As you brainstorm ideas for your next B2B video marketing message, it’s easy to take the wrong perspective. You may want to focus your corporate video on how wonderful your people are or showcase the bells and whistles of your products. While this is understandable, your business video and its B2B marketing message may fail to resonate with your business customers. To avoid this, you need to adopt the customer’s perspective. What do your customers care about? What do they need to know? How will your product or service benefit them?
B2B Marketing Brainstorming Prompt: What Do Your Customers Care About?
During your B2B video marketing brainstorming session, ask yourself what your business customers care about. When you understand this and address it in your corporate video, you’ll be more likely to develop a connection with your customers. Your business video can communicate that you understand the problems faced by your customers and share their concerns.
One of the best ways to find out what’s important to your customers is to ask. B2B marketing is an ongoing process requiring a dialog between you and your business customers. Take your B2B marketing customers out to lunch, read the same trade journals they read, and ask probing questions at every opportunity. You could even watch their own corporate video productions to gain a better understanding of their concerns. Before producing a single business video, make sure to incorporate questionnaires, interviews, focus groups, and surveys as part of your B2B video marketing strategy.
B2B Video Marketing Brainstorming Prompt: What Do Your Customers Need to Know? Corporate video is an excellent platform for communicating new information. In fact, your business video should be both engaging and informative because your business customers have little time to spare. In addition, you may only have 60 to 90 seconds for your entire business video, so you don’t have time to spare either.
As part of your B2B video marketing brainstorming session, consider what your business customers already know and what they need to know. For example, if your B2B marketing customers are well aware of a new regulation and its affect on their industry, your corporate video on that topic needs to quickly move beyond what they already know and position your solution as the best one. What do they need to know about your solution that makes it better or different than other solutions. What don’t they know about your solution that they should know? Answer these B2B video marketing questions and incorporate your answers into your corporate video.
B2B Video Marketing Brainstorming Prompt: How Will Your Solution Benefit Your B2B Marketing Customers?
Finally, your business video brainstorming session should focus on how your solution benefits your B2B marketing customers. Rather than focusing your business video on bells and whistles, focus it on benefits. Your corporate video viewers may be momentarily impressed by your product’s features, but the benefits are what will win them over. For example, a car that gets 30 miles per gallon has an impressive feature (good gas mileage) but its benefits (save money, reduce carbon footprint, and fewer trips to the gas station) are what resonate with customers. Similarly, if your B2B video marketing involves a business video touting accounting software with online reports, the online reports are a feature whereas the benefit might be anytime, anywhere access to real-time financial data. Focus your corporate video on the benefits and your B2B marketing campaign is sure to be successful.
Brainstorming ideas for your corporate video involves getting into the heads of your B2B video marketing customers. What do they care about? What do they need to know? What benefits will they realize by choosing the solution your business video proposes? Answer these three B2B marketing questions and write your corporate video script around your answers. In short, your B2B video marketing campaign answers the question on your B2B marketing customers’ minds: What’s in it for me?
What do you think? Are there any other questions a corporate video should answer? Share your B2B video marketing ideas in the comments section below.