Making B2B marketing videos that deliver results

Using videos to connect with prospects adds so much more to a piece of web content. People are extremely visual and emotional beings. Pictures with motion and sound help us understand and find meaning in things. 

There are many ways to do a marketing video but I've put together this five step guide showing how I personally like to plan them. 

1. Choose your format

You've made the bold step to produce a video so first it's time to consider which format to use. As outlined from a recent survey by MarketingCharts.com these are the most common types of B2B marketing video formats:

  • Corporate videos
  • Product demos
  • Webinars
  • How-to/Tutorials
  • Testimonials
  • Customer interviews
2. Pick your Technology

After you've chosen your format the next step is to choose your technology. The good news is that making online videos is more straightforward than you may think. You could keep it simple by pointing and shooting your mobile phone, or you can shoot like a pro with your digital SLR.

3. Planning

Planning is a crucial step to making your video. You'll want to make sure you cover each of these areas to some extent depending on the scope and format of your video:

  • Objectives - Write down what you are trying to achieve so you can always refer back and make sure you are not straying from this as you progress.
     
  • Target market - Clearly define who your target market for the video is. The will help with the next step.
     
  • Style & tone - The style and tone of your video should be well defined to help with the filming and editing process. It's a good idea to search around and watch lots of similar videos online. In your plan, reference those you like and those you dislike, together with explanations for each to help guide the process.
     
  • Length - There are lots of opinions about the best length of marketing videos but there are no hard and fast rules. One thing to think about is that people are time poor these days so in many cases shorter is better. I like quick punchy 1 minute videos for product demos and 2 to 3 minutes for customer interviews and corporate videos. Many of the videos our customers use fit into this range. See example videos from our sites. 
     
  • Audio & script - Plan for elements like the music, voiceover, sound effects and your script. Your script should be well thought out. I like writing a script, then sleeping on it and going over it with fresh eyes a few times before reading it to others using the intended tone and tempo for feedback. Indicate clearly in your script document where you want certain things emphasized to help the reader with cues. If you are doing a customer interview, send the questions to them first, then do some live practice rounds together with them on the day.
     
  • Storyboarding is needed for more complex types of videos like corporate videos. A storyboard is a sketch of the film's sequence of events and can include the settings for:
    • The introduction
    • The journey
    • The punchline
    • A call to action
4. Filming

Now for the fun part, you get to talk about your great products or showcase them doing what they do best. This is an opportunity to educate and excite potential customers, so speak with enthusiasm and focus on the key attributes or benefits. The person in charge of filming should ensure the battery is fully charged and take some test videos before shooting the real thing. 

5. Editing

This list of editing applications have different features and benefits. Pick the one that works for you. Make sure it's easy to edit scenes, add voice overlay or background music and eliminate some of those pesky 'ums' and 'ahs' or long pauses. If you're keeping it simple with limited editing you may want to go for a few takes to choose the best one. 

6. Publishing

There are a number of great platforms you can use to publish your videos, the most popular being YouTube, Vimeo & Flickr. Our sites use YouTube. In your Online Management Area add or open an existing product or article page and scroll down to the Video section. Insert the YouTube embed code in the YouTube box, add a snappy caption, then click 'Save'. 

Congratulations you now have a piece of valuable content that if used well will inform, influence and inspire your prospective customers to act over and over again!


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