business

Master B2B Video Marketing | BrightTALK video webcast

Get camera-ready and start focusing. The trend of using rich media, such as video, on business websites is increasing. Audiences have been engaging actively with rich media websites, generating higher visibility.

How can you incorporate video in your marketing campaign? How can you use video on your website to lure business followers? And, how can you make this video exciting, and purposeful?

This BrightTALK video, featuring experts from Edelman and Velocity Partners, discusses the best practices in B2B video creation, including how to use video in marketing strategy and current trends.

Watch the BrightTALK video on how to make video!

Versatile video

Storytelling: Create a beginning, middle, and end
Can use in all marketing tactics: Teaching, demos, etc…
Video works in increasing views for all businesses

Content is king

Create depth and vision
Aim for engagement
Structure videos strategically
Be an authority on your topic
Represent your brand

Content characteristics

Purpose: Nail objective & story
Tight script
Expert generated
Establish trust
Transparency

Analytics

Track how long people watch
Track sentiments, measure comments
Analyze results and then adapt

Best practices

Fit your audience: “If you speak to everyone, you speak to no one”
Humanize messages
Summarize points at beginning of video
Visuals, use graphics
Be careful with comedy, avoid “cheese”
Practice, create natural flow

Example: Video savvy Pete Matthews & ‘Meaningful Money’

Pete loves making videos about what he is passionate about
Targets audience by producing own video on money sense
Directly understands the success of video to leverage business

It’s your turn, start creating your B2B video

Establish objective & strategy
Find your story
Use team of experts
Create several videos
Embed on YouTube, go where your audience is
Engage audience

Use video marketing to increase your B2B visibility. Standing out with strong content is necessary, so be sure to create a purposeful and informative story that targets your intended audience.

On a final note, remember video is only ONE part of your marketing campaign. After sharing your video, keep conversation going with your target audience. Tell them a story, while creating a strong relationship with them.

For more expert insight, check out these tips from professionals in the video-marketing field:

Social Media Playbook for Business, a video book review

Social Media Playbook for Business, a video book review:

The ideal companion for managers

Tom Funk’s Social Media Playbook for Business Reaching Your Online Community with Twitter, Facebook, LinkedIn, and More is an all-encompassing social media book that covers various aspects of social media: From strategy to platforms to “next level” steps, successes, failures, and future predictions.

Managers who are not directly involved with day-to-day social media may find Funk’s explanations most helpful. He covers social media platforms, competitive analysis, setting up profiles on platforms, and monitoring blogs, etc… Unfortunately, Funk is not very in-depth when discussing what to expect when hiring consultants.

Funk’s book covers everything from

Listening
Ownership
Customer service
Legal rights
Establishing mission
Publishing a plan
Goals
Tracking
ROI
& Deciding if your company is right for social media

Funk succeeds in discussing the importance of writing a sound social media business plan. He explains how to formulate a social media plan like a business plan by translating how social media can benefit businesses in a language more oriented to MBAs than marketing-communications specialists.

A social media business plan, like a business plan, should include

Competitive analysis
Operations plan
Goals
Objectives
ROI
Knowing the difference between earned vs paid media.

The chapter on the future of social media was highly engaging and scientific, covering the topics of

Social shopping
Neuro-linguistic programming
How social media is likely to integrate with our everyday expectations
How social becomes the new “normal”

Tom Funk’s Social Media Playbook for Business Reaching Your Online Community with Twitter, Facebook, LinkedIn, and More combines the creative and analytical aspects of using social media to succeed in your campaigns.

Follow Tom Funk on Twitter

Social Media Playbook for Business Reaching Your Online Community with Twitter, Facebook, LinkedIn, and More

By Tom Funk

Published February 2011

Best for: Managers or business owners interested in learning more about how to combine social media into their businesses, or people who are generally curious about creating a successful social media campaign.