Today’s post comes courtesy of David Rose, COO at MagnetVideo, a B2B video marketing solutions company.
Here’s a principle of demand generation that hasn’t changed: High-value, engaging content moves the needle.
And when it comes to engagement, few tactics compete with online video. In fact, 52% of B2B marketers say they use video. Video offers today’s marketers a chance to accelerate the sales cycle and capture a prospects attention like no other media. But not all video is equal. There are several steps you should follow to integrate video into your next demand generation campaign.
Video Production Matters
Before rushing in, take the time to do some planning. Consider how the video can be designed to best support your specific demand generation campaign:
- Begin with the Messaging – Determine the target audience, core campaign message and call to action then incorporate this messaging into the script and visual elements of the video.
- Consider the Production Options – Consider which production styles best fit the campaign objectives and budget. In addition to on-site shoots, motion graphic productions or even repurposed existing marketing assets are very good options for producing high quality video content.
- Keep the Video Brief – Keep the length of the video to around 60 seconds. The attention spans of potential customers are shorter than you think, especially from a mobile device.
Not all Videos are Alike
Instead of producing an epic company video, consider producing different types of videos that can be deployed during various stages of a campaign. Here are three good types to consider:
- Overview – An overview video is ideal for providing an introduction to your company’s solutions and how they solve customer’s challenges.
- Solution Explainer – Explainer videos concisely explain complex products or solutions in a simple way that customers can easily understand.
- Testimonial – Use current customers’ experiences to explain specifically how your company helps solves a problem or improve results in their own words.
Target Video to Hit at the Right Time
Deploying targeted video content to potential clients based on their identified interests or current stage in the sales funnel is ideal.
- Top of the Funnel – Deploy a company overview video to introduce your company and its solutions.
- Middle of the Funnel – Use an explainer video to explain in greater detail how a specific solution can benefit this potential client.
- Bottom of the Funnel – Share a testimonial video from a current customer to describe how your company’s specific solution solved their business challenges.
Video is an ideal demand generation tool. And used properly with your marketing campaigns, video can be highly effective at engaging potential clients and generating valuable analytics.
Are you using video in your demand campaigns? What’s working for you?
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