Osama Khabab is the Founder and CEO of MotionCue. He helps businesses rapidly grow their impact on web and social through video marketing.
Catering to a buyer persona is convenient for B2C brands because you have data, analytics and consumer trends on your side. It’s easy to predict how the individual end user will behave when exposed to different stages of your marketing strategy.
However, behind the abstract notion of a corporation lie many folds of the decision-making hierarchy.
Product pitches and proposals tend to bounce around within departments. Sometimes, your targeted executive may have trouble getting the go-ahead on a product or service from leadership. This is why B2B communication might not always benefit from the inbound cycle.
A direct and personalized marketing approach may resonate better with the corporate audience, and what better way to personalize marketing communication than videos?
Why Corporate Videos Form Effective Marketing Content
1. Video is a dynamic content format that we’ve found is effective at any stage of your marketing strategy. Using corporate videos, you can send in short sale offerings or product demos or invite leads to test drive your new product or service.
2. Using the right creative medium is necessary to deliver an effective message.
3. Depending on the industry and persona of the targeted business, you can send animated videos, live-action videos or motion graphics.
4. Audiovisual information tends to be stickier than written information. Videos have the potential to be more effective than written promotion and proposals because they’re more stimulating and retainable.
5. While you can only gauge the click-through rate or open rate for written communication, videos offer much more detailed analytics. This way, you can test the effectiveness of your communication and pinpoint the executives who are actively engaging with your content.
6. Even though you’re dealing with a business, ultimately, the target audience for corporate videos is humans. Personalized video communication exudes effort on your part, and people love to feel special.
7. You can easily create micro-campaigns with the help of videos. Corporate videos can be used to build intrigue, prime leads to decision making and nurture existing clients.
As a video marketing agency, my team and I have explored different methods to garner B2B awareness for our brand and generate leads. Here are our top tips.
How To Increase B2B Engagement With Corporate Videos
1. Use LinkedIn for precision targeting.
Our survey indicated that 54% of marketers have shared brand videos on LinkedIn. Out of these, 78% believe it helped their business.
The audience on LinkedIn means business. They’re on the platform to network with industry members, talk about solutions, and expand their portfolio of products and services. So, you run a lesser risk of being intrusive with your B2B promotions.
Creating “helpful” videos for the platform that showcase your products and services can expedite the decision-making process. For the audience who are not yet sales-ready, marketers can make use of the recently rolled out retargeting feature. Now you can create specialized ads for the audiences who have interacted with your lead generation forms or have viewed your video ads.
The retargeting feature focuses your video marketing efforts on the most qualified prospects and returns leads for much lesser ad spend.
2. Place a video on your landing page.
When a person clicks on your website or landing page link, it denotes some level of interest. But retaining that interest through the information you provide on your platform is tricky.
Placing a video on your landing page or homepage is a great way to hook prospects. For our own homepage video, we witnessed an average watch time of 69.1%. To us, that indicated increasing interest in our services.
Corporate videos are the perfect medium to attract business executives who are short on time and would like their information in a concise and engaging format. Try placing a demo video on your relevant website page, and see if that works for you. Use this as an opportunity to increase and enhance your audience’s comprehension levels by visually demonstrating how your products or services work.
3. Post valuable content.
Scavenging through long emails, white papers and proposals is a corporate worker’s nightmare. Try to minimize fluff and post video content that is succinct and delivers valuable information. It saves time and energy on the audience’s end and skews them toward your product or service.
Use cross-platform retargeting to provide video content that caters to specific consumer pain points. How-to videos, webinars and case study videos not only offer amazing value to your audience, but set you up as a thought leader.
4. Repurpose videos across platforms.
The great thing about a strategically made video is that it can be scaled and repurposed across different digital platforms. We repurposed our homepage top-of-the-funnel video for our Facebook ads and had an average watch time of 82.9%.
Break down your videos into micro-content, and reuse them for social content and ads.
5. Pitch with videos.
Corporate videos can become a key promotional tool at all points of the B2B funnel. But few businesses are using videos instead of pages-long project proposals and pitches.
We’ve found that prospective clients would much rather have a feel of your persona and your unique selling proposition through a quick video than jargon-filled documents. Our survey also found that 63% of respondents want business executives to connect with their customers through video.
So when you’re trying to score a deal, don’t be afraid to put yourself out there and go all-in with video proposals. Consider pitching your product or services in videos to better connect with your audience.
It’s time to fully embrace videos for B2B marketing. Stiffly written communication is becoming obsolete and tends to fall through the cracks.
With videos, marketers can breathe a new life into corporate communication and generate results at all stages of their marketing strategy.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Go to Source
Author: Osama Khabab, Forbes Councils Member