- Posted by Kayla Thomson
- On January 4, 2018
- 0 Comments
Videos are becoming more and more essential in a company’s marketing strategy. Typical marketing channels, like social media, are being saturated with content and static images, and it’s become hard to stand out. Creating different types of videos keeps you from becoming background noise to your prospects and can help you reach your inbound marketing goals.
A lot of B2B companies are realizing the benefits of video in their sales funnel, but when it comes to inbound marketing, videos are often ignored because of the time required to produce them.
But not to worry! Videos are an effective content marketing tool that you shouldn’t ignore. Social media is an easy way to get your videos on people’s screens. On Facebook alone, videos are 10 times more likely to be shared than other content. On Twitter, 80% of viewers will watch an entire 30 second video. Videos also help with product-recall for your prospects, and are a creative way to show off your company culture.
And since we all love analytics, it’s important to remember the excellent analytics that come with producing videos. You can see where viewers drop off, what kind of messaging resonates the most, and find the most efficient way to explain your service to a potential prospect.
Here are the types of videos you should start including in your content strategy:
Company Culture Focus
Videos that emphasize company culture are an excellent way to keep your company at the top of a potential prospect’s mind. If they enjoyed watching your video, and it was a unique experience, they are more likely to share it and remember you when they have a problem you can fix.
Risual’s corporate video is an excellent example of this.
Similar to a company culture video, this is your opportunity to focus on your product and how it can solve someone’s problem. This should be high-level and should show off your company’s personality again.
Check out Slack’s case study for an example of this.
Not to be confused with how-to videos, this is type of video should be more of conversation surrounding the industry you are a part of. Discuss trends in the industry, or help solve problems (that in turn lead to your product or service). These videos should be easily shared among industry-leaders and shouldn’t be too heavy on promotional language.
Moz’s Whiteboard Fridays are an excellent example of this. Yes, their product has capabilities to handle the problems discussed, but the videos focus more on the industry and why it’s important to solve a particular problem.
GIFs are becoming extremely popular on social media, and can be easily utilized. Instead of sharing a simple image when you’ve added a new feature to your product, why not create a GIF of someone using it?
Our partner, Cardon Rehab, recently did this to show off a new customization they had recently rolled out.
— Cardon Rehab (@CardonRehab) December 20, 2017
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