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Tag Archives: video content

B2B Monday Myth: Testimonials Are Passé

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are b2b testimonials effective

The Myth: Testimonials Are the Old Way of Doing Things

The Truth: B2B Buyers Are Highly Influenced by What Their Peers Have to Say 

 

There are many different types of content you can produce to attract new prospects to your brand, but one you won’t want to overlook is testimonials.

Testimonials have been around in many forms since the dawn of marketing. And the reason they’re not going anywhere anytime soon is that B2B buyers value them more than you might think. In fact, more than half of B2B buyers rely on customer testimonials or referrals to make purchase decisions.

The thing you have to remember about testimonials is that they need to be done properly.

Here Are 5 Tips for Creating Effective B2B Testimonials:

  1. Video Is the Way to Go. While having a quote or two on your website can’t hurt, video testimonials appeal to Gen X and Gen Y buyers who consume visual content more and more each day. According to the Content Marketing Institute, 62% of B2B marketers have found video to be effective.
  2. Keep It Authentic. It seems like I shouldn’t have to say this, but don’t use actors. Ever. Your buyers want to see testimonials from real human beings who have used your products or services. BS detectors are in abundance in 2017.
  3. Make It Short and Sweet. Testimonials are very different from How-to videos or entertainment videos. If you go too far over the one-minute mark, you’re going to start losing people. So to be more effective, keep your video around 45-60 seconds, with your superstar clients and customers front and center.
  4. Host Your Videos Efficiently. Of course you want your testimonial videos to appear on your website. But make sure you host it on a video site like YouTube or Vimeo and embed the videos into your site. This will be less taxing on your server and make it easier to share on social media.
  5. Distribute Via the Right Channels. Speaking of social media, you’ll want to make sure you feature your videos on Facebook to get in front of your most engaged audience. Instagram is also a good place for testimonial videos. You can show a short clip and drive people to a link to the full video in your bio.

Follow these guidelines, and you’ll be on your way to creating successful testimonial videos. Need help getting started? Drop us a line.

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Worth Their Weight: Marketing Videos for Manufacturers

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Marketing Videos for Manufacturers B2Bs Marketing Videos for Manufacturers

Video content is king these days, and the manufacturing industry is no exception. If you’re a manufacturer and have passed on the video spend, it might be time to rethink. A quick glance at the stats, and you’ll see why marketing videos for manufacturers are an important sales tool:

Lower-cost technology like drones, the GoPro, and the high-def filming options on digital SLR cameras make it possible for your marketing partner to produce video with much lower spend. But because video is now relatively simple to make, it’s easy to overlook the details that count. A well-crafted video can position your company as a trustworthy authority and become a lead-generation workhorse. In contrast, a poorly done video can have the reverse affect; looking like an amateur never helped a bottom line.

Before you sink any money into video, here are 3 things to consider:

  1. The Importance of a Well-written, Professional Voiceover. The narration of your video has an end game: persuasion. A good voiceover sets the mood, whether it be light-hearted, trustworthy, or authoritative, to move the viewer to action. Don’t leave that to the amateurs.
  2. Rich Visuals and Clean Edits. In other words, for a video to reach its potential, don’t use your smartphone. You don’t need Steven Spielberg, but you do need high-quality production to look professional and gain credibility. (You can use your smartphone for live video though).
  3. Music Selection. There’s a trove of good-quality, inexpensive stock music available these days. A seasoned ear can match up the right sound for you at very little cost.

What kind of videos work for manufacturers? Lots.

  • Explainer Videos: These vids explain who you are and how you solve a problem. Tip: a simple animated short can simplify a complicated manufacturing process.
  • The How To: The beauty of a how-to video is you can position yourself as a trustworthy industry resource, and feature your product or service at the same time without taking too much of a promotional tone.
  • Facility Tours: Let your audience get to know your facility, and the people that work there. This gives your company credibility, humanity, and lives well on all the social networks. 
  • Products and Services: A succinct, digestible breakdown of your offerings is a great way to get in front of a busy decision maker, perhaps one that is a little further along on the sales cycle. Your salespeople can use these as a tool when trying to convert a lead.
  • Customer Case Studies: A strong case study is the proof of your value. Video gives more depth to your case studies, making them more impactful.

No matter what type you choose (and you should strongly consider producing several), marketing videos for manufacturers can live virtually anywhere. Video has a home base on your website, but serves well as an independent sales tool, in a company newsletter, and can be especially compelling on social sites. Need help building a video strategy? Give us a call.

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