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Pairing B2B Content Marketing with Video - How to get customers faster
This document discusses how to incorporate video into an inbound content marketing strategy to build trust and generate leads. It recommends researching customer needs and common questions to identify topics. Key steps include selecting topics through keyword research, charting the customer journey, choosing tools, and continually analyzing and optimizing the process. A case study example illustrates how one company used educational videos to address questions, establish expertise, and generate qualified leads. The presentation emphasizes making content helpful to the customer rather than promotional and repurposing videos across multiple channels.
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Pairing B2B Content Marketing with Video - How to get customers faster
- 1. Pairing B2B Content Marketingwith Video How to get customers faster
- 2. Hi, this isme.
- 3. 7k subscribers 3M impressions 250kviews 500+ leads
- 4. What we are notgoing to cover today (We all can Google ideas)
- 5. The ingredients only getyou so far.
- 6. Without a recipe,it’s difficult to get this.
- 7. Building blocks Learning froma case study Our step-by-step process What you need to incorporate video into your inbound strategy Taking an inbound content idea and pairing it with video How to put this into practice at your company.
- 8. f + f+ sme = trust Faces Frequency Subject Matter Expertise
- 9.
- 10. “The trust wehave in people and organizations comes in part from believing that they do care.” - Stephen M.R. Covey
- 11. Researchers have foundthat our liking for a variety of things (including pictures, sounds, foods, and smells) can be increased with repeated exposure, suggesting that the mere exposure effect isn’t limited to just one of our senses. One of the most striking findings from this research is that people don’t even have to consciously notice the object in order for the mere exposure effect to occur.
- 13. “Customer trust isa reciprocal behavior to what they receive. Trust comes when you understand your customer’s needs, respect them, and offer relevant service.”
- 14.
- 15. Trust accelerates thetime to a sales conversation and a close. Traditional inbound
- 16. Trust accelerates thetime to a sales conversation and a close. When Bob can watch videos + build human trust at the same time
- 17. Case Study: Educating, BuildingTrust, and Generating Leads
- 18. Problems: • We neededto generate leads and establish brand awareness • Market was already saturated with written content • Videos were fluffy, left visitors with lots of questions
- 19. It’s not aboutyou. It’s about them. How do I…. I’m considering… I need to buy…
- 21. What Your Customers are Looking For: •Help me with my immediate need • Make it about me • Show me your expertise, don’t tell me • I’ll trust you once you help me
- 22. ”5 Things Every Entrepreneur Needsto Know About Accounting.” “How do I ______?” ”What is _____?” “Xero vs. Quickbooks”
- 25. “How to builda buyer persona hubspot” “How to create personas in hubspot”
- 26. Don’t let this fool you.Make sure you dig deeper.
- 28. When adding videointo your inbound strategy, search intent and purpose are still #1.
- 30. Now ask aquestion: What is the journey my prospective customer goes on when they search for this? And how do they end up at my product?
- 32. Don’t forget CTAsin video marketing.
- 33. How to do videoCTAs: • End cards on YouTube • Info cards on YouTube • Mentions on the actual video • Links to a written resource • An exclusive guide for that specific video • CTA buttons (Vidyard)
- 34. Beware of thevalleys of “this isn’t working”
- 35. It’s no longer“video marketing” - It’s just inbound marketing.
- 36. • Repurposing on LinkedIn •Recut/edit/reformat if needed • Captions, captions, captions • Offer a next step
- 37. Putting this towork in your company
- 38. Step 1: Research from the customer’s pointof view • Talk to the sales team • Read through comments on YouTube channels • Review common objections • Review competitor’s video content • LinkedIn Groups, FB Groups, Reddit, Quora
- 39. • Find outwhat’s ranking in Google SERP (SEMRush or Ahrefs) • What’s ranking on YouTube (TubeBuddy) • Review questions in SEMRush • Make a master topic list Step 2: Select a few topics and do your keyword research
- 40. Step 2: OR –choose a topic that’s already ranking on your website • Find out what’s ranking in Google SERP (SEMRush or Ahrefs) • What’s ranking on YouTube (TubeBuddy) • Review questions in SEMRush • Make a master topic list
- 41. Step 3: Chart outthe inbound journey • Search intent – what is the viewer after? • What is a logical next step? • What content do you already have? • What content will you need?
- 42. Step 4: Determine your toolset •What platform will you use to drive an initial conversion? • How will you nurture the relationship? • What other tools do you need to make a frictionless journey?
- 43. Step 5: Launch and continually analyzeand pivot • Nothing is ever finished • Video, just like written requires refreshing • The more videos you have, the better your “inner linking” between videos (as well as written) • Repurpose, repurpose, repurpose
- 44.
- 46. Questions? Ali Schwanke Founder, SimpleStrat Content Marketing for B2B ali@simplestrat.com @alischwanke simplestrat.com/resources youtube.com/hubspothacks