The Essential Guide toVideo Marketing
For B2B Lead Generation

For more information please visit www.g2msolutions.com.au

How important is Video?
To answer this question let’s turn to some cold, hard facts...
1. YouTube is the second largest social media site
B2B marketers are beginning to understand the importance of social media
in generating leads. YouTube provides a searchable platform which allows
visitors to view and share video content, and they do, at an amazing rate!
100 million people take a social action on YouTube (likes, shares,comments, etc) every week. Not only does this engagement drasticallyeffect your SEO, but it promotes your content (for free!) to other highly
relevant networks.
2. YouTube is the second largest search engine

YouTube is the second largest...with over 800 million unique visitors per month! B2B marketers don’t needsearch engine with over 800

to be persuaded of the importance of Google, but is YouTube prominent

million unique visitors per month!

enough in your marketing strategy?
3. Google owns YouTube

Is YouTube prominent enough in...so inevitably, Google will favour YouTube videos in their search results.

your marketing strategy?

And as a rule, marketers should always be trying to keep Google (at least
while they continue to dominate the search market).

For more information please visit www.g2msolutions.com.auYes, but is video relevant for B2BMarketing?
You may be thinking YouTube is full of funny cat videos and won’t help

3. 70% of B2B content marketers use video (TopRank)

my potential customers find me or buy from me. Well, again, let’s look atB2B marketers are investing in video in a big way. If you aren’t, yourthe facts....

competitors may be reaping the rewards.

1. Over 75% of Fortune 500 executives are viewing online video

4. 46% percent of B2B technology buyers will purchase a product or(Forbes) More and more B2B buyers are turning to YouTube to beservice after viewing video content (International Data Group).

educated, making it a premier destination for reaching and influencing

Showing that video can have a direct impact on sales.

your target audience.
2. 65% of senior executives have visited a vendor’s website afterwatching a video (Forbes) and 72% percent research anorganisation after watching a B2B video marketing campaign

Over 75% of Fortune 500(International Data Group).

executives are viewing online

Clearly video is a great way to get your target audience to your website
and find out about you.

For more information please visit www.g2msolutions.com.auvideo

Six reasons why B2B Marketers
can’t ignore Video
Videos are a clear, concise, engaging and sharable type of content making themone of the most effective forms of content. This has far reaching implications for
B2B marketers. So what exactly can you expect to achieve using video in part ofyour marketing strategy? We have identified the six most important and beneficial
factors for B2B marketers.

1. Search Engine Ranking
The main reason most B2B marketers are investing in video content is for SEO,
which is not surprising when videos are 53x more likely to appear on the firstpage of Google’s search results (Forrester). This is because Google favors
video content and will rank it much higher than a blog post and the competition
for keywords is often a lot lower for video content. This means a well-planned,
SEO optimised video can get your brand on the first page of Google’s searchengine results page in a relatively short amount of time.

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2. Engagement

4. Competitive Advantage

Video marketing allows B2B companies to produce content that isContent marketing is well underway in the B2B space and content is

as engaging as it is informative, making it very appealing to their

being produced at a furious rate. From LinkedIn shares to blog

target audience. Video is a ‘take you by the hand’ communication

posts, everyone is fighting for attention. B2B marketers now not onlyas opposed to being ‘browsable content’ which means less effort onneed to relentlessly create blog content to increase SEO and claim athe buyer’s side, and makes the content more appealing. In

share of the traffic, but they now need to draw on their creative

addition to this, people are spending more and more time on theirstreaks to create additional content that stands out from the noise all

mobile devices, browsing the internet when they are out and about.

their competitors are making. Videos are a surefire way of standing

Video content is consumed easily for buyers using mobile devices.

out from your competitors and claiming a decent chunk of relevant
web traffic.

3. Leads
Providing useful information and educating your buyers using aVideos are a surefire way ofvariety of formats, from blogs, to infographics to video, significantly

standing out from your competitors

increases the chance of your content reaching more of your target

and claim a decent chunk ofaudience right at the start of the buyers journey, which means more

relevant web traffic.

leads!!

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5. Trust
Unlike B2C buyers, B2B buyers need lots of information and6. Multi funnel uses

education before they feel comfortable to buy, which isVideo can be used successfully throughout your sales funnel. Whether

understandable when B2B purchases are usually high investment.

your goal is to drive traffic to your site by creating a top of funnel video

Needing to earn the trust of all the relevant people in the decision

blog, or to increase your site traffic conversion rate by creating amaking process is crucial to your sales.

testimonial videos, or case studies or to generate some up-sellopportunities by keeping in touch with your existing customers.

Videos allow your company to be personable and trustworthy byplacing you as experts who understand their problems. This
humanises your company and helps reduce any fear or risk ofengaging with your organisation. It allows buyers to get to know
you and feel more comfortable investing in you. Video improves
your conversion rates.
Although other forms of content are created for the same purpose,the fact that it is effortless to consume makes video a prime player
as a content marketing tool. The hard part is keeping it as shortand sweet as possible while making sure it is still helpful andeducational, as web surfers guard their attention spans withjealousy.

