It’s a simple fact: video marketing MUST be a part of any B2B company’s strategy. You cannot avoid using video as an essential medium for your brand and reaching out to your audience. People want to do business with other people and videos allow them the opportunity to do so, as it helps create a personal connection.
This doesn’t mean, however, that you can just sloppily throw a few videos together and call it a day. A lot of thought and hard work must be presented in each and every video – especially if you want it to derive an outcome or bring in some leads.
In order to ensure that you are getting the best videos possible produced, here are a few mistakes you MUST avoid:
1. NOT telling a story
The best marketing videos are those that tell a story. Stories have been part of human communication since the beginning of time. The most memorable videos are those with a beginning, finish, and end. Whether it’s an advertisement, “explainer” video, Q&A session, or even live streaming, all of the information should be presented in a manner that resembles a narrative, from start to finish, as much as possible.
2. It’s too long
As much as people want to hear a good story, they only have so much of an attention span. People are really busy these days and don’t have the time (or patience) to view a long marketing video – especially if they are not familiar with your company. The idea is to get to the point quickly. If you add too much “fluff”, you’ll only be wasting your viewers’ time, as well as your own. It’s best to split a lot of content up into a series of videos.
How long should each video be? It really depends on the type of video. Q&A session videos are obviously going to be longer than an advertisement for a product or service. View similar videos from your competitors that have been successful for some ideas.
3. Poor quality
Video production does not have to cost a lot of money. It’s a lot more affordable than it used to be. Therefore, there is no excuse for anyone involved in the B2B space to put out low-quality videos. While you don’t have to put out cinematic masterpieces, the colours and contrast should be visually appealing. Don’t forget about the audio, either. The sound quality of people speaking and background music should be crystal clear and easy to hear.
The quality of your videos will reflect the quality of your company, so it should neither look cheap nor sound cheap.
4. Failing to include a call to action
Every marketing video should lead up to a specific call to action you want viewers to take, whether it be “Visit our site to learn more”, “Give us a call”, “Follow us on social media”, “sign up for our newsletter”, etc… There should only be one call to action per video, and make sure that it is presented clearly at the end so that the viewer will know exactly what they need to do in order to learn more about you and your services or products.
5. Not speaking to the right audience
While it would be nice to have literally everyone watch your video, you can’t just speak to a generalised audience. Think of the demographic you want to reach out to and speak that demographic’s language.
6. Choosing the wrong producer or partner
There are many video production companies out there that have experience making B2B videos, but you need to make sure you choose a partner really knows about video marketing and the exact topics you want to create videos about. View sample videos that a company has done for other companies as a guide to review quality. There are sub-niches in the B2B game. You should get creative input by a production company that will take the time to understand your company and what you are all about and market you accordingly.
If you choose the wrong partner in this, you’ll just be wasting money on videos that do not truly reflect who you are and will not help your brand grow or not derive the outcome you are seeking.
7. Not making it as unique as possible
While you do want to look at your competitors’ successful videos for ideas, you don’t want to make yours TOO MUCH like theirs. Try to incorporate some creativity – especially in the first few seconds. Viewers will know in just 5 to 10 seconds if they want to continue watching the video or not. Try to get their attention right at the start and let them know the benefits of sticking around for the entire video.
Now you have some ideas on how to make the best videos possible. As long as you avoid making these mistakes, you should be off to a good start.