You know they matter, so how do you make it happen? Read our latest blog post to find out the 5.5 key steps
Building on our blog, why B2B video marketing matters, we begin to address what to consider when approaching a B2B video marketing campaign. One of the most effective mediums to address an audience is B2B video marketing, as it gets the message and service across quickly and clearly.
So, where to begin?
Before creating anything, meet with your team (or an agency like Transform Digital) to talk through three key points:
1. the major company objective you’re trying to support,
2. what goals you want to set for your campaign,
3. who it is you’re trying to appeal to through video.
Once you’ve worked out what you need and who you’re trying to speak to, the foundations have been set.
Now, it’s time for your imagination to emerge! Develop an engaging and informative, or persuasive (depending on your goal) creative concept. Remember: you’re allowed to be inspired by the work of others — after all, we’re not reinventing the wheel — but you should think of ways to exhibit your brand personality as clearly as possible, while keeping your audience’s eyes and ears in mind. A tool, like Figma, can be a fantastic addition during this stage.
There are many different types of videos you can create for your B2B marketing campaign: explainer videos, product demos, customer testimonials, case studies, webinars, and so many more. Then, you might like to consider creating versions (wherever possible — although it won’t always be) for vertical video while shooting the standard horizontal. Each type of video has its own strengths and weaknesses in a B2B video marketing campaign, so choose the one that best suits your message and target audience. It’s worth considering all options.
Once you’ve decided on the purpose, the ideas, and the video type, you can begin to outline your storyboard (one per video). Storyboarding is the process of sketching out each scene in your video to help visualise the final product. This can help you identify any potential issues or areas for improvement before you start filming.
“How much does video marketing cost?” We hear you ask. Creating high-quality video content doesn’t have to break the bank. If you wanted to, and you put a significant amount of time into the planning, you could create good video content using a smartphone and tripod. However, if you have the budget, it’s usually best to invest in professional video and sound equipment, editing software, or an agency with a video marketing service, like Transform. Video marketing companies, and firms with a video marketing function may be best placed to run your campaign due to their experience, equipment, and focus on driving results. Get in touch with our team to find out more.
You’ve just shot the best B2B video your business has ever seen — and you’re over the moon about it. But, if your SEO hasn’t been optimised, its visibility and engagement, and that all-important goal conversion, won’t match your enthusiasm. It’s a terrible waste, and we see it happen often.
To optimise your B2B video campaign for SEO, use relevant keywords in your video title, description, and tags, as well as including a transcript of your video on your website. This can help search engines, like Google, understand what your video is all about and help to improve its rankings in search results.
We use tools like Semrush to work out what words we’re going to use.
Once you’ve created your videos and have set them up on the platform they’ll be shared from — YouTube, Vimeo, etc. — you will need to promote your new content. Share your videos wherever your intended audience may be: on social media, embedded on your website pages, in your email marketing campaigns, and on paid Google AdWords or LinkedIn ads, which are recommended.
If you need some help with this part, our excellent team at Transform knows everything there is to know about getting your hard work seen.
Why is this a half-tip when, really, your success is the most important part?
Well, that’s because everything you need to know about measuring the results of your B2B video marketing campaign can be found on a separate specialised blog post — coming soon!
For a more in-depth understanding of video marketing, sign-up to our newsletter to read our video marketing guide.