Video content marketing has officially reached the mainstream and unless you’re prepared to put your neck out and take some calculated risks, your carefully sculpted content WILL fall into the abyss. The question is how can you use less conventional types of video content while still getting your message across? Luckily, it’s easier than you might think to develop a wide range of videos for your collection, using video from when prospects show initial interest, all the way to closed business.
Diversifying your Video Output
The flexibility of video is truly unrivalled. It can quite literally be anything you want it to be. However, despite this creative freedom, it would seem that 90% of b2b video communications typically focus on the same pool of video content types.
The infographic below emphasises the value of different formats of video content along the buying process and the information that typically leads prospects towards a sale. The sheer quantity of different ways we can use video to get the message across remains significantly underutilised and presents a major opportunity for those prepared to diversify.
Think Outside The Player
Thanks to the technological development around the video marketing industry, creating video content and marketing video content for your brand has never been easier. Ease of access has unsurprisingly resulted in a more active video market consisting of billions of assets, the majority of which still bear a striking resemblance to one another. It’s clear in the oversaturated 21st century you can’t just throw out a video and expect instant success.
What are the best practices you should consider in producing that killer video?
There are five main areas of focus which need to be considered when producing inspirational videos as part of any content strategy.
1. Be clear about the goal for the video – This will set the tone of the video and smoothness of its production. Important points to consider here are; purpose within the buyer’s journey, how and where it will appear, language, and sound (music and voice over) requirements.
2. Identify the information your business has to share which resonates with the audience – As with any piece of collateral knowing who you are talking to is important. Tell the story your audience want to hear – build more brand affinity and trust by shedding light on a topic they care about rather than pitching your solutions to them directly. I’m not suggesting you don’t include your brand, but it needs to be where it makes sense, giving consideration as to where in the buyer’s journey this content will sit.
3. Keep it short, focused with a logical flow – What is being said and how it is delivered are critical in any video to give your audience the confidence about making that next step. From understanding what the message and purpose is you can then decide on the production styles: talking heads, animated/3D, or a blend. The main thing is not to be boring, after all who said B2B videos couldn’t be funny or entertaining. Keep these videos short, to the point, and at the right pace for maximum impact and engagement with the audience.
4. Provide a clear call to action – Your audience will have spent valuable time as part of a complex journey in consuming information. If your video has done what you set out to achieve and they are feeling engaged, they need to know what to do next, which is a prime opportunity for you to guide them to the next phase.
5. Maximize consumption – Broadcast your video across different sites and platforms for impact and consumption, don’t just leave it to your website alone to do the work.
Overcome the Misconceptions
There seems to be an unfair stereotype that video content is universally expensive to create. That is quite frankly absurd. One of video’s greatest strengths is its ability to morph into what you need it to be. Video content is always an option whether your budget is $1000 or $100. It just requires a little thought. Professionally edited and filmed video is all well and good and for some communications an absolutely mandatory element. But, there are ways you can create effective video content without polish. Scrappy content can be just as effective if positioned correctly. You can put your own spin on video content that is less than perfect in order to maintain the illusion of artistic professionalism. Alternatively, depending on your audience you could adopt cheaper video content alternatives where audience expectations are inherently lower, Vine being a prime example.
— Jonathan Barkworth (@jbarkworth) June 30, 2014
What Do Your Prospects/Buyers Want?
When making the decision on which video format to use it’s important you appreciate what it is your prospects are looking for. What expectations do they have? What do they want to come away with? How are they most likely to digest the video? By answering these questions effectively you can provide your audience with what they want, not just what you want to give them. By meeting their preferences and fulfilling their desires your audience are likely to be much more receptive to your message.
We all know and appreciate the significant merits of video content but in our haste to compliment and praise such a wonderful medium we lose sight of its true potential. If we just open our eyes a little wider we can begin to see the full screen and truly understand just how much video content can offer us. The way you convey your messages in video is now almost as important as the message itself.