Brand popularity by optimizing use of Business video marketing

Boost online brand popularity by optimizing use of B2B video marketing

Posted on September 23, 2013 by Teena Sophia Lopez

Video marketing has been on an upward trend for a long time now, and the peak still doesn’t seem near. The whole of last year, video marketing for B2B marketers undeniably maintained an upward trend in both popularity and success. The majority of industry experts have expressed confidence that the trend would continue this year too and beyond. Another study carried out jointly by the Content Marketing Institute and MarketingProfs revealed that video content had the most considerable increase of any content marketing strategy adopted in 2012.

The popularity of video content can be attributed to factors such as the ability to concisely and effectively bring out well-crafted product and brand messages and the incredible range of different kinds of content that videos can accommodate from simple executive interviews to highly creative themed cartoons. Also, though you may not have realized it, just one minute of video offers the value of 1.8 million words, amazing stuff, right?

To get you started on optimizing your use of video for effective B2B marketing, here are 12 basic steps to help you along.

Identify your purpose – This is the first thing you should do because it is going to help you develop tightly targeted, specific videos with easier-to-digest messages which will appeal to your audience and bring in more ROI. First identify your target market, then decide on the outcome you expect from the audience and the type of metrics you would use to measure your success.

Decide on the type, tone, and format of the video(s) – The type and tone of your video should match your purpose. With respect to choosing the format of video, make the format suit your current brand and website. For example, if your website depicts thought leadership, suitable formats would be a presentation or a interview.

Fix the length – In most cases, it is good enough to create videos of duration of 2 to 5 minutes. Alternately, you can base your video length on purpose (audience and outcome) and how complicated the message is. Depending on your actual results, you can then assess and refine.

Shape the content – When developing content for your video, the golden rule to keep in mind is to be yourself. The reason is that there should be no considerable clash between your current brand and your video content. Your content should never be misleading and should retain interest all the way to the end.

Execute – Break down your overall campaign into distinct, single messages and restrict yourself to one message per video, whenever you can. Next, you need to develop a storyboard around that message with key components such as an attention-attracting introduction, problem, journey, resolution and a call to action. You may want to consider hiring the help of professionals to shape and enhance the video such as a scriptwriter, animator and interviewer.

Select appropriate distribution channels – There are several distribution channels to select from, after weighing and comparing the pros and cons of each. One option is to position it on your own website, another great one would be to post it on YouTube and yet another is to look at cross-industry platforms such as SlideShare, BrightTalk and Xavy.

Make people want to watch your videos – To make this possible, first, your videos have to be suitably SEO-optimized. The title of your video should be within 60 characters and you may also want to include the primary key keywords pertaining to your core messaging. Though YouTube displays just 55 to 70 characters in first load, you can go for longer descriptions if needed. Choose your thumbnail wisely as this will influence the number of click-throughs you get from the video. Test different thumbnails to know which works best for your purpose. Developing a video site map, a specific one, is another great idea as it would help search engines discover and index them easily.

Lastly provide social proof to change the skeptics into believers. Some examples of social proof are likes, vote rankings, number of views and comments.
Help it spread like a virus – One way to do this is to introduce a line in your video asking viewers to share the video if they enjoyed it. Also ensure that the video is easy to download, share or embed as far as possible. Another way to make your video viral-worthy is to consider making it humorous, controversial or one that offers utility.

Tweak the video for increased conversions – If you want to get maximum conversions from the video, you need to include a call to action that matches your original purpose. For example, if you expect sales, let your call to action ask prospective viewers to buy. Other pointers for optimizing your video for conversions are to keep the video simple and make it interactive. Make it a point to assess the point during the video at which the viewer loses interest and try to cut the video there or at least introduce suitable calls for action wherever appropriate before the drop-off points. Offer two or three options for one action such as email or web forms depending on what the most used communication channels of your target viewers are. Experiment with different calls to action and different video optimization strategies.

Make efforts to get maximum impact from your video – To do this, let your video be part of a multichannel campaign incorporating blogging, white papers, research and more, to offer multiple touch points for prospectives and the media to engage with. Don’t depend solely on YouTube for distribution. Also look at Xavy and other business-specific content portals.

Study the results – To understand how successful your video is, you will have to look back to your original purpose and your expected outcomes. Aspects that you can analyze are sales and revenue, leads and brand awareness. With respect to analyzing the degree of brand awareness, you have to measure four key metrics – total number of views, number of mentions, number of shares and brand recollection. Brand recollection means the number of people who are familiar with your brand previous to and following your campaign.

Repeat the whole process again – When you repeat the whole process, you keep learning and improving because of the way you would be measuring and fine-tuning the output. Try to strive for something fresh at least once each month and let your campaigns be founded on quarterly or four-monthly cycles.

Here’s wishing you all the best in your B2B video marketing efforts!

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