[ Note this article appeared in MarketingProfs ]
You’re creating videos and distributing them through Facebook, YouTube, your blog, and paid media opportunities to generate hundreds to millions of views. But are you forgetting LinkedIn, one of the most important channels for B2B marketers? Here’s how to use videos to maximize LinkedIn lead generation
LinkedIn has documented research indicating that members of the “buying committee” are more likely to connect with vendors on LinkedIn than any other social media platform.
Interweaving video content and webinar content can strengthen the entire content marketing strategy (graphic adapted from MarketingProfs)
Between audience acquisition, webinar content development, webinar management and webinar follow-up activities, B2B organizations can spend more than $15K on their webinar marketing efforts. The problem is — very few B2B technology organizations are generating the leads they should be grabbing and even fewer are effectively engaging these leads after the event is over. Here are some ideas on how to use explainer videos to convert webinar registrants into customers
Here’s why many technology B2B webinars do not generate as many qualified leads as they should — and how videos can help
Reason #1: Most B2B technology webinars are nothing more than a demo.
According to webinar expert Mike Agron, when you are trying to attract top of the funnel prospects, the purpose of a webinar should be to get buy-in for some type of change in your prospect’s organization. Your webinar should not be about making a sale or showing a demo or touting product features. Prospects are still in the learning stage so you have to make your webinars case study based where you showcase a new process, strategy or solution that will lead to better business outcomes.
Reason #2: B2B organizations are failing to quickly connect with their targeted audiences needs.
You must remember that the target audiences you invite to a webinar will vary greatly on where they are in the decision process — not just how much they know or care about you and your solutions, but also what they actually need. In any case, many will be very uncertain whether they should put any more time and effort into finding out what you can do for them (which includes signing up for your webinar.) By adding videos as part of the invite process, you can reduce that uncertainty, because viewing a short video is the most painless way to determine your own level of interest in something. Plus, with a good 2-Minute Explainer animated video, you’ll be able to quickly connect the prospect with the problem you’ll be covering in the webinar.
Not only are videos good for your webinar audience acquisition efforts – but also in the lead engagement process. Remember, because someone signed up for a webinar, it does not mean they will be ready to buy immediately afterward. You have to nourish relationships.
Video follow-up? Yes. Yes. And yes.
Companies usually follow up with surveys and a link to download the recorded session and they’ll call the “hottest prospects” and just dump everyone else into their newsletter list. Here’s a better way to follow up with webinar registrants:
If you made your webinar case study based and if you provided real value, then you should have buy-in to a new process or strategy from your webinar attendees. Now, you want to follow up, with a 2 minute explainer that supports these objectives:
Reinforce your message.
Show prospects how your technology supports the strategies and processes described in the webinar and how it will help them overcome the challenges mentioned in your audience acquisition videos. So, in other words, you are connecting the dots for them.
Move the prospect further along in the sales process
Make it easy for your prospect to share information with other buying team members (not in the form of a recorded 45-minute webinar)
This video is appropriate for webinar followup. Somewhat in-depth. A bit sales-y. Reinforces the productpitch which, in a webinar, should be subtle.
A second follow up email can then provide a combination of an in-depth demo and sales pitch like this Brocade Application Resource Broker in Action video. This video is a five-minute presentation that incorporates animations from a (top-of-funnel) 2-Minute Explainer video that was initially used to introduce the product, and a narrated “demo” depicting in detail what it’s like to use the product.
Implications for content marketing
If your content marketing strategy calls for webinars, you should make it easy for the buying team member who attended the webinar to share the positive new things learned with other team members. That means your content strategy for webinars should anticipate the videos that can be used to follow up. These videos include video product introductions, video product demos, video case studies and whatever else you’ve got. Make video part of before and after webinar strategy.
Video interwoven with your other content marketing initiatives makes the whole fabric much stronger. (Chart adapted from MarketingProfs. On the original, the height of the video bar is 70%.)
You’ve probably seen the original of the chart at the right (adapted from a Marketing Profs survey), or one like it, rank ordering content marketers’ reliance on various “tactics.” As a tactic, video seems to be essential. But, companies often fail to think about integrating video with other tactics. They just order up “a video about X,” as if the video, by itself, were the solution.
Sure, video is great. And there is plenty of evidence that “video” is good for content marketing. If, for example, you Google “video increases website SEO”, you can get more than 58,000,000 results. I’m sure almost all support the proposition.
What’s more, the same video can be used in numerous channels.
But that doesn’t mean your videos should repeat the same message people are seeing in your other marketing channels.
Analyzing the ROI of Video Marketing is the intriguing title of report from the Aberdeen Group that is fairly bullish on content marketing in general, and video in particular. It finds that that “Best–In-Class companies are more likely to use video in their content marketing mix than any other media.” Somewhat disappointingly, it does not present any calculations or examples of actual returns on investment. But it does suggest some analytical approaches.
Conversion rate measurement
Here are the most interesting numbers in the report.
The average cost per marketing-generated lead is $93 for companies using video, compared with $115 for non-video users.
