Why Your B2B Video Strategy Might Be Missing the Mark | E15
Ruta Sudmantaite
|
Video is no longer just a trendy add-on in B2B marketing—it's become a cornerstone of effective content strategies. But if you're feeling like your video efforts aren't delivering the bang for your buck, you're not alone. In a recent episode of the Blame It on Marketing podcast, Ruta, Emma, and Chris Walker dive deep into the nitty-gritty of B2B video marketing, uncovering common pitfalls and offering actionable advice to get your strategy back on track.
The Importance of Purpose in B2B Video Content
One of the standout points from the discussion was the emphasis on having a clear purpose for your video content. Emma nailed it when she said, "Nobody gives a shit about what your company does and what you have to say about yourself. You have to make them give a shit." This sentiment underscores the necessity of creating value-driven content rather than just self-promotional clips.
Without a well-defined purpose, your videos can easily become just another piece of noise in your audience's feed. Chris echoed this by highlighting the confusion that often arises from unclear objectives: "Where does that all stem from?" Understanding the 'why' behind your video content is crucial for crafting messages that resonate.
Common Pitfalls in B2B Video Production
DIY vs. Professional Videos
Many companies opt for DIY video production to cut costs, but this approach can backfire if not executed properly. Emma shared, "I definitely wouldn't be bringing in professionals to do that sort of thing. I'll be saying to the founder, 'I'm gonna interview you over Zoom and spend 20 minutes editing it...'" While DIY videos can be effective when done right, they often lack the polish and strategic direction that professionals provide.
Lack of Audience-Centric Content
Another major issue is producing content that doesn't align with what your audience actually wants to see. Ruta pointed out, "Companies plan videos that they want to see about themselves. They don't necessarily plan videos that would find engaging to see about them." This mismatch can lead to disengagement and wasted resources.
Poor Briefing and Planning
Effective video production starts long before the camera starts rolling. The trio discussed the chaos that ensues from poorly planned projects, such as unrealistic deadlines. Ruta warned, "By next week is never an acceptable deadline for anything." Proper briefing ensures that the final product aligns with your goals and meets quality standards.
Best Practices for Effective B2B Video Marketing
Define Clear Objectives
Before diving into production, establish what you aim to achieve with your video. Whether it's brand awareness, lead generation, or customer education, having clear objectives will guide your content creation process and help measure success.
Collaborate and Trust with Video Creators
Building a strong partnership with your videographers and animators is essential. Ruta emphasized the importance of trust and flexibility: "Have some metrics that you're gonna like track upfront... Collaborate and trust with video creators to achieve the best outcome." Trusting your video team allows for creativity and ensures that the content remains purposeful and engaging.
Measure and Track Results
Don't let your video efforts go unmeasured. Emma suggested, "Make sure there are some metrics that you're gonna like track upfront." By tracking performance metrics, you can assess the ROI of your videos and make informed decisions for future projects.
Conclusion
Creating effective B2B video content isn't just about hitting the record button—it's about strategic planning, clear objectives, and meaningful collaboration. By avoiding common pitfalls and adhering to best practices, you can harness the true power of video to elevate your marketing efforts.
As Emma wisely put it, "You have to make them give a shit." And with the right approach, your B2B videos will not only capture attention but also drive tangible results.
Stay Tuned for More Insights
Liked what you read? Subscribe to our blog at blameitonmarketing.com for more expert tips and industry insights to keep your marketing strategies sharp and effective.
