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Video is a powerful tool to include and utilize in your B2B marketing strategies. Since the Internet is still primarily a text medium, written content is still the backbone, but with the advances in technology we’ve seen rolling out at such an astounding pace over the last few years, video has certainly become much more popular, not only because of its ease in delivering information and its entertainment value, but also because of its accessibility. You don’t need to be a professional to make a video and put it on YouTube, and the equipment needed for creating a good quality video – cameras, video editing software, etc – is much less expensive than it used to be, allowing businesses with even the smallest of budgets to get in on the video marketing action.
As we’ve noted before, B2B marketing is often very different from B2C marketing. While everyone has wants and needs and good marketing seeks to suss them out and provide solutions, your approach when creating a video as part of your B2B marketing strategies is still going to be quite a bit different from the approach you might take if you were selling directly to consumers. For this reason, there are a few tips we feel every B2B focused business should make use of when creating video marketing materials for the web.
Video Marketing Tips for B2B Marketing Strategies
- Keep It Short & Sweet – When a business seeks to purchase a product or service, they tend to want all the information they’re looking for in the least amount of time possible, because they simply just have better things to do with their time. By keeping your videos short and to the point, you’ll be more likely to keep their attention for the entire duration of the video and deliver the information they’re looking for in the process. You’ll also save time and money on your end because you won’t be trying to orchestrate a 30 minute video extravaganza. Broken up into easily digested parts, multiple short videos on the same subject are better than one long video, which also gives you the added bonus of having more content for people to view and more opportunities for video SEO.
- Provide as Much Information as Possible – The more informed your potential buyers are, the more comfortable they will feel about making a purchase. This is particularly important for anyone selling expensive products or services to companies and corporations, because no one drops large chunks of change on products they don’t understand. By providing as much information as possible, your potential buyers will have everything they need to make an informed decision.
- Make Sure It’s Watchable – You don’t need to be Spielberg or have the world’s most expensive camera, but you do need to make sure that your video is actually watchable. Paying attention to lighting, sound quality, and picture quality will ensure people receive your message loud and clear.
- Keep It Professional – Everyone loves a funny commercial, but a B2B marketing video should go easy on the comedy. It’s important to be engaging and entertaining, but trying to recreate the Old Spice Guy commercials in order to sell your content management software or your industrial machinery is inappropriate for the audience you’re hoping to reach. Stick to the topic at hand, deliver the information your viewers are looking for, and keep it professional.
The Bottom Line
These are just a few tips you can use to make your video marketing efforts work well in your B2B marketing strategies. YouTube is the Internet’s second most popular search engine (Google itself being Number One), and it’s therefore well worth the time and effort it will take to create some videos to market your business.
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