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B2B video marketing: key strategy to raise awareness of your business

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what are you doing to build your brand? "I write interesting things on my blog."
Cool! But what builds your brand is not the message, it's the experience of it. "So what can I do?"

A well-planned video marketing strategy.

do you have a B2B business model and would like to implement video marketing without dying trying?

Get this into your head: your customers are not looking for a brand, they are looking for a solution to their problems. You have it, you just need to make it known successfully. And what better way to achieve this than through the favourite format of your potential audience?

vIDEO!

Video marketing strategy

A video marketing strategy must be able to make the user feel a pleasant sensation that stays with them forever. It is like looking through a magic window where images and sounds come together. The result? Triple value: brand image, SEO optimisation and greater user involvement or engagement.

As with the important things in life, video marketing also has its moment of reflection in our blog. As if it were something that should be eradicated, when it is quite the opposite. A video strategy is a weighty project in which you should always use impactful formats, if only because it is likely that, with luck, one day you will end up being a spectator of your own audiovisual content.

What we were getting at: text or video? In marketing, it's not a question of choosing, but of coherently combining both elements. Reading is an active experience. When reading this post, you choose the pace and decide how, when and where to pause. However, video as a medium is easier for the user to consume, as they only need to press play and sit back to enjoy. You will say much more in one minute than can be read in the same interval, you will capture attention in a different way, the user will retain more information and the emotional response will come sooner than in any other format.

Either you get your audience to watch the video to the end or you will have failed. The trick is to capture their attention from the first second and keep it throughout the video. And for that there are some techniques and formats that we will tell you about in this journey. What for the text is an appreciation of the meaning, for the video is an emotional response:

  • Text: "I read about a brand"
  • Video: "Look, a brand"
  • Text: "That product is beautiful"
  • Video: "OOOH"

why do you think video accompanies more and more written content? Because it increases the average time the user spends on the website and multiplies the number of times it is shared on social networks.

remember, just as important as creating and executing a video strategy is implementing it effectively.

Fundamentals of building a video strategy

"What I need to grow is video marketing.

Thank goodness you are already aware of this. To start working on your video strategy, you first need to know the fundamentals that support it. Video marketing is a tool based on the use of audiovisual images to achieve different objectives. If you add video to your content marketing, the results will skyrocket. Doesn't that seem like a good enough reason to start implementing it?

Maybe you knew about its importance even before the COVID-19 pandemic, but the disruption came and caught you off guard. Now, you are in the right place at the right time to learn the basics of a video marketing strategy and learn them inside out.

What we are going to tell you below coincides with the keys to planning your strategy and should appear in the creative briefing for your videos. Join us and discover how to make a video promoting a product.

wHERE DO WE START?

Take note of the step-by-step to promote a product with video, from start to finish:

This is the profile or archetype of the ideal customer of your company, product or service. It takes into account:

  • A name, which serves to personalise and humanise this profile, making it much easier to remember.
  • Socio-demographic data: age, gender, culture, marital status, income level, geographic location, etc.
  • Concerns: What keeps you awake at night, why?
  • Goals: What do you want to achieve and what do you need to achieve it?
  • Social media behaviour: What platforms does he/she empathise with? What are the most appropriate channels to reach him/her? Which ones does he/she spend most time on?
  • Online behaviour: What kind of content does he read? Where does he look for information?
  • Challenges: What are their challenges, desires and motivations?
  • Behaviour: What other products, directly or indirectly related to yours, does he consume? How does he behave at the moment of purchase?

In short, we can summarise all these questions in 4 basic pillars: what they need, what they are concerned about, what they do and how we can satisfy their need or solve their problem.

Given that one of the pillars of video marketing is to create audiovisual content of value that arouses the attention of the potential audience, building the profile of the buyer persona can be vital not only to identify curiosities, uncertainties and headaches, but also to know how and where they look for solutions. Do you already know how to make a video promoting a product?

The better you know your ideal customer, the easier it will be to awaken your chemistry.

como crear buyer personas

  • Objectives

what do you want to achieve with this video marketing strategy? What problems do you face? What kind of solution do you provide to that problem? The answers to these questions will determine the approach of the audiovisual project. Be clear about your goals. In addition, these objectives should be SMART, an acronym that stands for specific, measurable, achievable, relevant and time-bound.

