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Thursday, Oct. 4, 2012 at 5:44 pm

4 Styles Of B2B Video That You Should Be Using

By Andy Havard
October 4th, 2012

Persuasion Architecture can Increase Leads from Your B2B Videos

Persuasion Architecture pops up in every well thought out marketing campaign, even video!  A lot of people come to us asking about whether or not video increases online conversions or turns people away.  The truth is, video, like any form of communication online will be helpful to your guest if executed properly. Video is an interesting medium- it can either deliver wanted information quickly and memorably with the use of visual cues in tandem with verbal explanations, or it can bore your guest to death because the content isn’t applicable or the video takes too long to load.

The best solution for creating a video for your site is to make sure you are addressing all the needs of your guests within the video. Or better yet, create multiple short videos for the particular needs of each of the personas on your site depending on which stage of the buying process they are in. For instance, if you are an online company trying to sell a product or service to other businesses, you might create 4 videos for each of your personas.

Learn about how to speak effectively with video in each buying stage from Andy Havard is a Marketing Executive at Skeleton Productions, a UK based Corporate Video Production company.

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1. People Powered Videos

These videos will describe the people that work at your company, your mission statement and your goals.  They will speak strongly to the Humanistic persona who will base decisions on their emotions and connection with your company.  The more they know about you and share your values, the more they will want to support your company.  You can display a short people powered video on you “About Us” page.

2. Helpful Videos

Helpful videos address the common questions other companies might have about your product or service.  If they are curious about how something is installed for instance, you can show them a video of an installation procedure that clarifies any concerns they may have.  These videos will be very encouraging to your methodical guests, since they like to understand the ins and outs of everything before they make a commitment.

3. Product Demo Videos

Product Demo videos can be very convincing, especially to early stage and spontaneous guests.  If someone has never heard of your product or service, they might see a demo video of what you have and all of the sudden wonder how they ever lived without it!  Demo videos can be displayed on the homepage to entice your guests to learn more.

4. Testimonial Videos

Testimonial videos, especially from reputable companies within the industry you are selling to can be very convincing.  Your competitive shoppers will want to see what their competitors are saying about your service.  People who see strong video testimonials on your site are more likely to feel safe investing with your company over someone else.

We at FutureNow like to implement personas to evaluate every aspect of your online marketing campaigns.  We can help you create video, social media, websites and online strategy that will effectively speak to the needs of all 4 personas.  Please feel free to reach out to us if you have any questions.

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Comments (31)

  1. [...] Commerce“ & Mode – Mehr als StereotypenWas skaliert besser: Effektivität oder Effizienz?4 Styles Of B2B Video That You Should Be UsingBlackSocks: RFID iPhone App Connected SocksTalking up tablets for e-catalogsUmfrage: Social-Media im [...]

  2. Hello, I think the video will be very useful to attract visitors to the website, but for B2B is difficult to create a successful video without boring the “visitor” of the site. How do you think you could make a video of a legal consultant for companies?

  3. My company has just started to get into doing videos. They have been great for our SEO and customers seem to like them as well. Video’s are always gold on the internet.

  4. great post Andy thanks for sharing it and it is a really helpful video

  5. All good choices, I think demo videos take the price. I’m mainly talking from a consumers perspective, but on the B2B side it’s exactly the same: I need to know what the product has to offer, and I gladly watch a video demonstration. It’s the closest thing to witnessing the product personally, and if the video is fun to watch… even better!

  6. Is youtube best for hosting videos? I wonder if there is any alternative?

  7. I’m a big fan of video and there’s no better way of getting complex issues over easily, in a way that would normally require screeds of text and diagrams.

    I’m surprised you didn’t mention the whole “to autoplay or not autoplay” question.

    Personally can’t stand it and nothing has me reaching for the back arrow faster – but then others swear by it

  8. Although I find testimonial or product demo videos useful, I have to say I rarely ever click on the general introduction videos on a website – and find them a nuisance if they power up automatically (particularly as many viewers may be clicking on the website from work).

  9. ….and it’s just struck me I read the text but didn’t click on the video above either.
    Perhaps it’s just me…

  10. Partner marketing programs can be one of your best sources for new sales leads

  11. Just strated using video in my business. Great for SEO and our customers seem to like them better.

  12. I think videos are indeed very helpful if executed and prepared properly and direct to the point. Viewers gets bored easily if they cannot see right away what they want to see like the products and its uses if the company is selling. I believer helpful videos is a good example of videos that will not bore the viewers right away.

  13. I think visualization is more understandable than reading. e.g. after watching movie we remember story longtime but in the case of reading we cant remember.

  14. We can reach the inner mind of the visitor or viewer though a video which isn’t possible with a text advertising.

  15. I think people now days have very short attention spans and will rather watch a short video than real pages upon pages of text. I think your videos should offer value to the viewer, much in the same way your content offers value to your readers. So I think teaching your viewer something useful is the best way to go. Testimonial videos are good to build credibility and product videos are good at explaining the benefits of your product to your potential customers, especially if its a complex and technical product.

  16. Although I find testimonial or product demo videos useful, I have to say I rarely ever click on the general introduction videos on a website – and find them a nuisance if they power up automatically (particularly as many viewers may be clicking on the website from work).

  17. It’s an inexpensive and effective way to reach one’s customers and show them value of offered services. There is also a new trend to create short, animated, instructional videos, which are also effective, but carry a substantially higher production cost.It’s an inexpensive and effective way to reach one’s customers and show them value of offered services. There is also a new trend to create short, animated, instructional videos, which are also effective, but carry a substantially higher production cost.

  18. I like the idea of testimonial videos. What about videos that show statistics and outcomes with some good music in the background? Would this be helpful or a waste of money?

  19. @South Carolina Auto Insurance

    You do not need video for something that can be explained just as well with short copy and some good graphs.

  20. Nice article, I am looking to add video to my real estate site to add to my users experience. I like your suggestion on multiple short on topic videos.

  21. Thanks for your precious tips for B2B Videos, it proved too useful for your reader of this post!

  22. I find that creating 4 short videos is way more effective than one long one. The use of YouTube seems to be reducing attention spans.

  23. I think 4 short videos is indeed a much better approach than one long one. Youtube is reducing consumers attention spans.

  24. Very informative post. I usually make short videos and that caches costumer attention.

  25. great post
    i find that creating 4 short videos is way more effective than one long one. The use of YouTube seems to be reducing attention spans.

  26. In fact you can make a good viral even for B2B: a funny and original video will have no problems to circulate on the web, anyone who wants to share it, whatever its its nature and its target audience.
    It is also important to note that a video can show very quickly and clearly complex concepts that would require many pages of boring pdf.

  27. Thanks for this awesome post Andy. am going to implement them on my next videos. really excited for this

  28. Persuasion Architecture can Increase Leads from Your B2B Videos Persuasion Architecture pops up in every well thought out marketing campaign, even video!

  29. I try to use at least 1 of these 4 styles

  30. Actually video plays big role in lead generation.

  31. This is really helpful. I offer the first type of video, People Powered Videos as the primary source of video for businesses, but the other types seem to be a great way to interact with your audience as well. I’ll look into utilizing this list and increasing my product line of online videos. Very helpful.

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Andy Havard is a Marketing Executive at Skeleton Productions, a UK based Internet video production company.

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