Best Practices for B2B Video Production
Video marketing is essential for a B2B company’s growth. The internet has exploded with video content, and experts predict that videos will make up over 80 percent of total online traffic by next year. Producing a steady flow of video content is one of the best ways to create a strong online presence and generate revenue in this ever-increasingly digital era.
However, simply creating videos isn’t enough. Brands must be strategic about the types of content they promote on their websites and social media channels in order to grab the attention of other businesses. Here are a few best practices to keep in mind:
· Cater your product to other businesses’ needs: Video marketing is the perfect opportunity to showcase how your products or services solve problems or fulfill a need in your specific industry. Produce videos that highlight product features or show informational clips establishing your business as a thought leader with relevant expertise. The key takeaway here is that other businesses will only turn into loyal partners if they see real value in what you have to offer.
· Keep videos under two minutes: Studies have shown that consumer engagement rapidly decreases as time goes on. Most people watch for the first 30 seconds, then start to drop off beyond that point. Create visuals and scriptsthat communicate key points in a quick and simple way. Viewer attention spans are shorter than ever—especially when they’re watching between meetings—so either make your message short and sweet or produce content that’s highly captivating.
· Drive traffic to your other platforms: Your business won’t grow if prospective clients watch one video, then move on. Earn new leads by prompting viewers to check out your website or social media channels at the end of the video. YouTube is a great first place to upload videos because the site offers tools that embed channel links and relevant playlists along with description boxes, where you can include links to products or landing pages.
· Harness the power of storytelling: Successful companies do more than sell a product. They prove that real people and their shared passions are what make your brand different from the rest. Create a video that walks viewers through the story of how your company was founded and how employees are collaborating to make the company vision come to life. This type of content humanizes the company and helps form genuine connections.
· Upload videos on a regular basis: Businesses often shy away from video marketing because they can’t commit to uploading every day or even once a week. Some believe a greater volume of content equals greater engagement. However, many companies have discovered that although output increased, viewer engagement stayed the same. Prospective clients don’t care about quantity as long as you create a consistent upload schedule and stick to it.
Video marketing will only become more commonplace moving forward, especially in the B2B market. Your marketing team should familiarize themselves with these best practices, since video is without a doubt the number-one way to grow your client base and rise to the top of your industry.
Need a video campaign but don’t know where to start? Spin Creative has a seasoned team of advertising specialists who will blaze a trail for your company. Say hello!
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Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
