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7 Ways to Optimize Your B2B Marketing with Web Video
This is an Article that Inspired’s Scott Tyler wrote for the May/ June 2011 GWP Business, Resource and Lifestyle.
Web video is exploding.
Take YouTube for example, it overtook Yahoo as the second largest search engine in 2008. Karen Stocks from Google Australia and New Zealand reports that “Cisco estimates that web video is over one-third of all consumer traffic and likely to reach 40% in 2011. Cisco also predicts that video will be close to 60% of all web traffic within 3 years”.
A big part of this growth will come from YouTube, with Google reporting that 35 hours of video is uploaded to the site every 60 seconds, and that over two billion videos are viewed a day. On the local front, a staggering six million Australians tune into YouTube every month.
So there has never been a better time to embrace web video and create marketing campaigns that engage and provide a dialogue with prospective clients. In this article I provide seven ways to optimise your B2B marketing with web video.
1. Optimise Your Video for Search Engines.
Integrate keywords and phrases into a text summary to summarize your subject matter and key points. Include your URL.
2. Top and Tail Your Web Videos with your Logo.
Your branding should be consistent throughout all marketing collateral, video included. Top and tail your web videos with your logo to heighten brand awareness. Remember that anyone can embed your web video clips anywhere on the Internet.
3. Use YouTube promotion and Call-To-Action overlays.
YouTube promoted videos let you expand your marketing funnel with Call-To-Action overlays (semi-transparent ads that pop up during your video) that send potential qualified leads back to your site.
4. Embed Videos on Your Website.
Feature web video on the key landing pages of your web site. Take it even further and organise your site into subject-specific channels. Videos can be used to communicate your brand message, educate site visitors on the benefits of your products and services or to share video testimonials from your brand advocates.
5. Integrate video into your email marketing.
To develop rapport with prospective clients, use web video to deliver information directly to their inboxes that is relevant to who they are and where they are in the buying process. It has been reported that email conversion rates can increase by up to 300% when video is included.
6. Leverage social media.
Prospective clients don’t live in social silos online; they visit multiple social platforms every day, from Twitter to Facebook, Myspace and YouTube. You need to market your videos as aggressively as any other new content in order to grow your online community. Promote your web videos across social media sites, your blog, as well as personal and corporate profiles.
7. Create sales videos to engage and qualify buyers.
Web video is a great way to convert casual interest into product curiosity, to narrow your sales funnel and to qualify your leads. Position yourself as the credible industry authority. Communicate and promote your value propositions with basic company introductions, product demo’s and short customer testimonials. Once you’ve built trust, offer detailed case studies and longer videos.
Online video is engaging and is the perfect medium for communicating and educating prospective clients on your products and services. It is also a great way to boost brand awareness to new levels. Understand that when it comes to web video, don’t forget that prospects are listening even if you don’t have their contact information. This is the nature of seed nurturing. It is time to board the web video train. Don’t wait until all the carriages are full.
Is web video something you’ve considered but you would like to learn more? Please contact Inspired Biz-casting on 9762 1255 or email scottt@inspiredbc.com to organise a FREE consultation. At Inspired Biz-casting we’re spreading the word. www.inspiredbc.com
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