B2B Video Marketing Basics

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B2B Video Marketing Basics

  1. 1. Content is King & Video is the Crown B2B VIDEO MARKETING BASICSMelissa Depanian MSPC 3050 April 10, 2013
  2. 2. Online Video Use isExploding… • 53% of the US watched an online video in 20121 • 38.7B views from 182M Internet users in December 2012 alone2 • 50% of Internet traffic in 2013 will be video-driven3 • 75% of C-suite execs watch work- related online videos weekly4 • 24M smartphone users watch online videos monthly on their devices5
  3. 3. …The End Goal For B2B marketers, the goal is increasing revenue • Begins with compelling content. • Online videos are becoming a key tactic to convey a brand’s relevance today – Greater human connection • Engaging and sharable. • Authentic and personable – Educate prospects and customers • Build thought leadership • Establish expertise • Showcase products and services – Inexpensive; viewer tolerance for amateurs
  4. 4. BIGIMPACT
  5. 5. Why Video Wears the CrownINTUITIVE REASONS• Video creates emotions and engages – It’s personable, appealing, interactive, – 4-7x more audience engagement – Stronger brand retention7• Video offers more content in less time, less effort – Better conveys complexity – 1 minute of video is the storytelling equivalent to reading 1.8 million words8• Video is convenient – Internet and smartphones make video ubiquitous
  6. 6. Why Video Wears the CrownRESULTS-DRIVEN REASONS• 53x likelier to appear on first results page of search results9• 30% higher email open rates10• 3x increase in email click-thru rates11• 2x longer website visits12• 64% increase in buying activity post view13
  7. 7. Focus on Content • Emphasize what you can do for the buyer • Easy on the self-promotion – Impacts sharing & credibility • Be personable – Fun works! Show a brand and culture your audience would want to be part of • Shorter is better; engagement drops 50% after 60 seconds • Try different types of videos – Product demos – Customer Testimonials – Case studies – Thought leadership
  8. 8. GET FOUNDGET SHARED GET SALES
  9. 9. Get Found SEARCH ENGINE OPTIMIZATION • Google favors video • YouTube is critical, but not the end all – Owned by Google – 2nd largest search engine • Use keywords, meta tags, and descriptions • Add transcription • Create a YouTube channel • Consider Video AdWords – Less competition for keywords = lower SEM cost
  10. 10. Get Shared ACTIVE PROMOTION • Website and blog – Page location and behavior – Streaming considerations • LinkedIn profile and relevant groups • Twitter, Facebook, Pinterst, Google+, etc. • Mobile-friendly coding • Email marketing • QR codes • Call to Action
  11. 11. Get Sales MEASURE AND CLOSE • Measure video campaign efforts – Views good, engagement metrics better • Evolve as necessary • Leverage the Groundswell philosophy – Start a conversation! – Invite feedback • B2B sales process often long
  12. 12. Resources 1 – New Media Trend Watch USA Demographics: http://www.newmediatrendwatch.com/markets- by-country/17-usa/123-demographics?showall=1 2 – comScore Online Video Rankings: http://www.comscore.com/Insights/Press_Releases/2013/1/comScore_Releases_December_2012 _U.S._Online_Video_Rankings 3 - Cisco Internet Traffic Study: http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11 -481360_ns827_Networking_Solutions_White_Paper.html 4 – Forbes, Video in the C-Suite: http://www.forbes.com/forbesinsights/video_in_the_csuite/ 5 - New Media Trend Watch USA Demographics 6 – 3M Corporation: http://www.billiondollargraphics.com/infographics.html 7 - The Dramatic Impact Of Social Video Recommendations On Brand Metrics: http://www.reelseo.com/social-video-recommendations-brand-metrics-unruly/#ixzz2Q54rHVRv 8 – ibid 9 - Forrester Research, The Easiest Way To A First-page Ranking On Google: http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html 10 – Forrester Research, As seen in the inbox: http://www.forrester.com/rb/Research/as_seen_in_inbox/q/id/54235/t/2 11 – ibid 12 – MarketingSherpa, Content Marketing: Videos attract 300% more traffic and nurture leads: http://www.marketingsherpa.com/article/how-to/videos-attract-300-more-traffic# 13 - Internet Retailer, http://www.internetretailer.com/home/

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