product launch videos: the good, the bad and the viral
DESCRIPTION
Let’s face it, most product launch videos in B2B marketing are as inspiring as watching lawn grass grow…and do little to raise customer awareness or boost sales. Promoting complex products and services to an audience of smart professionals who research what they need is indeed challenging. The good news is that according to Forbes, 75% of senior executives watch work-related videos at least weekly, with more than half of those watching on YouTube. Overall 65% have visited a vendor’s website after they watched a video. In this session, after a brief presentation, we will discuss: • Objectives to define before beginning • Blueprint for a Successful Launch Video Campaign • What are my metrics to determine success • What makes a product launch video impactful • Video examples of the Good , the Bad and the ViralTRANSCRIPT
The Good, The Bad and the Viral(Why video is vital to a product’s launch success)
@gregkincade
Why Video Matters
Questions to Answer before Beginning
1) What do I want my target audience to do after viewing my video?
2) Can I show my product’s UVP to the customer through my video?
3) Do I have the budget and/or right production team?
4) What metrics do I use to determine success?
5) How will I cross-promote the video across my social media properties?
Making a product video actionable.
1. It must tell a story that resonates with the customero The Future of Shoppingo Protect the Stuff that Matters
2. It must have a clear and unobtrusive Call-to-Actiono Wistia's How not to do CTAs video
3. It must not be too longo Average View Time
4. It must have resources in place to measure the ROIo YouTubeAnalyticsOverview.
Three videos, Three Competitors
• The Bad (aka the Corporate Talking Head) The 'Bad' KMM Video
• The Good ( high production values, but…) The 'Good' KMM Video
• The Viral? (maybe better, but not viral) KMM video - Better?
Let’s Talk Viral
Can a B2B video go viral?
Can B2B product video be viral but not actionable?
Does not have to be viral to be successful.
Appendix: Average Viewing Time
Appendix: YouTube Analytics