Why You Need Video and How to Do It Right

by MGB2B

b2b video marketing strategy

For the longest time in marketing and advertising, the term ‘video’ was associated with a 30- or 60-second commercial, and even more so, with a high price tag. All video was expensive to create and very expensive to place. This is no longer the case, and it hasn’t been for a while.

If you haven’t already been making use of video on your website or as a part of your marketing mix, you are missing out. The reality is, people like to watch rather than read. According to a recent survey by Google, 70% of B2B buyers and researchers use video throughout the decision-making process. For a B2B company, a video can be a great way to demonstrate how your product is used, show off your beautiful facility, create a series of knowledge-sharing interviews, or anything that speaks to how your company can help potential partners.

While the cost of entry has gone way down, you definitely should not change the process. A well-executed video still follows three major steps: Storyboard, Shoot, and Edit.

Storyboard

This is your planning phase. In the storyboarding process, you need to write your script for any voice-over or on-screen people and plan out shot-for-shot what will be happening on screen. It is never a good idea to just begin shooting without a proper plan in place. Once your storyboard is finished, you have a proper list of things that need to be captured when you shoot.

Shoot

Action! It’s time to film your video. With your storyboard in hand, you can now capture all of the individual shots needed to make your final video. During this time, it is important to capture everything twice, three times – heck, even four times. You always want to make sure you have more than enough footage to choose from when you get to editing.

Edit

The last stage of the process is to get on the computer and edit together all of the great footage you’ve captured. Again, with your storyboard as a guide, you can now assemble your masterpiece.

Northeast Gateway Industrial Park created by Mascola Group

The nice thing about creating a video for use online is that you are not limited to the set 30- or 60-second time constraint of a traditional television commercial. However, keep in mind the attention span of your viewers. Two interesting numbers I’ve stumbled across are 10 and 2. According to research by Visible Measures, you have 10 seconds to capture the attention of your viewer. And by the 2-minute mark, almost 60% of those viewers will click away. When creating a video for your website, you want to get to the point quickly and finish your entire story in a fairly succinct fashion. Need help getting your B2B video marketing strategy going? Drop us a line.

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