6 ways to work video into everyday marketing

With the release of their first Video Marketing Benchmark Guide, the gurus at Marketing Sherpa got to thinking about the increased role video will be playing future marketing.

When most B2B marketers decide to use video in a campaign, it usually comes to life in the form of a TV spot or viral video. Marketers are limiting themselves by only using video in these two areas, because video has proven to work in other types of campaigns, including lead generation, product launches, employee recruiting and raising brand and product awareness.

By looking to the past, the Sherpas were able to find proven video tactics that worked in past campaigns and will work in the foreseeable future. Here’s their list of six successful video tactics to work into your everyday marketing:

  1. Edutainment. The information in white papers and webinars can be very helpful to a lead generation campaign, but all the content and offers you present may be distracting your audience. Create videos that grab prospects’ attention by creating “edutainment” videos that deliver educational content in an entertaining context.
  2. Compliment live events. Don’t keep seminars and conferences a secret, share them with your online audience. Use streaming video to compliment a real-world event to reach a larger audience, acquire new leads or back a product launch.
  3. Email. Embed informational videos in email to support other campaigns. This one may take some extra time and testing, but marketers who have overcome the technical hurdles have had great success.
  4. Recruit. Create employee recruiting videos to attract the perfect job candidate. Recruiting videos give job candidates a clear picture of your company’s work environment and gives prospective employees more detail on what qualities an ideal worker would possess, improving the quality of job applications.
  5. Product tours. A video tour of your product or service can provide much more information to customers than a simple product page or FAQ. Walk customers through the features and functionality of your products to give customers a better picture.
  6. Organize. Put together a library of your company videos on a popular content-sharing site, such as YouTube or Blip.tv. Using third-party sites as your video archive can provide you with more valuable lead generation, brand marketing and search engine marketing.

It may take some time and a lot of testing, but working video into your everyday marketing is a proven way to boost the success of your campaigns. Read the full MarketingSherpa article for more information and links to case studies where each tactic was successful for businesses just like yours.

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5 responses to “6 ways to work video into everyday marketing

  1. These are definitely areas in which B2B marketers can responsibly embrace the Web 2.0 wave to help generate valuable leads. For those who may not have time to read a whitepaper, a video testimonial may be more appealing and feasible – even for the CEO on the go. A quick, entertaining demo spot on a new product or service can go farther in helping to make a more personal connection to hopefully convert prospects into leads. In example, we did a video for a company in the crowded network access control space. The unique, informative and highly entertaining approach we took really paid off. It helped educate the audience on their offering – the space as it was relatively new at the time – while helping them stand out and differentiate themselves from the pack.

  2. Pingback: 2009 marketing trends: Online video « Training Marketer

  3. Pingback: online video marketing ideas « ebiztoday

  4. Pingback: Fun with B2B marketing videos. Yes, fun. « Training Marketer

  5. Pingback: Fun with B2B marketing videos. Yes, fun. | Marketing Blogs - All Latest Posts

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