• 5 Tips for Compelling and Effective Online Videos

    Online video offers tremendous promise for enterprise technology marketers. Video can bring your technology to life, show the authentic personality of your brand and demonstrate your organization’s expertise.

    Technology buyers regularly use video as part of their decision making process, and that video can drive IT adoption and sales. But decision makers also have certain expectations on what kind of information vendor videos should provide. B2B marketers need to use this evolving medium appropriately to create and deliver video content that gets results.

    You don’t have to be an award-winning director or producer to create effective video, but you do have to keep your customers’ information needs front and center. Online video has emerged as a highly-effective and unique way to communicate with your business technology customers.  Research shows that nearly 40% of tech decision makers regularly watch video as part of their jobs. Of those, nearly half use it daily or weekly. And online video drives engagement and sales.  Eighty-four percent of respondents have gone to a vendor’s website as a result of viewing an online video, and 38% have based a technology purchase decision on vendor-produced or sponsored video.

    These are five practical tips for planning, producing, distributing and measuring online video.

    1. Use video where it counts.

    2. Consider the “lean.”

    3. Keep it short and to the point.

    4. Cast for passion and authenticity.

    5. Find your audience.

    As with all content marketing, it’s important to put your audience’s business and technology goals first. A video should focus on helping prospects and customers:

    • Understand how your technology works.

    • See how others are using it.

    • Make a business case.

    Remember: once an IT pro has decided to click “play” on your video, they’ve made a commitment to spend time with you. Use the tips we have provided in this white paper to make sure you deliver.  Click this link to read the entire white paper.

    Fritz Nelson is Vice President and Editorial Director of InformationWeek and Executive Producer of TechWeb TV, the multimedia production arm of UBM TechWeb. He is an online video pioneer and has created, produced, and packaged thousands of videos from Austria to Wales and from WNBC studios to Brazilian street corners.

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