Five Tips to Create Engaging B-to-B Videos

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B-to-B Videos Create Engaging Five Tips to BUSINESS MARKETING ASSOCIATION

Transcript of Five Tips to Create Engaging B-to-B Videos

Page 1: Five Tips to Create Engaging B-to-B Videos

B-to-B Videos Create Engaging

Five Tips to

BUSINESS MARKETING ASSOCIATION

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According to a 2015 survey by Regalix, 78 percent of executives worldwide said they consume video. It’s a fact:

Video is now a viable content channel to connect with even the most senior buyer. Despite this, B-to-B marketers continue to lag behind their B-to-C counterparts in the use of video. Ahead, we’ll cover five tips

to help you begin creating smart, engaging videos that will capture your prospects’ attention and boost your ROI.

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START WITH A CONTENT PLAN

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“The information needs are great in B-to-B. There are a lot of people involved in the buying process,”

says Michael Brenner, head of strategy at NewsCred, “and that adds complexity.” Before launching promotional videos for

a product or service, develop your entire communication strategy and define your business objectives. From there, you can better

determine where video fits into the overall content mix and what your videos will specifically need to accomplish.

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KEEP ’EM SHORT AND SWEET

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Best practices for written content suggest going longer, but video is headed in the opposite direction. Attention spans are waning, and one way to ensure your entire video is viewed

is to make it short and compelling. Aim for under a minute. Of course, this rule is not hard and fast. If you have a longer,

more complex story to tell, you should produce a longer video. But that is an exception to the rule.

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THINK SCRAPPY

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Because of budget constraints, it’s understandable if your video content isn’t a polished, Super Bowl-worthy masterpiece.

But a lack of budget is no excuse not to produce video content at all. Instead, focus on producing lower budget videos that make use of graphics, animation, and voiceovers. As long as the content is compelling, the visuals don’t need to be highly produced.

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MASTER POST-PRODUCTION

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Editing is what gives your videos life and character. Beyond adding graphics and ensuring a reasonable length, marketers should use post-production to consider where the

content will live. For example: Is your video going to be embedded on social or hosted on a website with mostly mobile traffic? You’ll need subtitles. Is your footage mostly a talking head? Then make good use of B-roll. Beyond that, this is also the

place where you can add a killer CTA that drives conversions.

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UPLOAD DIRECTLY

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Once your video is complete and ready to launch, it’s important that you upload wherever you can. That means uploading directly

to Facebook, Twitter, and Instagram. Ideally, you’ve created specific versions for each of these channels. But you should also

post to channels like Vimeo and YouTube, the latter of which will make your videos easier to post on LinkedIn. Finally, post your

videos somewhere on your website where they can be easily discovered.

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