B2B sales and marketing people understand that videos can be powerful sales tools. Many still aren’t producing them, though. Why not? Most problems with B2B video production are created at the handoff from the corporate marketing people to the creative video people.
How do you reach them early when they don’t want to talk to a sales rep, won’t read a 12 page white paper, and won’t sit through a half hour PowerPoint presentation? B2B solutions are complex. It isn’t easy to communicate features, benefits and value quickly. So how do you communicate those benefits in a way they will consume early in their buy process?
Big corporations have marketing people on staff who do nothing but discover and document the Voices of Their Customers. Why? Because CUSTOMERS SELL! They are seen as trustworthy, not biased. And customers talk about business results – not product features. So how do we capture the Voices of Your Customers? Like this: Customers tell me things when I interview them that they’d never tell your salespeople when they’re selling to them. I always get authentic stories that can be told via video… stories that your prospects view because they see themselves, and they’re intrigued.
Mobile internet use is through the roof, and that enables new, powerful ways of telling stories visually. Videos are quicker and easier to digest than text-heavy content. Make sure your video content is remarkable, and be thoughtful about your strategy. Scroll down to see a sample of what we’re talking about. Try viewing it on a tablet or phone. Our streaming platform automatically sizes it to your screen.
As a form of content, video is a multi-sensory experience. Movement, images, colors, words, emotions. People (including business prospects) find videos more appealing than written words. There’s real science behind why we are drawn to video. Dr. Susan Weinschenk, a behavioral psychologist, has uncovered four core reasons why humans are drawn to video:
The ‘Impossible’ we’re referring to is effective AND affordable B2B marketing videos. It’s challenging to produce videos that people will watch, that clearly communicate value propositions and benefits, AND do it at a price that mid-sized businesses can afford. Why Stories? People are hard-wired to pay attention to stories, to remember them and to share them […]
Once you have a tight, compelling text-based story (see my earlier posts), it’s time to translate that story into sights and sounds for the visual medium. Care must be taken to ensure that the translation results in a cost effective video production blueprint. It’s a balancing act to create online videos that are effective B2B […]
B2B products and services are complex. It’s nearly impossible to communicate effective B2B marketing messages in a brief enough time frame for today’s short attention span prospects. Well-produced video is a way to get peoples’ attention and hold it. Online video marketing professionals work with clients to uncover stories about their businesses. They then translate […]