B2B Video Marketing on the iPad

iPad video

Whether you’re considering managing your B2B video marketing campaigns on your iPad or catering to an audience that watches B2B marketing videos on one, you’ll need a solid plan and a few good apps. With its awesome display and extreme portability, the iPad makes managing and viewing any corporate video a real pleasure.

Apps for Managing Business Video

As a B2B video marketer, you’ll appreciate having your videos within easy reach. Not only that, the new iPad features a much better camera than earlier versions making it possible to shoot impromptu videos in HD. What’s more, with a video editing app, you can even edit your videos. Here’s a look at the best apps for managing your B2B marketing and business video efforts:

  • iMovie – This app is available for about $5 from iTunes and allows you to edit soundtracks, add titles and graphics, and more.
  • Avid Studio – If you’ve been involved in corporate video for any length of time, you’ve likely heard of Avid video editing software. The Avid Studio, again about $5, scales down Avid for the tablet, giving you quick and easy access to professional transitions, effects, and more.
  • Vimeo App – Vimeo is a popular video sharing site. Whether you want to upload a recently edited (on your iPad, of course) corporate video to Vimeo or quickly launch one of your B2B marketing videos in order to quickly show a prospect your business video, having an app with easy access to your video sharing account makes doing so a matter of just a few taps.
  • Constant Contact App – If you use Constant Contact to manage your email-based B2B marketing campaigns, you’ll want to download the Constant Contact app. This little app allows you to manage contacts and lists, view reports, post links to Facebook and Twitter, and write, edit and send email campaigns. If you use a different email B2B marketing service provider, check to see if that provider has a similar app.

Using the iPad for B2B Video Marketing

In addition to apps, the iPad makes it easy to share your corporate video with prospects. Imagine stopping by a prospect’s office and having everything you need at your fingertips. The days of dragging along laptop, DVD, video projector, and a screen are long gone. When the conversation lends itself to sharing your business video, simply whip out your iPad, tap on the video, and hand it over for your prospect’s viewing pleasure.

If you plan on using the iPad to shoot your B2B video marketing footage, keep in mind that while it is capable of recording high definition video, it’s not the best choice for professional business videos. Use the iPad to capture those moments and places that happen on the fly but understand its limitations.

How Users May View your B2B Marketing Videos

Business users use their iPads to watch videos on YouTube, Vimeo, and individual websites. Some may access your video after clicking a link in one of your B2B marketing emails while others may watch it directly on your website. The new iPad continues Apple’s tradition of not supporting Flash, making it smart to present your videos in formats the iPad can handle.

With the iPad’s impressive new “retina” display, you’ll want to make sure that each corporate video you produce is shot and packaged in full HD. Take advantage of the iPad’s visual capabilities by using professional-grade video and lighting equipment. As with online B2B video marketing, your videos should be edited down so that they quickly get to the point and have relatively short run times.

B2B video marketing continues to evolve, especially with so many business users embracing the iPad. While most of your B2B marketing strategies will remain the same, it’s smart to consider how you can manage and share your corporate video marketing on the iPad and how your prospects may be using their iPads to view a business video.

How have you used your iPad for B2B video marketing? Share your thoughts in the comments section below:

Great Product Demo Videos Solve a Problem

Product Demonstration

Lights, camera, action! It’s time to make a product demo video. However, before you turn on the lights and place your product in front of the cameras, you’d be wise to consider how your product solves a problem. A truly great product demonstration video illustrates the problem and positions the product as a solution. When prospects view the product video, can relate to the problem, and see the product solving that problem, their natural impulse will be, “I want that product.”

The infomercial is a classic example of an extended product demo video that first shows the problem and then delivers the solution in the form of the product. Love the format or not, infomercials often identify problems prospects didn’t realize they had. Yet, if the problem rings true and the product adequately solves that problem, then desire is created. Before creating a product demonstration video, it’s not a bad idea to watch some late-night television and analyze how those marketing messages solve problems. This doesn’t mean that you should create a product video that feels like an infomercial. It simply means to get comfortable thinking about what your product offers and how it benefits its users.

Steps for Producing a Problem-Solving Product Demo Video

  1. Identify your product demonstration video’s audience – Before you can identify a problem that resonates with your product’s potential users, you must first identify who those potential users are. A product video produced for elderly, house-bound patients will feature different problems than one produced for busy business executives. Identify your primary audience and focus only on that particular audience. If your product appeals to a wide audience, consider making separate product demonstration videos for each market segment.
  2. Find out what problems your audience has – Once you understand who you want your product demo video to appeal to, identify the problems this audience has. For instance, elder patients may be fearful of falling, may struggle with grocery shopping, or may have trouble reading the fine print on labels. Busy business executives may not have time for exercise or may worry about funding their retirement accounts. Brainstorm as much as you can about your audience, even if these problems don’t relate directly to your product. As you learn more about your audience, you’ll be more likely to find ways your product can help them.
  3. Position your product as the answer – After identifying a problem that your product solves, it’s time to focus the product demo video on just that.
  4. Show how your product is unique – Is your product the only product on the market that solves a given problem? Not likely, but it might be better at it, easier to use, or longer-lasting. Consider what makes your product the best choice for your market and make sure that your product demo video clearly positions it as the ultimate solution.
  5. Show your product delivering results to people just like your audience – Your prospects want to know that your product works as promised. By including people in the product demonstration video that your audience can relate to, and by showing their delight with the results, you can build trust and show that your product does deliver. For example, if your product is lightweight, easy-to-assemble shade canopy that appeals to the retired RV crowd, your product video would be more effective if it shows an older couple setting it up without difficulty than if a young, fit man set it up. Your audience needs to be able to see themselves using the product and benefitting from it. The product demo video format lends itself to doing just that.

The golden rule for producing a product demonstration video that solves a problem is to answer the age-old question, “What’s in it for me?” Solve your prospects’ problems and show them how they will benefit by using your product and your product video will have answered that question perfectly.

What do you think about producing a product demo video that solves a problem? Share your thoughts in the comments section below: