Don’t make B2B marketing videos, until…
As a B2B Marketer, you know that every piece of content that your brand creates matters. With limited budgets, resources, and even ideas, being efficient with your content creation is crucial to overall success.
Don’t waste time and money—before you start production on any video for your B2B content marketing, answer the following questions.
1. What is the goal of this video?
Be specific:
Define the primary objective of your video. Is it to increase brand awareness, drive sales, educate your audience, or something else? Be precise in outlining what you want to achieve to ensure a focused and effective message.
Connect to your overall marketing goals:
Relate the video's goal to your broader marketing objectives. How does this specific video contribute to your company's overall strategy? Ensure that the video aligns with your business goals and fits seamlessly into your marketing plan. Consider current promotions, product launches, campaigns, and events that this particular video might connect to.
2. Where will this video be distributed/viewed?
Make sure it’s going where your audience will see it:
Identify the platforms where your target audience is most active. Whether it's social media, your website, or other channels, understanding your audience's online habits is crucial for effective distribution. Refer to your customer journey maps if you have one; review personas; talk to other team members that have data that will help you determine the best channels.
Make sure it’s optimized for that channel:
Each platform has unique specifications. Consider run-time, aspect ratio, and style guidelines to optimize your video for the chosen channel. Adhering to platform standards ensures your video looks professional and engages viewers effectively.
Channels affect video production:
The platform choice impacts various aspects of your video. Ensure your content aligns with the expectations and preferences of the platform users, influencing decisions like run-time, aspect ratio, and stylistic elements. If your brand intends to use the same content across multiple channels, include time and resources to create multiple videos that fit each of those channels specifications.
Remember: Don’t choose a channel randomly based on it’s popularity. Your audience needs to be on that channel for your content to be successful.
3. In what part of your customer's journey does this video fit?
Secret: the answer is NOT every part:
Identify the specific stage of the customer journey that aligns with the content of your video. Whether it's awareness, consideration, decision, or retention, tailoring your message to a specific stage enhances relevance and impact.
4. What’s the message?
Be relevant, make it useful:
Craft a message that resonates with your target audience. Address their pain points, needs, or interests. Making your content relevant and useful increases the likelihood of capturing attention and fostering a connection.
Show you understand your customer’s challenges:
Demonstrate empathy by showcasing an understanding of your audience's challenges. This not only builds trust but also positions your brand as a solution provider. Align your message with their needs for more impactful communication.
5. What is the CTA?
Consider the viewer experience:
Craft a call-to-action (CTA) that enhances the viewer's experience. Whether it's encouraging them to learn more, make a purchase, or share the video, ensure the CTA complements the overall narrative and contributes to a seamless viewer journey.
Decide where this video will lead them:
Determine the destination of your audience after watching the video. Whether it's a landing page, product page, or another video, guide viewers to the next step in their journey.
Determine the ideal action based on the video's goal:
Align the CTA with the primary goal of the video. If the goal is brand awareness, the CTA might direct viewers to follow your social media. For sales-driven videos, guide them towards making a purchase. Tailoring the CTA to the video's objective enhances its effectiveness.
By addressing these key points, your video can be strategically planned, produced, and distributed, maximizing its impact on your target audience and contributing to your overall marketing success.
