Sure, YouTube hit the 1-billion-monthly user mark this month, but how many of those consumers watched B2B video content? Brands investing in video marketing can’t capitalize on internet memes as often as B2C counterparts, but they also shouldn’t overlook video completely – they just need a unique approach. Google’s Account Executive for Business and Industrial Markets Judith David suggested in her SES NY presentation that B2B marketers must reverse their creative processes. Rather than mirroring sales funnels, build engagement pyramids.
“Instead of starting with broad reach and goals, prioritize the platforms that offer the most engagement, surface the 5 percent of viewers who matter and allow them drive future engagement,” David said.
Of course, before any B2B marketer flips the traditional marketing funnel around into the engagement pyramid (David’s idea for video marketing success), challenges must be outlined and tackled. David highlighted top three changes video marketers face today:
1. How do we find our customers interested in video?
2. How do we facilitate engagement with our video content?
3. How do we inspire our viewers to share our branded content?
Finding the right customers
David offered two tips on identifying the right customers. She noted that B2Bs must tap into the passion of their communities by either feeding their cravings for engaging content or by creating the appetite and passion for content through interesting media.
B2Bs must tap into the passion of their communities by either feeding their cravings for engaging content or by creating the appetite and passion for content through interesting media.
To many marketers, these tips might seem obvious, but they touch on core marketing principles that many B2B organizations overlook. Content marketing depends on brands’ ability to understand their audiences, whether through testing or general feedback, as this media will only have an impact if it resonates with its intended viewers.
Foster sharing: How can marketers inspire their customers to share video content?
David advised attendees to consider the variety of content they have the opportunity to produce for the web. “Every brand has the chance to build creative assets in a way that is compelling for their audiences – client testimonials, employee how-to videos and product demos.”
The only way to foster sharing is by making video content memorable. Product demos shouldn’t go over the basic features and functions, but instead build narratives around the nature of the offering and how it’s life changing. How can one understand what makes visual media inspiring? David refers back to her idea of marketers tapping into the passion of their communities. Be the brand that is so immersed in the industry that your confidence mesmerizes your fan base.
Don’t just create video content – be creative
Be the brand that is so immersed in the industry that your confidence mesmerizes your fan base.
Austin Craig, spokesman for Orabrush, showcased unique video content examples of media that drew in crowds of internet users and sold millions of products via YouTube. (Check out Brafton’s YouTube Marketing Playbook for Channel optimization tips.)
“You want creative, data-driven video. If your content isn’t creative enough to engage your audience, you lose your marketing opportunities,” he said. This advice holds true for B2B brands in any niche market – from the glass industry to used cars and beyond.
“Use keyword trends to discover what people are searching for on YouTube – results can inspire your marketing campaigns.”
Craig also introduced a new approach to video marketing – creating a relationship building asset. “Use video to deliver personal content to potential partners and prospects.”
Of course, the average B2B marketer might still be at a loss as to where to start. That’s OK – business owners must be open to testing and measuring every aspect of their video marketing campaigns. As Craig put it, measure absolutely every aspect of the creative and business processes that go into producing, publishing and distributing video content to the web. What works for one B2B might not have an impact for another, especially with so much going into the scriptwriting and social side of content proliferation. However, Craig also warned the audience not to think they need a fancy camera or a big budget to create compelling visual media – the first videos produced by Orabrush cost around $500 each.
What can your strategy take away from this session?
Break down the barriers that hold content direction back and truly let the Freak Flag fly sometimes.
Video marketing is still too new of a marketing practice for there to be clear-cut tips that deliver results to every company – not that any marketing venture can say it produces immediate ROI, either. But video requires an added amount of creativity, and marketers have to tap into their own minds in order to find success. Break down the barriers that hold content direction back and truly let the Freak Flag fly sometimes. Why should your audience pay attention to you? They certainly don’t have to, but you can convince them, as long as you deliver a unique on-brand experience created for the ideal customer.
