5 Must Follow Guidelines for an Effective B2B Video Marketing Campaign

Finally, you want to start with a video marketing campaign. 

I’d say, it’s about time you start leveraging the power of video marketing. 

But hang on! As exciting as it sounds, it is not a walk in the park. In fact, it requires a whole lot of planning, strategising and hard work. 

But the results will be well worth the efforts. 

Looking at this report from HubSpot Research, it is clear that the demand for video content is higher than any other form of content. 

Hubspot-research

And don’t misinterpret video marketing campaign as something that is solely based on YouTube. No, things are changing so drastically that companies are steadily conflating their video marketing campaign with their social media strategies. 

In fact, reports say that 500 million people on Facebook watch videos every day, and 10 billion watch them on Snapchat!

Yeah, you heard it right! 

So now that we have established the importance of video marketing, let’s see how you can leverage it using these important guidelines for video marketing campaign. 

1. Consider Wider Opportunities 

Let’s bust one myth before we discuss further – Video marketing is not only part of youtube marketing and sharing it on all your social media channels. 

You can actually interact with your audience using various forms of video marketing. Furthermore, you can include videos marketing strategies like webinars, event videos and more which are not only interactive but can be repurposed also. 

Key videos that you can leverage in your video marketing campaign: 

  • Host Webinars: Do you know the best way to get your audience to engage with your videos? Webinar wins all the way! Not only they increase engagement, but you can also include and share them in the way you want. For example, you can post them on your website, repurpose them as the blog post, add them to your whole video or content marketing campaign, send them via cold emails, and so on and so forth.Also, make sure that you don’t stretch your webinar for too long and neither should it be too short. According to research, webinar audiences prefer attending webinars that run between 30 and 40 minutes long.Webinar Video Marketing Campaign
  • Produce event videos: Event videos are the best way to show your work culture and personality to your audience. After all, personal validation is as important as professional validation. These days people want to work with people who they think are not only professional and dependable but are also fun to work with. You can also set up an interview with a client or the thought leaders who are attending the event. Or you can simply show a glimpse of the event or the keynotes for your audience.For example, recently Apple held their annual keynote and various online print media houses leveraged the opportunity to their best by producing the event’s videos and making them live.For example, the verge summarised the whole keynote in just 14 minutes for their audience and saw a steady jump in their viewers.The Verge video
  • Create product videos and embed them with your textual content Everyone talks about their product or services on their website, but you can enthral your audience by creating explainer videos of your products. For example, ASOS includes videos on all its product pages so that their customers can get a better insight into what they are offering.ASOS VideoYou can also add a dash of wit and humour to your videos, but showcasing or explaining your product/services should be your main priority. 

2. Optimize Your Videos For Search Engine

Creativity, wit and humour are a necessity when it comes to creating your video marketing campaign. 

But there’s one thing that’s equally important, although it works on the back foot, and that is search engine optimization. 

Whatthoughtthough that SEO works only for textual content? 

Here’s the deal – if you are not optimizing your videos as per the SEO, then you are missing out on a lot of exposure. 

But there’s nothing really to worry about. It is oddly familiar with the way you do SEO for your blog. 

Start with optimizing your video description, followed by adding some important keywords. 

Avoid keyword stuffing, add internal as well as external links to the description. Make sure that the links, as well as the keywords, are actually relevant. 

When you want to manage videos at an advanced level, typical advice will be to choose a smart video CMS that is also SEO friendly to manage, centralize, and deliver videos online

See, I told you that the actual idea is just the same. 

3. Feature Influencers in Your Videos 

Influencer Marketing sales

The times are long gone when you had to rely on humongous celebrities to feature in your video marketing campaign. 

Now there are plenty of options for the brand who cannot afford A-list stars. Smaller brands are heavily relying on social media influencers. 

This is not to say that celebrity endorsement is a thing of the past. It is still very much prevalent but now the smaller brands can also indulge in this landscape. 

These social media influencers are actually “micro-celebrities” who have the following base of their own which actually consists of millions of followers sometimes. 

And the best part is, since these people are so relatable, they actually have a loyal audience who is keen to listen to them. All this makes them pretty effective. 

4. Leverage ads to their best potential 

The fundamentals of a video marketing campaign are not very much different from content marketing. 

If you are keen to use your video marketing camping to its full potential, you have to leverage paid ads as well. 

For example, if you are looking for driving traffic to your video marketing campaign on Facebook, use Facebook ads. 

Your ads can particularly target the audience according to their age, gender, location, interest, and much more.

You can even analyze what your daily reach is. If you think that your daily reach is not enough, you can customize your ads to maximize their relevancy. 

Plus, the platform depends on your audience. If your audience is prevalent on LinkedIn, then use LinkedIn ads and so on. 

5. Identify your USP (Unique selling proposition)

The unique selling proposition (USP) or unique selling point is the major thing that can skyrocket your video marketing campaign efforts. 

But the key is to identify your unique selling point first. Your brand is likely to have a unique speciality that helps you stand out from your rivals or contemporaries. 

Apart from this, you have to realize that every social media channel has its own USP. For example, each channel has its own audience, culture and expectations. 

Have a look at some of the channel specific unique selling points that might help you out. 

  • Facebook –  short and funny clips showing your work culture and short case studies 
  • YouTube – Elaborate and highly informative videos. For example, how to videos, top 10 videos and more. 
  • Twitter – Quick and succinct tips redirecting along with a short video 
  • Linkedin – useful and informative statistical resources along with the video 
  • Snapchat – witty, short clips including behind-the-scenes of events, keynotes and office. 

Conclusion 

Hope you have come to the conclusion that starting a video marketing campaign is pretty easy. Almost similar to normal content marketing. 

However, just like content marketing, the video marketing campaign has a whole lot of challenges as well. 

Don’t worry if your first video doesn’t turn out to be as amazing as you expected. Hire a videographer for this purpose. Your main task is to strategise the things and see which platform is the best for you and then accordingly use paid ads as well. 

Which guidelines are working the best for you in your video marketing campaign? 

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