Tips for using online video to engage prospective buyers

With more and more having high-speed internet connection, video is huge and growing more popular all the time. (Interesting fact: If YouTube were a country, it would be the third largest in the world, according to EConsultancy.)

As a result, online video is an important channel for business to business marketing. But we want to make sure you do it the right way.

Here are things to consider at the start when considering a video marketing initiative.

  1. Start with your goals - what you hope to accomplish.
    Are you looking to drive awareness (knowledge of your company) or engagement too? (trust and communications)
    Are you using it to drive leads?
    How will you measure your results?
  2. Plan it carefully
    Use outside talent or company resources?
    How long will each video be?
    How will you get the word out?
    Are we aiming for humor, surprise or knowledge of speaker?
  3. Provide strong leadership
    It’s not a part-time job for a lower level employee. Find experienced pros like the folks at Find New Customers. (my company)

Here are some recommendations to make it work effectively.

  1. Make the video fun and interesting. Twists and turns help. Provocative script. Keep it short — 2 minutes or less.
    Here’s an interesting video that shows the creative use of graphics, but is way too long at over 4 minutes.
  2. Use social networks to share links to your video. Twitter, Facebook, Linkedin, Delicious, Digg, StumbleUpon, Reddit, etc.
  3. After they watch your video, give them something to do. (Like visiting a landing page for more.)
    You want them to stay awhile and engage with you. Play a game, get useful information, or watch a related video.
  4. Using interesting speakers. If  your viewers recognize the person, they are more likely to watch. You can use industry experts, thought leaders or celebrities.
    Third party speakers also credibility your employees could never get.

What do you think? Are you using online video? What results are you getting? We love comments and provide easy buttons for sharing.

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Jeff Ogden, the Fearless Competitor, is President of Find New Customers, a top lead generation company. “Lead Generation Made Simple.” He’s an expert in demand generation who helps companies increase the flow of qualified sales leads.  He’s also the author of three highly acclaimed lead generation and sales white papers, How to Find New Customers and Definitive Guide to Making Quota, and Moving from Transactional to Conversational Email, as well the e-book, Prospect Driven Marketing and holds a BBA in Marketing from the University of Notre Dame.

1 Response to “Tips for using online video to engage prospective buyers”

  1. 1 willkriski July 22, 2010 at 11:26 am

    I have over 1 million views of my guitar lessons, many are quite long and I’m not the most exciting speaker out there but I provide useful information to students.

    The biggest mistake I’ve made is not having a clear goal or call to action, and also relying on the description link which many don’t read so put the call to action in the video.

    If ad revenue is your goal turn on the partner program when you are eligible.

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The Fearless Competitor

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B2B Marketing and demand generation best practices. Dad, husband and passionate fan of my alma mater, Notre Dame. Team builder, company transformer and difference maker.

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