Video and B2B Marketing

You’ve likely heard the buzz: video is increasingly important for B2B marketers. Check out these findings from Forbes:

• More than 80% of senior executives said they are watching more online video today than they were a year ago.
• Three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly.
• Work-related video can drive senior executives to take action. Overall, 65% have visited a vendor’s website after watching a video.

It might surprise you to know that those statistics are from 2010. But it appears that B2B marketers have been paying attention. In a more recent benchmark study by the Content Marketing Institute, 76 percent of B2B marketers said they are using video as a tactic in 2015.

With these numbers in mind, we asked three of our video partners to offer their ideas and suggestions for creating a successful company video or series of videos. If you’re considering using video as part of your marketing plan (or if you’ve already started), take some advice from these veteran video production pros.

Dave Park, Dave Park DP/Video Services

Video is everywhere. YouTube and Vimeo make anyone a broadcast producer. When creating a video, know the audience. Folks are well informed as to the quality of video production, whether they realize it or not.  If your video lacks direction and a strategy, people will see that.  

1. People on camera and ideas are the stars. Make sure folks look good. Learn lighting techniques or better yet, hire a professional.  There are many levels of production one can apply to creating a video.
2. Ask around, get quotes, find out who shoots great interviews or great product shots, or whatever you need. Not every production company does everything well. 
3. Everyone likes to say they are storytellers. Sometimes you don't need drama to explain the upcoming benefits of a software upgrade.  Again, know your audience. 

Remember, you are about to add to the millions of hours of streaming videos. Plan it out, organize ideas, prep interviewees, learn what “script-to-screen” means.  You can't escape it, video is everywhere.

Jerry Williams, TVJerry.com

Just like any business decision, if you're going to invest in a video you want to ensure that there's a realistic return on investment. You must have a strategy. Here are the three vital questions that must be clearly answered.

1. Determine an actionable objective. It shouldn't be "to inform the public about our company." After viewing, you want the viewer to take action that can be measured.

2. Know your audience. How much do they already know about your product/service? What is their demographic? This will help you fashion a message that doesn't waste time and targets the right viewer.

3. Determine how it will be used. Will the video be presented on a big screen at a meeting, mailed on a DVD or posted on a website? The video's utilization will determine the length, the approach, even the size of the text.

Beware the ugly baby syndrome! No matter how hideous your own child may be, you're going to love it. The same thing is true of a badly produced video. Because you had part in the creative process, it's your baby. Even if it's dull, you'll love it. To avoid this, ask to see examples of work (and the budgets) from any video producer you're considering. If their work impresses you and you like the questions they ask, book 'em!

Patrick Bedall, Sprocket Media Works

Look around you, everyone’s online one way or another. People have got their heads down checking their email, scrolling through Facebook on their phones, opening links to webpages for three different sites at once. There’s no avoiding it, staying current means being active online but here’s the catch: it’s not enough. Tweeting updates about your company’s latest sale just doesn’t cut it anymore. Video is crucial to your online presence.

1. Internet users are busy people, they don’t have time to waste. How do you captivate your audience’s attention? A video is the perfect way to firmly direct audience attention and hold focus.

2. Personality and tone are important, you can’t leave it up to chance. Video production puts the power in your hands so there’s no room for error – you’re 100% in control of your message.

3. People want products they can trust. Videos foster trust with your customers and clients. People like to connect with their products and the people making them. Showing off your company’s personality through a video instantly creates a connection that your audience can relate to. The more customers feel connected to their products, the more loyal they are – simple as that!

Thanks so much to Dave, Jerry and Patrick for sharing their expertise.

Let us know what you think in the comments. Thanks!