Tips & Tricks to Creating B2B Marketing Videos


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Content, content, content. Sick of that word yet? Well, you better get used to it. Now that customers and prospects are becoming more aware of, and in some cases more resistant to, the traditional tactics used to get their attention, B2B marketers have had to reexamine their marketing mix. As a result, there is increased emphasis on developing and publishing quality, highly targeted and relevant content across all inbound and outbound marketing channels to improve campaign effectiveness and drive sales. In addition to marketing tools such as whitepapers, landing pages and social media (such as LinkedIn), B2B marketers are experimenting more frequently with videos as another channel to communicate with their target audience. Videos have become an increasingly valuable tool for B2B marketers as they provide a relatively easy and inexpensive way to get their customers’ and prospects’ attention, drive traffic to their site, and generate brand awareness. At Neolane, we have seen great success in using videos as part of our overall digital marketing strategy, so we wanted to share a few suggestions and best practices on how to develop effective videos that require very little time, money or resources, while leveraging s winning content that will influence customers’ purchase behavior.

Before we start, just remember your video doesn’t have to be a high quality James Cameronesque production to get your message across to viewers. I know this flies in the face of traditional marketing practice, but in this case, perfection is not the goal, getting the content out is far more important.

So Where Do You Start?

One of the most important first steps in developing a marketing video is to research what your competitors are doing on YouTube, Vimeo and SlideShare, which are the most popular video hosting sites. I can almost guarantee at least one of your competitors have videos on one or more of these channels. Next, you’ll want to schedule recurring brainstorming sessions with your marketing team to develop a pipeline of relevant topic ideas for your videos. These can range from product news, your company’s position on relevant industry topics, or even customer testimonials. You’ll also want to map these topics to a specific timeline so there is a consistent flow of videos being distributed to these networks. Then, determine which channels you’ll want to use to promote these videos. Social media sites like Twitter and Facebook are a great way to do this. Once you have the strategy and timeline in place, it’s time to create the script. In our experience, it’s best to plan for a minimum of a minute, and a maximum of 5 minutes for each video.

If your organization doesn’t already own a video camcorder, a Flip camera is relatively inexpensive and very easy to use. We recommend going with 1080P with no more than 60 minutes worth of memory.

When you’re ready to shoot, find a place that has a good, well-lit background. You could either have a billboard made for a room in your office, or have the person stand in front of a company logo. Determining how branded the video is depends on the company’s culture and marketing philosophies. Just remember that when creating the video, allot a couple of hours to ensure time for shooting and editing, and always do a few takes so there is ample footage to choose from .

The most time-consuming part of this process is editing the video. There are quite a few free video editing software offerings available, so, depending on budget and specific needs, you can find the best one with the help of product comparison sites like CNET.

Once editing is complete, you will need to decide where to host it. Although YouTube is the most popular video hosting site, there are many different options, such as the company’s Facebook page, Vimeo and SlideShare. Since your competitors are most likely using one or all of these sites, the more places your organization can be, the better. Make sure wherever the video is uploaded, you provide as many relevant keywords as possible to help increase the chances of it being found and viewed. And last but not least, add a transcript with a description linking back to somewhere on your company’s web site or even a blog post.

Hopefully these tips are helpful, and if you have any questions about this process, please don’t hesitate to contact me on Twitter: . We also welcome your feedback, so if you’d like to share some video creation tips or best practices of your own, please share them below.

Republished with author's permission from original post.

Alexis Karlin
B2B marketing professional, Alexis Karlin, brings high quality experience to the table at Percussion Software. Her creative marketing skills help drive high quality leads to the sales team. She imparts her passion for social media to other team members, to help promote brand awareness for the organization. Through organization and enthusiasm she is able to show marketing isn't just about process and technology, it is about the passion behind the brand.


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