xYou’d be hard-pressed to find a single marketer out there who isn’t ready and willing to applaud the arrival of video to the marketing world. And while yes, B2B video marketing has radically shifted the manner through which we communicate with prospective buyers, the overall video marketing landscape is constantly morphing in response to new strategies.
It wasn’t long ago that marketers can remember how easy it was to lean on a single video or set of videos to cover the entire inbound funnel. The information was made easily available, the entire process was simple and having professional-quality video put marketing teams on the cutting edge.
However, in today’s competitive video marketing landscape, a lot of catching up and jumping ahead has happened. Relying on the old methods of pushing a few product and company videos just isn’t going to cut it. Your prospective buyers are sophisticated and being courted constantly, and in response B2B brands demand clear and clever content that is going to cater to their individual needs and concerns as a company.
Needless to say, it’s time to step up to the plate and start exploring some different takes on video marketing. There’s a lot of pressure to stay ahead of the game, but with that comes a ton of opportunity and potential for marketers to stand out. Let’s look at a few B2B video types and where they can be used in your marketing funnel to get the best possible results for your customers.
Delighting Your Audience and Launching Your Brand
The start of your funnel is pretty typical; often the spot where video marketers are tossing out the most generalized video concepts. When introducing your brand, you don’t have to show everything to seal the deal. Instead, let your goal be to raise industry attention at the sight of your brand.
How do you get people to remember your performance? Certainly not by sticking with the same old tricks to make your point. You need to instead discover a way to stick out among the competition, so let’s start with a couple of B2B video marketing methods you can play around with at this point in the funnel to get the widest scope of attention.
Securing Your Social Network
While dedicated video hosting sites might certainly seem like the first place to stop, video shared through social media is situated firmly on top of the video realm. Securing your social network means building brand awareness through videos that are specifically targeted toward the social media platform that they’ll be launched on.
When tasked with producing your own social media-specific video, here are some strategies. First, keep the target of the content at a niche level. You want an audience that wants to see your content and investigate your product line, not just the whole world. An ideal strategy is to post natively, rather than uploading elsewhere and then embedding; many platforms have algorithms that grant preferential treatment to this type of content. Personalizing the content to your audience and platform is also incredibly pertinent to your level of success.
Are You Entertained?
Look, the whole reason we use video marketing content is to move past boring brochures and handouts, opting for a limitless space with no boundaries. So what does that mean in practical terms?
It’s time let loose and get those creative juices flowing!
Think creatively — not just around your product, but look to your day-to-day life at your company. Some of the most enjoyable video marketing ideas can emerge out of a simple inside jokes at the office. Whatever direction you choose to take, don’t completely dedicate your project toward getting a laugh; work in some facts and figures. Just manage to do so creatively; this is just supposed to be a taste, a way to build a little intrigue and drive directly to you.
Embrace the Explainer Video
Once you’ve pulled them in, it’s time to pivot toward the explainer video. This is where you’ll educate prospects on how your service solves an essential problem they face and how this service functions. Explainer videos are incredibly useful; but if you phone it in, you’ll get lost in the shuffle. Consider employing animation if you have the expertise to do so; it’s a great way to simultaneously entertain and educate through illustration.
Attract the customer. Make them feel like they have what it takes to rule the world, if only they had your product to guide them. Personalize it. Make them laugh. Show emotion. Do this and watch as your funnel grows to accommodate potential clients, day-by-day.
Related story: Worth 60,000 Words: The Power of Video in E-Commerce