For more information please visit www.g2msolutions.com.au

Video can be used throughout
the sales funnel, helping toboth attract and convert leads.

How Do I Do It?
So we have established why B2B marketers need video in their marketing strategy, but how do you go about planning and making a B2B
video that actually generates leads? There are four main elements:

1.
3.

Overall Content
Marketing Plan
What should my video be about?
What do I want to achieve?

Promote your video.
How do I get my video found?
How do I make my video viral?

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2.
4.

Plan how you willproduce the video.
What type of video should Iuse?
What do I need to prepare?

Measure yoursuccess!

How to include video inyour marketing strategy.
The three rules of video marketing forlead generation.
The first and most important factor when making video for leadgeneration is to make sure you include it in your overall
content marketing strategy.

Checklist:ü An interesting RELEVANT topic centered around yourbuyers needs and challengesü A clear link to your overall content marketing planü A clear conversion path (call to action, landing page)ü A video campaign plan with a clear goal for what you aretrying to achieve (traffic, conversion rates etc.)

Secondly, singular sporadic videos will be a waste of time andare a bad use of valuable marketing budget. Video marketingshould be part of a sustained rolling barrage of content aimed atyour target buyer. This creates momentum in your funnel.

The entire success of your video is dependent
on the quality of the content within it. If you

Thirdly, make your video about the buyer, not about you! Usefuleducational videos that address your buyers problems and needs
will get shared and ranked much better.

don’t have the skill set to create and engaging
and compelling story for a video - Get theexperts in!

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Mapping Your Video to the Buyers Journey
Sales Funnel

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Producing YourVideo
Having decided what the goal andmessage of your video will be, you needto think about what type of video

CostTimeHome style videos on your iPhone can be

Preparing to produce your video requires a lot

virtually free and professional videos canof thought and pre planning. Depending on

cost $30,000, so what should we expect?

the content and style of video you will need to

Too professional looking video can becreate various different documents. Here is aseen as overtly corporate and boring, andchecklist of the items you need to prepare:not to mention expensive, but a badly
be a complete waste of time and canü A well written scriptü Run sheetü Supporting collateral where needed todamage your brand. Video is advancing

help explain points and keep viewer

There are various different ways toin leaps and bounds and now you can get

engaged (such as PowerPoint slides

produce a video and each video type is

professional quality video for undersuited to some content more than others.

$1,000 (per video). We recommend

For example, animated videos can besomewhere in the middle, something that

We recommend choosing

really good at explaining complicatedis still authentic but not overproduced,

something that is authentic but

concepts in an easy way, webinars are

and this should cost you from $500$1,000.

not overproduced, and thisgreat for educating, green rooms areproduction would best suit the content.

Choosing Video Typeshot home style video with bad sound cangood for interviews and simple ‘home’style videos are great for short updates

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should cost around $500 to$1,000 for video planning,production and promotion.

Promoting Your Video
Another essential aspect of creating an effective video for lead

Another aspect to consider is Video Adwords, if you have the budget.

generation is planning your video promotion. There are thousands ofAdwords for video is much cheaper than Adwords for search.

videos posted every day which means you need to let people know that
it is there and where it is. If you got the content spot on and your video
is well produced and useful, it will be shared by your target audience.
There are two essential factors you need to consider in order tomaximise your reach: optimisation and sharing.

Optimisation - Get Found!
Placing video content on YouTube provides a wealth of opportunity togenerate social interaction and significantly increases your rankauthority in Google search results. However, it is not just that simple!
You should optimise your YouTube channel in the same way you
optimise a website: keywords, tags and descriptions. There are
numerous ways to personally brand your channel but this is optional.
You should also use keywords in your snappy video title and tags to
help Google and YouTube churn it out in their search results.

For more information please visit www.g2msolutions.com.auGet Shared...

Get Sales...

Googles Penguin update in 2012 announced that search

Getting found and getting shared is essential, but ultimately

rankings would be heavily influenced by social interaction. So

pointless if you aren’t going to get any sales. To do this, you need

not only does sharing directly extend your videos reach, itto ensure there are calls to action, which link to a landing pageincreases your SEO rank too! This is why a lot of marketers arewhere you can capture the user’s data. The call to action should

consumed with trying to make ‘viral’ content and ‘viral’ video.

ask for information in exchange for something of value to the user.

Firstly, it is important to point out that in the B2B market, ‘viral’ isHow? On YouTube you can add links in the description box, youdifferent to ‘viral’ in the B2C market. B2B marketers target acan include calls to action within the video content itself, and youniche sector and creating a video with a goal of ‘going viral’ is acan use third party tools to insert pop-up calls to action when thewaste of time for B2B marketers. However, your video will bevideo is being played.

