What’s the #1 thing you should focus on to run successful marketing campaigns?
Well, the answer is more about what you should not focus on. And it may surprise you.
But first, here’s a quick story about a man and his dream to build a spaceship in a basement (this man is me).
I’m a huge Star Trek fan, and it’s always been a dream of mine to make a space video. 2020 being what it is, I decided it was a great time to finally make that dream come true.
Here is the space video I made with my kids – with me and my wife starring in the last half:
Developing a B2B video marketing strategy is like spending 5 minutes planning your day’s schedule before jumping in. It’s a very small time investment up front that can lead to big rewards in the long run.
In this post, I’ll explain what a B2B video marketing strategy is, why it’s so important and how to make one!
The easiest way to stand out from your competition is to stand out.
Thank you, good night everyone!
Yes, this is my insight. But in all seriousness, 90% of the companies I encounter don’t practice this very easy B2B video marketing strategy.
Many B2B videos I come across look and sound exactly like their competition – except for brand colors, typefaces and landing page URLs. I once showed a client their competitors’ videos and they couldn’t tell them apart without the logos at the end.
Why so many brands look and sound alike
How does this happen? It happens for the same reason why everyone wore big skater jeans in my high school in the mid-90s (yes, I had JNCOs). None of us wanted to look weird or behind the times, so we followed each other.
But in business the desire to fit in causes companies to fade into mediocrity. The impulse to avoid looking weird at the next conference leads to you and your competitors looking and sounding alike.
Your competitor makes a video with cool nodes and AI-looking stuff, so you make one. You make a video with blue text and two months later your competitor follows suit. The problem is – relative to your customers – there’s no difference between you and your competitors. You’re all blue-text-AI-node-video companies.
If you want to stand out from your competition, you have to have the courage to stand out. And I don’t mean changing up the color on your next explainer animation or using different interview angles with your next CEO video.
I mean looking and sounding markedly different than your competitors.
I mean ditching the animated explainer video and ditching the interviews with your CEO altogether.
You need to be so different that the competition doesn’t have the courage to copy you. Or if they do, it’s years instead of months later because it took them that long to see your strategy worked. (And by then you’ll be on to the next bigger and better thing.)
If you are posting B2B video content to YouTube with bad descriptions or vague titles, you’re wasting a valuable SEO opportunity. Why? YouTube is the second most visited website in the United States (and also in the world). Oh, and it’s owned by the top search engine in the world.
If you stop reading here before you get to the full best practices for YouTube titles and descriptions, I ask that at a minimum you actually write a descriptive title and description for everything you post to YouTube. This seems obvious, but I wouldn’t be saying it if I hadn’t seen B2B marketing videos with blank descriptions and titles like brandfilm_final_approved.mp4.
Any public video your brand posts should have a title and description that tells viewers what to expect. Optimizing by following the steps below is really step two.
If your channel is full of undescribed videos, it’s never too late to change! Come with me on this journey. Let’s drive some traffic, shall we?