In the jungle of B2B marketing, videos are the majestic, yet surprisingly elusive, king of beasts. It’s like trying to catch a unicorn – they’re tricky to master, but oh, the rewards when you do! Welcome to the wild, wondrous world of video marketing, where every turn could lead to a dazzling display of engagement or a misstep into a pit of underperformance.
Yes, we all know that video content is powerful, but how many of us can truly say we’ve harnessed this beast to its full potential? As you venture together into this territory, here are five counterintuitive nuggets of wisdom that can turn your video marketing from a dud into dynamite.
[To learn more about how we can help your business drive business outcomes with video, speak to our Wooshii Insight team. ]
1. The “Boring” Industry Misconception
Contrary to popular belief, there’s no such thing as a “boring” industry in video marketing. Any topic can be made interesting and engaging if presented in a creative and relevant way. This means even if your B2B product or service seems niche or mundane, there’s an opportunity to captivate and educate your audience with the right video content.
2. Long-form Content Isn’t Dead
In an era where short, snappy videos seem to dominate, it’s easy to overlook the potential of longer content. However, when it comes to B2B marketing, detailed, long-form content can be highly effective. It provides an opportunity to delve into complex topics and products, and show the in-depth value you can offer. This doesn’t mean every video should be lengthy, but don’t shy away from longer videos when they provide value to your audience.
3. Not Every Video Needs a CTA
We’ve become so accustomed to throwing a call-to-action (CTA) at the end of every piece of content, but sometimes, it’s okay to create a video solely for the purpose of entertaining, educating, or building a relationship with your audience. Trust that the value you’re providing will indirectly lead to customer engagement and conversions.
4. Quality over Quantity, But Consistency Matters
Many businesses believe that they need to churn out video content daily to be effective. While consistency is key, it should not come at the cost of quality. One high-quality, engaging video can have more impact than a dozen mediocre ones. However, once you’ve established a standard of quality, try to publish content regularly to maintain visibility and audience engagement.
5. Emotion is Key, Even in B2B
B2B marketers often focus heavily on logic and facts, thinking that their professional audience isn’t interested in an emotional narrative. But at the end of the day, B2B decision-makers are humans too, and emotional storytelling can have a profound impact. Incorporating stories that evoke emotions can create stronger connections and make your content more memorable.
Remember, the beauty of marketing lies in its unpredictability and the opportunity to innovate. What might work for one business might not work for another, and sometimes the most effective strategies are the least expected ones. Stay open, be creative, and let your unique business shine through your video content.