B-to-B: Video, the Last Frontier
Online video offers a great upside for direct marketing, but it is uncharted territory for most B-to-B marketers. Video requires a different set of technical, creative and marketing skills than print, paid search and email marketing.
The good news is new video technologies and improved production efficiencies are making online video direct marketing less complex and much more affordable.
There are four critical factors for successful B-to-B online video direct marketing:
1. Invest in Engaging Content
Adding audio to your latest PowerPoint presentation isn't engaging and isn't going to generate a response. You only have five to eight seconds to capture viewers' attention—after that, they'll move on if they aren't sucked in. Content for sales and marketing must have the proper pacing, information, relevancy and reasonably high quality. The video must engage viewers long enough to consume your core message.
2. Create Viewer Interactivity
An effective online video message for lead generation needs to combine engaging video with interactive multimedia content and calls to action. Standalone video doesn't allow users to interact with or respond to your marketing or sales message. It also restricts the ability to track and understand your video message's impact. Effective lead generation combines video with interactive multimedia elements like text, graphics, Web links, buttons, images, Web forms and branding. New technologies allow viewers to physically click on links, buttons and forms in the video that allow them to access additional information, register for an event, or communicate directly with a contact center.
3. Make It Mobile
Make sure your video marketing message can be accessed on smartphones and tablets, which are commanding an ever-increasing share of online video viewing. According to MeFeedia, on average, iPad users commit to watching a Web video for five minutes, Android users watch for three minutes and iPhone users watch for 2.4 minutes. In contrast, desktop users tend to watch Web video for less than two minutes.