Oftentimes, our social media video marketing efforts are weighed down by our own customers for the lack of thoughtful stories that can touch upon them. These are like run-of-the-mill, telling everything that the target viewers are least interested in knowing. And the heavy budgets we utilize to create a ‘so called’ powerful video is usually downcast as a no-brainer. There does exist a gap between what we do and what is expected of us. Whether it is B2B video marketing or B2C video marketing, the underlying objective of filling the gap remains the same.
Read aloud to know what it takes to fill the gap and take you closer to your target audience through effective video marketing strategies.
Tell a story that resonates with THE CUSTOMER'S problem
First things first. Your viewer who is also your target audience is the protagonist of your story, not you. Period.
The video should only be about your customers, your viewers, your target audience whom you want to inspire, motivate, entice or call to act. Think of this as the first thought in creating your video marketing campaign.
Why do you have to do this?
Because, unless you can build a connect with them, they are not going to trust you. If you are planning to build an impression about your brand through video marketing or social media video marketing campaigns, you need to sow the seeds of trust in your viewers. And if it is done on solid grounds, it is bound to sprout into a relationship. Later you can make the relationship last by nurturing it.
Now, how do you build trust?
By telling them clearly how their problem is closer to you than anything else, and how they can find a trustworthy mentor in you, who can lead them out safely from the problem and transform their identity for good. Let’s break this down…
Your business video depicts your prospective customer’s problem as a story, wherein the customer is the protagonist, your brand is the solution and you are the Godfather who will show them the right path. Therefore, the video must take your audience on a journey. It must be like saying, “Come, today I’m gonna to take you to meet a friend of mine”. This prepares the viewer to look forward to meeting a new person, visiting a new story and throws in an element of suspense, excitement and enthusiasm to know what would unfold, how they would greet each other, what questions they would ask one another, how friendly and comfortable the meeting would be, etc.
Your business video has to be a medium to do exactly this. Only then will you be in a position to count your engagements with your audience. This being the first step to engage them instantly.
So here is how you build your video story. Take a close look at the stages below.
Problem faced by customers
Telling their own story, having them as the protagonist / subject and keeping their problem as the predicate, you can strike a powerful chord with them. Gain the initial interest to pull them to the next level.
Acknowledge, build a storyboard to connect
Through your video, you are telling them that you know their problem and that you identify with it. This is a way to acknowledge that such a problem exists, take for example in B2B, the problem of inadequate leads to website or in B2C, shortage of availability of extra-large sizes in casual wear. These are the problems faced by customers that need to be identified and matched with your offering to create a thoughtful video marketing strategy. And this is what you need to build a storyboard upon.
Gain customer's trust
Once you have conveyed their story across and have built a connect, you are on your way to gaining their trust. Because, by this time they will understand that you have got a solution to their problem and you know how to get them out of it.
Guide them out of their problem and channelize their growth
As a mentor and guide, now it is up to you to show them out of their tricky situation. This is where your brand comes into play. At this stage, your brand is the elixir that will take your customer out of a said problem and give them an identity, position or status that they have been wanting to attain in their life.
Get your video marketing strategy aligned to meet and greet your viewers through these stages. This will ensure success that both you and your viewer would be proud of. Isn’t this a sure shot win-win?
SPECIFY A CALL TO ACTION
So, your video is ready and you have all the hashtags and interlinks in place to accompany the video on multiple channels of marketing. Ever thought of how your audience will get back to you, if interested, after watching your video?
Oh, oh… It will be like reaching the finishing line first, but the medal going to a contender. So, never miss specifying a call to action at the end of the video. Clear, precise and concise, the call to action is the only actable chord in your entire video marketing campaign that can connect you with your leads or prospective customers. Never miss this!
GET YOUR VIDEO MARKETING DONE THROUGH MULTIPLE CHANNELS
Factor this. You got your first steps right. Thorough and perfect. And you went on to market your video on social media aggressively. Does it sound like an alarm bell? Yes, it does.
For your online video marketing to be impactful, you need to get it out on multiple channels. Utilize, not just social but also email, display ads, broadcasts, television, mobile, web and all other platforms where it can be aired or showcased. Employ every medium and channel to take the story to your target audience. Get it to all those places where you know you will find your target audience.
