All marketers are being called upon to create increasingly visual and interactive content, so a month dedicated to engagement wouldn’t be complete without addressing video marketing. Video brings a host of complicated questions to the table, and depending on your company, they might not be easy to answer: Should you outsource? Can you manage production in-house? Should you focus on customer or product stories?
Quality video production is challenging in every industry, but when complex B2B products are the focus, it can feel particularly daunting. Sometimes, companies assume that their products are too complicated to be captured accurately in a video format, and others worry that B2B customer testimonials risk being dry or boring. While the intimidation associated with video marketing is understandable, the reality is that when used effectively, the medium can help “boring” products come to life.
As Econsultancy has said before, videos are engaging and shareable. In today’s fast-paced world, many prospects would prefer to watch a short video than spend valuable time digging through product pages. When a great video is shared and rewatched, your company’s search results organically improve. On your video page, be sure to include links to your site to guide leads down the funnel.
Sometimes, video is just what a technical B2B product needs. Complex offerings become accessible and understandable with the help of a visual guide. It might be an example of a company using your product successfully, or it might explain the outside-the-box potential your services hold. Sometimes, seeing really is believing.
B2B companies thrive when they find a way to attach human stories to their products. Video is the perfect way to do that by highlighting testimonials of customers who have seen firsthand what your company can do. Use a storytelling narrative to demonstrate how your company’s product impacts real humans and how grateful they are. Sharing the experiences of real people is always engaging, especially in B2B where to some, it might be unexpected.
Image via (cc) Spin Creative
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