Introduction to Video Marketing
Video marketing has emerged as a crucial tool for businesses aiming to connect with their audience. As we move forward, it’s essential for companies to refine their video marketing strategies to stay relevant and impactful. Here are seven essential tips to enhance your B2B marketing efforts.
1. Concentrate on a Single Message
When creating video content, clarity is key. Trying to convey multiple messages in one video can confuse your audience. Instead, focus on a single, clear message that resonates with your viewers. This approach not only simplifies your content but also strengthens the impact of your communication.
2. Script content, but avoid reading
While spontaneity can be appealing, having a script can significantly enhance the quality of your videos. A well-prepared script helps you stay on track and ensures that you convey your message clearly. This preparation can alleviate the stress of filming and improve your overall delivery.
3. Technical content? Make it educational
In B2B businesses, a lot of product communication tend to be very technical. In order to deliver the best experience to a large amount of viewers, it may be a good idea to twist the script to make it a learning experience. This type of content is very popular on social media where viewers stay engaged with content that educate them about new topics. It is a simple way to avoid excessive self-promotion and self-centered communication, while building trust and positioning your company as an authority in your industry.
4. Want authenticity? Adopt direct conversational tone
When addressing your audience, aim for a friendly and conversational tone. As new viewers are particularly used to new influencer video formats (think TikTok or Instagram reels), a nice way to strike a chord with the audience is simply to speak to the camera as if you are having a one-on-one conversation. This approach helps to create a connection with your viewers and makes your content more relatable and engaging. Those types of video are also budget friendly!
5. Trim the Excess And Add Subtitles
Attention spans are short, especially online. To keep your audience engaged, ensure your videos are concise and to the point. Make it a point to create a strong introduction and quickly get into the core of the message. If you have extensive information to share, consider breaking it down into shorter segments or chapters. This way, viewers can digest the content without feeling overwhelmed.
A good way to make the content accessible is also to “burn” subtitles on screen. This will allow viewers to follow even if their phone is on mute or they are in a noisy environment (think about viewing a B2B video in the Bangkok BTS Skytrain!). It may also help in the case where you are engaging about technical topics, or using English a lot, as a lot of viewers may not be 100% comfortable with digesting content that is not in their mother tongue.
