B2B: The 5 W’s
A recent post from ReelSEO offers some of the best advice a video production expert can find on B2B video production. The aimClear Blog also offers a thorough synopsis called “B2B Video in Da House! Essential Techniques & Tips for Success from #SESSF,” inspired by “Keys to Success with B2b Video,” a session at this month’s SES San Francisco convention. The session included Leslie Drate, Manager of Social Media at Cisco, and Mark Robertson, Founder of ReelSEO. Highlights from the SES session are below.
Who: People in corporate purchasing positions watch YouTube videos as research. For example, 47 percent of IT professionals watch YouTube videos to research technology solutions.
What: B2B marketers are now using YouTube videos to expose their brand. For example, Leslie said, “We make about 1,000 videos a year at Cisco.”
When: People in corporate purchasing positions watch YouTube videos before, during and after work. Leslie said, “Although 53 percent of B2B IT decision-makers watch tech-related videos during normal business hours, 27 percent watch before normal business hours and 61 percent watch after normal business hours. In addition, 50 percent watch on weekends.”
Where: You can invest in a single, compelling marketing video and post it across the web. Leslie said, “All our videos are posted to Cisco.com (preferably in more than one place) and YouTube.” She added, “Video is also a big asset for our blog posts, Facebook, and other social media.”
Why: YouTube videos can help even a small business go from no sales, online or offline, to full nationwide distribution. To illustrate this, Mark played “CASE STUDY: How Orabrush got into Walmart.”
How: The #1 tip for success with B2B video is to dedicate time. Mark said, “It takes time to create magnetic content worth watching, sharing and repeating.” He added, “It takes time to optimize your video’s title, tags and description. And it takes time to engage and converse with your customers to build persistent relationships.”
