Posted by: FDMC Digital Media LLC | August 16, 2019

Doing Your Marketing Videos The Right Way!

Video an incredibly powerful tool for B2B businesses. YouTube has approximately 2 billion monthly active users. Aberdeen Group recently reported that video marketers generate about 60% more qualified leads than marketers who don’t use video. And according to Wyzowl, 83% of marketers say that video gives them a significant ROI.

But it isn’t enough to simply create videos. You need to create videos that will make your brand stand out from the crowd. Here’s some ways I found reading as well as our own practices that can work for you if you plan on doing your own videos.

Using Video to Personalize Your Brand And You!

Creating customized or personalized videos as part of a customer based marketing campaign can be incredibly effective to help generate leads and land new businiess. This is especially the case when you create a one-off video for a target company or individual.

For example, let’s say that you sell some kind of software for businesses. You could create a personalized video for a prospect, walking them through an initial analysis you’ve done on the company’s actual website traffic, with tips for how to respond to different types of site visitors based on the behavior displayed.

Shooting videos that are specifically directed at a company or person is a powerful way to grab their attention and get them to engage with you. It’s also an effective way to differentiate yourself and your brand from your competition.

Increasing LinkedIn Engagement

Like most social media platforms, LinkedIn has been giving more exposure to videos of late. Additionally, 84% of marketers and advertisers who have created videos for LinkedIn have found the channel to be a highly effective strategy for generating results. This presents a unique opportunity for marketers.

Sharing videos is one of the most effective ways to cut through all the noise on LinkedIn.  You need to generate hundreds or thousands of engagement events for a single LinkedIn video.

Highlighting Customer Stories

It is a given fact that social proof is critical when it comes to building your brand and landing new clients. Getting clients to tell their stories is one of the most powerful forms of social proof your brand can deliver, especially when it’s on video. But get creative when getting your clients to tell their story. Don’t simply have a talking head giving a simple testimonial.

HubSpot recently created an outstanding customer success story around their work for the Rock and Roll Hall of Fame.  I saw it on-line. They crafted a highly engaging success story, featuring a rock soundtrack in the background, MTV-style quick-changing shots, brief interviews, lots of zooming in and out, etc. The result is powerful and compelling.

Another example is a Slack and a cool Sandwich Video collaboration that highlights the power of Slack. The video was presented as a story, with some hilarious cuts to employees giving their commentary. Not only is the video enjoyable to watch, but it also shows why Slack is such an effective tool for businesses. It had more than 1.1 million views, the video has generated a good amount of visibility and social proof for Slack. We use slack for a networking group here in our city.

Leveraging Influencers

B2B businesses are increasingly seeing the value of working with influencers, but it’s still new enough in the B2B space that it may enable you to jump ahead of your competitors. Using influencers in your video brand can potentially generate thousands of shares and leads for your brand. Use influencers who really care about your brand and you know will work for your and will promote.

Showcasing Your Personality

Video is also a highly effective way to turn something mundane like you’re not here right now (I’m out of the office or on site) into something funny and show off your personality. Take the time to create something “out of the box” and showcase yourself and in turn, your brand. This is a situation where a video can be longer than the standard norm of 2 minutes.

Take the time to figure out your game-plan for your next marketing video. Have fun with it but most importantly, make sure it is creative enough to gain viewers, be shared, and gain likes.


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