Video is fast becoming the most consumed content medium around. Here is some guidance on how to master B2B video creation and make the most of this important tool.
Online video is becoming the most consumed content format around, bypassing blog posts, articles and infographics.
The introduction of auto‐play on social networks like LinkedIn has made engaging with video even easier. In fact, Cisco predicts video will make up 80 per cent of all internet traffic by 2019.
But what does this mean for B2B marketing?
According to Forbes, embedding videos on landing pages can increase conversion rates by 80 per cent, and 59 per cent of company decision makers would rather watch a video than read an article or blog post.
It’s pretty clear that video is only going to become a more important tool for B2B marketers. So, why are so many brands still getting it so wrong?
To make sure your video venture pays off, we’ve compiled this list of tips to consider when creating a B2B video.
Don’t create a video for the sake of it
In the race to stay ahead of the curve, many businesses rush to create video content without tying it into their marketing strategy and, more importantly, overall business objectives.
Before committing to video, make sure it’s integrated into your other communications plans and decide on one clear objective for creating a piece of video content. Is it to drive more traffic to your site? Lead generation? Or just general brand awareness? This will allow you to understand what type of video you want to make.
For example, if you’re focusing on brand awareness you might want to make a social‐friendly 3 – 4 minute documentary. But if the aim is lead generation, it might be better to offer a meatier ‘how to’ guide.
Be emotional and logical
Over the last five years, the role emotion plays in B2B marketing has become common knowledge. As a result, the majority of marketers have worked to humanise their brands. Businesses have begun telling stories showcasing customer or employee tales that are relatable to their target audiences.
However, by focusing so intensely on emotionally‐driven sales, some organisations have forgotten one key to successful content: adding value. Video is a great way to tell stories, but it should also address the challenges your target audience faces and offer solutions.
If you’re looking to create a video that starts conversations on social media and engages with your audience on a human level, humor is a great tool. But, this doesn’t mean dumbing down your brand or ignoring customer challenges.
Hootsuite’s Mean Tweets campaign shows how brands can get this balance right. The social media management specialist borrowed Jimmy Kimmel’s popular US talk show segment, Celebrities Read Mean Tweets. But instead of celebs, HootSuite’s staff read out mean Tweets ahead of a software update to address issues users had raised about its old UI.
Consider using a Q&A format
Talking head style videos used to be a staple in B2B marketing. They were boring, grey and seemed to go on forever. But this doesn’t mean Q&As should be avoided at all costs. Interview‐based ‘in conversation’ videos have been doing the rounds lately, some of which are informative, interesting and at times even fun.
LinkedIn’s B2B Dinner for Five is a great example of how to do these videos well. Jason Miller, LinkedIn’s head of content and social media marketing for EMEA, invites five B2B marketing leaders to dinner to chat about some of the most important issues in the industry today. But instead of being a bog‐standard Q&A session, the professionals relax and share interesting stories about their careers in an engaging and relatable way.
Repurpose in different channels
Like any other type of content, video can be chopped up, repurposed and recycled throughout your campaign to achieve maximum reach.
For instance, a 30‐minute thought leadership video might work well on a landing page on your website, while a 2‐minute clip with a ‘best bits’ breakdown will produce more engagement on social media and a 30‐second clip can provide a great introduction to your video within an email campaign.
- Set clear objectives and let them dictate what type of video you create
- Turn up the emotion to keep your audience watching
- Don’t avoid Q&As, they’re useful and will drive engagement