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The 8 videos you meet in B2B marketing

If a picture is worth a thousand words, how much more is a motion picture worth? That seems to be the thinking behind the rapid rise of video in B2B marketing.

In fact, four out of five B2B marketers report success in using video as a marketing tool, and two-thirds of them say they plan to increase budgets for video, encouraged by strong support from the C-suite.

But not all videos are created equal, or even developed for the same purpose and audience. To help ensure success in your next video project, we’ve outlined 8 types of BtoB videos you should be using – plus a few tips to ensure your project goes smoothly.

The average person watches five and a half hours of video content every day – and about one-fifth of that viewing is done on a mobile device. Your prospects are consuming video, so meet them where their eyeballs are.

Even if you have already incorporated video into your marketing plans, there are plenty of ways to build out even more content. Here are eight types of compelling BtoB videos to consider. With each, we've included an example of our own video productions.

CASE STUDY – BtoB marketers cite case studies as the second most effective tactic for influencing prospects in the sales process. Just like its print equivalent, a video case study shares an up-close and personal story of how your solution/product solved a real-life customer’s problem. 

However, video has the advantage over print in allowing you to showcase immediate utility and tell your story with a winning combination of audio and visuals. The most common format for a case study is: problem, solution, results – and it’s important to provide as much as possible in the “results” section, as this is where the viewer will understand the benefits your solution can offer them. 

Case study video for GN Netcom Jabra by Arketi Group

USE CASE – Say you have a fairly technical solution, or your product addresses a complex problem… a video, or perhaps a video series, is the ideal way to explain how it works, and show situations where you solve a problem prospects and customers are facing. Where a written description might be overwhelming, video offers bite-sized information that can help shed light on how to use your product or new ways it’s being utilized. 

We like to think of a use-case video as a case study without a specific customer – which has the advantage that you don’t need to worry about getting a sign-off from a customer either!

Use case video for PatientPad by Arketi Group

DEMO OR HOW-TO – In later stages of the buyer’s journey – once your company is on the short list – product demos are an important way to to differentiate your offering from the competition. But beware – demos can tend to be dry and slow, especially if they’re just screen captures with a voiceover. 

So how can you make it more engaging? Put yourself in your prospect’s shoes and avoid the technical walk-through. Instead, use examples with a real or pretend customer and to showcase how your solutions solves a problem. Remember, your goal is to keep prospects engaged!

Demo video for Numerex Utraq by Arketi Group

RESEARCH – If, like many marketers, you conduct regular surveys of your customers or on market trends, and produce a written research report as part of their content strategy. Repurpose the same research findings into a short video where a company executive discusses the impact of your findings, or calls out a few of the highlights and explains their significance. 

We find it best not to simply repeat the what’s in the report; instead, use the video to provide analysis and commentary, positioning your spokesperson as a thought leader, and stimulating a broader discussion. If your team is feeling extra confident, you can even make some predictions abot what you’ll find next time you repeat the survey.

Demo video for Numerex Utraq by Arketi Group
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Case Studies Make a Comeback

Blogs, eBooks, infographics and tweets may generate more buzz these days, but a well-written case study remains one of the most effective ways to persuade a prospect. In a recent survey of BtoB marketers, respondents cited case studies as the second most effective tactic, ranking behind in-person events.

VIDEO CAMPAIGN – With online video, the key is to keep things short and snappy. Resist the urge to cram too much into one video – break it up into shorter and more digestible clips that focus on one topic at a time. Viewers always prefer to select the topics they are most interested in without sitting through lengthy videos.

This approach makes it easier to tackle complex topics in easily digestible chunks, and can help you build an audience of subscribers. Generate the same type of interest and expectation by releasing your video series in a consistent format on a regular schedule, so viewers know when the next video will be available.

Campaign video by Arketi Group

TOPICAL – What if you don’t have enough content to make a full video series, or you don’t have any new product information to provide? One-off videos on a current industry issue or trend can have a powerful impact and position you as a participant in the industry conversation. 

Simply record a video statement from a company spokesperson that conveys your organization’s stance on a topic. Be careful not to attack competitors, but focus on your company’s vision, values and the role your product plays.

Topical video by Arketi Group

INFLUENCER – While it may be easier to talk about yourself, industry influencers – especially those with a large social following – can help promote your content and bring new website visitors you might otherwise not reach. One approach is to conduct an interview with someone well-known in the market. 

Keep the interview educational and informational, rather than overtly promotional, as this will encourage viewers to share it on social media. Those shares not only spread your content to a wider audience, but the links back to your site will bost your search engine visibility and your site’s authority.

Influencer video with Walt Mossberg for MIT Forum by Arketi Group

PRESENTATIONS – If your presentation is engaging to a live audience, it’s likely good enough for video! Keynote presentations, panel sessions and fireside chats can all be a great basis for video. Record the presentation as it is being given, and release that as a single replay. Then try slicing the video into shorter clips on individual topics – these can be shared separately across social channels, and used to complement other marketing pieces. 

Didn’t quite get the video quality you wanted? Don’t despair. Provided the sound quality was acceptable, you can lay the audio track over the slides, just as you would for a webinar. Even if the video is good quality, cutting away to full-screens of the slides ensures they are readable and provides a variety of visual pace.

Presentation for ControlScan by Arketi Group
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Shoot for success

Today’s tools make shooting, editing and promoting video simple and inexpensive, but as with most marketing tactics, planning and preparation make the difference between good and great. Here are a few tips from the Arketi video crew on making your next video a box office success!

  • Write a script – No one – and we mean no one – can wing it. If broadcasters don’t make up their script on the fly, neither should you! 
  • Check your audio – Sound quality is more important than video quality. There’s no b-roll for audio, and if your recording sounds bad, chances are editing will not be able to fix it. 
  • Allow enough time – When shooting, schedule plenty of time for multiple takes. One rule of thumb is to allot one hour to shoot 90 seconds of content. 
  • Shoot in the highest resolution – Always capture the highest quality video you can. You can compress down later, but there’s no way to up the resolution after the fact. And while it may be convenient in most cases, your mobile phone is a poor choice for shooting marketing videos! 
  • Think beyond the talking head – Can’t find the right on-screen talent? Consider simple animations (you can build them in Powerpoint or Keynote). For a more serious feel, use images or slides with voice-overs. 
  • Use a streaming service – Videos are large files and hosting on your own website will almost certainly lead to erratic playback performance, and possibly big bills for bandwidth. Use a dedicated service, such as Vimeo ProWistia or YouTube, to stream your video. 
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Rising like a Phoenix – for a decade

Since taking home its first PRSA Phoenix Award in 2005, Arketi Group has won an award every consecutive year. This year was no different – except that the awards themselves have had a facelift!

The Phoenix Awards recognize projects and programs that demonstrate excellence in the public relations profession in Georgia. This year, Arketi was honored with a total of four awards for our work on behalf of clients Aptean, Cox Business, Recall and NCR Silver. Congratulations to everyone who helped these campaigns rise to the top!

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