  • Budget

how much money are you going to invest in your video campaign and do you have an idea in mind? If so, you should communicate it to the team in charge of implementing the strategy to start thinking about the type of work they are going to develop. If they already have a budget for the project you need, they will tell you about it in their proposal.

  • Subjects

What do you want to present or promote in your audiovisual pieces? Depending on the theme or objective, one format or another will be used.

  • Types of video and graphics

Think... Is it going to be an animated video, with motion graphics, recorded with characters, icons, a filming, testimonial...? You can tell your ideas so that the team can guide you towards the best option. When the public understands the culture of your company, they can identify better with it and end up buying your products.

  • Platforms

do you already know where your audiovisual content will be published? The chosen platform largely determines the format, themes and duration. Here are some ideas:

  • IGTV- it's best to record with your smartphone in a vertical position, as the Instagram channel is designed for this type of video.
  • YouTube: Tutorials, explanatory videos, tips and advice... These are some of the videos that work best on this channel.
  • Web. It can be an explanatory video that accompanies and complements the textual information on your blog, or a corporate video on the homepage of your website that presents your brand.

The most important thing to determine the platform on which you will publish your pieces is to ask yourself where is my buyer persona?

  • Tools

Creating your videos doesn't just take time and dedication, you will need digital tools for planning (calendars), recording (camera, tripods, lights, microphones) and post-production (computer, editing, animation and design applications).

  • Style and tone of voice

At this point, you should define the style and tone of voice your video should have. If you can describe it with examples and adjectives, all the better. Your company has a personality. And through tone and style, it manages to express itself authentically and create a connection with the audience in its performance channels.

  • Mandatory requirements

what elements should appear in your video? Ideally, you should have your logo, a CTA, a link to your website... If you have other materials, you should share them.

  • Competition

who are your competitors? What are they doing to stand out? What is their added value? How do they differ? It is important to know this information in order to create different content that brings value to your audience. However, you should not be tempted to focus on your competitors, but on your customers.

  • KPI (Key Performance Indicators)

have you thought about how you are going to measure the effectiveness of the campaign? Is it working? Why? Think about the objectives of your video strategy, because it will be crucial to measure results. Are you going to create videos of your product to get 1000 visits to your website? Do you want to increase traffic to your social networks by increasing the frequency of weekly video posts? If your goals can be measured, you should count them in the brief.

  • Describe your brand

what is your company like, what characterises it, describe it briefly, this will help the team to approach the video from the right place successfully. It will convey your values in line with the branding of your brand.

  • Timing

when do you need to have the project ready and what are the deadlines? With this information, the video marketing team will be able to mark a date in their calendar so that the video will be ready on time.

  • Look&Feel

This is where you should indicate the delivery format and the appropriate technical specifications. Think about it carefully.

  • Action plan

what resources will you need to implement the content-related actions? Who will be involved?

Before finalising the briefing..

Whatever your objective is with this video campaign, we are convinced that it always involves the desire to attract customers and make them react when they finish watching it: click on a CTA, fill in a form... The best thing to do is not to include all your objectives in a single piece, as you could confuse the audience.

lET'S GET ON WITH IT! WHAT NEXT?

Now, what we want to do is to start working on the audiovisual creation process following 1, 2, 3 well-defined steps:

1- Pre-production

This is the planning and creative stage of each of your videos, where the team must pay attention to all the details.

  • It starts with the shaping of an idea, with the search for the right insights.
  • It continues with the definition of the treatment, i.e. how the idea will be expressed in the video: what shots, colours, music and editing will be used?
  • Creation of the script, not only literary, but also technical so that it can serve as a guide. Some videos do not need it, although most brands require it. If you skip this step, you will end up spending more time than necessary on editing.
  • Resource analysis: Do we have everything we need to develop the idea?
  • Timeline: The roadmap is vital to make the best use of all available resources.
  • Technical and human resources: What tools will we need for each recording? Who will be involved? What is each person responsible for?
  • Scouting: This refers to the search in advance for a suitable location in which to film, with the most appropriate aesthetic and technical requirements.
  • Wardrobe: How will the participants be dressed and do they have to change clothes?

The script is a fundamental point in your videos and makes sure that your viewers do not have to wait until the last second to understand the objective of the content. For this, you should include a hook at the beginning, especially when it comes to explanatory videos.

Try to use a relaxed, conversational language and tone, and be careful with the length - to give you an idea, a 300-word script is equivalent to a video that lasts about 1.5 minutes.

how to write the script step by step?

