Business Video Marketing: How to Get the Most Out of Your Investment

Business Video Marketing

The business marketing landscape has changed drastically following the swift rise of online video. Video marketing has become a staple of most B2B marketing campaigns. In terms of product promotion, and as a means of concisely communicating often complex ideas and processes to other businesses, web video marketing has one of the highest rates of ROI in the digital advertising industry.

In order to get the most out of your investment in business video marketing, it is essential to set clear goals for your video marketing campaign. Typically these would include generating leads and/or new customers, retaining or winning back previous customers, and identifying new opportunities for gaining customers. An effective corporate marketing video should align with these specific goals while comprehensively detailing all relevant information about the product in engaging and entertaining manner.

When creating a business marketing video, keep in mind that most viewers will only watch the first 60 seconds of any given promotional video or video advertisement. These 60 seconds are crucial for capturing the audience’s attention. This can often be the most challenge stage of web video production. However, if a viewer becomes hooked within the first 60 seconds, the likelihood of conversion increases significantly. In approximately the first 145 words, the script must be able to grab their attention. The best marketing videos provide entertainment value in addition to all of the necessary promotional content.

When creating a marketing video, there are several basic video production options from which to choose. For corporate video marketing campaigns, live action footage, spokesperson video and company representatives are generally the best way to go. They appeal to a mature audience, and using animation and motion graphics, which are both very cost effective, will help keep them engaging and ensure they appeal to a wide demographic.

When the video is completed, you’ll next need to consider how to distribute your video and gain client views. The best place to start is posting the video on your company website. Current customers will be able to easily view the content and refer others there as well. YouTube, Vimeo and other video streaming websites have made it straightforward for companies to create profiles and upload marketing materials this way. This also allows video to be easily shared on social media platforms. The chances that you will reach potential clients and generate easy sales increases with every web page on which your freshly produced B2B marketing video appears.

Finally, it is crucial to track the analytics of your video marketing. YouTube provides a rudimentary interface of analytics for companies to analyze their videos. Data about the number of recorded plays is available, but most serious B2B marketers will need more in-depth analytics than YouTube can really offer. Important aspects that need to be monitored include plays, time viewed, viewer engagement, traffic sources, and more. This feedback is essential for continuously improving your video distribution efforts, and it will inform your future efforts.

Corporate video marketing has enormous potential for increasing leads and conversion rates for B2B companies. Understanding the goal of a well-planned video marketing campaign, using an experienced web video production company, distributing it strategically, and collecting actionable video analytics will all help you ensure that you maximize your investment in every business video marketing campaign.

For the latest published news, articles, statistics and research reports about online video marketing, video marketing trends, video email marketing, video communications, video advertising, web video production, video SEO, online video platforms, streaming video, and mobile video, visit our B2B Video Marketing News Page.


Wayne Wall

Author: Wayne Wall

Wayne Wall is Executive Director of the Web Video Marketing Council.  He can be reached at wwall@flimp.net.