How to Get Started with Video for Business to Business (B2B) Marketing

Can I learn to ride a bike?

The concept of using video in B2B marketing and sales is getting attention. Understandably, like anything new, marketers are concerned about how to get started. They are looking for low risk, high payoff.

So how is learning to use video similar to learning to ride a bike?  Well,  there’s the shiny new bike, it looks great, people riding other bikes are having fun, but will you be able to learn to ride.

Today, you enjoy riding, but can hardly remember learning.  Well, remember, we all started out on a tricycle or bike with training wheels.

Quite simply, our recommended approach to video combines two components:

1. Easy formats
2. Proven coaching model (our goal is to teach you to fish and not fish for you). (link to jump start)

Our goals for you:
1. A good first experience,
2. Build confidence,
3. Solid return on investment.

An example of a “bike with training wheels” format is adding the opportunity to watch a video as part of an email invite to a webinar. This is a 30 second piece where the goal is to increase attendance at the webinar. The content is simple – one of the members of the company talking about the value the attendee will get from attending.  You can see an example in this post.

Also, because the content is simple and it is being used in a low key location, it will not require the review and agreement of the entire executive team.  With a bit of good structured coaching, tips and best practices, you will be zipping down the street and back in no time. You can easily use this approach for other email marketing programs, customer newsletter, sign up for a white paper, etc.

For those who want to think back about learning to ride – with all the fears leading to triumph – here is an excellent post  post by Whitney Johnson.

What simple ideas do you have for getting started with video?

Photo Credit: Go Automobiles
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