Designated Editor

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:

Nurturing Your Network With New Media | American Society of Picture Professionals

If “a picture says a thousand words,” shouldn’t you share it with a digital audience?

Photos courtesy of Carlton SooHoo of Panospin Studios

Pinterest, Google+, Facebook, LinkedIn, Flickr: There are many new media platforms that you can use to share your work on the Internet. How can you use new media to benefit your business? Which platform should you use? Can new media really help with art-oriented initiatives?

Boston University’s Photographic Resource Center and American Society of Picture Professionals asked Designated Editor President Suzanne McDonald to present how to use new media to grow and strengthen your photography business.

During this seminar, Suzanne taught the audience how to develop and maintain contacts, find influencers, what the best digital tools are and how to successfully integrate digital platforms for increased visibility.

Nurturing Your Network with New Media | American Society of Picture Professionals Seminar Presentation from Designated Editor

The following are key takeaways that you, as a photographer, can use in the digital world:

Start investing in a platform where you can control the content (owned media): Create a website, write a blog, create a Twitter account
Generate strong content: Hook and learn about your audience, integrate key/buzzwords, update often,
Continuously add new content: The more content you have, the more feedback and analytics
Use titles and descriptions in all posts
Establish conversations: Circulate a newsletter, use social media, enable comments
WordPress and Wikis are two sites for creating a digital presence

Tools for optimizing content and growing your network

Google Alerts – Drive blogs/content
Wildfire – Find influencers/audience

Social media campaigning

Create brand personality
Place your content in the channel(s) you share with influencers
Monitor, engage, integrate
Target and type your audience; then create Facebook ads directed at them, if you are looking for really good marketing an example is SPM Communications, a PR firm in Dallas, Texas.
Host events

Social media optimization and measurement

Look at your connections and conversations, and measure results
- Measurement/comparison tools: Curalate, Bit.ly, Klout, Twitter Counter
Calculate your ROI, are you getting desired results from your effort?
Maximize ROI: Focus keywords/vocab, connect with influencers, discuss new topics
Change your strategy: Engage more? Use more photos? Curate new content? Be timely.

The world of new media can seem daunting, but think of it as an art form that needs to be mastered: You have a blank canvas and a lot of ideas going on; sort through your options, be observant, smart and respond to your stimuli and audience. Try it out: Strategize but have fun and be creative!