Video has immense potential in B2B marketing, but many companies have been slow to adopt it, states Chuck Kapelke in a story for B-to-B Marketer,a publication of the Business Marketing Association. He provides these quick tips for better use of video:
Keep it short. “Less is more” is the mantra of all experienced video makers. “If you can’t deliver a message in a minute and a half, people will tune out,” says Ron Klingensmith, Chief Creative Officer for Slack and Company, a B2B marketing consultant. “Even longer format videos need to be concise in their message, say what they need to say and move on — and do it in an engaging way.”
Measure and learn. Like all digital media channels, video is highly measurable. In addition to clicks and conversions, video metrics let you see how much people watch before they tune out, providing insight into where your message could be stronger. “In an ideal situation, you’re constantly taking measurements and using analytics to understand your performance, and you’re making adjustments on the fly,” says Matt Palmer of DesignKitchen.
Have a clear next step. Every video should end with a clear call to action, such as a link to a landing page or a phone number to call. “If someone clicks the video, the next step might be to send them product information, or to receive a sales call and see if they want to participate in having a free safety audit,” Klingensmith says. Videos can also be produced in pieces to enable customers to take themselves on self-guided content journeys. This not only empowers the viewer, but also lets them self-identify their specific interests.
Be willing to fail. “What makes people nervous is the fear that they’re stepping out of their comfort zone,” says Laura Ramos of Forrester Research. “Video is a medium that demands a systematic approach to management.”
