quickly move past.
I Bet You Think This Video is About You, Don’t You?
The second element of effective BtoB video is the idea that it’s not all about you. When creating a video, ask the question, “Why should the viewer care?” Here are a few sure-fire ways to ensure your video is focused on the viewer:
- Include a real customer interview in the video or make the whole thing a video testimonial
- Make a video about a common customer pain-point or benefit and give tips on how to alleviate the pain
- Introduce a real-life customer situation in the video
Let’s Be Real
The third element is authenticity. You’re not producing an infomercial, you’re producing relevant and useful content… so don’t get carried away with Hollywood-style production techniques. In today’s world, gritty not glitzy is likely to be better received by viewers. That said, you still need keep things polished and professional, and the content compelling. Remember, steak, not sizzle, is what BtoB buyers are hungry for.
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When asked if they were using social media news releases on a regular basis when distributing news, 51% of survey participants answered “always” or “most of the time”
As a BtoB marketing/PR professional are you using online videos as a communications tactic? Take the poll now!
Wait, What’d You Say?
Let’s face it, attention spans among everyone—especially those in the “now” generation—are limited. Simplicity and brevity will win you viewers. A concise, crisp message delivered within a 90-second to 2-minute timeframe is a recipe for success.
If your topic is too complex to cover in such a short span, consider breaking it into short segments. Choose one simple topic and perfect it within each segment. Viewers would rather watch three short videos versus one long video.
Spread the Viral Video
At last now it is time to unleash your video. The point of adding videos to your BtoB marketing mix is to spread your message to as many viewers as possible. That’s why it’s important to optimize your video so they are “search-friendly” and available for anytime and anywhere viewers.
To successfully optimize your video for search, we recommend you:
- Host your videos on YouTube to reach the largest video viewing audience
- Craft strong titles and descriptions that include keywords but are written for humans – not search engine spiders
- Associate a text transcript with your videos, so Google, Bing and other search sites can index your videos
- Consider using a mass-upload services like TubeMogul.com if you want to reach a wide audience
But you needn’t not stop there: BtoB videos can be used in a wide variety of ways, including:
- In sales presentations
- As blog content
- Spread via Twitter, Facebook, LinkedIn and other social media tools (consider using Twitvid)
- Show at a tradeshow or event
- Run on a monitor in your lobby
Creating video is less expensive and easier than ever before. But remember that video is only a tool, not a marketing strategy. What makes or breaks the success of videos in the BtoB marketing world is the planning and preparation. Like painting a room, most of the work is in the preparation, and the devil is in the details. Follow these tips and you can create compelling, informative and, yes, lead-generating videos that spread your message and spark sales.
If you need assistance developing and implementing an effective BtoB video program, or want to learn more about how online videos might fit in your marketing mix, we are always happy to help. Contact Arketi at firstname.lastname@example.org.