Video has exploded within the B2B panorama over the previous few years, turning into a staple in as we speak’s fashionable advertising and gross sales toolkit. However, there are some frequent misconceptions and video advertising myths that maintain companies from reaching their full video potential. Many have ended up with a tarnished opinion in regards to the effectiveness of utilizing video of their present initiatives to really drive the outcomes they wish to see.
But, that couldn’t be farther from the reality.
Video is right here to remain. According to a research we carried out with Heinz Marketing, 68% of organizations plan to extend their degree of funding in video within the subsequent six to eight months. More advertising and gross sales professionals are realizing that video performs an essential position all through your entire shopping for journey, together with the gross sales cycle, and are experiencing first-hand the true impression it will probably have on their enterprise.
While there’s nonetheless loads to be stated about video and its use in your advertising and gross sales combine, listed below are eight of the most typical video advertising myths you’ve seemingly heard earlier than:
eight Common Video Marketing Myths
1. ‘We Don’t Have Time to Create Video’
A number of entrepreneurs make the moment assumption that movies are troublesome to create. It’s not onerous to see why: You see the graphics, textual content, transitions, animations, and many others. and assume “How did they do that?” or “They must have hired a video production team.” But, in actuality, movies are a lot simpler to create than they seem.
For instance, you may shoot a video in your telephone in lower than a couple of minutes. Especially with the know-how constructed into cell units lately, it doesn’t take a lot to make individuals assume you used an expert digital camera.
The 2019 Video in Business Benchmark Report reveals that firms are experimenting with completely different ranges of video manufacturing. Smaller firms (with 31 to 200 staff) are creating 510 movies a 12 months on common, which suggests they’re taking a scrappy method to video manufacturing.
This goes to indicate that you just don’t should have a ton of sources out there or a excessive degree of experience to create video. You’d be shocked at what you’re able to creating with the sources you have already got—so, don’t let that maintain you again from even making an attempt.
2. ‘We Can’t Afford Video’
This is without doubt one of the commonest myths about video advertising—and it’s merely not true! Over half (59%) of firms spend lower than 10% of their advertising funds on video, in response to The Heinz Marketing Report: Using B2B Video to Drive Results. This is true for firms with lower than 30 staff and people with groups over 600.
Whether you go rent somebody and go in-house or outsource your video manufacturing, you may produce prime quality, impactful movies for a small portion of your advertising funds. That’s the fantastic thing about fashionable video know-how: It’s accessible and inexpensive.
Like we stated earlier than, there are many cheap and free instruments out there that will help you make movies. It doesn’t should be a huge manufacturing—nobody stated that each video needs to be the very best, most polished video on the planet. People usually relate most to these scrappy, “authentic” movies. So, what are you ready for?
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three. ‘We Need Actors for Video’
When it involves B2B video advertising myths, this one simply doesn’t appear to wish to die.
While this will have been true up to now, it’s not the case anymore. Anyone might be in a video, you don’t want coaching or expertise, simply be your self.
Marketing and gross sales movies might be created for quite a few causes throughout the shopping for journey, however the bottom-line is, you’re making an attempt to attach with your prospects and construct a relationship. What higher means to try this than with a video that includes you or your coworkers?
You may really feel some push-back out of your crew—individuals may be uncomfortable with the considered being on video, or hate the sound of their very own voice. Many persons are self-conscious at first, however encouraging a judgement-free video tradition can change that.
Put out an organization vast name, display take a look at volunteers out of your group to see who’s essentially the most comfy, and provides people who find themselves extra fascinated about being on digital camera a chance to take action. You by no means know who may be chomping on the bit to get on display.
There are some easy issues you are able to do when directing actors (whether or not or not they’re professionals) that may enable you to make sure you get the very best footage attainable.
- Make a shot listing so you understand what you have to get on movie
- Give actors your script prematurely to allow them to be ready
- Warm individuals up by chatting earlier than you begin rolling
- Always get “one for safety” (an additional shot, even in the event you assume you already nailed it)
four. ‘We Need a Professional to Produce Video’
I would like expertise in video manufacturing to create a video… proper?
Wrong. You don’t have to be an expert videographer to supply a video for your small business.
