We haven’t posted much about video in some time… maybe since “Video: the best B2B marketing tool you’re not using.” Sadly, user adoption is still increasing only glacially …while the barriers to using video continue crumbling, and the reasons for using it keep mounting up. Here are just some of those reasons…
- Why do you suppose schools have employed A/V since the 1950s? …because it’s how people learn. Innumerable studies have shown that material presented visually is learned quicker and remembered longer …and prospect education is a primary mission of every B2B with a complex product or service.
- Videos are unique in that they can be used on your company website, on YouTube, and distributed via email marketing. All of these enable you to drive viewers to your website …where video has proven helpful in boosting conversion.
- Google actually considers video production in its search placement algorithm; hence frequently adding new video content to your site will strengthen your rankings in natural search results.
- According to a Universal McCann study, people find product information and research most compelling when delivered in video format. MarketingSherpa claims that online video is a close second to word-of-mouth communication, when it comes to influencing key decisions.
- And with current technology, you’re no longer forcing prospects to lean forward at their desks to view your content …they can do it while waiting on line at Starbucks.
Video best practices.
A couple of posts came to my attention recently, together containing 15 tips for video creation and promotion: one by Jon Miller on the Modern B2B Marketing blog, and one by Danielle Leitch on SocialMediaToday. I won’t run them all down here …but here are those that resonated most with me, plus some that I’ve picked up on the job:
Point & shoot. There’s no need to invest thousands in pursuit of top quality; in fact, many viewers will give you credibility points for that un-staged look of reality. And keep them short: studies show that 20% of viewers tend to drop off after 10 seconds of video, and 44% drop off after 60 seconds.
Feature videos on your website …and promote them throughout the site and on the home page. Oh, and to increase the likelihood of their being discovered, submit a video sitemap to the search engines.
Replace static PPC ads with video displays. Jon says, “Whereas traditional online advertising conveys a one-dimensional brand message, video-based advertising captivates viewers by fusing entertainment with information about your business.”
Qualify sales leads with longer-format videos. Someone who will watch a 10-minute product demo is far more likely to provide his/her contact information.
Don’t forget mobile. Many viewers will try to view videos on their small screens, so make sure that your videos are accessible from mobile devices.
Leverage social media. You need to promote your online videos as aggressively as all other new content, across all marketing channels – social media sites, your blog, personal and corporate profiles.
Search-optimize your videos using text. Given that YouTube is now the world’s 2nd most-used search engine, your SEO strategy for YouTube is as important as your Google strategy. Create a text summary using compelling copy and keywords to summarize your subject matter and main points, and include your URL.
Upgrade your email marketing with video. Use online video to deliver information directly to prospects’ inboxes …preferably, relevant to who they are and where they are in the buying cycle. Some studies show email conversion rates increase up to 300% when video is included.
Jon’s post closes with one last tantalizing thought: “Salesforce’s YouTube videos churn out as many leads per day as 46 hyper-efficient sales reps. What’s not to like about that?” Indeed, Salesforce even did a video about that; don’t miss it!