PROMOTE YOUR VIDEO WITH DIGITAL VIDEO ADVERTISING
Digital video advertising enables your online video marketing strategy to have a strong base for reaching audiences far and wide. As per a study by Cisco, 80 percent of all web traffic will be video content by 2019 and there will be a threefold surge in video traffic by 2021. Going by this statistic, we are at the verge of video content boom. And what better times could we have asked to live in?
Seize the opportunity! Promote and advertise your video on digital media like there’s no tomorrow.
SPELL OUT HOW YOUR BRAND CAN TRANSFORM LIVES
Let your audience know that they will be better off with your brand.
Clearly define the benefits they can achieve with your brand.
Underline the difference it would make to their identity / standing.
Highlight the transformation in their status post use.
Remember, this is the larger purpose…to make them feel that a brand can change their life and their business for good.
These steps are a way to do your online video marketing, social media video marketing or digital video advertising right.
The journey that you take with your viewer with these tested steps will go a long way in cementing the path for innumerable such journeys that your viewers, existing and new, will look forward to take with you.
Every brand out there is trying hard to get itself noticed and grab the attention of a potential customer by employing unique SEO tactics. With the rampant use of digital platforms working on seamless integration globally, it has become the need of the hour to get your brand right up there … in the front … on the face. And making it stand out from the clutter, doesn’t come easy.
In the B2B space, brands have to be more impactful in spelling out the reason for its existence. Some of the most important points to remember while charting out a marketing and promotional plan for your brand’s increased visibility are listed below.
State categorically what problem does your brand solve.
This is the first and the most crucial factor that determines the reason for a brand’s existence. In other words, if you can answer one of the following questions, it will give you the meaning and purpose of your brand.
What gap does it fill?
What problem does it solve?
Is it solving a generic or specific problem?
How far is the stated problem being solved, in part or in its entirety?
To what extent or length is the solution applicable?
What value does it add to the existing barrage of information in the digital space?
Is it a first mover or an alternative?
Finding an answer to one of these questions precisely, will help you understand the basis of your brand. It will help you in positioning the brand so that an appropriate identity is developed.
Identify the markets your brand caters to and build a sound social strategy around them.
Which markets does your brand cater to? Which channels of marketing will you use to promote your brand? Your target market and marketing channels must be clearly defined, right at the inception, stating clearly whether there will be scope for expansion or diversification. The social strategy that you opt now will govern your brand’s reach across various social channels like Twitter, LinkedIn, Pinterest, Facebook, Reddit and Quora to name a few. Customize your brand copy based on the individual social platform to reach the maximum audience. Create multiple hashtags in every platform for quick and easy discovery of your offering/brand copy. Ensure the posts are repeated adequately and integrate multiple channels for seamless results.
Underline the core competency of your offering.
What does your brand “stand out” for? What is its Unique Selling Proposition (USP)? How do you differentiate your brand from the others in its category? What are the strengths of your brand? The answer to these questions will help you highlight the core competency of your brand. With this plank, as a marketer you can develop a brand identity. The identity of your brand thus created, has to be coherent with the brand image that gets formed in the customer’s mind.
Place SEO keywords strategically in your campaigns.
Incorporate crucial keywords strategically within your brand copy to help in pinning it down from the vast ocean of relatable information. Search Engine Optimization (SEO) techniques help brands in improving their chances of visibility. However, it is easier said than done.
So, how exactly does one go about creating an SEO friendly brand copy?
Websites like Wordtracker.com or Google Trends give you the current trending search phrases for any domain, topic or area. It tells you what the buzzword or the most searched word/phrase at any point in time is. It extracts the most searched set of words that in turn helps us to utilise the information for our brand. Here it is fundamental to understand how the so-called keywords need to be used in our content/brand copy/marketing collateral.
Follow the steps below to master your SEO strategy:
Find out the trending SEO keywords related to your topic using a website like Wordtracker.com.
Create content around the keywords or insert the keywords strategically into the content without losing its relevance.
Ensure content is upwards of a thousand words as it then becomes qualified to be pulled into the long-form writing which is highly preferred.
Repeat the SEO keywords at least 11-12 times in the content. Note that these words are spread uniformly throughout the content i.e. from the beginning to the end.
Post/publish the content across various channels.
And how do you benefit from it?
A smart SEO strategy helps improve your brand visibility index, ranking, leads and hits. Over time, you will notice your content ranking higher and attracting more leads.
