8 Ways to Improve Your B2B Content Marketing Video

b2b-content-marketing-videoA recent Animoto survey revealed that 73% of adult consumers are more likely to buy a product or service after seeing an online video that explains it. B2B companies should take note of this survey too, since online video can help support a business’s overall content marketing plan.

Here are tips for using online video the right way for your business:

1. Keep it short


Internet users are, by and large, an impatient group. They want to get in, consume your information and move on as quickly as possible. Keep your videos limited to three minutes or less in order to engage users right then and there. Research also shows that that users are apt to give up on an online video if it doesn’t load within two seconds. Shorter videos will take less time to load and keep eyeballs on your content.

2. Break up longer posts into multi-part series

Take a note from television: leave a cliffhanger at the end of each of your video installments. Breaking up your content into shorter pieces that form a larger series not only helps your content marketing plan by generating more pieces of content, but it also gives users a reason to come back to your site. You can promote your multi-part series just like an entertainment brand does by setting a launch date for your next installment and using your social media presence to promote it before it “airs.”

3. Use inserts

Cutting away from the main action (such as a speech or presentation) to show what the speaker is referring to is called adding an “insert” (because you’re “inserting” content into your scene). If the speaker in your video is referring to something that you can easily show (such as a slide from the presentation behind the podium or a reference to something that would be helpful for the viewer to see), use your software to include that image. The experience will flow more smoothly for your viewer and your video will appear to be seamless.

4. Use title cards

In your video editing software, create title cards that you use at the beginning and end of your video with your business name, logo, website and a call to action. Viewers who are interested in your content might want more, and a title card will help them remember your business name and your company’s visual branding.

5. Create uniformity

Continuity is part of building a strong brand. This extends to your video content marketing plan as well. Your videos should look similar in production value, open and close title cards or even use the same person to deliver information from video to video.

6. Share your contact information

Use your video as a filter to obtain your user’s contact information post play. Displaying company website, social media channels or even a toll free number will provide a way for interested viewers to contact you. The information you receive will be pre-associated with warm sales leads because these users are ones who are invested enough in what you have to offer to exchange their information for it. Use your video as a way to grow your mailing list, social networks and overall outreach.

7. Check audio issues

Don’t waste time creating video content that no one will want to watch. People will quickly abandon video with poor quality sound so invest in a good microphone system (with an additional clip-on mic). If your business doesn’t have a dedicated audio/video department, you’ll have to do a sound check yourself before you begin to record your content.

8. Edit out the mistakes

No one wants to watch video with dead air, a host who stumbles on their words or any other technical glitches. Using simple video editing software like iMovie, Pinnacle Studio Plus or Animoto, edit out any mistakes you’d rather the public didn’t see before you post it.

Quality online video can give an added boost to your B2B content marketing plan. Be sure to follow the steps above and you’ll soon see deeper engagement with your content that can lead to social shares and new business leads.

Photo credit: Flickr

7 Ways Your Sales Team Can Get Results with B2B Social Media

b2b-social-sellingAre your salespeople actively engaged in social media as part of their lead generation efforts? If not, they (and your business) are missing out on great opportunities for researching potential B2B clients, building new networks and uncovering prospects by investigating their social media profiles.

Here are ways to encourage your sales team to embrace social media:

1. Direct your salespeople to refine their profiles

Start by making sure they have social media profiles on the appropriate channels. The marketing team can help determine where your customers and prospects those platforms. Their profile pages need to attract potential customers. While including the basics on an individual salesperson, the profile should mostly focus on your business and the solutions you offer to prospects. Also include videos, PDFs and links to your business website in these profiles.

2. Schedule time for focused social media activity

It takes discipline to use social media properly (and avoid wasting time watching cat videos!). Work with your sales team to plot out a schedule of focused activity on various social media networks, whether it’s a half-hour a day or 2-3 times a week.

3. Generate content your sales team can use

Back in the day, salespeople handed out brochures or fliers to interest prospects. Today, it’s all about customized content marketing. So it’s up to you to ensure your salespeople can refer prospects to first-rate, problem-solving content on your business website. Not only will this draw more traffic to your site, it also supports the sales team’s efforts to position your business as an industry and thought leader.

4. Promote sales blogging

It’s no longer enough to feature a blog post from your CEO or CMO. Members of your sales team should also be blogging and steadily building a rich network of followers. Encourage team members to think about new ways to focus on prospects’ needs and business challenges by answering common questions that prospects ask in their buyer journey. They should also think and blog more broadly about general industry issues, rather than shilling for your business. Again, focus on solutions your sales team can provide and that will draw more interest from prospects.

5. Keep an active LinkedIn presence

For sales of B2B products and services, LinkedIn is probably the most significant platform for your sales team’s activities. Your individual salespeople’s LinkedIn profiles are the first place a prospect will check out, so as noted above, be sure these are up-to-date and contain the right messaging.

Also, each salesperson should be gathering new LinkedIn connections as frequently as possible. Have them build their network by reaching out to past customers, colleagues in the industry, friends and family members. It’s important to have a robust network of connections as part of your LinkedIn profile.

By joining and participating in LinkedIn discussion groups, salespeople will come in contact with a wide range of potential customers — though it’s important to remember these discussion groups are about specific issues, not a venue for blatant self-promotion. Encourage your sales team to answer questions that demonstrate their problem-solving knowledge. An interested prospect will often follow up on his own.

6. Use Twitter to make connections and follow trends

The businesses and prospects you want to connect with may be tweeting. Shouldn’t you and your sales team be listening? Twitter offers a wealth of opportunities for staying abreast of industry trends, which can in turn help your team anticipate future sales opportunities. Once your salesperson has become comfortable on the platform, he or she can reply individually to a prospect’s tweet, thus initiating a one-on-one exchange which turns a cold lead into a warm one.

7. Have a vibrant Facebook presence

Your business should already have a Facebook page. From there, encourage members of your sales team to create a Facebook group that relates to your business offerings and invite people to join. Once the group starts talking, there’s always an opportunity to send targeted messages to individuals within the group and get the sales process moving forward.

Being active in social media isn’t a substitute for picking up the phone or firing off an email to prospects, but it represents a dramatically different way of cultivating leads and enriching your sales pipeline.

Photo: Flickr