Video: The Current Big Thing in B2B Marketing

Scott Calonico

video cameraFor some years now, pundits have predicted increasing popularity for video-based marketing. A recent study from marketing firm Demand Metric has revealed that they were right, with around two thirds of the companies surveyed stating that they planned to throw more budget at video marketing in the coming 12-24 months.

Subjectively speaking, people are becoming more used to video-based marketing. Many brands now produce their own video content, and customers are becoming increasingly used to seeing it on their Facebook timelines and Twitter feeds.

There’s no reason why you cannot join in with this trend and market your IT business using video too. Although nearly half of the people surveyed by Demand Metric cited some obstacles to success, such as a lack of in-house resources or a lack of budget, 82-percent of the professionals spoken to described their video marketing methods as “successful.”

Nobody wants to put out amateurish content, but at the same time your customers will not be expecting works worthy of Spielberg when it comes to your corporate videos. Video content that instructs or informs needn’t measure up to Hollywood standards! A Mac running Quicktime and iMovie is more than adequate for putting together an effective screencast or promotional clip.

So, if you want to start to market your company using video, here is a quick list of tips to help you get started:

Think about your message

Think about the pitches you typically deliver to prospective customers repeatedly, and consider whether they would lend themselves well to video presentation. PC-based product demos work particularly well, especially as you can screencast the kind of procedures you would typically show during a real-life demo.

Have a go at producing something

You might be surprised just how easy it is to create a demonstration video, especially in the form of a product-related screencast with a screen-capture video and voiceover.

However, you may find that you simply aren’t cut out for it. If you keep fluffing your lines repeatedly, you may need to get someone else to help, but there’s still every chance you can produce something acceptable in-house without turning to a specialist company.

Think about how to distribute your content

The obvious choice for distribution is likely to be YouTube, and while there’s certainly no harm in making use of it, your own company website is arguably the best place for your video content if you want it to convert to sales. Demand Metric highlight the fact that YouTube’s design means that customers will be distracted by all the other videos on offer in the sidebar, and that there’s a chance these may even be videos belonging to your competitors. It’s perhaps better to consider YouTube as part of your distribution strategy, rather than your marketing strategy.

It certainly seems that people are becoming far more used to video-based marketing, so it seems a shame to ignore it. So many other forms of marketing rely on you being brought face-to-face with customers to “get a foot in the door.” Video marketing gives you a similar kind of contact that’s ever-present—so get in front of the camera and get your sales message out there!