Video for B2B… As If There Were Any Doubts…

Business to business video marketing tipsIf you haven’t jumped on the video bandwagon yet, now’s the time to do it!

However, if you’re still contemplating the power of video as an effective communications tool for B2B, consider some compelling facts:

  1. Advances in smartphones and tablets makes video viewing simpler, raising the users expectations of content delivery on a mobile device.
  2. YouTube is the second largest search engine in the world with more than 1 billion unique users visit YouTube each month (stats per YouTube, mind you, but we don’t doubt it.)
  3. Google offers AdWords for video, applying the same PPC principles as a text-only program-you decide where, and when, your video ad shows up…and who sees them.

Now, if you’re ready to start the cameras rolling, keep these tips in mind:

  • High quality production of video is still important, but ‘shot on-site’ footage also offers a captivating, real-world feel with which viewers can connect.
  • Brand your channel-it is an extension of your marketing portfolio.
  • That said, integrate videos with other marketing tactics-they are most effective when brought into the fold. You know the drill, sum of the parts and all…
  • As is true for any online content piece, keywords are critical to traffic generation and rankings.
  • Keep is short & sweet—two to three minutes is an ideal length, but shorter pieces are effective as well. If you have to go as long as five minutes, make sure there’s enough compelling information to keep viewers engaged.

So, why is video so powerful. Images help retention, and in today’s fast-paced business environment, being able to make that lasting impression is critical to success. The viewer will retain the information longer with a video.

What better way for people to ‘get it,’ than tying a visual image in with your technical data. If more info is needed, they’ll find all they need, neatly organized on your easy to navigate website, of course…right? But get them interested visually first.

Given all these attributes, it’s no wonder that video has emerged as a B2B superstar…and it appears that it’s still rising in usefulness. For some more details, read this article by PR News that explains the benefits of using YouTube…and why it shouldn’t just be a “nice to have” thing. And this great video infographic demonstrates additional insights into why so many marketers are using video and why you should be, too!

Strengthen Your Marketing through Canada’s New Anti-Spam Law

Canada anti-spam lawCanada’s recent legislation cracking down hard on email traffic within its borders is being touted as the most stringent anti-spam policy instituted to date.

While there are definitely regulations that need to be adhered to and compliance issue to be met for sending Canadian residents and businesses electronic communications, there’s also an opportunity to strengthen your marketing program.

Regardless of a recipient’s location, doesn’t every business want its messaging to be received by a receptive, willing and interested audience? Email has made it too easy to overload prospects and customers with irrelevant, frivolous and uninteresting content…because, well…it is too easy…

Once a name is put on your list, what happens next?

Is that person assigned a caretaker that interacts with them and gets to know their business or merely left to fend for themselves in the sea of emails they will receive from companies just like yours spouting their latest and greatest achievements, as well.

So, when verifying the ‘opt-in’ status of your Canadian customers, ask yourself:

“When was the last time I asked each person on my list what they want to receive, and how often?”

If you are crafting a request to your Canadian contacts asking for permission to send them emails, why not use this as a chance to find out what they really want to receive. And then extend that offer to the rest of your list.

After all, email has made it easy to send out information to the masses…

And, for those of you who still need to review the specifics about Canada’s Anti-Spam Legislation (CASL), visit http://www.crtc.gc.ca/eng/casl-lcap.htm. All of us should remember there are fine points in the language that can be applied in a broader sense to make your direct marketing programs the best they can be.

And if you need some help on how to be the caretaker of your sales leads, this recent post may lend some insight: So, You Just Got a Sales Lead, Now What?