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Film and Animation

6 Top Tips for Incorporating Video Into a B2B Marketing Strategy

With video expected to reach a monumental 80%* of online consumer traffic in 2019, there has never been a better time to begin investing in quality video content.

Here at MTM, we’ve compiled some top tips in producing and integrating video into your B2B content:

1. Be Realistic about your Budget and Time Constraints

The first step in introducing video into your marketing takes place before you’ve even begun brainstorming – establishing a realistic budget and timeframe. Creating a company video, whether it be a product showcase or an interview with a company director, requires a notable level of financial and time resource. While live video production can be expensive, on-brand professional videos can be created on lower budgets. For example, using stock footage is an option that cuts cost and is much more time-effective than filming your own material, while still remaining polished. With that said, it’s always best to agree your team’s expectations early in the process and to factor in extra time for amendments or unexpected technical issues along the way.

2. Shorter Content is Key

As attention spans continue to dwindle, short and snappy content is key in driving engagement, particularly on social media channels. The optimum length of a marketing video is often cited to be under 2 minutes, and if you haven’t engaged your viewer by this point they’re not going to stick around for much longer. Serialising longer video content into bite-size clips will also make your content stretch further, and ultimately get you more bang for your buck.

3. Make Sure Your Message is Impactful

Planning is the key to ensuring your video is impactful, and that often involves the creation of a detailed script and storyboard to hand-off to the relevant professional production partner. Developing a detailed brief is integral to the creative process, it gives you the starting point to develop your idea and ensure any external resource is working to a set of agreed objectives and direction. It also guarantees that your intended message won’t be lost along the way, allowing you to regularly review any changes against your original concept.

4. Don't Alienate Your Audience

If your video does include a voiceover or speech it is worthwhile to spend some time creating corresponding subtitles or accompanying text. Don’t assume that people will be watching your video with the sound-on, particularly if they are accessing your video from a professional environment or at a busy trade event. Furthermore, most social media channels have auto-play settings that mute the video as a default, meaning that audiences have to actively turn on the sound to engage with your video – don’t count on users taking that extra step.

5. If You Haven't Already, Consider Creating a Youtube Channel

There is no better way to collate all your company videos into one place than creating a YouTube channel. Setting up a YouTube channel is a valuable way to spend your time, particularly when you consider that Google favour videos hosted on the video sharing site (rightly or wrongly). With a YouTube channel you are able to compile playlists and create series of video on a related topics to improve your audience’s engagement.

6. Make Use of your New Found Content

Last but certainly not least, make maximum use of your newly-developed content. You have invested in creating great videos, don’t let that content get buried in an old news item or six levels deep. Even if you have created a video for a particular event, it might just be a quick tweak away from being incorporated later on within your marketing strategy.

Make sure you think of all the channels where your video could be used. Social media is the obvious place but your own website, partner or stockist’s sites and at events are offer all excellent opportunities to get in front of your audience. Likewise, think of way to drive traffic to your videos. Email distributions promoting your video can direct recipients to your website, where you have more opportunities to continue the conversation.

Having video on your website tells Google that a page is rich in content and, when your videos are titling in a way with works towards your SEO, makes it more likely to drive your position within Google. Google prioritises video content, believing it is more likely to satisfy your audience, 60% of which identify as ‘visually-stimulated internet users’

It is important to remember that visitors spend over 80% longer on a website with video.