Digital Summit 2014: 5-Steps for Creating Winning B2B Video
•Download as PPTX, PDF•
0 likes•246 views
Marsden & Associates CEO, Anne Marsden, discusses video marketing strategy at Atlanta's Digital Marketing Summit 2014. Use these tips to enhance your video B2B marketing.
More Related Content
Viewers also liked
Viewers also liked (11)
Similar to Digital Summit 2014: 5-Steps for Creating Winning B2B Video
Similar to Digital Summit 2014: 5-Steps for Creating Winning B2B Video (20)
Recently uploaded
Recently uploaded (20)
Digital Summit 2014: 5-Steps for Creating Winning B2B Video
- 1. a Summit 2014 Presented by: Anne Marsden - Principal, Marsden & Associates 5-Steps for Creating Winning B2B Videos
- 2. 80% 60% 40% 20% 0% Video’s Hot WEBSITE EMAIL SOCIAL MEDIA VIDEO SEARCH WEBCASTS / WEBINARS MOBILE BANNERS SPONSOR- SHIPS -4% +2.6% -2.2% +7.9% +2.5% +9.4% +7.3% +7.0% +4.6% 2013 2014
- 3. And… “Viral” is the new mandate SOURCE: http://www.socmedsean.com/
- 5. B2B: It’s not about views. It’s about connections.
- 6. Strategy 1 3 4 Audience 2 Budget 5 Style Placements & Promotion Making Video Connections in 5 Steps
- 7. 1 Your Video Strategy CONTENT MARKETING VIDEO DOCUMENTED STRATEGY Content Marketing Institute & Marketing Profs 2014 100% 50% 0% B2B Marketers 93% 70% 44%
- 8. » What’s the goal of the video? » What should viewers come away with? » What do you want them to do next? » How do you want them to feel? » What are the supporting assets and actions to get them to take the next step? » How will they encounter your video? The 6 Questions That SHAPE Your Video Strategy
- 9. Audience: B2B are people, too Audience characteristics Demographics Education levels & types of degrees Pain points Vocabulary Social hangouts Facts Tell. Stories Sell. 2
- 11. 4 TALKING HEADS PRODUCTS IN ACTION ON LOCATION STOP MOTION MOTION GRAPHICS WHITEBOARD KINETIC SCREEN CAPTURE Style Selection: Objective + Audience + Budget SOURCE: YouTube.com
- 12. TALKING HEADS PRODUCTS IN ACTION ON LOCATION STOP MOTION MOTION GRAPHICS WHITEBOARD KINETIC SCREEN CAPTURE 4 Style Selection: Objective + Audience + Budget
- 13. CenturyLink Technology Solutions03.07.14 VIDEO AUDIO1. 1GRAPHICS: CLTS logo (Possible bug: Formerly Savvis) Music up: high tech and up-tempo 2. 20% V/O: There are reasons why 20% of theworld’s internet traffic runs on the networkof a single, steadfast provider… 3. Colocation V/O: …And why thousands of globalenterprises trust their colocation assets tothat same respected company. 4. DISSOLVE TO GRAPHICS: A U.S. Map with key DCs already located and others adding continuously. The U.S. map expands to the world and adds centers inEuropean and Asian markets. Our world-class Data Centers are within50 miles of most metropolitan areas inNorth America. Our 55 master-plannedfacilities reach into Europe and Asia ….making us the world’s Number Twoprovider of colocation services … andNumber One in financial services.We are CenturyLink… 5. CUT TO: The Story Board • Tone • Key Take-Aways • Branding • Calls to Action • Length
- 14. Length…
- 15. 5 Placement & Promotion Take an integrated approach PARTNER NETWORKS Publisher editorial Influencer outreach Word-of-mouth Social networks DIGITAL PROPERTIES Website(s) YouTube Channel Blog Mobile apps Social presence ADVERTISING Paid search Display ads Content Discovery Platforms: • Outbrain • StumbleUpon • Zemanta Paid Media Earned Media Owned Media