It’s what your friends are doing, in spite of everything: 45% of firms depend on their advertising crew to supply video and it’s extremely seemingly that only a few of these entrepreneurs are skilled videographers. Don’t let a scarcity of technical know-how cease you from giving video a go.
Video might be accomplished with a easy digital camera or perhaps a cellular phone. B2B entrepreneurs and thought leaders are utilizing video now greater than ever to interact with prospects and get in entrance of their viewers. Even if it’s a easy 60-second video posted to your LinkedIn web page, there’s no fancy modifying, simply level and shoot.
Need some inspiration? Here are a few of our favorites:
5. ‘We Need a Complete Video Strategy Before We Start’
How many instances have you ever developed a marketing campaign or began engaged on a advertising or gross sales initiative with out having a totally baked plan?
Our guess is extra instances than you care to confess (promise we received’t inform!). So why ought to that be any completely different for video? It shouldn’t.
In the research, we discovered the significance of getting video within the gross sales and advertising combine has elevated over the previous two years, even for individuals who don’t have a proper video technique in place. It’s going to take time to develop a video technique that works in your group, however you may not less than get began with an concept and adapt as you study.
Like we talked about earlier, scrappy movies might be simply as helpful as professionally developed ones.
6. ‘Video is Only Useful For Top of Funnel’
While we’re with regards to debunking video advertising myths, we needed to handle this one—which has turn into so pervasive, it’s usually handled as frequent knowledge.
How many instances have you ever watched a demo video, a product video, or a buyer interview? Probably a couple of instances—perhaps loads. Anything to keep away from the gross sales rep, proper? These are all ways in which video can be utilized additional down the funnel—not simply on the prime.
In truth, the Using B2B Video to Drive Results Report discovered that the highest 4 functions for utilizing video had been:
- Brand consciousness
- Lead technology
- Customer training
- Buyer training
Basically, it’s a mixture of prime and backside of funnel initiatives.
Video can also be rising in popularity for gross sales enablement in the course of the funnel and has confirmed to be a profitable software for gross sales reps to maneuver prospects additional down the customer’s journey and construct rapport with out being too invasive. Nearly 1 / 4 (24%) of companies use video in gross sales conversations, in response to the 2019 Benchmark Report.
7. ‘If My Video Doesn’t go Viral, There’s No Point’
Sure, it will be cool in case your advertising video went viral—who doesn’t love being seen?—however, does it must go viral to be thought of profitable? Absolutely not!
Yes, movies are created to be seen, however within the B2B advertising world, a conversion or motion is extra essential. It’s much less about being seen by the most individuals and extra about being seen by the suitable individuals (which regularly means distributing your movies—whether or not you’re embedding, sharing, or sending them—in the suitable place).
The aim is to get in entrance of a selected viewers, interact with them, and transfer them down the funnel. This received’t essentially occur with a viral video, pushed out to thousands and thousands of viewers… Think of it as a matter of high quality over amount.
eight. ‘I Can’t Track the ROI of Video, So Why Bother’
Video remains to be an rising software within the fashionable marketer’s toolkit so it’s not going to be good. But that doesn’t imply there isn’t an answer to trace video’s worth and return on funding (ROI).
Video metrics give entrepreneurs the facility to enhance. Track views, consideration spans, and click-through charges (CTR) to determine which movies work, and whether or not they assist generate leads, break into key accounts, construct pipeline, or drive income.
More and extra, we’re seeing know-how emerge that makes monitoring video simpler. And organizations are adopting it. More than one third (36%) of companies now use video analytics software program, in response to the 2019 Benchmark Report.
Having the power to measure your movies, will increase your ROI—no shock there, proper?
It’s clear there are a handful of video advertising myths floating round within the B2B world. While a few of these could have as soon as been the case, the reality is, video isn’t as troublesome or scary as it might appear. There are sensible options for each single one you could implement as we speak.
Don’t let your notion of video maintain you from creating movies in your advertising and gross sales efforts. If you’re not sure of the impression of your present video technique, or don’t even know the place to start out, try The Heinz Marketing Report: Using B2B Video to Drive Results. Packed with views on video from B2B advertising and gross sales leaders, it has the insights you have to craft a technique that works.