7 Online Video Tips Every B2B Marketer Should Know

Making and distributing good B2B video content takes time. It isn’t a quick process to arrange a video shoot, edit video and then upload it to the social web. This work though can come with a substantial pay-off if as a B2B company you understand how to do the little things to maximize the effectiveness of online video.

When it comes to online video several issues exist. Search engines don’t index the content of video well. People can’t always watch video at work because of firewall issues and out of date software. Today’s tips are to help fix some of these issues and to make sure that ROI of online video is maximized.

7 Online Video Tips Every B2B Marketer Should Know

1. Always Include URL In A Video Description – This first tip is so simple but so many businesses don’t do it. Most video sharing sites including YouTube, allow the first 30 characters of a video description to be an active URL. Not only does it make it easy to generate leads back to your site from videos, but this links also count in Google’s PageRank system. Meaning if you publish a lot of video and put links in each of them your organic search ranking in Google will be improved.

2. When Blogging A Video Include A Text Summary – This is a tactic that may add a little more time to getting your video published, but is completely worth it. A good example of this is what the folks at HubSpot TV are doing. Under each of the video is a series a bullet points that summarize what the video covers. While this is great for people who can’t watch the video it also provides text for search engines to better index your video blog posts. Adding text with video is a valuable inbound marketing opportunity.

3. Three Short Videos Are Better Than one Long Video – People have short attention spans when it comes to the web. As marketers providing content it is important that we understand this. Online videos should be short, ideally around 3 minutes, or even shorter. If you have a 10 minute interview, then break it up into smaller interviews. Besides improving the chances that more people will watch it, it also provides the opportunity to focus headlines that fit with different messages within the video.

4. YouTube Can’t Be Ignored – More than 90 percent of the videos watched online are watched on YouTube. While Youtube may not have the best looking video player, it holds the audience. Many B2B corporations use proprietary video players for their web sites, while this isn’t a bad thing, video must still be distributed to other services including YouTube.

5. Use A Multi-Uploader Service To Ease Distribution – Uploading online video, especially if it is high quality or HD, takes a significant amount of time. Because of this, the thought of uploading a video to 10 or 15 sharing sites might seem daunting. This is where services that upload to multiple services at once come in handy. A service like Tubmogul will allow you to upload a video once to multiple sites and can additionally provide good analytic information. Like any other type of online content, distribution is critical.

6. The Smartest Person Isn’t Always The Best For Video – Being interesting on video is not as much about knowledge as it is tone and personality. When selecting employees or partners for B2B video don’t automatically select the smartest person. Think about who is the best at explaining things clearly and doing so in a compelling manner. These people are your video stars, not company experts.

7. Brand Video For Viewing Across The Web – It is easy to forget that people watch video all across the web, since video is embeddable. Don’t assume that you don’t have to brand your videos because people will be watching it on your web site or blog. Including brief branded intro and outro to B2B videos will make sure that whereever they are watched, they will be connected to to the brand and company.

Do you have other B2B video tips? Do you plan to make video a bigger part of your B2B inbound marketing?

Comments

  1. says

    This is an amazing tip! I just changed all my videos on YouTube to make the link active:

    1. Always Include URL In A Video Description

    THANKS! Great post, as always. You guys rock!!1

  2. says

    These are some great tips for creating compelling B2B web video marketing content. Beyond just posting video to YouTube, B2B marketers should consider creating video landing pages (VLPs) that can be used for email marketing, social networking and other lead-gen activity. The benefit of a VLP is that the video is encased with branding, messaging and direct calls to action. VLPs are portable and, if following best practices, should provide engagement analytics to asses the success of outreach.

    B2B marketers should also consider about incorporating online video into intelligent digital collateral, such as brochures, presentations and sales collateral. Using intelligent digital sales collateral with video improves sales force efficiency by putting real time tracking and reporting into the hands of salespeople for prospecting and qualifying leads.

    Since the web is a “lean in” instead of a “lean back” medium, short, pertinent video content is absolutely a best practice. Video is a great way to engage an audience and viewers appreciate content that is :30 seconds to 2 minutes in length.

    Online video is a tactic that can be leveraged for many different activities. It is a great way to communicate complex information and it can be used to showcase product, share FAQs and enable an organization or brand to come to life.

    Thanks!

    Jenn O’Meara
    Flimp Media
    http://www.flimp.net

  3. says

    Great tips! It’s amazing that folks forget to put the link right there. And transcribe! Sometimes your readers just want to skim and get to the point.

    Would add, don’t forget your SEO tricks to get the best bang out of the video lever. Forrester is still reporting a 53% number around VSEO.

  4. News Hound says

    Reply to Jenn O’Meara,

    A VLP sounds like a good idea. Except that when I land on one, I can’t get off fast enough. I find them ANNOYING, and I’ve never talked to anyone who doesn’t hate them. Obviously, that’s an anecdotal finding — can you cite any research that speaks to whether or not VLPs WORK?

  5. says

    News Hound –

    Sorry to hear that you find VLPs annoying. Many of our clients find VLPs to be beneficial because it enables them to combine audiovisual content with branding and direct calls to action in a portable format.

    I can absolutely cite research that supports VLPs working for B2B marketers. Here is an article published last week by Employee Benefit Adviser: http://eba.benefitnews.com/news/open-enrollment-made-easy-2682869-1.html.

    Thanks!

    Jenn

  6. says

    Great article guys. The B2B space is the only segment of “video” that is growing, in fact exploding. I spent more than 20 years in network televison in NYC and you would be hard-pressed to comparable dying industry – perhaps printed newspapers. In my conversations with business clients, I sense that they “get it”. They feel an urgency to have a video of some kind to promote their business and I alway point to YouTube and Google seraches. When you do a search for anything these days – notice that prominent among the first ten results are video clips. This of course is no accident, Google wants to drive “customers” to their YouTube site sto gain more “views/hits” and be able to increase their advertising rates. It is simple economics for them. When I explain this to clients they understand why they MUST have a video to even be found on the web anymore.

  7. pol bouratsis says

    Hello everybody,
    my name is pol and i would like to ask for some tips about online videos.
    I’m working in a communication service and we have a internal webtv were we make interviews of the group leaders.
    The big boss vinterview is over 45minutes and the communication director dosn’t want to cut anything from it!I’m trying to explane him that nobody wants to watch an online video that long but he dosn’t get it, even if nowone wacht it!
    So i decided to make a report suport it by good arguments.
    Do’s anyone knows were i can get this kind of info?
    Like how long do people stay to watch a video? or how long they keep concentrated? or any other info about how to make a good online interview…
    Thank you so much!
    bye

  8. says

    Pol
    just to support your need to persuade your boss. Get him / her to read the comments here and the number of people who support your point of view. You are correct, in this instance.

    i suggest you propose a test to him/her. Put up two versions of the website
    1 – version 1 the full 45 minutes interview.
    2 – version 2. the cut interview including titles that explain what is being spoken about in each section. Maybe there will be 15 sections – you decide.

    Then split your email list of viewers and send one link to half of them and the other link to the other half.

    track the site statistics and use the internal viewing stats to persuade him/her that you are right.
    then release the more successful one to the wide world.

    Best wishes
    Rebecca

    PS Take a look at this video series from Internet Retailing and discuss
    http://www.internetretailing.net/events/events-jumpstart/jumpstart-multichannel-retail-videos/

  9. says

    Rebecca:
    Thanks for answering Pol’s question, which by the way is a great question. I was going to suggest breaking the video into smaller chunks, but to test the difference in responses is a great idea. Having some data is always a good way to prove a point to your boss.

    Thanks,
    Jeff

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