B2B Marketers: Are You Taking Advantage of Online Videos?

March 24, 2011

Online media is the fastest growing media platform in history. Second only to Google, YouTube has emerged as an easy-to-use search tool.

As a manufacturer, are you capitalizing on this powerful tool to disperse your message? You don’t need a “Hollywood” production. As a matter of a fact, the ones done on a mobile phone would do just fine. We’ve done “man on the street” interviews with contractors at will-call counters and on jobsites asking their opinions on tools and other products.

Did you know – Videos convey more info per minute than any other media and 65% of the public like to learn via videos.

These were only a few of the facts that I learned from a recent post by Jon Miller from Marketo. His post, How to Optimize Your B2B Marketing and Sales with Online Video outlines how to use videos to engage prospects in different stages of the buying cycle.

According to a Universal McCann study cited by Brightcove, people find product information and research most compelling when delivered in video format. MarketingSherpa claims that online video is a close second to word-of-mouth communication when it comes to influencing key decisions. No other media channel communicates a deeper, richer message or leaves a more lasting impression than video.

He also offers 10 online video strategies you may find helpful. Here are some highlights:

  • Search optimize your video with a text summary – Use key words to highlight main points and make sure you include the URL.
  • Integrate video into your e-mail marketing programs – Deliver relevant info pertinent to who they are and where they are in the buying process.
  • Leverage social media – Promote across all marketing channels including your blog and both personal and business profiles.
  • Feature on you website – Embed videos where appropriate to promote products, company news or new product promotions.

What are you doing to capitalize on your videos?

If you liked this post, you might also like:

Busy Executives Prefer Video on Web.

Make Video Part of your Direct Marketing Plans to the Professional Tradesmen.

Online Video Marketing: A Great Way to Educate the Professional Tradesman.

Your Most Valuable Asset When Reaching the Professional Tradesman: Thought Leadership

December 1, 2009

thought leadershipWhether you’re using traditional marketing tools or social media, one of your key objectives should be to become the thought leader in your market or category.

As a B-to-B marketer, Thought Leadership is one of the most valuable assets of your brand. When reaching out to the professional tradesman, you have several audiences that you need to build relationships with – Distribution, Buying Groups, Associations and ultimately, the Contractor or End User. Messaging to each of these markets while sharing common traits can and will be different. The sooner you begin building relationships in the buying cycle, the better off you’re going to be. Thought leadership and brand building should be an ongoing process.

I believe social media affords you a better means of reaching your objectives. You don’t become a thought leader overnight. It’s a process that takes time. You need to gain trust of your audience and become the “go to” resource. What better way to accomplish this than through the likes of LinkedIn, Facebook, Blogs and Twitter? Think of it as a form of “opt in” places that people go on a regular basis to read and learn. People follow blogs because the subject matter is relevant to them. People follow you on Twitter for the same reason. LinkedIn has groups you can join based on interest levels in particular issues, causes or markets. You get the picture. There are numerous ways to stay connected and build your Brand.

Jon Miller in a recent post on Marketo, outlines 4 ways to build your brand:

  1. Use your company’s blog to provide insights
  2. Be a solution to a specific problem
  3. Provide original research
  4. Join a speaking circuit

Those are my thoughts on the subject and I’d like to hear what you’re doing to build your thought leadership.



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