New Buyer’s Journey Videos
I’ve been writing recently about videos for the buyer’s journey. We tried to capture the essentials of these ideas in the video linked to the right. It’s under a minute long, so I won’t give away the plot except to say that targeting different interests on the buying team seems to us to be a […]
My eight best explainer video content tips
I’ve been working with clients to make videos that help their buyers make decisions about enterprise technology solutions for some time. Here’s a summary of the best tips for video content I’ve shared recently. 1. Make several videos from one. Why? It’s very cost effective and simple to slice and dice even the shortest video […]
Most B2B marketing videos don’t support the buyer’s journey
Most B2B marketing videos don’t support the buyer’s journey because they are product-centric. They accompany product introductions, reside on product pages and are featured in product promotions. Most B2B videos are designed for the “awareness” phase of the buyer’s journey — that is, “Introducing (ta-da!) Cloud Security v.3.0!” These overview “explainer” videos are useful. Customers, […]
Making explainer videos for the buyer’s journey
A trend we’re seeing in the production of information marketing videos is that our clients are increasingly interested in making explainer videos for the buyer’s journey “consideration phase.” This is the point where prospects think they have the problem pretty well defined — now they are trying to get a handle on their options for solving […]
Videos for the buyer’s journey
A couple years ago, Forrester analyst Lori Wizdo depicted the marketing sales funnel in this clever sideways view, with the funnel “bottom” becoming a confused network of criss-crossing channels in which buyers and influencers share the information they collect for themselves. “Marketers who continue to ‘go to customer’ with product-centric campaigns and offers,” she wrote in this blog […]
Make white papers work better with video
Done well, there’s really nothing quite like white papers. Here are four ways to use make white papers work better with video, and how to make this staple of marketing content a little more appetizing. Use video to increase downloads White papers are supposed to be interesting, technical, and objective. Well — nobody really […]
Why your eNewsletter should link to videos
This the third in a series about integrating video with your other email marketing tactics. Here is why your eNewsletter should link to videos The word “video” in the subject line increases click rates by 65% That’s according to a 2013 MarketingProfs study. This is good news for technology marketers, most of […]
Use videos to maximize LinkedIn lead generation
[ 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 […]
Use explainer videos to convert webinar registrants
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 […]
B2B video marketing: consistent messaging or repetitive?
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,” […]
