How to Enhance Your Marketing Plan With Videos


As the world of B2B marketing has evolved, the ways in which you can connect with your audience has evolved right alongside it. One technique that has been gaining traction recently has been the use of videos. Not only do videos encapsulate your message in a fun, easy-to-understand package, they appeal to a wide range of individuals, especially those of us that are visual learners.

There is an endless array of possibilities when it comes to what you can achieve when you include videos in your marketing tactics, but many of us in the B2B community have not yet taken advantage of this resource. Perhaps we view it as something that is outside of our comfort zone, or perhaps as something that doesn’t tie in with our branding. It may be that we don’t think we have the ability or the know-how to make videos by ourselves.

That fear and hesitation is no longer an issue. Nowadays you don’t exclusively need a videographer and an editor to create content. Technology has improved such that you can take a video on your phone and share it directly through social media or upload it onto your website. And over time you can gain the skills necessary to create more refined content that you want to share with your audience.

Prior to actually creating or sharing a video, your initial step is to form a plan for the distribution and format of videos that will work for your brand. This will require a bit of strategizing as you consider your current marketing plan and how the videos will interconnect with that. It is crucial to recognize what videos you can create based on the time you have available and the resources you have at your disposal.

One of the simplest ways you can start out incorporating videos in B2B marketing is through sharing footage taken from company events, be it a conference or a party, on your social media channels. This will create a window into your company and illustrate the culture you’ve created in your business. This could prove beneficial as those that are interested in working with you will get to know who you are and what you stand for.

You can even expand on these types of videos and make them more refined by creating videos about your company and sharing them on your website. By involving your staff and introducing them in a video format, your consumers will form a personal connection with your organization. This can make people feel like they are getting the inside scoop, receiving exclusive access to behind the scenes content.

Once you’ve begun adding videos to your website you can naturally start sharing them on different pages to introduce the multiple facets of your business. Whether you create product demos to enhance your existing content, use animations to expand on intricate ideas, or create a series of short, informative videos, these are all tactics that can truly enhance what you have to offer.

Whether you use one or all of these types of videos, incorporating them into your marketing will allow you to appeal to a wider audience while maintaining the vision and content strategy that aligns with your company. But do keep in mind, the plan we mentioned at the onset of this process does not have to be static, it can evolve over time.

When you become more comfortable with videos, whether that comes down to creating them yourself, uploading them or figuring out where they fit best in your marketing plan, you will come to learn the best way to implement them. As well as that, you will be able to track the engagement that each video receives and can strategize what content works best for your audience.

As you move forwards and learn more about this process, you can implement new steps in that plan and create more specialized videos, adding to your growing repertoire and connecting directly with your consumers.

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