Include your brand associations and partnerships.
Display all events, associations and partnerships on your page with a direct link to each. Also include an interactive medium to engage with your potential leads. Partnerships and associations add immense credibility to your offering. It demonstrates your interpersonal affiliations and presents an opportunity to further explore your interest in various fields.
Demarcate the category / sector / segment / industry in which your brand is available.
Clarify the industry, segment or category your brand belongs / caters to. This helps in identifying potential clients faster. Your sector is where your market lies, that market is where you will find your customers. Keep floating your brand up there, push notifications and cross-referrals will enable wider reach and increased visibility. For example, in B2B if you operate in the financial domain, you are bound to appear in other related financial spheres like banking, insurance, micro-finance, etc. However, you need to ensure it happens. This spreads the scope of brand visibility across segments and categories.
Ensure ease of navigation and user-friendly interface.
Every brand wishes to rank high on a user’s most navigable interface list. An easily pilotable digital space which gives smooth arrival to a customer’s intended destination with no stop-overs is what all customer’s look for. If your brand can provide that as the very first experience, consider yourself well in the game. And just if you got the SEO thing right, keep reinventing the wheel.
And while you do that, let the leads pour in!
As the world of marketing continues to expand, so do the channels in which messaging is received. For years B2B buyers would use personal relationships, print ads, phone calls and desktops to find what they were looking for. As new generations rise up to take their place, the marketing strategy of B2B companies needs to accommodate the newcomers.
Today that would be the millennials! As the driving force behind the digital movement, millennials demand convenience and speed in all aspects of their work. This is having a large impact on the sales funnel, which the marketing team is to accommodate.
Using a multi-touch marketing strategy is a ready way to be prepared to catch B2B buyers at the optimal time. Mobile marketing is just one of the ways to make sure your business is getting the attention it deserves. Here are some of the reasons why having a mobile marketing strategy is so important:
40% of Revenue Coming from Mobile
The digital experience has become more important than ever. Most buyers do not want to speak to a sales person until they have made the decision to close the deal. Regardless of the industry, buyers expect seamless mobile integration just as they experience as a consumer. Based on a recent study by Google and The Boston Consulting Group (BCG), showed that over 40% of the revenue is attributed to mobile drives or influences. 40% accounts for a TON of money that could be lost if a mobile marketing strategy is not implemented.
50% of B2B Search Queries Made on Smartphones
The generation of millennials are becoming more and more tech savvy. While on the go they are multitasking using their mobile screens for work. Most buyers are travelling to trade shows or conferences. They are able to stay focused and efficient by keeping up with work through their smartphone. Researching products their company needs could very well be a part of the on the go efficiency. BCG expects that there is going to be an increase from 2 hours a day to three hours a day spent on a mobile device by the year 2020.
B2B Mobile Leaders Are Seeing Increased Revenue
Time is money as they always say… By having mobile marketing in place, you could decrease the time to purchase. The BCG and Google study showed that buyers were closing deals 20% faster when companies had implemented their marketing strategy across all devices. In addition to the increased mobile engagement, they have seen that those engages were overall spending more. Mobile-driven/influenced customers have yielded higher profits for mobile marketing savvy companies.
The B2B Buyer Research Population
As mentioned previously, the millennial population is becoming more prevalent in the buying decision for many companies. B2B buyers include the age group of 18 – 34 which has increased from 27% - 46% of all buyers. This age group has always had the convenience of the internet and has tendencies to be more innovative with their time and resources. Being able to direct messaging to another channel allows digital marketers in the B2B space to expand and use all tools available to them.
Mobile App Marketing
Without including mobile in the marketing plan things like mobile web, re-targeting, social media, push notification, apps and in-app messaging aren’t being utilized to their full potential. Mobile app marketing is a medium that can add to a brand’s offline experience. If you think that your audience is not spending time on an app, think again. According to Neilson, people are spending 30 hours a week on apps. That is more than most part-time jobs! Mobile app engagements allow for just another way for brand engagement and recognition.
As the world of B2B marketing continues to grow, it is important to continually optimize your approach across all platforms. With mobile making huge waves in millennial’s lives it is common sense to have your messaging in a place where they will see it. Marketing to the new wave of buyers means stepping up the intensity and creativity in all channels, especially the digital marketing strategy.