Video Marketing Strategy Consulting (B2B)
If you’re wondering how to get the most impact from your investment in video to grow your B2B business, we will make sure you’re on the right track BEFORE any shutter buttons are pushed or lights are set up.
Don’t waste your money doing the wrong things. (Even if they look really great.)
First, what NOT to do with Video
- Do NOT make a video simply because you can.
It’s great that you have budget for video, but creating video assets without any specific goals or objectives in mind can be a terrible waste of time and money.
The only execption would be a Brand (or Overview) Video for your B2B company because this type of video will benefit every company.
- Focus only on YOU and your organization in the Video.
There are way too many business videos that go on and on about how great the company is. WE do this. WE do that. OUR PEOPLE are the best. OUR PRODUCTS are the best. This navel-gazing approach turns off prospects fast.
Instead, make your prospect and customer the subject or hero of your videos. Many video production agencies do NOT know how to do this so be careful.
Video Marketing Strategy Overview
Strategy First
“Strategy” can sound intimidating, but it’s really just a plan to solve a challenge.
In your Video Marketing Plan, you simply need to come up with your objectives or goals, THEN figure out how to pull it off.
When considering how to execute a video marketing strategy, you’ll need to know what video can and can not do. What it can do very well and where it struggles.
There are a lot of other options to market your B2B business other than video and they all need to be considered to come up with the best plan for your unique company.
What specific Marketing & Sales challenges does your B2B company face?
- Are you generating enough leads but it's taking too long to close them?
- Does your ABM (Account Based Marketing) need more support for specific clients or certain industry verticals?
- Does client on-boarding need an overhaul so you can reduce costs and increase satisfaction?
As a business leader, it's up to you to know where the bottlenecks are to improved sales and marketing outcomes.
Once you settle on which challenge(s) to take on, it's time to decide IF video can play a role.
Video is fantastic for many things, but NOT all things.
Once you have a general idea of where video might be of help, then it’s time to go a little deeper.
Who's it for? What's it for?
This phrase from Seth Godin is so eloquent because it sums up a powerful philosophy of solving problems:
Would the people you want to have watch these videos find that video is the best way to get the info on this topic?
Would those people find that this is the best way to get their problem solved?