  • You can start with "Hello, I'm X from X company".
  • Approach: "Has it happened to you that...?" Briefly describe the need or problem you have detected in your audience to arouse their attention and solve the issue.
  • Close. You must use strategic calls to action to make the user want to know more and where to find you.
  • Start with a summary or brief, including the most important questions and answers, the objective of the video, where it will be broadcast, who your audience is, the topic, key points, call to action, etc
  • Write the script once you have chosen the topic. Use a conversational tone and be very precise.
  • Do a test.

read it before you take action, words change when you read them!

2- Production

If you've done a good pre-production job, you've already got half of the video done and everything will flow. Now it's time to make the audiovisual material. Keep in mind....

  • Sound: Use a suitable microphone and do audio tests before recording.
  • Light - test the lighting before recording. A tip: the main light should be positioned facing the person who will be speaking.

The production team must have a good understanding of the camera and the other tools used. Many times, you can have the most amazing camera on the market, but if you don't know how to use it, it's useless.

There are those who shoot spectacular videos from their iPhone, and those who have semi-professional cameras (halfway between basic compact cameras and more complex ones) and professional cameras (which provide absolute control over the settings when shooting video). Digital reflex cameras are a good example.

Specialist production teams are always a fantastic choice for creating professional video strategies - they have the knowledge and experience you need.

who makes up the core video production team?

  • Tripod: Always use a tripod, it will help you keep the shot steady and prevent damage to your equipment.
  • Sound: Although the camera may come with its own internal microphone, it is best to get a higher quality microphone, which will increase the quality of your remote recordings.
  • Lighting: It is best to choose appropriate brackets and sockets to connect the lights. The main light should be placed at a 45-degree angle to the right or left of the participant. The fill light should be placed at 45 degrees to the other side at eye level. And the backlight will add a touch of dimension.

Now, lights, camera and action!

3- Post-production

This is the moment to check which are the best shots, make sure that the rhythm fits with the images, retouch colours, levels and contrasts, control the audio, use sound effects, etc. Once we have the recorded material, it's time to process it and make it the format we had planned. Ready to mix all the ingredients?

  • Select the appropriate material based on technical and narrative criteria.
  • Edit the images you have finally selected.
  • Add final details, from subtitles to effects and animations.

Some tips for this last phase:

▶️Mejora the composition by including shots from the B-roll resources. For example, if you are talking about the design of a product, you can add a few seconds of a designer's work on his PC. The aim is that everything fits together and complements each other perfectly. These variations can be: long shot (showing a complete scene), medium shot (focusing on the main person) and close shot (showing the character in detail).

▶️ Do you shoot or edit? It depends on what you are better at, some people are better at filming and some are better at editing. When shooting for editing it is important to leave space at the beginning and end of the clips to make the editors' job easier. Also, you have to shoot in parts, a point where you run the risk of abrupt changes of position, which gives editors a lot of headaches when it comes to jump cuts. This is where the B-roll clips come into play!

lET'S IMPLEMENT THE VIDEO MARKETING STRATEGY!

To do so, we will follow 4 steps:

1.Publication: It's no use having the best video in the world if no one is there to see it, so it's time to publish it on the platforms we defined at the beginning, which requires taking into account some aspects:

  • Title of the video (influences positioning): It must include the main keyword and be attractive to the user.
  • Description: Summarises the subject of the video to help the viewer understand what the content is about.
  • Tags. They will help YouTube to show related projects.
  • Thumbnail: Use an appropriate small cover page on your videos, it is decisive in the number of clicks and views.
  • Playlist. It also influences the number of organic views coming to the video.

2. Broadcasting: Use social media to encourage your readers to share your content on their favourite networks. Broadcasting your videos can be organic or paid. You can use other formats on the same platform, advertise your content on your social media profile, broadcast it in an email marketing campaign or invite users to subscribe to your channel.


3. Measuring results: It is important to know if you are close to achieving your goals, and for this, there are some ideal metrics, such as playback rate and time, engagement, number of subscribers or views, among others. We will talk more about this later.

4.Optimisation: Now that we have analysed the results of our campaign, it is time to draw conclusions and improve the strategy. To do this, we can reuse the material, update it, put storytelling into practice, review the configuration of our channels, etc.

"If you want sales, worry less about sales and more about offering value in your content, in your networks, in your service, in your product. Sales are a result, not an end " - Luis Maram.

