If you’ve been looking at all the statistics floating around on the net at the moment, then you will no doubt have noticed that video marketing is an undeniably powerful tool for advertising B2B. With YouTube reporting that video consumption is rising by 100% every year, this trend is only going to grow.

If, after digesting these encouraging facts, you have been convinced you that a video is the next step in your marketing campaign, then you may be wondering what key factors make up an effective video that will get your business seen and heard by your target audience.

Fortunately, there are only a few simple things you need to be aware of to achieve this. Let’s go through them with you now:

1. A Video Needs to be Informative

Good video marketing needs to have great content that enlightens the viewer, giving them a clear picture of what your business offers.

It gives you your ‘face’ to the world.

Within the video, let your target audience know your products/services, how they can be used to the greatest effect and in how many ways your product or service can help your potential client with their own needs and problems. Lean more in the way of what you can do for them. Remember, it’s not all about you!

Put the information across in a concise manner capturing the tone and vibe of your business.

2. Storytelling

script for video marketing

A key factor in any successful video is good storytelling, AKA good scriptwriting.

Having a kick-ass script will really put your message across in a well ordered, constructive and understandable way.

It’s essential to have a solid flow to your video when pitching to your audience, keeping them captivated right until the end and leaving them wanting to find out more. Just like a good book!

Follow some great script writing advice here on Kissmetrics

3. Not Too Long, Not Too Short

Also like a good book, your video needs to be the right length. Don’t waffle! Anything that goes on and on and on and on will turn off your audience and will have them looking elsewhere within 5 minutes. Seriously. Gone.

Key research suggests keeping marketing videos to 1 or 2 minutes is the opimum length for maximum impact.

People have short attention spans and busy lives. Keep your message short but effective!

Here is some more great advice on this important topic from Wistia

4. The Entertainment Factor

Entertaining Video Marketing

Video marketing doesn’t have to be boring! A good video will use effective tactics such as graphics, sound and colour to captivate your audience and engage their emotions.

Once you have an audience’s emotion on your side, then you have their attention.

Play to your strengths, even if you feel you offer the most boring service in the world, own it and make it stand out from the crowd!

5. An Effective Call to Action

It might sound like a no-brainer but make sure your audience knows what they have to do to engage with you. You might have put all your effort into capturing their attention with a fantastic, all singing, all dancing video but don’t forget to give them a nudge in the right direction at the end!

You don’t have to be ‘salesy’ about it, just give your audience what they’re looking for and then make it easy for them to follow through.

Give them a route to follow by suggesting that they ‘pick up the phone’ or ‘download the pricing brochure’, ‘connect on Facebook’ or ‘subscribe for more information’ . These are just a few examples of what you can use.

It’s a Wrap!

By combining these factors, video marketing can boost your click-through rates exponentially. Always remember, engaging your target audience and letting them know exactly what you can do for them to assist with achieving their own targets, is the aim of every successful B2B video.

How much does video cost? Download our Video Pricing Brochure today!

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