Does Virtual Reality have a place in IT marketing videos?
I’ve always thought of making IT marketing videos as a semi-journalistic exercise — there’s no pretense as to objectivity, but the video certainly ought to communicate something true and worth knowing about. I recently attended a panel discussion at the New York Times on the future of virtual reality in traditional journalism. The Times preemptively grabbed the leadership […]
Share the enthusiasm in subject matter expert videos
What made Candace Payne’s Chewbacca Mom video so irresistible was sharing her enthusiasm. Shared enthusiasm obviously plays a big role in day-to-day buying decisions, too. Consumer marketing gets a big boost from customer video reviews, “influencer” tweets, tutorials on enthusiast websites, etc. B2B subject matter expert videos can share enthusiasm, too. Why don’t we see a lot of […]
“Socializing” technology solution videos (Part 2)
In a previous post, I suggested some ways to generate technology solution videos that feel like the kind of everyday video we’re accustomed to seeing in social media. And as unlike TV commercials as we can make it, because buyers who are researching a solution want to be informed, not sold to. Here are a few […]
“Socialize” your video content for tech buyers
Most video content for tech buyers seems to ignore the fact that regular people spend more than 100,000,000 hours every day watching video on Facebook. Mark Zuckerberg has said he expects that Facebook will soon be 100% video. In other words, video is a medium used for everyday social communication. That makes sense — it’s just another thing […]
Five ways to make watchable technology videos
Tech buyers don’t want to be marketed to. But they do appreciate the speed and accessibility of information delivered in watchable technology videos. Here are five ways to make your marketing videos more watchable. Turn off the sound According to the ad tech company Unruly, videos that work with the sound off are among the […]
7 signs you’re a video content marketing underachiever
Video content marketing is about providing viewers with many opportunities to engage with your company through its videos. Here are some signs you may be missing out on some opportunities. 1. You think you just need a video. Maybe you’re introducing a new product. You want a video that gets people excited, right? But if […]
Selecting an explainer video production company
“Agility makes smaller agencies appealing” according to Gartner marketing expert Jay Wilson. Agile businesses want agency partners who are flexible, collaborative, and responsive. Here’s why you might want to demand these qualities when you’re selecting an explainer video production company. 1. You’re introducing a new product New technology products are often in still in development — […]
Tech marketing videos in account-based selling
Tech marketing videos are often seen as “top-of-the-funnel” infomercials. They’re intended to increase awareness in the early stages of “the buyer’s journey.” But the technology buyer’s journey is different. LinkedIn research on the tech marketing buying committee discussed in a previous post lists these stages. (Note that it’s a cyclical process.) Needs Analysis/Definition Defining specifications, defining a budget or securing […]
The technology buying process and your videos
Linked-In has updated their research into the technology buying process, who’s on the buying committee, and how the technology buying committee proceeds along on their buyer’s journey. (I previously wrote about the earlier study here). The takeaway is this: thinking about journeys, or even committee meetings, is not helpful. Marketers need to envision random walks through their content. As […]
Write a better explainer video script with help from Microsoft Office
An explainer video script for a technology solution is an “elevator pitch.” It says what needs to be said in a way calculated to win over a prospect in the course of an imagined elevator ride to the executive suite. “SmartArt” is not as dumb as I thought it was I’ve been ignoring this clip-arty feature for years, but […]
