You could comfortably claim that the approach many businesses will take to their B2B video marketing campaigns is similar to an unhealthy approach to self-care. Simply put, we don’t always do the things we know are good for us.
We might eat mounds of sugar, tally far too much screen time in bed, and perhaps even join underground fight clubs (rather than debate today’s complex relationship between consumerism, and uncomfortable societal norms with our political representatives and peers). It’s all one and the same, really: we absolutely know what we should do, then we carry on with whatever we were already doing.
Why? Because we don’t know how to do the good thing.
We hope our recent blog post about why B2B video marketing matters got you thinking about your own plans. In short: what’s the most effective medium through which to talk about your business to other businesses? B2B video marketing campaigns. It gets the message and service across quickly and clearly.
So, where to begin? Here are five (and a half) tips.
1 — What’s the point of your B2B video marketing campaign?
Before creating anything, you need to meet with your team (or an agency like Transform Digital) to talk through three key things:
1. The big company objective you’re trying to support,
2. what goals you want to set for your campaign beneath that,
3. and who it is you’re trying to speak to through video.
Once you work out what you need and who you’re speaking to, you’re ready for the next step.
2 — Ideas and storyboarding.
Now, it’s time for your imagination to emerge! Develop an engaging and informative / persuasive (depending on your goals) creative concept. Remember: you’re allowed to be inspired by the work of other people — after all, we’re not reinventing the wheel — but you should think of ways to exhibit you as clearly as possible, while keeping your audience’s ears and eyes in mind. That will ensure it’s incomparable, no matter what. Tools like Figma can be a fantastic addition to this stage of working through your ideas.
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 — it won’t always be) for vertical video while shooting the standard horizontal — we’ve talked about vertical video before. 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 got the ‘point’, the ideas, and the type of video, you can begin to outline your storyboard (one per video). Storyboarding is the process of sketching out each scene in your video to help visualize the final product. This can help you identify any potential issues or areas for improvement before you start filming.
3 — Lights. Camera. Action!
Creating high-quality video content doesn’t have to break the bank. If you really wanted to, and you put a lot of time into the planning, you could create good video content using a smartphone and tripod. If you have some budget, invest in professional video and sound equipment, editing software, or consider getting in touch with our team — here’s our showreel.
4 — Sort your SEO.
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, 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.
5 — Let the world know about your B2B video marketing campaign.
Once you’ve created your videos and set it up on the platform it’ll be shared from — YouTube, Vimeo, whatever you prefer for what you’re doing — you need to promote them. Share them wherever your intended audience are: on social media, embedded on your website pages, email marketing campaigns, and paid Google AdWords or LinkedIn ads are always recommended.
If you need some help with this part, our excellent Transform Comms team know everything there is to know about getting your hard work seen.
5.5 — Measure your campaign’s success.
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 an entirely separate blog post — coming soon!