7 tips for enhancing B2B marketing campaigns with online video

Consumers just love video and that includes other business’s buyers too. Over 182 million people in US alone watched online video in September, engaging in a total of 39.8 billion video views. Now savvy B2B marketers are quickly realising the power of online video in their email and social media marketing campaigns.

Nothing sells products and services more efficiently and effectively than a compelling, well-made video where companies can actually see your article or service in action, as demonstrated by real people. YouTube video channels also allow your company the opportunity to seek feedback from clients and other businesses and respond to their questions, as well as promoting your products. Links can also be posted direct to your company website, making ordering easy and boosting sales. YouTube viewers are also provided with various social media buttons and a call to action to share the video with their contacts, further promoting your brand and widening your base of potential prospects and sales leads.

Here are seven great tips for harnessing the power of online video in your company’s email and social media marketing strategy.

1. The 60 second rule

Make sure your video is 60 seconds or less. Stats show that online video viewers lose interest and move on after 60 seconds, so don’t waste time producing a stunning online video that goes on forever; your key message may not be received.

2. Get your message across

You must send the viewer a clear message in the first few seconds of the video which spells out exactly what you are offering them. Engaging online videos quickly and concisely deliver the main element of the message at the very beginning, and this is proven to increase conversion rates. Tell the viewer what your offer is right at the start to encourage them to continue watching the whole video. Always include a clear call to action at the end of the video to remind the viewer of the action you’re wanting them to take.

Steer clear of videos that just serve to highlight your brand; these are a turn off for viewers.

3. Utilise existing resources

You don’t have to spend a fortune on making your video. Most companies have already invested in good quality, approved marketing tools like logos and images, and these can be recycled in combination with professional-grade graphics or stock videos to make great marketing videos.

However, it is a good idea to use a professional media consultancy firm to produce the video for you. Although this will require a little more investment, you’ll save money by using your existing marketing tools and the professional finish will be worth it.

4. Embed linked thumbnail images

Users like to make minimal effort when it comes to accessing message content. The best method of integrating your online video into your email and social media campaigns is to embed a thumbnail image linked to the video that includes a “play” button. When the recipient clicks the play button, they are automatically directed to a browser window which displays the video on a video marketing landing page.

5. Brand your video landing pages

Although YouTube is a great place to host your marketing videos, it can be even more effective if you use your own branded landing page. This provides you with control over the user experience and also allows space for text-based offers, lead capture forms and more calls to action.

The landing page should reinforce the intended call to action of your whole marketing campaign, as well as reflecting your company brand.

6. Mobile video and web support

So many people use smartphones to surf the web now, so it’s vital all your video-based email marketing and social media campaigns can be delivered using both HTML5 and Flash formats. It’s important to note that Flash videos cannot be viewed from iPads or iPhones, which means that you will be missing out on potentially thousands of leads if you neglect to accommodate these users.

It’s also crucial to make sure that you keep up to speed with mobile developments and upgrades, so that your campaigns remain viewable and viable over all mobile media.

7. Analyse results

Analytics gathered from all your marketing initiatives are very important if you are to accurately measure the success of your campaigns and make any necessary adjustments to improve their performance. Video viewership stats including number of views, time viewed, duration of viewing, and traffic sources will help you to understand when a particular video is effective and when it isn’t. Online videos can also be utilised to great effect for A/B testing.

A good video can really enhance your email and social media marketing campaigns, whether they are directed at other business clients or to a wider audience. Follow the tips above to help maximise your promotional video and boost your sales.

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