This Video Marketing Best Practice Guide is designed to help B2B marketers engage with time-poor and hard to reach decision makers in a clear, concise manner. The Best Practice Guide explores the rising use of video being used as a marketing tool to drive opportunities and generate leads for marketers.
Online video has grown into an easily shareable way for organisations to spread key messages to their target audience. It is also increasingly being used as a marketing channel in lead generation. The rising use of social networking has also boosted this medium of communication, which in turn helps marketers develop more prospects. The use of video enables business-to-business marketers to reach wider audiences to encourage community integration, interaction and to start dialogue between them and their target audience. Marketers can use video as a platform to connect with their audience and to start gathering ideas.
It’s important that marketers prepare a programme of activity – carefully considering video strategy; constructing useful content and use of budget. Deciding where to place video on the company website is very important, as is targeting time-poor business buyers and creating a campaign with reach. Video analytics will give a fundamental understanding as to how effective your video is and whether it meets marketing goals and objectives. Comparing video against industry benchmarks also plays a significant role in measuring its success.
This Best Practice Guide will examine all aspects of creating a well-executed video that accurately conveys key messages to the target audience to nurture business buyers and develop their trust.
This guide will help you:
- Engage with target audiences through the use of video – why more executives are watching videos on business sites every week.
- Deliver relevant and useful content – develop a clear, concise video strategy.
- Incorporate video into a website – interactive marketing that will complement key messages.
- Nurture and generate leads – supply continuous web content to gain business buyers’ trust.
- Analyse results – gain an insight into your audience and how they engage with your videos.
This guide covers:
- Strategy – advice on how to develop a strategy to create a highly effective integrated marketing plan.
- Video location – where to position your video for maximum impact.
- Distributing video – drive traffic and engage with a wider audience.
- Video content performance – achieve business marketing objectives by comparing against industry benchmarks.
Section 1 – Introduction to video as a marketing channel
1.1 The increasing use of content sharing in marketing strategies
1.2 How video fits into your content marketing plan
1.3 The use of video as part of an integrated campaign
1.4 All part of being found online
1.5 The future of video online and in B2B
Section 2 – Excellence in video content
2.1 What’s special about us? The video brand
2.2 What’s it for? The video content framework
2.3 Towards a video strategy
2.4 Production
2.5 Commissioning video
Section 3 – Building video into your website
3.1 When to use viedo on your website
3.2 Where to put video on the site
3.3 Where to situate video on the page
3.4 Technical considerations
3.5 Internal linking and on-site elements
3.6 External linking and off-site elements
3.7 Summary
Section 4 – Using video to target business buyers
4.1 Content is king
4.2 Meet the self-educators
4.3 Find me, find me
4.4 Just a part of the mix
4.5 A little interactivity goes a long way
4.6 Let’s go viral
4.7 At last, we have contact
4.8 What’s the secret to great marketing?
4.9 Matching content to prospects
4.10 A call-to-action at every step?
4.11 Conclusion
Section 5 – Distribution of video
5.1 Video distribution by email
5.2 Video distribution by direct marketing
5.3 Video distribution via social media
5.4 Video distribution using search engines
5.5 Video distribution on mobile
5.6 Viral video distribution
Section 6 – Understanding the effectiveness of your video
6.1 Understanding video analytics
6.2 What information can you obtain?
6.3 How can you obtain, interpret and use this information?
6.4 Connecting video interaction with your web analytics
6.5 What are you trying to achieve with your video content?
6.6 Connecting your in-video analytics to your site analytics
6.7 Reporting on the video data
6.8 Testing
6.9 Linking video analytics to CRM and marketing automation tools
6.10 Benchmarking your video performance
This guide is suitable for:
- Marketing directors
- Heads of marketing
- Marketing managers
- Marketing executives
- Heads of video marketing
- Anyone involved in the process of defining – or re-defining video marketing strategies
