In the age of the informed buyer it’s important to humanize your brand with compelling storytelling, but this can be challenging if you sell a B2B solution.
With all of the content marketing advice out there, many marketers have surely been thinking, “What could our company make videos about? I sell software for banks and accountants, I’m not Kmart, I don’t have funny wordplay about shipping pants!”
Fortunately great video marketing starts with a rock solid story, and every company has at least two of these.
Tell the Right Story
First you have a company story which is mostly internal (who you target, what verticals you sell to, your products, day-to-day operations), and second, you have your brand story which really boils down to why you do what you do and, most importantly, who you do it all for – your customer. The key to amazing video marketing is the way you tell your customer-focused brand story.
As content queen Ann Handley reminds us, there’s a paradox to content marketing: “Your story is not about you; it’s what you do for others.”
This is incredibly true, and it’s why I’m particularly impressed with this video from Motorola Solutions:
Targeting both enterprise and government organizations, Motorola Solutions made this video to speak to those who use their advanced data capture, wireless infrastructure, and voice and data products. It’s very B2B, but the difference here is that it doesn’t shill products, it tells a bigger story. It sells the “moments that matter”.
Here’s a look at what they’ve done especially well:
They’ve crafted a customer-focused message
Rather than a video from their CEO outlining their product line, this video focuses on the wide range of people the company helps and the overarching message of technology. From the very first line, “technology exists to serve”, Motorola establishes that, as a tech company, they exist to serve.
In fact, it’s no mistake that for the first 22 seconds of the video the brand uses the pronoun “us”. This inclusive language immediately connects you with the brand and sets the stage for when they outline their most important purpose: “Motorola Solutions helps people be their best in the moments that matter”.
Rather than a video concept about the features of durable two-way radios, the brand effectively reinforces their importance by showcasing the heroes they help.
They tell the story with persuasive devices
This video’s script is probably the best example out there when it comes to using persuasive language to tell the right story.
We normally don’t notice how much of an impact language can have on creating an emotional response, but just take a look at the rhetorical devices used here. We see everything from alliteration to strategic repetition, parallelism, and some juxtaposition going on:
Overall it’s worth noting the parallelism in sentences like “we learn how to turn their most critical challenges into their most triumphant moments“. It’s because of the script’s selective language that the video has such an inspirational tone.
Next time you create a video, consider your script and the emotional tone you want to strike. The carefully selected voice of your content can work wonders and you can use the same contrasting technique as seen in this video to make your own more inspirational.
Empathize with the customer
While the entire video does speak to what Motorola Solutions does as a company (it’s an About video at heart), it’s really all about the persona they create as a brand. Even though they’re communicating that they’re really proud of what they deliver, they ultimately put the customer on a pedestal:
“while we may not be risking our lives in that burning building, or putting everything on the line to grow the business, or giving our all keep the city running, make no mistake, that is our life’s work.”
Here, Motorola Solutions empathizes with and celebrates the work of their customers, but they also create a connection by insisting they all share the same goal.
Combined with the images of everyday heroes and complex infrastructure technology at work, the video is powerful and customer-centric rather than product-centric. It’s a solid example of a B2B brand selling what they’re proud to do for you versus the benefits you’ll reap as a result of what they’ll sell you.
Next time you plan a new marketing video, consider how you can do the same.