Did you know that Facebook thinks most online interactions between businesses and their customers will soon be mediated by chatbots? Chatbots can deliver an immediate personalized response — which is what customers want. Microsoft has the same idea. The underlying design of Microsoft Windows going forward will be “Conversation as a Platform,” and chatbots will be in on most conversations. Chatbot enthusiasts think bots will replace websites and mobile apps altogether. As this conversational model of human-computer interface takes hold, we’ll need to rethink how we use video. We’ll need to produce chatbot-ready video content.
Video content marketing today
A person embarking on a “Buyer’s Journey” (at the “awareness” stage) is happy to view a short explainer video that brings them up to speed on the main features and benefits. Explainer videos can start a conversation. But follow-up video content — thought leadership videos, webinars, tech talks, testimonials, promotional teasers, etc., are all designed for passive viewing. Success is measured in “views” and, in some cases, call-to-action button responses (e.g., download a trial). Nothing wrong with this. It’s simple and direct. It’s just not especially engaging. For one thing, it’s hard for a viewer to know what’s in a video. Is it going to tell me what I want to know? How long will it take to get to the point?
Video and account-based marketing
If you’re in B2B marketing, you’re probably also into Account-Based Marketing. (And, if you are, won’t you please take our 2-minute survey?) Even if it’s not a formal ABM program, you’re trying to grow your business with key accounts, right?
Looking at the “Flipped Funnel” model shown here, imagine you’re a technology vendor and the buyer you’re trying to extend your reach to has a job title like “network operations manager.” First of all, is this person on a “buyer’s journey?”