What video format should I focus on? What budget should I allocate to my B2B video strategy? Should I externalize everything? How do I choose my video agency? This is the type of questions I hear a lot during discussions between B2B marketers. In this article I will try to share my experience in this area!
It’s a fact: we all like watching a video rather than reading a long text bloc when it comes to learn about a product, a solution or an offer. Video marketing is nothing new, but still its perspectives of evolution are huge and permanent.
The biggest lessons have learnt in the last seven years (since I started working as a BtoB marketer) are the following:
Always segment and adapt your video material depending on who you are targeting.
New prospects, prospects who already know your company but not converted yet and existing customers. I have seen to many videos trying to target the three types of audience in a same video, and this usually leads to a confusing and ineffective video. I am not saying that the video will not look good and fancy, you might be proud about it, you colleagues might like it, but to reach the Holy Grail, conversion and increase of your web pipeline it is not the right approach.
How to deal with one big inconvenient of video marketing: the difficulty to estimate ROI and to capture leads
I recently faced a situation where one of my top managers asked my to justify the ROI of a high budget video. Very frustrating to do this exercice when you are 150% aware and convinced about the importance of video marketing. However I had not much choice and got into a complex ROI calculation (far beyond the basic KPIs like number of views, likes, etc.). End of the story: I convinced my top manager, but I promised myself to find a trick which would avoid me to spend so much energy in such boring calculation.
This is the moment when I started to use Wistia, an amazing professional video-hosting platform, which allows you to capture leads directly from your video. Indeed, the problem with YouTube is the inability to capture your audience. You can push your audience to land on your YouTube channel (links on your website, social media bar), but how to capture and identify your visitors? This you can do with Wistia, and it truly changed my life as web & digital marketer. Wistia has a connector with Pardot (BtoB Marketing Automation by Salesforce), which has a connector with Salesforce obviously. The video marketing web-to-lead process was just very quick and easy to put in place from the moment I implemented Wistia. If you need advices in this area, feel free to ask, I will be glad to help.