Great planning and foresight can elevate your video marketing content from good to brilliant.
In this blog, we explore how filmmakers can make creative decisions that save time and effort in the editing room, resulting in a video campaign that engages and delights.
If you’re a savvy marketer, it’s likely you’ve already invested in your video marketing strategy. However, with so many channels and site pages primed for distribution, you may be wondering what your next steps should be, and where you ought to place your video content to achieve the highest conversion rate.
The buyer’s journey and who your video’s target audience is will be major deciding factors in the end delivery of your content.
Before you embarked on the project, it’s highly likely that you defined SMART goals for your video marketing strategy. Remind yourself, was your purpose to increase brand awareness, to celebrate a product, or rather to encourage prospects to purchase?
87% of marketing professionals use video as a digital marketing tool. And Cisco has predicted that by 2021, more than 80% of internet traffic will be video.
The demand is there, as is the accessibility and affordability. The big question is, where do you start?
Here's an introduction to the 3 most impactful B2B videos your business can create.
Case studies tell the inside story of your business partnership with customers. Typically, they delve into the initial challenges a user grappled with before finding you, and then share an honest, detailed account of how your business helped them to overcome those issues.
Video is just one of the ways you might choose to chronicle your customer’s experience. Here’s a summary of why case studies are an asset that can be folded into your B2B video marketing strategy.
55% of marketers say blog content creation is their top inbound marketing priority. But, in a world where companies are starting to think more like media publishers, are text-only blog posts still holding people’s attention?
According to one study, “91% of consumers now prefer interactive and visual content over traditional, text-based or static media.” Plus, 65% of the population are visual learners.
But this doesn’t mean we should be putting our pens down and aborting blogging altogether. And if you’re not convinced of this, I implore you to read this blog post.
As a creator of online content, it’s important to have a keen awareness of your audience. Not surprisingly, this includes people from all backgrounds. The internet is for everybody - and businesses have a social responsibility to strive for more inclusive design.
People tune in for more than pure sound or image. Videos carry a message, and viewers with hearing or vision loss shouldn’t be made to feel excluded from global communications. Screen readers are making it easier for people with poor vision or hearing to browse the web, and content makers need to step up to the mark.
Marketers strive for healthy organic reach. And when it comes to video marketing campaigns, this is heavily effected by engagement rates.
On social media platforms, like Facebook for example, news feeds are designed to favour content from people or brands that users have previously engaged with.
Web video is widely used by digital marketers as a way to influence B2B purchase decisions. And, as a leading advocate for your brand, you might on occasion be asked to step into the spotlight to share your thoughts and expertise.
Whether you are comfortable with public speaking or not, the idea of appearing on-camera can seem daunting. But genuine, helpful testimony will greatly enhance your viewers' product understanding - as well as their readiness to buy.
More B2B companies are using video marketing than ever before. That makes sense considering the force with which a successful campaign can attract, qualify and convert new customers. But how can your business maximise on this creative venture?
There are three stages to video production:Pre-production - planning your video, writing the script and coordinating activities
Production - producing the raw material for your video. This could consist of filming, recording audio or creating graphical assets.
Post-production - assembling the footage, editing and reviewing.
Whiteboard videos are a prime example of an educational video that benefits buyer personas in the awareness stage of the inbound sales funnel. They come under the genre of explainer videos and use both illustration and animation to communicate concepts in a fun and unexpected way.
Investigation reveals that 45 per cent of companies who champion video as a valuable marketing tool feature an explainer video on their homepage. An overwhelming majority of those companies find great success with this content.
The following post explores the video production process behind making a whiteboard explainer video.
Consider how many people are using social media on a daily basis - it’s such a staple in modern living. Marketers can take full advantage of this audience by providing video content that resonates with them.
When you’re ready to embark on a video marketing campaign, you will need to write a script and formulate a plan as to how and where you will share your content.
One of the most common questions to arise in any video creation process is this: just how long should the video be?
It's not always easy to predict the future, but it's worth a shot. Video marketing is ever on the rise. In one survey, 64 percent of marketers admitted that video is set to dominate their content marketing strategy.
Video marketing is a venture with high ROI and buckets of creative potential.
In this blog, we will have a look at some of the most alluring new trends when it comes to video marketing.