Types of video formats

You can be original and different even when making a video. It's not that there are as many formats as there are stars in the sky, but you have a long list of options to choose from to succeed. Let us think of..

  • Institutional or corporate. Present your brand values, facilities, processes or experiences in a simple and close way. Communicate the vision of your company in a clear and direct story (I want to see an example)
  • Product or service video. It shows or promotes your product orservice together with its specific characteristics. It can be simple and schematic and it is a type of video very used in advertising spots.
  • Explainer: A short piece that explains things clearly and concisely. It is an innovative and animated way to promote your products or your business, a perfect mix of sound and moving images.
  • Motion Graphics (2D and 3D) is a video format that uses animation as the main technique. Images, video clips and text are combined in a dynamic and attractive way, generating a high level of attention in the viewer.
  • Testimonials: It uses the recording of interviews and testimonials as the main technique, either among the company's employees or its customers. It is close and with a human touch that generates credibility.
  • Events: If you are about to inaugurate a new business, a meeting of suppliers, a flashmob or a meeting with your community of users, this is the ideal format to communicate it to your audience.
  • Tutorials and training solutions. They combine the effectiveness of expressing something in a natural way while showing the steps to follow in a process. It is highly recommended to explain software or platforms, as well as to answer frequently asked questions from customers.
  • Animated GIF is a format halfway between static image and motion graphic. It is short, creative and effective. If a picture is worth a thousand words, what will several images per second achieve?
  • Cinemagraphs: This is the fusion between video and photography. Static images where a portion is replaced by moving animation or an infinite loop. The intention is to surprise the viewer. And it succeeds!
  • 360º. If you're thinking of changing your perspective, with 360 degree video it's possible. It offers a view from all corners so you can immerse yourself in VR sequences whenever and however you want. Ideal for virtual tours.

  • Corporate webseries is direct-to-brain fiction that combines creativity, formats and identifiable characters. It is entertaining and perfect for explaining content in an engaging way. It is ideal for human resources, training and external communication departments.

  • Motion speech. It combines the source content with the client, the dynamism of a professional presenter and the effectiveness of motion graphics technique. The result? Effective communication. It is highly recommended for commercial departments, training and communication.
  • Promos: Presenting a service, introducing a product, launching a campaign... Imagine achieving perfect images dancing to the rhythm of elegant music, with an infinity of image and sound effects, and an attractive voice-over. Can you think of a better way to make a promo?

In a world where online sales are becoming more and more popular, many companies and sectors are adapting to new channels and formats to reach the consumer. Video in its various metamorphoses is ideal to adapt to the new times. Testimonial, corporate, tutorial....

what do you want to tell?

Viral video marketing: social networks

what's viral now?

Viral video marketing is a very popular term, not only in the marketing sector. Reaching thousands of views in a short time is the goal of many business strategies, but only the reality of a few. Why? What makes a video viral?

The name of this term comes from the ability of some audiovisual content to spread, as if it were a virus. And it means nothing more than creating videos for your brand that become popular online with the public. The magic of this technique is that consumers do marketing through their likes, comments, etc. The only thing the brand does is wait for the results to come on their own.

And don't think it's easy to achieve, very few brands do. There is no exact formula to viralise your videos either (at least not that we know of), but we have some tips that can help you achieve it:

  • Use images or videos in blogs, they are more shareable.
  • Share your content on social networks, otherwise you will fail.
  • Use attractive infographics - users love content they can understand at a glance.
  • Share the content several times, especially if you see positive reactions.
  • Analyse statistics. Which days do you have the highest share rate on your networks?

The advantages of viral video marketing go beyond views:

  • It doesn't have to be expensive.
  • It provides great brand awareness thanks to its capacity for dissemination.
  • It reaches further and faster.
  • It is not invasive, the audience is delighted to receive it.
  • It improves your brand's reputation.

A specialised team will give you the push you need, but what's really behind a viral video? For sure, an emotion. We want you to stop and think about this question: why do you watch videos on the internet?

Usually, to be entertained, to learn something or to be inspired, but you always do it for a positive reason. That's why you should keep emotional marketing in mind in your audiovisual campaign. Video marketing is not only useful for entertainment:

  • "A video on a landing page can increase conversion rates by up to 80%," according to HubSpot.
  • "And the simple mention of the word 'video' in an email subject line increases email open rates by 19%.