‘viral’ in the B2B sense if it is useful to your audience. You justneed to sew the seed in the right places first. Here are somesuggestions:✓ Relevant LinkedIn Groups✓ On your Twitter and LinkedIn profiles✓ On your website and blog
✓ In your emails

For more information please visit www.g2msolutions.com.au

Measuring your success
There are many of ways you can measure the success of yourvideo, the key is finding the metrics that best relate to your goal.
Here are some good examples:Views
A basic measurement criteria is how many views your video
achieved However, this doesn’t tell you if the video was viewed tothe end, so you may have 1,000 views and 995 of them clicked off
after ten seconds! You can use YouTubes analytics to check this. Aslong as your video is engaging, this shouldn’t be a problem.

Site Traffic
Measuring how much traffic the video generated to your website isa very targeted measurement metric as it focuses on click throughrate. If your call to action is clear, and your content is quality
content, you will get a decent amount of site traffic.

For more information please visit www.g2msolutions.com.au

Search Rank
Don’t forget to check your search rank in Google and YouTube for thekeywords you have used too! This directly affects the amount of views
and web traffic you will receive so analysing this is essential.

Comparing videos
Comparing video on video can offer great insights into the types ofvideo your buyers prefer. As your results depend on how long yourvideo has been posted it is a good idea to record the results of each
video after 30 days, so you can compare apples with apples!

A Case Study: Generating Video for B2B lead generation
The Challenge
g2m solutions is a marketing agency specialising in the B2B sector.
Just like our clients we need to generate leads and sales to growour business. Being at the forefront of the marketing industry weknew we needed to invest in video marketing to stay ahead of ourcompetitors and improve our web traffic and to in turn, increase theamount of leads and sales we generate.

The problem was, everything we found was far too expensive! We“We weren’t prepared to fork out

wanted our videos to be more professional than those shaky

thousands of dollars for classic

mobile-recorded video with dodgy audio, but we weren’t prepared tofork out thousands of dollars for a classic “corporate quality” video.
Plus we really wanted to find an affordable way to create a steadystream of video content, not just a “one off.”

For more information please visit www.g2msolutions.com.au“corporate quality” video. “The Solution
After some searching we found a really professional and affordable video
production solution (it took a while!) with a really interesting twist. They
offered full green room set up, TV-style instant production and rental by thehour. We realised that with some careful planning we could really takeadvantage of such a sweet set up and drive down our per video costs
substantially. We loved them so much they are now a content partnerof ours!

We realised that with some careful

So we began our video marketing plan. We quickly realised that creatingvideos for B2B lead generation takes a HUGE amount of planning, fromplanning we could really takebuilding video content into our own content marketing strategy to aligningadvantage of such a sweet set up andthe videos with our buyers needs and our marketing messaging. Luckily for

drive down our per video costs
substantially.

For more information please visit www.g2msolutions.com.au

us, this is what we do on a daily basis, making this part of the process easy
for us. However script writing, creating run-sheets and producing the slides
and content to accompany the script took longer than we expected.

The Lightbulb Moment!
Because we were working with a really professional production
outfit, who have a very slick, efficient process, we realised that thework was less around the technical aspects of shooting the video,
as many assume, but more in the careful planning beforehand. Infact, it took us a whole week to prepare for the shoot and we werestill rushing at the end! The video shoot itself took under an hour,which kept the production costs to a minimum. Walking out of thegreen room with four videos in hand after just one hour felt great!

Walking out of the green room with
But then came the plan for promoting them. We couldn’t just dump
them on the site and hope for the best, not after all that hard work!
So we prepared a comprehensive content distribution plan, whichfour videos in hand after just one hour
felt great!

made sure our videos could be easily found by our target audienceand would draw web traffic in from far and wide.
The videos are amazing and look much more expensive than they

The real secret? Creating four videos

were! We added a funky spinning logo and some backgroundat once allowed us to keep costs to amusic to make the intro really “pop” and to highlight our brand.

minimum.

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So what did we produce?

And finally, a video to update our customer base on the latest

We created two video blog posts:

automation.

additions and updates to the software we use to do their marketing

Results
Within the first 4 weeks of publishing the video we received 191
views and 363 minutes (over 6 hours) watched and this was overthe summer holiday period. This number continues to rise as time

Click here to view

Click here to view

goes on and our search rank increases.

We also created a short, interview-style thought leadership video for

The experience was so successful, that we have now included

our Home Page, discussing the changes affecting our potential

this video production process we have described into ourcustomers (B2B marketers)

content generation capabilities. We offer a full service that
integrates your video and its messaging into your overall contentstrategy. We write your script, plan your shoot, work with our partner
to shoot the video and then publish the video online to drive trafficand leads to your site…and at a price point that’s affordable andallows you to continue to build a library of video content that will
really contribute to your lead generation.

Click here to view

Click here to view

For more information please visit www.g2msolutions.com.au

g2m Solutions work with our clients to design content campaigns built around thebuyer’s journey.
We develop content strategy and create and distribute content in all its forms forour clients with the aim of generating and nurturing leads.
We offer an affordable and professional video production service which includes
planning production and promotion of videos for under $1,000 each.

For more information please visit www.g2msolutions.com.au