The time is now for mid-sized B2B marketers to leverage online video to reach prospects and convert them into leads. While there’s some overlap between B2C and B2B video marketing techniques, there are also important differences. B2B products and services are complex. Translating multifaceted messaging from text into visual stories requires skill, talent, time and effort. Case studies are obvious (and effective) story vehicles; but a talented storyteller can generate compelling stories from many sources.
Fueling the fire of the video marketing revolution is the growing use of mobile devices. According to a study by the Pew Research Center, more than half of all Americans now own a smartphone, and 34 percent own a tablet, up from four percent only two years ago. Mobile internet use is through the roof, and that enables new, powerful ways of telling stories visually.
In general, and especially on smartphones and tablets, videos are often quicker and easier to digest than text-heavy content. A study by ROI Research reports that users interact with content that incorporates heavy use of images or video at twice the rate of other forms of content. So, to reach your target prospects on their mobile devices, you must know how to use visual storytelling vehicles effectively… and integrate them into your target marketing strategy.
What makes effective B2B video? Given the range of tools on the market to create and upload digital video, it’s important to remember that not all video needs to be heavily produced (though it does need to be polished and aligned with your marketing plan). Here are some strategies for deploying remarkable video content:
Plan ahead. Your videos must be carefully planned and serve a purpose in your overall strategy. Keep them short (two to four minutes). Distilling your story down to its essence takes a lot of time and effort, but it’s worth it. Not only will it take less of your prospect’s precious time, but every second will be relevant. Go one step further and make sure every second is visually interesting.
Make sure the video (whether camera shoot or animation) is of good quality. Poor quality (inadequate lighting, deficient sound, shaky camera, out of synch dialogue, jerky character motion, etc.) not only is distracting to the viewer, but it reflects poorly on your company. It doesn’t have to be an expensive production. Creativity and attention to detail can compensate for expense.
Be compelling. Your video needs to grab viewers’ attention and hold it… make it fun, humorous, informative, entertaining, original and engaging. Don’t squander this opportunity to stand out from your competition. Make sure your video content is remarkable, and be thoughtful about the strategy you put behind it.
Here’s 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:
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