It can take a lot of time and energy for a video piece to go viral. And if the beginning of it doesn't grab your audience's attention, it's unlikely to generate social media intensity. Twitter is a great place to promote video and generate engagement. Facebook gives you more freedom to upload your videos directly from your computer or include a link to YouTube.

When a user feels something after watching your videos, they respond to your brand. For you, that means more traffic and a higher ROI (Return on Investment).

Characteristics of viral video marketing:

  • Choose to be different, otherwise you won't eat a donut.
  • Choose a short duration. You don't need to be timeless to make an impact. If it's short, it's twice as good.
  • Stay away from clichés. Do something different to surprise your audience. Get out of the routine.
  • Promote the video on your social networks, those where your potential audience is present.

How emotional marketing influences video:

Simply put, emotional video marketing is perfect for raising awareness of your brand, products or services, as well as captivating your customers, but why?

Emotional marketing doesn't require laugh-out-loud or cry-out-loud videos. Emotional video marketing helps you reach the heart of your audience in different formats, making them remember you for how you made them feel.

These are campaigns that go straight to the heart and not to the pocket, which makes the difference between viral video marketing and any other piece. And if you notice, this does not only happen in video, but in general marketing. We have seen it in the evolution of traditional strategies based on intrusion towards attraction marketing(Inbound Marketing).

Brands have had to realise that they were putting all their efforts into the wrong protagonist, the product. Nobody can make a product fall in love. At the same time, they were leaving the real god of the strategy, the consumer, in the background. It is the consumer who makes the purchase decision. What is the point of putting all their efforts into an inert object?

we are not underestimating the importance of your products and services, after all, they are your currency. But to reach them, you first need to win over your audience. That's where emotional video marketing makes sense:

  • Itbuilds customer loyalty because it achieves a closer relationship through emotions.
  • Itimproves brandpositioning.
  • It makes customers recommend your brand (word of mouth).

When a customer sees their values reflected in a brand, it is very difficult for them to give it up.

how should I analyse the impact of a video?

"What you can't measure, you can't manage.

And what can't be managed, can't be improved either. So what do we do? Let's measure. Let's look for metrics or KPIs that allow us to measure the impact and success of the videos. Of course, they will vary depending on the objectives set at the beginning of the campaign.

objetivos y metricas video marketing

If what you are going to do is a webinar, it can also be measured! To do this, you can use YouTube Analytics, the tool that will help you increase your clickthrough rate and gain views. Some appropriate metrics for this format are: view count, view rate and conversion.

what are these metrics for? We have compiled the main video marketing KPIs to tell you what they are:

  • Number of views: This is the number of times the video has been viewed and is directly related to reach.
  • Number of times the video is finished, which is used to see how many people have watched the video to the end.
  • Comments on social networks: This is a good indicator of the relevance of the content to your potential audience.
  • Click-through rate: This is the number of times your CTA is clicked in relation to the number of times the video is watched.
  • Conversion rate, which is the number of times the call to action is completed and the number of clicks obtained.
  • Replay rate: Number of people who have played the video by the number of reactions. This indicator will help you to determine the relevance of your video.
  • Completion rate: This evaluates the connection and is obtained by dividing the number of people who finish the video by the number of people who play it.
  • Bounce rate: It is important to know how the user is behaving. It is very useful if you are thinking of adding videos to your website.

did you know that you can optimise your Inbound results with video marketing? They are two different realities united by the desire to deliver value to the user. Video has the ability to meet strategic marketing objectives. And to do so, you can not only integrate interactive video as part of your sales funnel, but also connect emotionally with your audience, add CTAs, establish KPIs and implement forms.

corporate_video

Almost certainly, the only statistics you have about your videos are the ones shown on YouTube, right? Likes, comments, number of views... But if what you need is for your video campaign to become part of your Inbound Marketing strategy, you need something more. That's why we want to recommend platforms that can help you achieve this, such as:

  • Play film allows you to get to know your users better through questions included in your videos, CTAs, etc.
  • Vidyard: This video platform facilitates personalisation, aggregation of CTAs, forms, etc.
  • Vizia. This free tool also allows you to incorporate surveys in your videos, with the disadvantage of stopping the video until the user answers or skips that part.

don't forget to measure the impact of your audiovisual content on social networks!

Examples of B2B video marketing

seeing is believing?

