With more and more having high-speed internet connection, video is huge and growing more popular all the time. (Interesting fact: If YouTube were a country, it would be the third largest in the world, according to EConsultancy.)
As a result, online video is an important channel for business to business marketing. But we want to make sure you do it the right way.
Here are things to consider at the start when considering a video marketing initiative.
- Start with your goals – what you hope to accomplish.
Are you looking to drive awareness (knowledge of your company) or engagement too? (trust and communications)
Are you using it to drive leads?
How will you measure your results? - Plan it carefully
Use outside talent or company resources?
How long will each video be?
How will you get the word out?
Are we aiming for humor, surprise or knowledge of speaker? - Provide strong leadership
It’s not a part-time job for a lower level employee. Find experienced pros like the folks at Find New Customers. (my company)
Here are some recommendations to make it work effectively.
- Make the video fun and interesting. Twists and turns help. Provocative script. Keep it short — 2 minutes or less.
Here’s an interesting video that shows the creative use of graphics, but is way too long at over 4 minutes. - Use social networks to share links to your video. Twitter, Facebook, Linkedin, Delicious, Digg, StumbleUpon, Reddit, etc.
- After they watch your video, give them something to do. (Like visiting a landing page for more.)
You want them to stay awhile and engage with you. Play a game, get useful information, or watch a related video. - Using interesting speakers. If your viewers recognize the person, they are more likely to watch. You can use industry experts, thought leaders or celebrities.
Third party speakers also credibility your employees could never get.
What do you think? Are you using online video? What results are you getting?
