If a picture is worth a thousand words, think of how much information can be conveyed in thirty frames per second. Recent research indicates that 85% of businesses use video marketing, and 88% of those report a positive ROI. But what if you're new to B2B video content, or if you've made some half-hearted attempts and you have no idea how to improve your video marketing and the other metrics they should, in theory, be lifting up?
Before we get into the nuts and bolts of what kind of video content you should be producing, it's important to understand the "why" of it. Once you know your motivation and your desired results, the types of content and the platforms on which you'll share them practically suggest themselves.
If you feel like your attention span isn't what it used to be, you're not alone. Our online habits consist of short, distracted, bursts of activity that punctuate endless "doom scrolling." Visuals get attention faster and for longer periods of time, and video does this even more effectively. That can keep someone on a site or a page long enough to learn more or to engage with other pages.
Having someone on your website for a longer period of time has a follow-on effect. While Google is notoriously tight-lipped about the particulars of its search algorithm, we do know that bounce rate—the amount of time someone spends on your page before they leave for greener pastures—is a key metric. The more time someone spends on your page, the higher its perceived value, and the higher you're likely to place in the search results. So, there's a clear search engine optimization benefit to video content.
Of course, a viral video is the holy grail of video marketing. While we can't expect every piece of video content to be the next Dramatic Chipmunk, Trololo, or Bad Lip Reading, we can at least craft content that encourages sharing to build brand or product awareness—or to boost conversions.
Now that we know where we're going, how do we get there?
"Who are these people?" Your clients may wonder about your company's history or might like to put faces to the anonymous names and voices they speak to on the phone. Prospective hires, meantime, will want to know more about your culture and values. Video can convey vital information about your company that reassures and informs and converts clients and talented new hires alike.
You know the value of your product, and you work hard at conveying it. But to a skeptical customer, those words are to be expected; no company will downplay the effectiveness of their products and services, after all. Social proof is a powerful sales tool precisely because you're letting clients sing your praises. Video reviews can be helpful in this regard, but it's the more in-depth content—like a testimonial or a thorough case study—that can communicate with true power.
Some industrial products are so straightforward as to be foolproof and completely self-explanatory. Many aren't. Product demonstration videos highlight your products in ways that a spec sheet cannot, showing it in real-world use and explaining its intricacies in ways that text simply can't match.
Some prospects will be visiting your site because they're familiar with your product and know exactly what they need. They will, more often than not, be in the minority. Your bigger challenge is reaching those who have a problem and are in the process of seeking a solution. Explainers are a great way to illustrate your understanding of a particular problem—one for which you just happen to have a solution.
The old-fashioned 30-second or 60-second spot still has its uses, especially as a vehicle for getting your message out on platforms that reward shorter-form content like Twitter, Facebook, and Instagram. It's also a place where brands can let their hair down a bit, but if you decide to show off your playful side as part of your social media strategy, be sure that you're doing it in a way that's consistent with your brand.
B2B video content is just one piece of the bigger marketing puzzle. Just like a photo or an oil painting benefit from an effective frame, the web design and development services provided by Cain & Company ensure your video content, SEO, and every other facet of your manufacturing marketing strategy is showcased in the best possible light. Contact us today for marketing done right!
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Robin ChandlerMarketing Coordinator & Copywriter |