Now that you know where to start working on your audiovisual campaign, it's time to see some real video marketing examples from the Occam Digital Agency's oven:

  • Reel Occam 2020 to review a year full of audiovisual opportunities.
  • Corporate video to introduce ourselves: What you can't see, you can't feel, and you can't hear.
  • To communicate importantnews, such as the expansion of our team.
  • Video explaining on camera how to use video in a marketing strategy. And to accompany blog posts!
  • Coffee marketing, with long talks on a specific topic, Inbound Marketing!

And much more in B2B video marketing. It's good to start our own video experiments, but over the years we've worked with many B2B companies looking to make a difference with video. On our video marketing page you can see some examples. Here they come!

  • La Pajita: Presentation of a directory service with the best cocktail bars in the country, a mobile application that allows the management of these places to be digitalised.
  • Cibernos Group: Presentation of technological products and services focused on their specific buyer personas.
  • Codere: Information pills for social networks analysing different football matches.

if you are looking for more examples of video marketing, get in touch with us. If you want to attract the love of your customers and keep the spark forever, you better take note of the best practices of video marketing in B2B business:

  • Content for every stage of the conversion funnel

Discovery or attraction (the goal is to drive traffic to our website or blog, so we need to attract attention with short and direct content, such as Bumper Ads).
Consideration or conversion (the user has shown interest in the brand, so now it's time to tell them the details of your products and services in video, how they work, what problems they solve, what their features and advantages are, etc.).

Decision or closure (the user already has a few options in mind, yours is among them, and in order to get out of doubt, you are going to tell them about yourself, you are going to present your best version and you are going to show it to them in the form of a behind-the-scenes video to show the day-to-day workings of the company, video explainer, etc.).

Loyalty or delight (create audiovisual content that reinforces brand values, with creative formats, testimonial videos or to present new products or services).

Funnel-o-embudo

Audiovisual content is effective for search engine positioning. If you include it on your website, you will increase the time the user spends on it. Moreover, platforms such as YouTube allow you to gain positions thanks to the prominent role of descriptions, tags and links, among other things. Can you get more visits, a better brand and more customers thanks to your YouTube channel? The answer is yes. Here are some fundamental techniques to improve the positioning of your videos on YouTube:

  1. Use a catchy title and include the keyword whereverpossible- SEO friendly! It's not a matter of just using the keyword, but combining it with an attention-grabbing title. Imagine your keyword is 'energy drinks' - on its own it's not catchy, but what if your title is 'The Energy Drink Surprise Effect for Students'?
  2. Use emojis: On sites like Get Emoji you can consult a multitude of icons to include in your video. Until very recently, most companies did not know that the use of these elements could positively or negatively affect the positioning of their videos. And we may be facing one of the most popular languages on the Internet. Combine words and emojis appropriately!
  3. Clickbait is a very important advantage in your title to attract the user's attention. It will generate an expectation in the user that you must resolve and develop throughout the video. Example: "When you read this, you will never again try the energy drinks you buy". It is not about generating misleading advertising, but about using a kind of bait with sensationalist descriptions that incite the visitor to click.
  4. Take care of the appearance of your channel: first impressions count (also on YouTube), so choose a responsive design, a good description of the channel and the video, with keywords related to your niche or specific topic, and a corporate video at the top of the channel to serve as a letter of introduction.
  5. Create playlists: By having all your content classified in several playlists, it will be much easier to organise your information. The playlists will appear in search results, so you will help your channel to increase its visibility. For example, Leroy Merlin Spain has created several playlists on EcoOptions, Wallpaper and Decoration, among others.
  6. Research your audience: Take advantage of the statistics that YouTube offers about your visitors, because all this will help you to better define your buyer persona by age, gender and location, and the reports will also help you to analyse your competition and improve your added value.
  7. Write a good description, don't skimp on details, be explanatory and persuasive. Use at least 250 words, remember that what you want is to position yourself. In this description it is advisable to add a call to action, a link to your blog or page and include the keywords in the first 25 words.
  8. And most importantly, create unique and interesting content! If your audience decides to click on one of your videos, it is because they are looking for a specific value in them. If they do not find what they are looking for, they will simply abandon it. The most important thing is that you are the one who decides what content to create, and you have everything you need to know what your audience expects from you. Make your material a unique, interesting and useful piece that the user feels satisfied with.
  9. Think about tags, you will need them. They will help you to position your channel and to appear in the sidebar of related videos while the audience is watching other content. To choose the right tags it is important to put yourself in the user's shoes, but don't over-optimise. How would they search for you? What words would they use? What are the related topics?
  10. Share, share, share. Sharing is wise, and even more so when it comes to getting your videos to your audience on different platforms. Whether your piece takes flight is up to you. So what better way to give it the boost it needs through email, on your website and on the networks where your audience is present?

