Download - B2B Video Marketing Basics
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Content is King & Video is the Crown
B2B VIDEO MARKETING BASICS
Melissa Depanian MSPC 3050 April 10, 2013
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Online Video Use is Exploding…• 53% of the US watched an online
video in 20121
• 38.7B views from 182M Internet users in December 2012 alone2
• 50% of Internet traffic in 2013 will be video-driven3
• 75% of C-suite execs watch work-related online videos weekly4
• 24M smartphone users watch online videos monthly on their devices5
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…The End Goal
For B2B marketers, the goal is increasing revenue
• Begins with compelling content. • Online videos are becoming a key tactic to
convey a brand’s relevance today– Greater human connection
• Engaging and sharable.• Authentic and personable
– Educate prospects and customers• Build thought leadership• Establish expertise• Showcase products and services
– Inexpensive; viewer tolerance for amateurs
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BIG IMPACT
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Why Video Wears the Crown
INTUITIVE REASONS• Video creates emotions and engages
– It’s personable, appealing, interactive, – 4-7x more audience engagement – Stronger brand retention7
• Video offers more content in less time, less effort– Better conveys complexity– 1 minute of video is the storytelling equivalent to
reading 1.8 million words8
• Video is convenient– Internet and smartphones make video ubiquitous
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Why Video Wears the Crown
RESULTS-DRIVEN REASONS• 53x likelier to appear on first results
page of search results9
• 30% higher email open rates10
• 3x increase in email click-thru rates11
• 2x longer website visits12
• 64% increase in buying activity post view13
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Focus on Content
• Emphasize what you can do for the buyer• Easy on the self-promotion
– Impacts sharing & credibility• Be personable
– Fun works! Show a brand and culture your audience would want to be part of
• Shorter is better; engagement drops 50% after 60 seconds
• Try different types of videos– Product demos– Customer Testimonials– Case studies– Thought leadership
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GET FOUNDGET SHAREDGET SALES
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Get Found
SEARCH ENGINE OPTIMIZATION• Google favors video• YouTube is critical, but not the end all
– Owned by Google– 2nd largest search engine
• Use keywords, meta tags, and descriptions• Add transcription• Create a YouTube channel• Consider Video AdWords
– Less competition for keywords = lower SEM cost
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Get Shared
ACTIVE PROMOTION• Website and blog
– Page location and behavior– Streaming considerations
• LinkedIn profile and relevant groups• Twitter, Facebook, Pinterst, Google+, etc. • Mobile-friendly coding• Email marketing• QR codes• Call to Action
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Get Sales
MEASURE AND CLOSE• Measure video campaign efforts
– Views good, engagement metrics better• Evolve as necessary• Leverage the Groundswell philosophy
– Start a conversation!– Invite feedback
• B2B sales process often long
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Resources1 – New Media Trend Watch USA Demographics: http://www.newmediatrendwatch.com/markets-by-country/17-usa/123-demographics?showall=12 – comScore Online Video Rankings: http://www.comscore.com/Insights/Press_Releases/2013/1/comScore_Releases_December_2012_U.S._Online_Video_Rankings3 - Cisco Internet Traffic Study: http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-481360_ns827_Networking_Solutions_White_Paper.html4 – Forbes, Video in the C-Suite: http://www.forbes.com/forbesinsights/video_in_the_csuite/5 - New Media Trend Watch USA Demographics6 – 3M Corporation: http://www.billiondollargraphics.com/infographics.html7 - The Dramatic Impact Of Social Video Recommendations On Brand Metrics: http://www.reelseo.com/social-video-recommendations-brand-metrics-unruly/#ixzz2Q54rHVRv8 – ibid9 - Forrester Research, The Easiest Way To A First-page Ranking On Google: http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html10 – Forrester Research, As seen in the inbox: http://www.forrester.com/rb/Research/as_seen_in_inbox/q/id/54235/t/211 – ibid12 – MarketingSherpa, Content Marketing: Videos attract 300% more traffic and nurture leads: http://www.marketingsherpa.com/article/how-to/videos-attract-300-more-traffic#13 - Internet Retailer, http://www.internetretailer.com/home/