- 16. CenturyLink Data Center Story Board VIDEO STORY BOARD Title of piece: CenturyLink data centers extend beyond just space, power and cooling Audience: Program managers, web manager, executives, web developers, content managers Purpose: To expand awareness of Data Services Length: 57 seconds CenturyLink Technology Solutions 03.07.14 VIDEO AUDIO 1. 1GRAPHICS: CLTS logo (Possible bug: Formerly Savvis) Music up: high tech and up-tempo 2. 20% V/O: There are reasons why 20% of the world’s internet traffic runs on the network of a single, steadfast provider… 3. Colocation V/O: …And why thousands of global enterprises trust their colocation assets to that same respected company. 4. DISSOLVE TO GRAPHICS: A U.S. Map with key DCs already located and others adding continuously. The U.S. map expands to the world and adds centers in European and Asian markets. Our world-class Data Centers are within 50 miles of most metropolitan areas in North America. Our 55 master-planned facilities reach into Europe and Asia …. making us the world’s Number Two provider of colocation services … and Number One in financial services. We are CenturyLink… 5. CUT TO: Wide shot, possible high angle, of data center floor The global footprint …
- 17. OBJECTIVE: Increase visibility of data center services among non- traditional markets VIDEO STORY BOARD Title of piece: CenturyLink data centers extend beyond just space, power and cooling Audience: Program managers, web manager, executives, web developers, content managers Purpose: To expand awareness of Data Services Length: 57 seconds CenturyLink Technology Solutions 03.07.14 VIDEO AUDIO 1. 1GRAPHICS: CLTS logo (Possible bug: Formerly Savvis) Music up: high tech and up-tempo 2. 20% V/O: There are reasons why 20% of the world’s internet traffic runs on the network of a single, steadfast provider… 3. Colocation V/O: …And why thousands of global enterprises trust their colocation assets to that same respected company. 4. DISSOLVE TO GRAPHICS: A U.S. Map with key DCs already located and others adding continuously. The U.S. map expands to the world and adds centers in European and Asian markets. Our world-class Data Centers are within 50 miles of most metropolitan areas in North America. Our 55 master-planned facilities reach into Europe and Asia …. making us the world’s Number Two provider of colocation services … and Number One in financial services. We are CenturyLink… 5. CUT TO: Wide shot, possible high angle, of data center floor The global footprint …
- 18. CTL & CTS Websites YouTube Channel Blog Social Media Accounts Owned EarnedPaid Banner ads Forbes.com blog Pay-per-click Article Placement/ PR Outreach Social Sharing
- 19. Strategy 1 3 4 Audience 2 Budget 5 Style Placements & Promotion Making Video Connections in 5 Steps
- 20. Random Acts of Video Making Video Connections in 5 Steps
Editor's Notes
- According to Ad Age’s2013 B2B marketing survey, On-line digital marketing spend is increasing overall and one of the biggest winners is video content. And why wouldn’t it be… Why do more people watch TV than read books? It’s easier. In our “8 second attention span digital world” – people are more likely to watch a video than read a web page. We process visual information faster than text. It has the potential to be more interesting A Forbes survey of Business executives showed 75% of them watch work related videos on business websites at east once a week.
- If you’re a consumer brand, spending big bucks on ad campaigns where video is a core element- then figuring out the the formula for making a video go viral has value. But for B2B marketers - is that what matters? Well, it depends on the purpose of the video. Besides, Viral means lots of views but but what if the viewers aren’t your target audience? Kinda like buying Twitter followers…big numbers don’t necessarily equal engagement. Quick – name a B2B Viral Video….
- Besides - Unless you’re working on brand awareness - generating lots of views is like buying Twitter followers….if it’s not getting to the RIGHT people - the ones who can influence the purchase of your services, then it’s wasted effort. So instead of spending time and $ on going viral - focus on how to reach - and be relevant to - that people that matter..
- Instead of worrying about the Formula for going viral – let’s talk about the formula for connecting with your target audience. Let’s take a look at the 5 steps to take when building a successful, connected video program.
