Today I attended an online zoom meetup on “How to get your B2B Video Marketing right” by Vijaykrishna Ravichandran, Head – Videos and New Media, ChargeBee. This session was organized by HelloMeets.
Here are my Key Takeaways & Learnings from this B2B Video Marketing Meetup
A Video Marketer’s Skills = Product Marketing + Deman Gen + Psychology + PR + Copywriting + Marketing Funnels.
Different types of Videos are required for prospects in different stages of the Marketing Funnel.
ToFu (Top of Funnel) Videos include Informational Videos, Videos that talk about Pain Points, Webcam recorded Videos that provide value, Explainer Videos, Video Ads, Storytelling Videos,
MoFu (Middle of Funnel) Videos include Product – Features & Benefits Videos, Value Proposition Videos, Comparison Videos, Customer Testimonial Videos, Instructor-led Videos, etc.
BoFu (Bottom of Funnel) Videos include Product Walkthrough Videos & Helpdesk Videos.
It’s important to create different types of videos and direct the prospects from ToFu to MoFu to BoFu.
How to Determine Which Videos to Create?
Keyword research is essential to video demand gen, as it is to SEO blog/article writing. Use SEO tools to identify topics related to your niche that are actively being searched by your prospects.
If the competition or companies similar to your industry segment are creating certain types of videos consistently, it may be a good idea to consider creating such videos for yourselves too.
Create videos interviewing knowledge leaders both within your company and from outside.
If you host virtual events like webinars, record those long-form videos and upload them to Youtube.
Try to build a personal brand by sharing your knowledge and expertise via videos. This helps you and your organization.
Try to create a series of videos on a particular topic in your niche, to maximize organic visibility.
What should be the Ideal Length of Videos?
Animated Explainer Videos – 30s to 1m 30s; Product Videos – 4m (max).
Other Learnings
- Run remarketing video ads for prospects who have shown interest in your other videos.
- Landing Pages & Email Marketing should work in conjunction with your video marketing efforts.
- A Click Through Rate (CTR) of more than 2% is good.
- You can increase your video CTR by embedding a video link in emails.
- If you cannot afford professionally made videos, just do informational screen record videos with slides and your voice.
- If budget permits, animation & live-action videos work better, especially to scale up your marketing efforts.
Useful Links Suggested by the Speaker for Further Learning
- Steven Pressfield [The War of Art]
- Donald Maass [The Fire in Fiction]
- Pat Flynn [Online Marketer]
- Dave Gerhardt [Marketing Thought Leader]
- Ryan Holiday [Author, Marketing & Self Improvement]
- Wistia Learning Center [Video Hosting & Analytics]
Last, have a look at this ingenious Video made by Zoho Desk, shown by the speaker during the session – I loved it 🙂