Video has increasingly become an effective and favorable medium for many businesses to drive engagement with digital audiences. In fact, video snippets are one of the top three content types used by B2B marketers in 2018, along with long-form content and social media stories. B2B marketing videos appeal to viewers that are both being introduced to your business, as well as leads who are deeper in the sales funnel and looking for more information about your products or services.
With video marketing being one of the top digital marketing trends, now is the time for B2B marketers to focus on creating engaging and valuable videos for branding, lead generation and thought leadership.
If you are ready to start making your own marketing videos, consider the following five tips:
Captivate your viewer in the first few seconds
It is no myth that first impressions are highly important. If your content doesn¡¯t capture your viewer¡¯s attention in the first 15 seconds, it is unlikely that they are going to watch until the end.
The average viewer attention span is less than 10 seconds, which is not much time to introduce a story. Create an introduction to your video that includes visuals to draw in the attention of your viewer and introduce your video¡¯s purpose. Animated title introductions are a great way to creatively present your story and captivate your viewer.
Like the need to draw in viewers within the first 10 seconds, people don¡¯t want to watch a long, drawn-out story. Choose quality over quantity when it comes to your video¡¯s length, and include only the information that pertains to the message of your video.
Ideally, company overviews and explainer videos should be up to 2 minutes long for optimal engagement. Longer video lengths aimed at people willing to give 15-30 minutes of their day should be leveraged for webinars or on-demand demo videos where your audience is interested in your product/service.
When editing your video content to account for length and flow, consider the following questions:
Does the information provided add value to the audience and still convey a story/purpose?
Does the edited content align with your marketing goals (e.g., raise brand awareness or generate leads)?
What is my audience interested in learning and does this video fulfill those objectives?
Create content that can be consumed with AND without sound
According to Facebook, as much as 85% of video content is viewed without any sound. Video that can be enjoyed without sound allows the viewer to stay engaged without interrupting their ongoing activities.
Creating video content without sound can be difficult when dialogue is an important aspect of your video messaging. However, adding supportive descriptions and text overlays throughout your video will keep your viewers engaged without requiring sound. Incorporating subtitles is also a very practical solution for dialogue-heavy videos and easy to implement for the basic video creator.
Focus on your story¡¯s fluidity so that the viewer can easily watch and understand your message.
Consider including a call-to-action in the MIDDLE of the video
Often, CTAs are at the end of the video content. For many marketers, the end of the video is the logical spot for a CTA because the viewers that finish the video are more likely to turn into prospects and leads, as they have already demonstrated interest in your product or service by finishing the video.
However, call-to-actions in the middle of the video have shown to draw in higher conversion rates when viewers are most engaged. In an analysis provided by Wistia, conversion rates were a little over 15% for mid-roll CTAs and 10% for end-roll CTAs. This may be surprising at first, but the longer a video continues, the more people start to drop off.
CTAs in the middle of the video are viewed by more individuals and thus more likely to catch a few more of those people that otherwise drop-off in the second half of the video. Whereas a call-to-action at the end of the video is only seen by viewers that complete the video.
Implement your CTAs in a way that weaves with your video story. Don¡¯t let your CTA pull away from that story or draw overt attention to the advertising direction of the video.
Optimize for search
Optimizing your marketing videos for search engines will help get your video more impressions by ranking higher in search results pages. Search engine algorithms use information from video descriptions, so be sure to include keywords from your video and provide a description that speaks to your target audience.
Additionally, make sure your marketing videos are optimized for mobile, as more and more YouTube videos are consumed on mobile devices (70%) vs desktop (30%).
Your video thumbnail can also help you stand out in searches. Freeze an interesting frame from your video that also captures a key element of your story. Understand the various video SEO elements and how to implement them with your marketing videos.
Videos are great for a wide variety of placements including product pages, landing pages, online advertisements and social media platforms. Video content can convey your company¡¯s messaging in an effective and engaging way, and can be used for purposes such as product launches, company overviews or webinars and demos. Follow our five tips to optimize your video to be viewed and enjoyed, and generate new leads for your business.
¡°Our adventure is over and done with,¡± Dick said. ¡°It has gone ¡®poof¡¯ like a bursted soap bubble.¡± ¡°Let¡¯s lock up, here, and join Jeff,¡± suggested Sandy. From their cockpits Sandy and Dick watched the hydroplane. At cruising speed their airplane made nearly three miles to the hydroplane¡¯s one. Its mysterious occupant must know that they were trailing him, but he held to a straight course so that his lights were never in a different place as their craft above swung to show its observers the red and then the green. ¡°Then we have found the man who is guilty!¡± exclaimed Dick. ¡°He was with Tommy Larsen, hired him to go out to meet the yacht!¡± ¡°What about Mr. Whiteside¡ªand Jeff?¡± Dick wanted to get to the bottom of a startling situation. ¡°Then that woman¡ªMimi¡ªcame back to rejoin Jeff!¡± argued Larry, and broke into a run. ¡°Come on, fellows!¡± ¡°Yes! There they are! Just a little below our level.¡± "I knew," Cairness said, turning to Landor after a very short silence, "that you and Mrs. Landor were somewhere along here. So I left my horse at a rancheria across the hill there," he nodded over his shoulder in the direction of the looming pile just behind, "and walked to where I saw the fire. I saw you for some time before I was near, but I ought to have called out. I really didn't think about startling you." "I rather thought that might be too much for even you," said Cairness. The Englishman lost his coolness. Again he rushed savagely at Shorty, with less care in his guard. Shorty evaded his mighty blow, and reaching up under his guard struck him on the chin so hard that the Englishman fell like an ox. "Deacon, these brothers and sisters who have come here with me to-night are, like myself, deeply interested in the moral condition of the army, where we all have sons or kinsmen. Now, can't you sit right there and tell us of your observations and experiences, as a Christian man and father, from day to day, of every day that you were down there? Tell us everything, just as it happened each day, that we may be able to judge for ourselves." She made a quick recovery, and Robert and Peter were christened at Easter-time. Naomi looked every inch the proud mother. Her slight figure had acquired more matronly lines, and she even affected a more elderly style of dress. For some time afterwards, proud and beloved, she really felt that motherhood was her vocation, and when in the course of the summer she[Pg 90] realised that her experiences were to be repeated, she was not so sorry as she had been before. She hoped desperately it would be a girl¡ªbut this time said nothing to Reuben. "Because you gave those things up of your free will¡ªthey were made to give them up by force. You've no right to starve and deny other people as you have to starve and deny yourself." "I'll make him pleased. You leave father to me for the future." "But I d?an't want you to waste your money." HoMEÄÚÉ伤Çéɧ±¬
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