- How many of you are using video today? How many of you have a written content marketing strategy for your company? How many of you have specifically included video as a part of that strategy?
- Taking the time to answer these question up front can save you time, money and a bucket of embarrassing questions from your boss. You’ll be armed to make smarter choices and persuade key influencers and participants that your approach is worth the investment.
- What’s their vocabulary?
- There are lots of different types of video styles – How do you pick? Doesn’t all this just give you a headache? Good news is – you won’t need to figure out among all of them – not all videos types are right for any one goal – or audience – or frankly - your budget. Try not to fall in love with one particular treatment or style - …work with great creative who know how to sift through the clutter and get what’s right for you. Start with your audience – what will resonate best with them?? What are you trying to do in the video?? How much money do you have? Location and Motion graphics cost a lot. Talking heads and white boards don’t.
- For example, - if you’ve got a complex product or service– that lends itself to being physically shown or described in visual detail – and you have a decent a budget – then these 3 video styles pop to the top of the list.
- Once you’ve settled on the style, now you’re ready to lay out the blow by blow. Creating a Video Story Board is a crucial step in the process – to keep you on track for both time and budget, and to make sure you’ve covered the key points. Story Board layouts vary based on the type of Style you’ve chosen, but basically they describe the relationship – and the timing - of what’s on screen and what’s being said. ……
- Which leads us to a point about length. A good piece of content – including video - is like a skirt… Should be long enough to cover the essentials but short enough to keep it interesting. And that can be more challenging than you’d think. Product managers, bosses, you’ll get plenty of people trying to squeeze in an extra idea or selling point. But just remind them – studies show that videos 15 seconds and less are shared 37 times more than longer videos. And if you plan to include a post-roll call to action – keep it short or most viewers will likely never see it. If your subject requires a more in depth and longer format – consider loading your key points early in the video - when the highest number of viewers are engaged. Wistia’s analysis shows that there isn’t a huge drop in % of video viewed between 4 minutes and 10 minutes so if the topic requires a lengthier format, don’t scrimp. Just keep it moving.
- No-one plans on investing the time, resources and capital to create a piece of content to have it gather dust on a virtual shelf. So at the beginning of every project, take the time to map out where and how viewers will discover – and share – your video. Be sure consider the levers you can pull – from your own digital outlets, to those you pay for – to those you can Influence. Don’t forget your partners and consider when it makes sense to create joint videos where multiple sponsors benefit from the extended reach of all parties.
- CTL wanted to increase market awareness of their Data Center capabilities. We developed an integrated content plan that included: Based around the Company’s messaging framework of Agility, Sustainability and Security Modified the website to increase visibility and improve navigation. New localized website pages to drive improved SEO A focused PPC and banner ad program to drive traffic to new web pages An infographic to communicate the benefits of outsourcing data centers A “Capabilities” video to quickly heighten interest. The result?
- CTL wanted to increase market awareness of their Data Center capabilities. We developed an integrated content plan that included: Based around the Company’s messaging framework of Agility, Sustainability and Security Modified the website to increase visibility and improve navigation. New localized website pages to drive improved SEO A focused PPC and banner ad program to drive traffic to new web pages An infographic to communicate the benefits of outsourcing data centers A “Capabilities” video to quickly heighten interest. The result?
- As part of the content plan, we included social media touch points from both Owned and Earned channel. We timed the program launch to take advantage of key blogs and media articles which included embedded links. The result? Century Link has seen a marked increase in click throughs to their Data Center web pages, and a more than doubling of their Data Center Tour requests – a key Call to Action we emphasized around the video
- Instead of worrying about the Formula for going viral – let’s talk about the formula for connecting with your target audience. Let’s take a look at the 5 steps to take when building a successful, connected video program.
- Instead of worrying about the Formula for going viral – let’s talk about the formula for connecting with your target audience. Let’s take a look at the 5 steps to take when building a successful, connected video program.