The difference in website conversion rate for sites with video: 4.8% vs. 2.9%
There are few exceptions to the rule that you can’t have a good video without a good script. Even if the production is improvised, what gets used is judiciously chosen and edited to create the script. Here are some of the best information sources for B2B technology videos which you should furnish to the writers to help them come up with the best possible B2B technology video.
Diagrams, flow charts, timelines
This video is structured around a diagram that tells a story. Adapted from a company publication, the diagram depicts both the steps in the process, and how Ultriva’s demand-driven solutions work together to support lean manufacturing..
The best diagrams can usually be found by flipping through PowerPoint decks and white papers, sometimes in blogs and whiteboard videos. You’re looking for a chart, diagram, or Illustration that tells a story — how something works, data relationships, the steps in a process, the jobs and departments involved.
The thing about pictures is — it takes a lot of thought to make one. That’s one reason they make a good starting point for a video. Looking at and discussing pictures also tends to lead to new visual ideas.
Images depicting an “integrated approach” to something are fine for PowerPoint or static web pages. In video, they are apt to “cost” a thousand words.
However, a picture is only worth a thousand words (of narration) if it captures a story pictorially. Diagrams that are themselves made up of words are more likely to require a thousand words of explanation than they are to convey a narrative that can be instantly grasped.
And you can also be sure you’re looking at a lot of thought when you see a process flow chart, a timeline, or a representation of system architecture.
If you market to IT Service Providers, you can get a lot of insight into what they’re doing to grow their businesses here.
I recently did a podcast with Joshua Feinberg, an interesting guy and certified HubSpot partner, whose company, SPHomeRun, helps IT service providers (Cloud, MSP, Consulting, Repair, etc.) with inbound marketing.
One of the subjects we covered was the value of talking to sales reps — people who actually talk to customers — when planning a video project. Even though, as Josh and many others point out, 60% of the typical B2B sales cycle over before a potential client even reaches out to any vendor’s sales department, sales people know the kinds of questions good prospects ask. That’s the kind of question inbound marketing — and your video — needs to answer.
Have you ever been in a situation where you know you need to produce a short video to introduce a product or service, but you’re at a loss as to what it should say? Maybe you’ve got a conference coming up, video is a must-have, and a big software solution you need to showcase. You have some background material — a 40-slide PowerPoint deck explaining how this solution fits into the context of the company’s broad strategy, positioning, product offerings, etc. Yikes! Where do you start? Here are four questions you can ask to help narrow the content down.
Why is the viewer watching?
People watch B2B videos online because they want to find out something. There’s really no other reason. Entertaining animation and eye-popping graphics can make a video watchable, but they don’t make people watch. People watch because they need to know things like:
What prevails in the technology decision-making process is group dynamics — politics, fear of sticking one’s neck out, inertia
The probability of buying plummets the instant the second team member comes on board
There’s another steep decline when the group grows to more than five members.
Group dysfunction is highest in the early stages when they are trying to define the solution.
At that point, long before any vendor has been contacted, the purchase decision is approximately 37% complete.
It’s a wonder any B2B technology ever gets sold.
Defining the solution
This early stage dysfunction has implications for the content of explainer videos because they typically get watched early in the decision process. But how can a video address something as dynamic as group dynamics?
Figuring out exactly what you want the viewer to do after watching your video can help you determine what content to put into the video.
Getting a target audience up to speed on what your product or solution or service can do for them is something video can do very efficiently. But in the world of B2B technology and enterprise solutions — a world where “add to shopping cart” has no meaning — the audience has clicked through to your website and its videos because they already know what you do. They want to know more about how you can help them.
Your video has two objectives, then: 1) provide credible information the viewer wants; 2) get the viewer to take an action that propels him or her along the path to a sale, or, toward a favorable vote in a committee buying decision. This seems obvious, but it’s nonetheless a fact that the video’s call-to-action is often the last thing marketers decide on, after they’re done arguing over which messages will and will not be included in the video.
Here are a few examples that show how upending this process — designing the content around a good video call-to-action — might improve the content and get more action.
For many marketers, “budget”, quickly followed by “timeline” are the first things that come to mind when the subject of videos comes up. Here are a few things well worth considering before you even start to worry about either budget or timeline — because they can affect both. Here are six good questions to ask yourself when planning an explainer video.
1. Which constituencies in our “audience” do we really need to acknowledge?
This video is intended to address three audiences within IT: development, test, and QA. They appear in the graphics, but are not “called out” by name until near the end of the video,
Who gets a shout-out? Your offering may have features that apply to several industries or job roles. You want viewers to know that you know who you’re talking to. But you need to get to the point in the first 20 seconds or so — that’s how much time B2B viewers allow to decide if a video has something to say to them.
One way to expedite the shout-outs is to represent the different industries you serve in the visuals without naming them. Another is to create a different opening for each segment — this makes production a little more complicated, but it need not add a lot of cost, assuming that the central section of the video that deals with the solution itself is the same for all audiences.
2. How well defined is our product now?
The answer to this question will tell you how agile your production process needs to be. If the product or service being promoted in the video is still under development or you’re still a bit uncertain about positioning or its features and benefits, then the content of the video is sure to change during the production process. In most cases, these will be improvements, and should be welcomed, but you’ll want to work with a video production service that is comfortable changing direction as deadlines approach.
Why make a video, anyway?
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