Skip Navigation
November 18, 2014

Move Prospects Through the Buying Process with Video

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 to capture attention 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 and beyond.

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 the large majority of B2B video communications typically focus on the same pool of video content types.

The infographic below emphasizes 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 under-utilized and presents a major opportunity for those prepared to diversify.

Lead Nurturing Video

Think Outside the Player

Thanks to the technological development around the video marketing industry, creating and marketing video content for your brand has never been easier. Ease of access has 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 over-saturated 21st century you can’t just throw out a video and expect instant success.

Best Practices to Consider when Producing Strategic Videos

There are five main areas of focus that need to be considered when producing strategic videos as part of any content plan.

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 whom you are talking to is important. Tell the story your audience wants 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 buying 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 towards purchase. After determining the message and purpose of your video, you can then decide on the production style: talking head, animated/3D, or an alternative. 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 achieved what you set out to achieve, and your audience is 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.

We all know and appreciate the significant merits of video content but in our haste to compliment and praise such a wonderful medium we sometimes 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 just almost as important as the message itself.

Greg Dorban

Greg Dorban

Greg Dorban is a Demand Generation professional helping companies to create more opportunities for their sales pipeline. He is Head of Inbound Marketing providing strategic consultation on search, social, web, conversion and content at Ledger Bennett DGA, a specialist B2B Demand Generation agency. Follow him on Twitter @gregdorban

Record and send videos for free

Vidyard GoVideo helps you create engaging presentations for clients, onboard new customers, keep your teammates in the loop, and more – all with video.

Business professional uses Vidyard GoVideo to record a video and sends it via her email client
Learn More
500+ glowing reviews