Is your company one of the 50% percent of companies that are already using video content? Great! But are your clips effective sales tools, or are they boring infomercials? You know it’s the latter if they get very few shares, are only watched a couple hundred times, and most viewers quit before they are even halfway through. And they can’t be effective if they swallowed a quarter of your annual budget and took your product manager two weeks to script.
Guest post by Marcus Jensen: If you want to create strong video content that will attract a large amount of traffic, improve your search ranking positions and help you become more successful online, you need to know the five basic rules for appealing to a more sophisticated and cynical set of B2B buyers. And you’d better catch up soon, as a study carried out by Cisco has shown that in 2019 as much as 80% of internet traffic will be videos.
Rule Number 1: Laughter is the key to everything
Think about ways to make people who are watching your video laugh. The best strategy is to opt for a single moment where their attention will reach the climax and where you will convey your message in a witty way which will make them remember it. To do so, you can create comic-like situations about what happens if you do not use the product you are trying to sell. Or you can relate to certain pop culture heroes people will easily recognize and build your catchy story around it, as some of the most successful commercial makers have done. The viewers are bound to laugh once they recognize the plot:
Whether you choose to use a short slogan or an entire song, it has to be something catchy that will remain in everybody’s mind. A good solution is to use an existing tune which is familiar to a wider audience – so that they can relate to it – and then build your story around it. You can always learn from the masters, such as Virgin Air:
Remember, there is no dull matter, it is all about how you present it. Be creative!
To make a great video, you need to put yourself into your audience’s shoes. To make a memorable video, you need to make an emotional connection with your audience. Make them feel happy, sad, angry or scared, and you will attract a lot of traffic in no time and the audience come back and watch your video several times. To achieve this, be specific in addressing the target audience’s needs and their human motivations. After all, you are not selling to robots, but to human beings with emotional needs: B2B buyers have feelings, too. So what if your company sells financial technology? Selling insurance isn’t exactly exciting, either…
If you engage them emotionally, they will be all in for your service!
Make sure your video is short, as that makes your work more watchable and sharable. If you stumble upon a short video, you are more likely to watch it until the end and share it with numerous friends and colleagues. If you are up for watching longer ones, you will go the cinema. It is as simple as that. No one wants to waste time and energy on a long commercial.
Go on – change someone’s mind in 3 minutes 18 seconds.
Carefully decide on the title of your video because this is the sole element that will attract people to watch it and hopefully share it. Generating the description is not only important for human viewers: search engines also use them to rank your video content in their results. That is why the description has to be of average length, and be concise, and optimized both for humans and “robots”. This content marketing infographic by Four Dots SEO New York shows that this kind of marketing is over a century old, but it is only during the last couple of years that it has been associated with SEO.
It is also useful to sprinkle some humor and wit into your description. However. stay away from exaggeration, as sometimes it can have a counterproductive effect. Rather than luring viewers in, you could push them away with bad content and cheesy puns.
Watching the video needs to be only the first step when it comes to introducing potential customers to your business. Once they are hooked on your products due to your clever video ads, a potential buyer will need to have the means to take action. Think about the ways to enable smooth sharing and how you can make the viewers visit your website or contact your company to buy your service or products.
Whatever the service or product you are trying to sell: Go for video as a content marketing asset to get widely recognized and shared see the traffic on your website and your profit increase.
About the Author:
Marcus Jensen is an IT professional. He is Editor-in-Chief of technivorz.com, and writes about technology, business and marketing.