B2B Myth of the Week: Any Video Is a Good Video
by MGB2B
The Myth: Any Video Is Good Video
The Truth: Good Video Starts with Good Strategy
Video! Video! Video!
“Everyone wants video. We better get one made pronto!”
Sound familiar? It’s a sentiment echoing in conference rooms and boardrooms all across the country. Everyone knows that video is important because it’s what most customers like to consume.
But before you dive into the world of video, it’s important to determine a few things. You need to build a video strategy. Because not all videos are effective for every brand and every industry. Every company’s needs and goals are different. So the best way to get started is by asking yourselves – and possibly your customers – some key questions.
Here Are 6 Questions to Drive Strategy and Inspire B2B Video Ideas for Your Brand:
- What Kind of Video Do My Customers Want/Need? This is the most important question you can ask. Sure, everyone loves a good cat video. But what kind of video do your customers crave that is relevant to your brand or products. Presumably, you have a database. Send your people an incentivized survey. They’d be happy to tell you if they want to see product training videos, Q&A with an industry expert, or a simple whiteboard video with tips on certain types of projects. After all, these are the people you want to look at your videos. Why deliver them something generic when you can actually give them helpful insights that establish your brand as a thought leader?
- What Is the Purpose of the Videos We Are Creating? Developing video content without knowing why you’re doing it is a waste of money. Hence, it’s important to have clear goals in mind. Are you simply trying to build awareness of your brand? A factory tour or brand video might work best. Or do you want prospects to take some sort of action based on what they see? In this instance, you might want to use a video case study. By figuring out what you want to get out of the videos you create, you can be more effective. Plus, you’ll be able to measure your success to determine which types of videos you should create down the road.
- Are There Videos That Can Be Helpful Internally as Well as to a Broader Audience? Sometimes your internal salespeople or reps can use video to sell or train clients. Ask them what they would find helpful for closing a sale. Sometimes the answers to Questions 1 & 3 can result in a video that serves both purposes.
- What Resources Do We Have Access To? Do you have someone internally that can produce and edit videos? Do you work with an agency or a freelancer who can do it? Perhaps you have a ton of footage on file and just need help making it flow better. You can also tap production people for ideas. Sometimes those who touch video every day can see things from a different perspective you haven’t considered. Therefore, it’s a good idea to make a list of everyone who can help. Then figure out where the gaps are, and start researching who can fill them.
- What Is Our Budget for Video? Obviously, the type of video you create depends on your budget. If you have a pie-in-the-sky budget, there are no limits to what kind of video you can produce. But if you have a tight budget, you’ll need to tailor your ideas to what you are capable of producing without sacrificing quality. A day of professional filming on-site, for instance, can cost a lot more than a video that uses vector art. So you’ll have to examine the demand from your audience against your budget and come up with ideas that satisfy both.
- How Will We Distribute the Videos We Create? Are you creating a video just to put on your Facebook page? Then you might want to do something geared specifically toward an audience that is already in your sales funnel but may not have converted. A case study or how-to video might be more effective in this case. Are you planning on putting it on your website for everyone to see? That’s where your general brand video or product demos might work best.
There are lots of things to take into consideration. You can scan the Internet for B2B video ideas all day long and come up with an extensive list. But in order to create good videos that guide prospects into and through your sales funnel, you need to sit down, look at the big picture, and answer the questions above. It’s the difference between video content that sits on YouTube collecting dust and video content that converts into sales.
Continue ReadingB2B Myth of the Week: Research Is Overrated
by MGB2B
The Myth: Research Is Overrated
The Truth: Research Is More Important Now than Ever
Is B2B research necessary? The answer is a resounding “yes.” The needs and perceptions of your audiences are constantly evolving. If you want to create content that resonates with your audience, you need solid research. Research isn’t a one-time thing. It needs to be continuously updated to keep up with changing market demand. What research can do is help you create engaging content, generate leads, and grow your company. While it may be expensive and sometimes time-consuming, the information you can gain is invaluable. And as social platforms allow you to hyper-target with more accuracy, research becomes even more important, allowing you to deliver the right message to exactly the right prospect.
Here Are 4 of the Most Important Things That Research Can Tell You:
- Who Your Audience Is and Where they Consume Information. The first thing you should focus your research on is understanding your audience. And you may find some surprises. Today, nearly half of B2B researchers are millennials. This shift has taken place in the last few years and has completely changed buyer behavior. If you don’t know exactly who your audience is, you won’t be able to create content that interests them. When researching your audience find out who they are, what the want from you, where they get their information, and any pain points that they may have on the job. Understanding your audience and where they get information will help you determine the best way to spend your dollars and what to say to your audience when you do. Knowing the right places to share content will engage your audience and generate leads.
- What Your Competitors Are Doing. If you don’t know what’s happening with competitors, you will inevitably fall behind. Look into prices and quality of their products, their online presence, and the kind of content they’re sharing. Having an idea of what your competition is doing will also help pinpoint what makes you different. Your company needs a unique brand positioning that separates you from the competition. In essence, competitive research helps you define your brand. When you survey prospects, you can also find out which brands they prefer and why. This will show you where you fit into the competitive set, and help you figure out where you want to go.
- What the Purchasing Process Is Like. Unlike B2C, B2B buyers very rarely make impulse purchases. Buyers spend a good amount of time comparing prices, quality, and suppliers before making a decision. As the purchasing process gets more and more complex, it’s important to help simplify it for buyers. In order to do that, you need to do some research. Understanding the buyer’s path to purchase will help you fix any issues or challenges they face along the way. It’s also important to know what variables influence buyers at which point in the sale funnel. Is it price? Convenience? Quality? Knowing this information is crucial to guiding buyers through the process and improving customer experience.
- How People Perceive Your Brand. Public opinion is one of the biggest influencers of brand perception. Many companies think they know how customers feel about their brand, but it might not always be the reality. There are a couple of simple ways to research how customers feel about your brand. One way is by monitoring what people are saying about you on social media. There are tons of social media listening tools that can help you track your social media presence. Customer surveys can be even more helpful when measuring brand perception as you can ask questions about specific areas you are interested in.
Research gives you the information and data you need to connect with your audience and position your brand as a strong competitor. If you want to keep up with the changes happening in your field and in the industries you sell to, your company needs to conduct in-depth research on a regular basis. It can make the difference between lagging behind and rising to the top.
Continue ReadingB2B Myth of the Week: Sales Collateral Is No Longer Important
by MGB2B
The Myth: Sales Collateral is No Longer Important
The Truth: High-Quality, Tangible B2B Sales Collateral Can Leave a Lasting Impression on Clients
With all the buzz around online content, it’s easy to think sales collateral is no longer important. But consider this: there’s tons of technical information to share with clients. We can’t expect them to remember it all. That’s where sales collateral comes in. It serves as a tangible reminder of the benefits or your products or services. And it simplifies the sales experience so you can close deals. If that’s not enough, here’s four more reasons why well-executed sales collateral is an important part of your marketing arsenal.
4 Reasons B2B Sales Collateral Is Still Important
- It Communicates Important Information Succinctly. It’s unlikely that your leads will remember everything you tell them in a meeting. Having information laid out in simple terms all in one place makes it easy to both digest and remember. And while having that information online is important, a brochure is something prospects can keep on their desk to remind themselves of your brand when making a purchase decision.
- It Can Showcase Your Credibility. Rather than wait for your leads to seek out your case studies, hand them over directly. Seeing your success displayed in a quality document offers proof, reinforces your reputation, and is easily shared with other decision-makers.
- It Adds to Your Brand Story. While it may be tempting to put all of your information online, your personality comes to life more so in a printed piece. The weight of the paper, the feel of it, the gloss or matte finish, all give your brand story more depth. In addition to creating consistency and credibility across your brand, it rounds out the personality you’ve created online and in your offices. From business cards to brochures to sell sheets, your collateral has the potential to strengthen your company’s image – so long as you create a high-quality experience.
- It Can Close the Deal. According to Forbes, buyers go 70% of the way through the decision-making process before engaging with a sales representative. So if a buyer is more than halfway there when you meet, imagine leaving them with a high-end, well-designed, well-produced, and authoritative booklet or sell sheet. Since many companies are funneling their money into digital efforts, it could be the point of differentiation that seals the deal.
It’s easy to overlook printed collateral in today’s digital-first world. But that’s even more reason to make your sales materials stand out. Need help with the execution? Give us a call.
Continue Reading