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Social Media Posts: B2B Marketers Win with Video

by Pablo Sanchez  13 August 2014

Currently B2B marketers focus most of their social media campaigns around generating leads and sales with less emphasis on driving traffic and heightening thought leadership. Two of their top objectives are branding and positioning. B2B social media posts using video are highly effective for achieving these goals. In a recent survey, 55 percent of marketers surveyed rated videos as very effective while 37 percent rated them somewhat effective.

There are several studies that indicate that brands yield higher engagement on Facebook via images rather than videos. However, B2B audiences may be more accustomed to videos than the general consumer audience. Additionally, most engagement studies primarily focus on Facebook as opposed to a wider range of social media channels. B2B marketers are much more effective on Twitter and LinkedIn than Facebook.

Whether you’re brand new to the world of online social media or you’re looking for tips to improve your video campaigns, you can learn how to create B2B social media posts using video. If you’ve never created videos for social media campaigns, don’t get overwhelmed. Start with a few simple goals and then build from there.

Explore multiple video channels

Many marketers assume that YouTube is the only viable platform for video marketing. While it is a great place to start, you should also check out Vine, Instagram, and Facebook. You may find that your target audience frequents one platform more than others or that you can reach different segments of the audience with different types of video. For example, YouTube may be the ideal platform for lengthy how-to tutorials, while Instagram is a better outlet for brief teasers of new products and services.

Provide high quality, genuine, and varied content

While you have to market your video content to get views and shares, the bottom line is that no one is going to be interested in it if it isn’t high quality. Your videos should be meaningful and engaging for your target audience. You also want to convey authenticity and transparency in your videos.¬†People can see right through phony attitude and vague marketing ploys on social media. It can be scary to put yourself out there, but it’s what you have to do to keep customers coming back.

Don’t be afraid to experiment with multiple video formats to reach as many viewers as possible. There is a wide range of topics that you can explore via video including product reviews, case studies, customer testimonials, behind the scenes tours, answers to frequently asked questions, and tutorials.

Publish on a regular basis

Once you start creating videos, your audience is going to expect to keep seeing new videos. Make sure to include video in your social media calendar so that you make time for creating and marketing new content each month. Keep in mind that not every video needs be an in-depth 20 minute long presentation. Mix up the routine and keep the videos flowing with regular one- to three-minute long offerings.


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