If you think that B2B video marketing is too expensive and for large companies with big budgets or that in order to be effective a business video must go viral, you may be falling for common myths surrounding corporate video. Learn the reality behind the myths and take a confident stance as you plan your B2B marketing efforts for 2012.
B2B Video Marketing Myth #1: B2B Marketing Videos Must Go Viral
If you’re producing a video destined for the Web, you may feel the pressure to make sure that your business video gets lots of hits. While it would be nice to have millions of viewers watching and sharing your corporate video, it’s more important that the video reach a targeted audience. For example, if your target audience consists of high level executives but your video goes viral among low level workers, your B2B video marketing efforts will be ineffective despite millions of views.
Focus your B2B marketing and video production efforts on your target audience and never lose sight of who your corporate video is intended to reach.
B2B Video Marketing Myth #2: Corporate Video Production Is Expensive
While you certainly could spend hundreds of thousands of dollars on a business video, you don’t have to. As with most industries, there are numerous B2B marketing and video production companies that offer affordable business video production services. You can also slash your B2B video marketing costs by being proactive and prepared. For example, if you’ll be appearing in the corporate video, rehearse your lines at home or the office and arrive at the studio fully prepared. This will reduce the number of takes, reduce the amount of studio and crew time required, and make editing the final business video much easier.
B2B Video Marketing Myth #3: Video and B2B Marketing is for Big Companies
Whether you run a two-person shop or a large corporation, B2B video marketing is an effective way to communicate your offer to other businesses. Business video is ideal for a number of situations including:
- Selling products and services
- Attracting investors
- Demonstrating capabilities
- Sharing customer testimonials
- Building credibility, trust, and relationships
If you’re part of a small company, a corporate video could help you compete with larger ones while larger companies can use B2B video marketing to appear more personable.
B2B Video Marketing Myth #4: Each Business Video Must Be 90 Seconds or Less
In general, online B2B marketing messages should be short and 90 seconds or less is a good rule of thumb. However, this isn’t a hard-and-fast rule. Depending where your prospects are in the video-to-lead funnel, you may have earned the opportunity to present longer corporate video messages.
For example, if your B2B marketing efforts have previously engaged and converted prospects, these leads now trust you and are hungry for more information about your products, services, or philosophy. If you plan on presenting a longer corporate video to viewers later in the sales funnel, make sure to tell them in advance what to expect. For example, if you want leads to watch a 10-minute business video, let them know that the video will only take ten minutes of their time and will solve their concerns about X, Y, and Z.
B2B Video Marketing Myth #5: It’s Impossible to Embed Business Video into Email Campaigns
Hesitant to use B2B video marketing in your current email campaigns because there’s no universal video player for email clients? While the technology may not be where you’d like it to be, creative B2B marketing techniques exist. Simply include a screenshot of your corporate video and link it to your website where subscribers can instantly watch the business video. As an added bonus, your B2B marketing prospects will be back on your website where you have additional opportunities to get your message across and make the sale.
Which B2B video marketing myths have stopped you from producing a business video? Share your thoughts in the comments section below: