Many of us who market B2B technology focus on one question:
“What business problems do our solutions solve for clients?”
With the rise of the Millennials – estimated to be 50% of the US domestic workforce in 10 years – tech marketers have permission to boldly add the personal touch.
I am a big advocate of the Micro + Visual trend for storytelling that sells. There is a reason both YouTube and Twitter hire from the same Millennial talent pool. They understand that entertainment = interest.
American adults like creative, entertaining video content almost as much as primetime TV. Remember Vine, a 2-year-old video site from Twitter? It “allows users to record and edit six-second long looping video clips.”
One reason video is an effective B2B selling tool is because people want to see it.
B2B Marketing is about People
If your B2B company is ready to add the personal touch through video, here are my top 3 tips:
1. Best length for maximum views: 1 to 3 minutes.
2. Maintain brand consistency. Video is an extension of your
existing brand.
3. Remember the mobile viewer.
Does video fit your brand strategy? Want to brainstorm marketing ideas to reach your technology business-to-business goals? Please give me a shout now!
Sources:
* STR Hotel Data Conference, August 13, 14, 2014, Nashville
** Online Video Trends, Marketing Profs. http://www.marketingprofs.com/charts/2014/25121/online-video-trends-demographics-devices-audience-size#ixzz3Ck6BiOoW
*** Wikipedia http://en.wikipedia.org/wiki/Vine_%28service%29
Resources:
“How to Close the Gap Between Sales and Marketing” by David Meerman Scott, August 26, 2014
http://www.marketingprofs.com/articles/2014/25894/close-the-gap-between-sales-and-marketing
“Online Video Trends: Devices, Demographics, Audience Size” by Ayaz Nanji, May 15, 2014
http://www.marketingprofs.com/charts/2014/25121/online-video-trends-demographics-devices-audience-size