I have been in many meetings with B2B companies where , often, the CEO will say something like, “Well, we sell B2B and businesses don’t watch videos online.” While that might be true of the business itself, the people that work at those companies do watch video. These people are on social media and they are talking online. They know what they like and they know what they don’t like. Something very important to remember is that, as the work force gets younger, they are more likely to use social media to do research than their predecessors were. While your target might be different than a B2C, at the end of the day, it is really all about engagement and relationship.
Three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly. source: Forbes)
The truth is that the strategy for B2B video is very similar as the process for B2C video. You need to know your target market. You need to understand how they buy and how they search for what they want online. You need to understand where they hang out within social media. The nice thing about marketing for B2B is that, often times, you can be more targeted because you are not trying to hit such a large audience.
Remember, just because your target might technically speak the same language as you, you need to try to avoid being too technical in what you say. YouTube says you have a total of 15 seconds for your video to engage your viewer, at which point they decide whether to stick with your video or jump ship to your competitor’s video.
The other thing to be mindful of is to keep your videos short. If you feel like you have a lot to say, create a series of short videos. The key to holding your audience’s attention is to not put all of you information into one 10 minute video. If your video is too long, you will lose their attention and if you have lost their attention, there is potential that your competitor may have gained it.
You need to create videos with a purpose by setting goals. Is your goal awareness? If so, then create a video that introduces your company and tells its story. Don’t forget to add emotion! Create videos that allow your target the ability to share the videos with other decision makers. One of the great things about internet video is there is no shortage of ideas to help inspire your video to greatness.
When it comes to distribution in social media, start with YouTube and Facebook. Make sure your videos are optimized for search. This way, when your target is searching for a solution, they find you. Don’t forget to use the content beyond social media. Use print with QR codes. Make sure every sales person has the capability to send the videos out via email as well as taking the videos with them to meetings on tablets or laptops.
These videos, just like regular B2C videos, need to help lead the viewer through the sales process. You should have a video that speaks to each stage of this process.
Don’t be afraid to try something new! One of my new favorite video players is created by a company called D4 Media. The video player allows the viewer to customize the player with the information they want to see. For example, let’s say your company has 10 hours of video. The player lets you choose to watch the content in the way you want to see it. If you have 10 minutes and want to learn about ‘x’, the video player will instantly build a 10 minute show, taking the best of the content from the company’s library on subject ‘x’. You can see an example of the player in action at Executive Next Practices’ website.
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