Video marketing is one of the best ways to reach potential B2B customers. Either in-office or out, your customers can view them anytime, anywhere on their mobile devices.
Seventy-one percent of North American B2B marketers used video marketing in 2020, according to the Content Marketing Institute. BreadNBeyond’s and Wowzyl’s figures are even higher–81% and 85%, respectively. So don’t get left behind!
Here are some pointers to consider before making a B2B video that represents your brand and products:
INVESTIGATE THE INTENT
Decide from the start what your video’s intent will be–training, explaining, marketing products, building corporate morale, demonstrating goodwill, or connecting with a community. All decisions will flow from there.
Even more to the point–what does your company hope to achieve–educate, inspire, attract investments, produce leads?
THE LONG & SHORT OF IT
Where you hope to share the recording will determine its length—such as social media, an ad, a website. Longer reels are suitable for YouTube, while Instagram Stories necessitate 15-second clips.
Biteable’s 2021 survey of marketers reveals Facebook ranks as the best-performing social media venue for flicks, followed by YouTube and Instagram. LinkedIn videos underperform.
ENLIST THE EXPERTS
Even if a low-tech style video is considered, use a pro to make it look polished. They can add seasoned touches via a script, storyboard, music, professional voiceover, and high-end animation and illustrations.
ADD BELLS AND WHISTLES
According to Biteable, 81% of marketers say videos perform better with music, and 66% say they’re better with a voiceover.
MANAGE THE METRICS
Be sure to optimize your cinematic creation to capture data, such as the number of hits, duration of watching, and where viewers may drop off, to determine the best engagement and sales lead generation tactics.
Video watchers enjoy moving pictures. Nearly 75% of marketers say they deliver better return-on-investment (ROI) than just static imagery, Biteable said.
CHOOSE YOUR WORDS CAREFULLY
Close to 80% of marketers have noticed that their videos perform better with less text.
Even if you decide to shoot a video on a cell phone, be sure to hire a professional company beforehand to deliver the right script and storyboard. Upfront planning and ensuring it’s on brand is worth your while in the long-run.
TMC Integrated Marketing is the premier marketing agency devoted to the marketing needs of the manufacturing industry. We help manufacturers and their channel partners market their products worldwide. Our expertise spans across markets including technology and software, water and wastewater, paints and coatings, food service, packaging, medical and dental, industrial, tooling, and chemical ingredients. We focus on innovator companies who lead the way in creating solutions for today’s demanding environments.