In this episode of B2B Enablement, we're going to be talking about video marketing and how you can use it throughout the entire journey for your customers. Whether you're looking to create content for the awareness stage of the buying cycle, or for use later in the funnel, video is a powerful tool.
Podcast Summary and Timestamps - Links and Resources Located at the Bottom
[00:01:21] Introduction: Drew Franklin, Marketing Communications Manager at Altec
- 10+ years of experience in the marketing arena – primarily B2B and manufacturing and tech sectors
- Started using video eight years ago
- Communications manager at Altec leading the content team
[00:02:14] Getting Started
- Video is not a fad, it is one of the best tools to drive engagement
- You can easily start creating videos today if you have a computer or mobile phone with a camera
- Start from there and scale up, you don't need to buy expensive or fancy equipment to get started
- Use what you have – don't forget, there are also free tools at your disposal like Vidyard to help
[00:06:00] Production and Tools
- Start where you can with what you have
- Consider mics, lights, and cameras to help create a better environment when creating content
- Links to Drew's suggestions can be found in the resources section at the bottom of these notes
[00:12:20] Content Distribution
- Create content once and distribute forever by dividing that content up into multiple formats (IE Webinar can be spliced into audio clips and also a brochure)
- Empower your reps to post videos on social
- Get your message out organically using traditional mediums where you customers are (LinkedIn, other social platforms, google…etc)
[00:17:00] Importance of Video & How it Can Be Effective
- Video can be diversely used for a range of different use cases
- Not only for marketing – sales, customer service, customer success, everyone can use it
[00:18:00] Personalization
- When possible, create personalized videos to increase engagement and response rates
- Do some research on a specific individual or posts that they've done on LinkedIn and try and drive some engagement – can be difficult if you try to scale up because you're creating videos at 1:1 ratio for each prospect
- When you need to use video to scale, consider using what you already have (webinars, podcasts, etc.) and chop it up into small chunks for your sales reps to use as touch points in their outreach
[00:29:00] Distribution Tools
- Three main tools you need
- Video creation software (eg. Vidyard or Wistia)
- Sales engagement software to distribute the videos (eg. SalesLoft or email)
- Sales enablement software to track content engagement (eg. Klyck.io)
[00:38:30] Scripts and Messaging
- Ask questions – assumptions are dangerous
- Don't make a video assuming something about your prospect, ensure you know them so you can tailor your content to them
- Try asking questions that lead to answering pain points
- Messaging can be a case-by-case situation
[00:44:30] Hardware and Infrastructure
- Drew shares a host of tips, tricks, and suggestions on how to select and use video hardware. From basic setups, to more advanced production rigs, he shares his thoughts on what you need to be successful.
- List of hardware resources is included below.
Resources and Links from the Podcast
Video Audio & Lighting Kit – Starter Budget
Video Audio & Lighting Kit – Next Level
Video Audio & Lighting Kit – Professional Level
Wistia – Down and Dirty DIY Lighting Kit
Wistia – Editing Basics for Business Video
Predictable Revenue – Chain of Relevance
Klyck.io Podcast - Video Marketing - Why B2B Businesses Need a Strategy
Klyck.io - Sales Enablement
Tools and Software
Canva
Descript
Adobe Premiere
SalesLoft
Vidyard
LinkedIn Profiles for our Guests
Drew Franklin's LinkedIn Profile - https://www.linkedin.com/in/drewdfranklin/
Paul Tkach's LinkedIn Profile - https://www.linkedin.com/in/paultkach/
Dave Karr's LinkedIn Profile - https://www.linkedin.com/in/davekarr/