Video marketing companies know that B2B video marketing is still very new to most marketers and business owners.  Many are challenged with how to help their clients create a video marketing strategy that has an ongoing flow of quality online video marketing content needed to drive their sales goals.  One way to be productive and efficient, and get the most out of your investment is by adopting a Video 1st approach to B2B video marketing. 

Why would a Video 1st approach to your B2B video marketing strategy be important to your business?  Just look at the behavior of consumers today. Over the past years the world has essentially transitioned into a society of viewers 1st, rather than readers.  The transformation started when this little video platform called YouTube came onto the scene in 2005, and since then online video marketing has fully invaded social media, websites and the sales process.

Since 2016 the majority of internet traffic has been video.  And now the Internet is at an all-time high for global video viewing and online video marketing content has become more or less synonymous with internet use.  Sure, people still read plenty of content online, but it’s growing less and less as video marketing companies make video easier to produce.

1st B2B video marketing strategy

As our personal behavior is driving our business behavior, having a video marketing strategy is becoming a necessary business tactic to achieve core business objectives that sales directors and marketing directors have every day.

What is a Video 1st video marketing strategy?

Having a Video 1st business video marketing strategy is simply using online video marketing content as a foundation element of your sales and marketing content needs.  One thing that video marketing companies know is that online video marketing content can be leveraged over and over again, “sliced and diced” if you will, into many use cases.  This is why a solid B2B video marketing strategy will allow you to create still images for social media, content transcriptions for blog posts, online advertisements, email campaigns, press releases, and more from your videos.  Video marketing companies know that planning is one of the most important part of producing video with an end goal in mind so your video investment can be multi-purposed in many ways for maximum return on investment. 

For example, with every video you produce, you have the potential to create still images for social media posts, include your video content marketing in email campaigns, transcribe your video into a blog post, add it to your website and have your sales teams use it everyday.  Once you have an online video marketing strategy, you can repurpose your online video marketing content in all these other areas, creating a web of valuable materials that you would have otherwise been expensive and time consuming to create. Ultimately, a Video 1st strategy gives you a cohesive approach in launching a product, targeting an industry, building thought leadership, talking about a new use case or client testimonials.

Video 1st B2B video

If you have watched the video on top of this post, you might have noticed that the video, and images, included in this blog post are an example of a Video 1st B2B Marketing Strategy in action.  The text content on this blog post is very similar to what you’re hearing in the video.  And the images in the post are screen captures from the video as well.  We have used many of the visual assets of this online video marketing content in social media, blog posts and other areas of our marketing. It’s all done efficiently and effectively as part of a video marketing strategy to get the most productive use and most amount of ROI from our online video marketing content.

Corporate Video Marketing in a COVID-19 economy

Even in today’s world of COVID-19 you can develop compelling sales video and online video marketing content with remote video recording solutions like Remote Video Capture.  Remote Video Capture allows remote video production with your smart phone and with the professional services of a director and editor. While remote video production should not be the only video across your enterprise, there are many great use cases for Remote Video Capture in a COVID-19 B2B video marketing economy.  

How to get started with corporate video marketing under a Video 1st approach.

The first step in executing a Video 1st online video marketing strategy is to forget about video! Yes, that’s right!  Forget about video. 

Video is just a piece of content that should follow, and be integrated into, your business objectives.  Are you getting ready to launch a new product? Going into a new industry segment? Entering a new territory and aiming to rank high in local search engines?  Once you have decided this you can start the next step in a Video 1st strategy – developing content.  

The basis for a Video 1st business video marketing strategy is that – 

  • It is easier for people to talk about something they know then to sit down and write a blog or brochure
  • Buyers will engage with your technical team, the people behind the sale team, as part of the sales process

Take an inventory of all the questions your customers have about each product, service, use case, etc.  List out all the knowledge and stories that are in your company – from your sales teams, to technical and operational teams; all the human skill sets at your company.  Think of all the use cases of your products or services. You probably have many stories in your organization that give buyers information that they need to hear and understand before they buy from you.  Think of all the questions that your sales team gets from new prospective customers at the top of the funnel, and those that your technical and/or operational teams need to answer deeper into the funnel. 

Once you have online video marketing content created, you can repurpose that content in all these other areas, creating a web of valuable marketing materials that you would have otherwise missed out on if you didn’t have a video marketing strategy in place to make the most out of your investment.  Ultimately, a Video 1st video marketing strategy gives you one cohesive approach in launching a product, targeting an industry, talking about a new use case or showcasing a client testimonials.

When you have that on paper, you can then organize it so it aligns with your business goals and other marketing investments you are making, or planning to make, and launch your Video 1st video marketing strategy.

If this is your first time using a Video 1st video marketing strategy, there are plenty of video marketing companies that can guide and help you.

Have any follow-up questions on a Video 1st strategy?  What do you see as the benefits to your organization?

You may check this reference.