Directly after clicking a call-to-action, customers are swept away to a landing page tailored specifically to address their concerns. A fully optimised landing page helps prospective customers access the information they need in exchange for valuable contact information.
At this young stage of your lead generation, video is particularly powerful.
Active leads may have first encountered your CTA via email, a blog post, sidebar, pay-per-click campaign or social media. However it happened, they have shown a vested interest in a specific recommendation you made, and are now on a quest for further details.
Landing page video is an inventive way to deliver useful information about your offer.
Customers often opt to watch videos online rather than spend their time wading through written content. That said, the use of text can contribute hugely to the performance of marketing videos.
Your videos need more than stunning visuals. They also need carefully crafted text to keep your viewer engaged.
According to this report on the use of video in social media, 39 percent of consumers are more likely to finish a video when it includes text. Used effectively, it will reinforce your point and help viewers recall more of the information you have shared with them.
Text can be introduced in the form of overlays, descriptions and titles. It can be highly stylised and immensely helpful. A sprinkling of captions will give context to your video and add detail to your story without detracting from the main message.
Here's how to get the best results from your video marketing campaign by using text in your videos.
It’s nearly impossible to ignore the rise of video marketing.
However, you may not be lucky enough to have the talent (or equipment) in-house to produce video content that lives up to the mark. This is where a video marketing agency - or inbound marketing agency with specialist video experience - can help.
In video production finding the right team is half the battle. You want to be selective with your recruitment process, because successful brand videos require a high level of skill to produce.
Choosing a partner you can trust makes collaboration and communication easier at every stage. A video marketing agency with a strong company culture should be able to give you an immediate sense of who they are and how they work.
It can be a challenge to deliver quality content across multiple social media channels consistently.
Your business can use video to bring a little variation to your social media marketing calendar. Visuals have been shown to reinforce marketing messages, which is no surprise considering 65 percent of us are visual learners.
Video is no longer optional: 87 percent of online marketers use video content and this trend is set to continue. Experts have predicted that video will account for 80 percent of online traffic by 2019.
Here are 8 undeniable reasons why you should be using video in your B2B social media campaigns.
Every piece of content you create is a gateway to conversion, and the best way to prompt viewers to engage with your company and move along the buyer journey is a clear and strong call to action. You can do this with b2b web video.
As part of your video marketing strategy, you will have outlined a purpose for your video. There is a specific action you hope viewers will undertake after your closing scene. Including a CTA will highlight this.Whether you intend to drive visitors to your website, share a brand message, increase subscriptions or prompt your audience to get in touch – your video call to action is the trigger.
Preparation is the key to success for any mission, and it won’t surprise you to read that this rings true for video marketing campaigns. Writing a video script is one of the best ways to clarify objectives and define your core message.
Video marketing scripts cement focal points, highlight project requirements and provide the entire video production team with something substantial to refer to.
If you are ready to knuckle down and start writing your script, here are some helpful video script goals to consider:
Video content has the power to be one of the best assets on your website.
From new product demonstrations to animated explainer videos, facility tours or customer testimonials, it’s a vibrant and engaging form of content that can enhance the customer experience, build brand awareness, encourage retention and generate leads.
High-quality onboarding has been proven to improve renewal rates for businesses. This is particularly true for the SaaS industry, as well as companies that sell complicated (or hard to use) products.
Customers who have been educated on how best to use their product are far more likely to enjoy success with it. To your customer, success equals value - and value inspires repeat business. This is why a better onboarding process is likely to lead to lower churn rates.
Efficient onboarding also drives conversion rates up by reassuring potential customers that you really care about their experience. So it makes good sense to perfect the process.
97 percent of marketers say video has helped increase user understanding of their product or service. Sharing a classic onboarding video is one simple and effective way to introduce new users to key product features, benefits, tips and tricks.
Before you can expect to win the business of a prospective customer, you will need to prove your product or service can deliver on its promises. One of the most convincing ways to do so is a compelling case study.
A case study is more detailed and data-driven than a customer testimonial. Testimonials empower your customer to share their feelings and offer sincere praise, but a case study can more comfortably house the body of evidence surrounding your success story.
Customer testimonials are frequently used by marketers to build trust and increase conversion rates, yet they don’t necessarily have to be delivered in the traditional written format.
