Content is King & Video is the Crown

B2B VIDEO MARKETING BASICS

Melissa Depanian MSPC 3050 April 10, 2013

Online Video Use is Exploding…• 53% of the US watched an online

video in 20121

• 38.7B views from 182M Internet users in December 2012 alone2

• 50% of Internet traffic in 2013 will be video-driven3

• 75% of C-suite execs watch work-related online videos weekly4

• 24M smartphone users watch online videos monthly on their devices5

…The End Goal

For B2B marketers, the goal is increasing revenue

• Begins with compelling content. • Online videos are becoming a key tactic to

convey a brand’s relevance today– Greater human connection

• Engaging and sharable.• Authentic and personable

– Educate prospects and customers• Build thought leadership• Establish expertise• Showcase products and services

– Inexpensive; viewer tolerance for amateurs

BIG IMPACT

Why Video Wears the Crown

INTUITIVE REASONS• Video creates emotions and engages

– It’s personable, appealing, interactive, – 4-7x more audience engagement – Stronger brand retention7

• Video offers more content in less time, less effort– Better conveys complexity– 1 minute of video is the storytelling equivalent to

reading 1.8 million words8

• Video is convenient– Internet and smartphones make video ubiquitous

Why Video Wears the Crown

RESULTS-DRIVEN REASONS• 53x likelier to appear on first results

page of search results9

• 30% higher email open rates10

• 3x increase in email click-thru rates11

• 2x longer website visits12

• 64% increase in buying activity post view13

Focus on Content

• Emphasize what you can do for the buyer• Easy on the self-promotion

– Impacts sharing & credibility• Be personable

– Fun works! Show a brand and culture your audience would want to be part of

• Shorter is better; engagement drops 50% after 60 seconds

• Try different types of videos– Product demos– Customer Testimonials– Case studies– Thought leadership

GET FOUNDGET SHAREDGET SALES

Get Found

SEARCH ENGINE OPTIMIZATION• Google favors video• YouTube is critical, but not the end all

– Owned by Google– 2nd largest search engine

• Use keywords, meta tags, and descriptions• Add transcription• Create a YouTube channel• Consider Video AdWords

– Less competition for keywords = lower SEM cost

Get Shared

ACTIVE PROMOTION• Website and blog

– Page location and behavior– Streaming considerations

• LinkedIn profile and relevant groups• Twitter, Facebook, Pinterst, Google+, etc. • Mobile-friendly coding• Email marketing• QR codes• Call to Action

Get Sales

MEASURE AND CLOSE• Measure video campaign efforts

– Views good, engagement metrics better• Evolve as necessary• Leverage the Groundswell philosophy

– Start a conversation!– Invite feedback

• B2B sales process often long

Resources1 – New Media Trend Watch USA Demographics: http://www.newmediatrendwatch.com/markets-by-country/17-usa/123-demographics?showall=12 – comScore Online Video Rankings: http://www.comscore.com/Insights/Press_Releases/2013/1/comScore_Releases_December_2012_U.S._Online_Video_Rankings3 - Cisco Internet Traffic Study: http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-481360_ns827_Networking_Solutions_White_Paper.html4 – Forbes, Video in the C-Suite: http://www.forbes.com/forbesinsights/video_in_the_csuite/5 - New Media Trend Watch USA Demographics6 – 3M Corporation: http://www.billiondollargraphics.com/infographics.html7 - The Dramatic Impact Of Social Video Recommendations On Brand Metrics: http://www.reelseo.com/social-video-recommendations-brand-metrics-unruly/#ixzz2Q54rHVRv8 – ibid9 - Forrester Research, The Easiest Way To A First-page Ranking On Google: http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html10 – Forrester Research, As seen in the inbox: http://www.forrester.com/rb/Research/as_seen_in_inbox/q/id/54235/t/211 – ibid12 – MarketingSherpa, Content Marketing: Videos attract 300% more traffic and nurture leads: http://www.marketingsherpa.com/article/how-to/videos-attract-300-more-traffic#13 - Internet Retailer, http://www.internetretailer.com/home/