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When to use videos in your B2B Marketing Communications Strategy

Video is an engaging medium from which businesses can persuade prospects, impress their audience and simplify complex messages. According to Cisco, video will account for 69% of all consumer internet traffic by 2017, video on-demand will triple by 2016, and with many B2B marketers using videos to communicate their message, it’s not difficult to see why.

In this article I will show you how and when to use video as part of an integrated communications strategy.

E-learning or product demonstration
Online videos provide an ideal medium to visually demonstrate a product. It’s far easier for your audience to watch a 3-minute video on how to use a product than read through a 20-page manual.

Videos are frequently used in the IT industry to help simplify technical processes and products and make the benefits of the product easier to understand. Autodesk’s PLM 360 video is a good example of this:

Tell a story
Videos that tell an engaging story are more likely to be shared, liked and commented on. Whether it’s a corporate showreel, a product advertisement or a sales campaign, videos should spark interest, evoke emotion and trigger the right response.

Take a look at this video we produced for our client, Novartis Vaccines, as part of their flu vaccine campaign. This is an excellent example of how storytelling components can be shaped into emotion-evoking communication to stimulate action.

Communicate a complex message
Online videos simplify complex messages such as new methodologies, concepts or processes that would otherwise be unwieldy to convey using static web content.

This video explains the new structure within the NHS, and COBIC’s role incentivising healthcare commissioning.

Case Studies & Interviews
If you’re looking for a way to showcase your latest case studies, or promote an individual’s expertise within your industry, videos provide effective and credible ways to promote your products, services and thought-leadership. Video case studies also help your prospects visualise themselves in the role of your happy customer.

We produced these videos on behalf of Adobe to show how three students use the Creative Cloud software.

To summarise, here are my top tips for effective video content marketing:

– Keep it short – The longer the video, the less likely your user will watch it to the end. Three minutes is an ideal length, but this does depend on the content and context.

– Encourage interaction – Keep viewers engaged by adding an interactive component in the video, such as a call-to-action or directing them to other relevant content within your site.

– Encourage viral activity – Create a social media distribution strategy to get as many views to your video as possible, and encourage viewers to share it with their audience.

– Be realistic about capabilities and budget – Not all videos necessarily need to have high production costs. Keep production costs lower by clearly mapping out what your video needs to accomplish and have a clear storyboard from the outset.

Last but not least – always consider the audience you are trying to reach and ensure that the content and context is relevant to them, as this is more likely to increase engagement and conversions.

To find out more about how Torpedo can turn your message into a compelling online video, speak to our motion graphic experts.

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