Video customer testimonials are often much better received than their text-based counterparts. It has been stated that enjoyment of a video can increase a customer's purchase intent by 97 percent. And web pages that display video show superior time-spent-on-page metrics.
Buyer personas are known to inspect reviews before making any important purchase decision, and testimonials are particularly influential for those teetering on the edge of conversion, which is why customer testimonial videos are perfect for the consideration stage of the inbound sales funnel.
The best testimonials are credible, compelling accounts of a personal experience that somebody has had with your product or service.
Essentially, they tell a customer's buyer journey story, followed by company branding and a call to action.
Outstanding video marketing campaigns create awareness, drive engagement and influence buyer decisions.
Explainer videos are increasingly becoming the go-to solution for marketers seeking a way to get the best content in front of a company's target audience.
Explainer videos are used to help people better understand your product, vision or service. Often, they include attractive graphics and audio. No matter the lookbook, an explainer video’s main intention is usually to convey your business message in 60 - 90 seconds.
They are one of the most popular formats available for commission by video marketing professionals - and with good reason.
Video Marketing is a must for SaaS and other cloud-based software companies.
You know it’s time to incorporate video into your content marketing strategy; it has been under your nose for a long time and 87 percent of online marketers are using it already. But what exactly would corporate video look like for you?
Here are some ideas on how SaaS companies can use video marketing to their benefit.
One of the biggest challenges SaaS companies face while making video is taking dry technical content and turn it into something engaging and shareworthy. In a competitive B2B environment it’s necessary to provide solid context and detail.
Has your business gotten a taste for video yet? If not, you’ll find yourself at a bit of a disadvantage: 93 percent of marketers are already integrating it into their current content strategy and for a good reason.
Video marketing campaigns can provide your business with better quality reach, greater levels of interaction and heightened ROI. In fact - according to 52 percent of marketers worldwide - video is heralded as the content type that delivers the best return on investment.
When developing and optimising your video content, it pays to remember that no one size fits all. It might be the case that your inbound marketing strategy calls for the production of a bitesize video. Here's a walkthrough.
Video can be a powerful asset for professional services marketing. The right approach for your campaign will depend heavily on your video marketing strategy.
Whether your intention is to raise awareness of your company, simply convey complex information, or share customer endorsements, visual media will bring your message to life.
This post explores some of the styles that work best for professional services.
Your website is where potential customers flock to find more information about your business and all that it has to offer, and it’s likely your homepage will be their entry point.
Content is evolving. This world gravitates towards multimedia content now more than ever, and according to reporting by Cisco, come 2020, over 82 percent of all web traffic will come from video.
Manufacturers have the upper hand when it comes to video content marketing. On the shop floor there’s an abundance of innovative techniques and specialist material to film, as well as passionate employees who can come to life sharing their specialist knowledge in front of the camera.
Viewers remain curious about technical advances in the industry - just look at the enduring success of the documentary television series ‘How it’s made’.
Additionally, consumers have an unshakable interest in product quality and will perform search queries reflective of this. This will serve you well if you make video content that aids their research; 90 percent of user say that seeing a video about a product contributes to their purchase decision.
Video marketing is a creative way to showcase your company's high standards. This blog explores some of the most rewarding video content formats for manufacturing marketing teams to experiment with.
Marketers who use video grow revenue 49 per cent faster than non-video users. And research shows one in four consumers lose interest in a company if they don't have video.
However, as with any inbound marketing strategy, success relies on you reaching the right audience at the right time.
The buyer’s journey will equip you with all the intel you need to do so. Knowing what kind of video to make, and where to incorporate it in your inbound marketing campaign, will ensure that you get a return on investment.
The buyer's journey is the process that a prospective customer goes through before making a purchase decision.
Inbound marketing is driven by a consideration of your target audience and their likely mood, interests and expectations at each stage of their buyer's journey: awareness, consideration, and decision. For this reason, you might consider making different videos for each stage.
Video marketing metrics.
In order to conduct meaningful analysis of what is and isn’t working for your campaign, it’s important to understand the story behind how your stats are gathered.
Their interpretation isn't just a congratulatory game of numbers. In practice, metrics expose the way your content is being received, pinpoints audience concern and give you a precise idea of what will work for your content marketing.
