Digital video is an essential part of of marketing communications strategies and campaigns for B2B sales lead generation across all online marketing, social media and other online channels. According to The Adobe 2013 video conversion playbook, engagement with the presentation of companies’ products and services can generate up to 90 percent conversion uplift when video content is used than when it is not used. And in the Adobe 2012 Digital Marketing Survey, 61 percent of marketers cited online video as the top optimizer to convert sales.
For marketers who have not used video in direct sales or direct communications, the process may be daunting. The Content Marketing Institute identified eight key steps for creating and deploying B2B video content to assist. These steps make the process manageable, straightforward and cover the following:
- Execution – producing video content
- Distribution – selecting what channels to use for distributing videos
- Encouragement – using SEO and other tools to tell an audience to watch your video
- Viral – creating content that people not only want to share, but make it easy for viewers to pass the video along
- Optimization – incorporating simple calls to action to convert viewers into customers
- Maximization – making video content a key component of the marketing mix
- Analyzing – using data to determine a video’s ROI, especially in relation to sales lead generation
- Do it again – web video marketing should not be a “one and done” exercise
In a nutshell, the Content Marketing Institute summarized how organizations could accomplish all of the above using the Flimp Platform for video communications and how they work with FlimpAgency to create engaging, professional and cost effective video content. Flimp Media especially agreed with point number 2 above – determining how and where to distribute content. It is imperative that B2B organizations consider how their audiences may be viewing video content (personal computers, mobile phones, tablets) and where their audiences will receive their video marketing campaigns (the office, at home, on the road).
Clients often ask Flimp Media why they can’t just post their video assets on the free-to-use YouTube video sharing site, assuming YouTube will be the engine that will enable sales leads and revenue to pour into their company. To paraphrase what the Content Marketing Institute said:
YouTube is a great free option to put your video content in front of potentially hundreds of millions of viewers; it seems like a no-brainer, but there are limitations. First, many businesses do not permit their employees to access the YouTube video sharing site on a corporate network and thus they may never see it. Second, we find it essential that to increase ROI you must own and manage your conversion funnel, and tailoring methods to capture, track and follow up on leads are critical video marketing campaign success, particularly if you’re trying to drive sales and define a high-quality pipeline of prospects. Unfortunately, YouTube does not provide the essential tracking and analytic tools to execute comprehensive marketing and B2B online video marketing strategies.
Considering Adobe’s and the Content Marketing Institute’s great advice that both, B2B marketers need to focus on business-centric distribution tools (such as Flimp) to host and distribute video content. Our Flimp UK team put together the below video case study that we think you will find beneficial because it summarizes a standard B2B video marketing campaign.
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Jenn O’Meara is the Director of Client Services at Flimp Media. With a diverse digital marketing communications background, Jenn enjoys working directly with Flimp Media’s clients. A graduate of Providence College and Boston University, Jenn can be found rink side most winter weekends cheering on the PC Friars Hockey teams. In the summer, look for Jenn at the beach.