00:10 Video marketing is booming. It’s no longer news. Cisco predicts that, globally, video traffic will be more than % of all web traffic by up from a prediction of % made in.
00:30 B2B Video Marketing A Strategy for Lead Generation
01:10 For BB marketing, the primary goal of content, video included
01:30 From “videos” to “asset”: Planning your BB video marketing strategy
Hello and thanks for checking out my video, In Today's video I am going to be talking about Video Marketing A Strategy for Lead Generation, My name is Richard Murphy and I am from New Zealand, so for now just sit back, relax and enjoy the video.
Other recent reports claim a % leap in video content usage, with the average person watching more than minutes of online video every day. In the same report, % of surveyed consumers said they would like to see more videos from brands.
However, simply creating videos isn’t enough. Content marketing in general—and video marketing in particular—needs strategic planning to work.
For BB marketing, the primary goal of content, video included, is often lead generation. That’s why, when it comes to BB video marketing, a great strategy weaves individual videos into a “hub”—a long-term asset that can attract and nurture leads.
Let me explain…
From “videos” to “asset”: Planning your BB video marketing strategy
When it comes to BB video content, two potential long-term assets make sense:
On-site knowledge base. Possibly gated, since the focus is lead generation.
On-site and or off-site video course. Your own video-on-demand channel for potential customers to join and stay engaged with. Of course, there’s nothing preventing you from creating both. For example, Yoast offers a free gated knowledge base on their site as well as a repackaged version as a free video course on Udemy:
Planning your video marketing strategy around a lead-generating asset has two main benefits:
It allows you and your whole company to understand how video creation efforts should come together.
It helps create content for both the top and middle of your sales funnel, turning your site into a destination. People find videos more memorable and more useful than text content or pictures e.g.,
infographics slideshows, which makes video a perfect fit for the purpose.
A video hub can attract traffic through search if you come up with a searchable topic and create new traffic via third-party sources.
If you put a free course on LinkedIn Learning or Udemy, for example, you tap into those platforms’ user bases, discoverable through their internal search function.
Further, all sources are lead-nurturing mediums to engage with students or email subscribers on a regular basis—and get them closer to the final conversion:
With a video course, you can engage your students by providing updates, hosting Q&A sessions, sending out a survey, etc.
With an on-site knowledge base, email automation can reach out to leads to invite them to access new videos, provide feedback, etc.
Let’s look at the component parts of this overarching asset—individual video types that generate leads.
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