1. Content is King &
Video is the Crown
B2B VIDEO MARKETING BASICS
Melissa Depanian MSPC 3050 April 10, 2013
2. Online Video Use is
Exploding…
• 53% of the US watched an online
video in 20121
• 38.7B views from 182M Internet users
in December 2012 alone2
• 50% of Internet traffic in 2013 will be
video-driven3
• 75% of C-suite execs watch work-
related online videos weekly4
• 24M smartphone users watch online
videos monthly on their devices5
3. …The End Goal
For B2B marketers, the goal is increasing revenue
• Begins with compelling content.
• Online videos are becoming a key tactic to convey a
brand’s relevance today
– Greater human connection
• Engaging and sharable.
• Authentic and personable
– Educate prospects and customers
• Build thought leadership
• Establish expertise
• Showcase products and services
– Inexpensive; viewer tolerance for amateurs
5. Why Video Wears the Crown
INTUITIVE REASONS
• Video creates emotions and engages
– It’s personable, appealing, interactive,
– 4-7x more audience engagement
– Stronger brand retention7
• Video offers more content in less time, less effort
– Better conveys complexity
– 1 minute of video is the storytelling equivalent to reading 1.8
million words8
• Video is convenient
– Internet and smartphones make video ubiquitous
6. Why Video Wears the Crown
RESULTS-DRIVEN REASONS
• 53x likelier to appear on first results page of
search results9
• 30% higher email open rates10
• 3x increase in email click-thru rates11
• 2x longer website visits12
• 64% increase in buying activity post view13
7. Focus on Content
• Emphasize what you can do for the buyer
• Easy on the self-promotion
– Impacts sharing & credibility
• Be personable
– Fun works! Show a brand and culture your
audience would want to be part of
• Shorter is better; engagement drops 50% after 60
seconds
• Try different types of videos
– Product demos
– Customer Testimonials
– Case studies
– Thought leadership
9. Get Found
SEARCH ENGINE OPTIMIZATION
• Google favors video
• YouTube is critical, but not the end all
– Owned by Google
– 2nd largest search engine
• Use keywords, meta tags, and descriptions
• Add transcription
• Create a YouTube channel
• Consider Video AdWords
– Less competition for keywords = lower SEM
cost
10. Get Shared
ACTIVE PROMOTION
• Website and blog
– Page location and behavior
– Streaming considerations
• LinkedIn profile and relevant groups
• Twitter, Facebook, Pinterst, Google+, etc.
• Mobile-friendly coding
• Email marketing
• QR codes
• Call to Action
11. Get Sales
MEASURE AND CLOSE
• Measure video campaign efforts
– Views good, engagement metrics better
• Evolve as necessary
• Leverage the Groundswell philosophy
– Start a conversation!
– Invite feedback
• B2B sales process often long
12. Resources
1 – New Media Trend Watch USA Demographics: http://www.newmediatrendwatch.com/markets-
by-country/17-usa/123-demographics?showall=1
2 – comScore Online Video Rankings:
http://www.comscore.com/Insights/Press_Releases/2013/1/comScore_Releases_December_2012
_U.S._Online_Video_Rankings
3 - Cisco Internet Traffic Study:
http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11
-481360_ns827_Networking_Solutions_White_Paper.html
4 – Forbes, Video in the C-Suite: http://www.forbes.com/forbesinsights/video_in_the_csuite/
5 - New Media Trend Watch USA Demographics
6 – 3M Corporation: http://www.billiondollargraphics.com/infographics.html
7 - The Dramatic Impact Of Social Video Recommendations On Brand Metrics:
http://www.reelseo.com/social-video-recommendations-brand-metrics-unruly/#ixzz2Q54rHVRv
8 – ibid
9 - Forrester Research, The Easiest Way To A First-page Ranking On Google:
http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html
10 – Forrester Research, As seen in the inbox:
http://www.forrester.com/rb/Research/as_seen_in_inbox/q/id/54235/t/2
11 – ibid
12 – MarketingSherpa, Content Marketing: Videos attract 300% more traffic and nurture leads:
http://www.marketingsherpa.com/article/how-to/videos-attract-300-more-traffic#
13 - Internet Retailer, http://www.internetretailer.com/home/
