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.
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 […]
Stories have the power to influence and persuade. Stories have a special appeal to human brains. We are hard-wired to be fascinated by stories. Stories were told by our earliest ancestors around the campfire. Storytelling is one of the few human traits that are truly universal across cultures and through all of known history. Every […]
We published a press release yesterday morning that is receiving considerable attention. Revenue360 has experienced firsthand the effectiveness of tight and consistent messaging in their content management strategy and SEO objectives. The ROI of synergy across their content marketing efforts is why they hired acSellerant to produce the video, write the whitepaper and publish the press release. We can’t manufacture a zeitgeist, but we can create synergy across your content communications efforts and deliver persuasive messaging that your prospects will consume and remember.
How much is too much when it comes to production values? It depends on your situation, your product or service, your target market, your competition, etc. In B2B marketing, you definitely don’t want to show up dressed sloppily, but you don’t want to be over-dressed either. Shoot for business casual video to make it affordable and watchable.
Mac McIntosh is a friend and colleague. He’s also a B2B demand generation expert. Here’s what he said when I asked him about this phenomenon: “Online video producers who come from a marketing background know how to drive traffic, align with a marketing strategy, and include a compelling call to action. Producers from the video world know how to tell a story visually and hold the viewers’ attention with sight, sound and motion. What I haven’t seen much of (other than from a few big, expensive agencies) are video producers who deliver both: left and right brain, message and visual, strategy plus story. That’s what’s really needed.”