Posts Tagged ‘video’

Why B2B Needs to Get on the Social Media Bandwagon

social media explained, social media donut analogyWhile there is a marked difference between how business-to-consumer tactics relate to business-to-business marketing, sometimes there are lessons that cross over.

One recent example in our modern age is how a business can use social media to communicate with and inform customers and prospects.

Be Visible
Now, of course we’re not talking about building a fan base geared around the latest microchip to hit the engineering scene.

We’re talking about being where the people are—these tools have given marketers new methods of communication that will appeal to a number of different audiences, in the manner in which they chose to obtain their information.

From a customer perspective, you need to be visible in the places they are looking.

The Business Benefit

And from a business perspective, it’s important that a B2B company is the one holding the reigns to harness it’s online brand. (Have you heard the one about the company whose employee claimed its corporate Facebook page…)

The critical component is recognizing the individual uses of each, and how these tools can—or can not—be used effectively to enhance your current marketing program.

One of our favorite infographics still has to be the “Social Media Explained” donut analogy (see image top left)—we wish we could track down the originator and give them a big pat on the back! Or at least buy them a coffee to go with their donut.

What Can Really Be Learned

But in all seriousness, some of these social media sites can be put to productive use in a business environment.

  • Think of Twitter as the latest RSS feed technology, and if you can get editors to retweet your content, you’re on the right track
  • LinkedIn has done a nice job of keeping this professional and credible, with some clients starting to report identifiable sales leads based on news content posted under the company profile
  • Pinterest can serve as an engineer’s design board. All you need to do is post application examples so they can pin it and refer back when a project starts for them.
  • Videos on YouTube, if resources allow, emulate the picture says a thousand words adage. Even short 30-60 second clips are beneficial to clearly stating the benefits of your products or to highlight an application example.
  • As for Facebook, while it definitely paved the road for many a social media tool, it’s still primarily anchored in the consumer realm, but can be effectively used for certain situations. For now, we include it to honor its legacy in building out social media (oh, and it automatically posts to Twitter, so it’s kind of a two birds, one stone type of deal…)

These are just a few ways in which social media tools can be effectively employed by B2B companies.

While we don’t recommend allocating a huge part of your annual budget to building out all these tools, it might be time to think about which ones are worth taking a look for the coming year.

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!