In February 2012 179 million U.S. Internet users watched nearly 38 billion online videos, according to industry research. Predictably, YouTube statistics are colored with consumer viewing behavior. But B2B online video viewing grew 27% from 2010 to 2011 and eMarketer estimates that B2B spending on online video will rise as much as 55% this year. Which makes it the fastest growing ad format in 2012. In fact, your B2B audience expects you to engage them via video. Companies that don’t utilize video as part of their marketing efforts are likely to use lead generation opportunities to competitors that do.
Having online video in your mix is a priority for marketing in the coming year. Here five tips to help you create compelling videos to drive your business:
Content is all around you – You already posses a wealth of content that can be reused, recycled and repurposed into online video. It’s tucked into the deep recesses and dank corners of your business. White papers, promotional materials, training videos, presentations developed for product briefings, keynote presentations given by your executive teams at conferences, panel discussions, interviews – the list is endless if you really look. Identify it, categorize it, and leverage it to engage your customers and prospect.
The first 15 seconds matter – Most viewers decide whether they are going to keep watching your video within the first 10-15 seconds. Attentions spans are short and viewers are one click away from abandoning your video. Viewers need to know what and why they are watching your video in the first few moments. Hook ‘em early and give them a reason to stick around.
Track viewing trends – YouTube analytics can help you better understand how your videos are performing in terms of engagement and audience retention. For example, drop-offs at the beginning of the video reflect a need to optimize the first 15 seconds (see above). YouTube analtics provides the actionable intelligence you need to make better videos and optimize them.
Don’t forget a call to action – As marketers, we rely on calls to action to move prospects to a new level of engagement. Video is no different. However, many viewers will not take action unless you promt them. Your videos should have a specific call to action. Place your call to action in the video where it makes the most sense relative to your message – beginning, middle or end. Keep it simple, don’t prompt too much but make sure the desired action is clear. For example, you can prompt viewers to subscribe to your YouTube channel, encourage them to watch a related video to what they have just watched, or provide a brief overview of your channel and what it has to offer.
Frequency counts – A consistent audience requires consistent content. Releasing your video content on a regular, recurring schedule helps to keep your audience’s interest. Set a schedule. Release video on a particular day of the week.
Now, grab your video camera and go create something!
Need a bit more help? Download the YouTube Creator Playbook.