More than a decade ago, Forbes Insights already proved that video marketing is crucial for B2B communication. In the 2010 report Video in the C-Suite: Executives Embrace the Non-Text Web, around 60% of executives said they shared work-related videos weekly or watched videos recommended by colleagues. Even more, namely three-quarters (75%), call up work-related videos at least once a week and two-thirds of them then go to the relevant company website to do further research. What I’m saying is that video was a vital source of information for executives back then, and with ever-improving technology, this movement can only evolve.
Videos can now be produced quickly, cheaply and in high quality. Unfortunately, there is no guarantee of success, but the following tips might help:
Time is the most valuable resource in business, which is why two iron rules apply to the production of all video formats: They must be entertaining and short – and be as humorous as possible.
With the mini clips, not only does the entry into video marketing succeed very smoothly, but they also show what is possible in a maximum time window of 20 seconds. Whether it's animated or filmed live, snacking content needs to be focused, whether it's on an audience, a message, or a solution to a problem.
Animated explainer videos
An explainer video needs a little script – called a storyboard – and graphic skills. There can also be room for a (perhaps funny) story about a piece of information, product or service.
With animated explainer videos, less exciting topics and facts can also be conveyed in such a way that the target group stays tuned till the end. Because at the end comes the most important thing: the call to action.
While video content for end customers is sometimes allowed to go online for its own sake, for instance, purely for entertainment and image reasons, the fact-oriented target group in business-to-business tends to prefer direct information. In B2B, it is generally more clearly structured, focused on the main message and always designed to be as short as possible. Just like in traditional PR work, case studies are pearls of corporate communication in video marketing too. They demonstrate very concrete successes that have been realized in practice. As best practice, case studies do not just convey pure numbers, but provide insights into who engineered, managed and delivered what, when and under what circumstances, or which product or service resulted in tailored customer satisfaction. Despite all the background information, the focus of the case study always remains on the facts.
Don't be afraid of digging things out. Just as the magic words are “cross media” in communication on all channels, the principle of creative second, third and multiple use also applies to video content. Often with simple means, fresh content can be produced with little effort. For example, the editor exchanges some sequences or a new call to action is developed at the end of the video.
The important thing is to keep in mind that any existing content is always worth a pound. And with every further use, the return-on-investment increases. Creative marketers and video makers can cleverly take a case study one step further and pull a short version for Instagram or Facebook from the already aired film or weave an outdated product video into a training film for new sales reps.
As always, the following applies to marketing measures in the moving image sector: The more precise the planning, target group research, the more meticulous the work on the storyboard, image and sound unit and channel planning is in advance, the more certain the success will be.
Conversely, however, one can almost speak of a probability bordering on certainty: Those who do without video in marketing today and in the future will be less and less on the road to success.
By Daniela La Marca