We assure you that if you meet all these requirements, you will improve your brand's SEO positioning on YouTube.

  • Show your business in an original way

Originality knocks on the door of attraction. Thanks to animated video, brands can present their business in an attractive way, avoiding long filming and conveying messages clearly. It serves to quickly, completely and effectively showcase products and services, differentiates you from the competition and boosts your business. B2B video marketing is very useful for brands that find it difficult to reach the right audience at the right time. Therefore, it makes contextual marketing possible.

and much more about B2B video marketing! Do you want to be next?

What we offer you at Occam:

We never tire of repeating it: 81% of brands already use video as part of their marketing strategies. It is a different medium with enormous potential. We were born as an audiovisual production company, which, in addition to adding points in our favour, makes us true experts in the creation of original, multi-format and omnichannel pills. Straight to the point.

We analyse and understand your needs and those of your audience. We connect with your audience and make them engage with your brand in a natural way. From now and forever.

In return, you increase your sales and improve your ROI. Think about it!

20 video marketing tips

We bring you tips and tricks for a good video. The best video marketing tips! Brands need it, although this is not something new. What is really new is that companies are using more and more audiovisual content in their communication channels. It is no longer just another element in your plan, but a key element to boost the reach of your campaigns and ensure that the effort invested pays off.

It has been proven that this format dominates social media, so brands that don't create audiovisual content are falling behind. Of course, you don't need to become an expert in its production. In fact, most viral content is very simple, and others are generated by agencies specialised in audiovisual production. In any case, you should never lose sight of authenticity. It's what sells the most.

That said, we would like to share with you some tips for an effective video marketing campaign:

  1. Be original: Video works best when it shows something that the user hasn't seen before. This is really difficult to achieve, but the ideal is to analyse what your target audience watches and what their main interests are.
  2. Plan: If you are able to convert users into loyal followers, long-term success is guaranteed. Sow curiosity and maintain continuity in the publication of your content.
  3. Use video in your blog, for example, a short audiovisual pill explaining the evolution of the conversion funnel and integrate it into an Inbound Marketing post.
  4. Use it also in your landing pages. It has been proven that it can increase conversions, as long as the videos are not too long. The ideal length is between 30 and 60 seconds.
  5. Spread your videos on social networks. What's the point of creating an excellent video if no one is there to see it? By viralising your audiovisual content, you increase the chances of winning new customers.
  6. Take care of the sound: it is one of the main pillars of the content, as important as the visual quality.
  7. Measure success. In this post we have already given you some indicators to start measuring the impact of your video marketing campaigns.
  8. Take care of SEO. Video offers positive signals to search engines, as it generates more traffic and improves conversion.
  9. Gain presence on search engines- not just Google, but also YouTube and Vimeo. You'll generate sales, leads and brand awareness.
  10. Get to know your audience in depth, it will be much easier to connect emotionally with them.
  11. Organise your material- yes, we know it can be a bit boring, but when you move on to editing, this step can save your video.
  12. Get an external hard drive from a reputable brand, where you can store your footage without your computer suffering.
  13. Choose the music- it's vital to your creation plan and a powerful tool that can completely change the intent and impact of your video.
  14. Record the voice-over. This is usually done by a person who is not on camera and is the narration of the video. For this step, you need to find a suitable place to record, practice over and over again, listen to yourself after recording and relax.
  15. Make the user the protagonist, make them feel part of the content, they will appreciate it.
  16. Don't go over a minute, remember that less is sometimes more.
  17. Make videos that generate interaction. It's not about posting for the sake of posting, but about creating valuable content that the user wants to share.
  18. Integrate the video with the rest of the brand: all for one and one for all!
  19. Adapt your pieces to the algorithms of your networks. On Facebook, more time prevails. On Snapchat, ephemeral content comes to life. Make your pieces a powerful chameleon that integrates perfectly into each space.
  20. Give them an emotional touch. Emotional marketing makes you fall in love.

After reading this post, you'll just have to pick up the camera and start recording. Or look for your best video marketing agency to design the most direct path to your goals.

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