Video Production Marketing

Video’s Role in Marketing

Want to find a new role for video in your marketing campaigns?

TV and online channels are common tactics, but there are other options for incorporating video into your marketing mix. When B2B marketers consider using video for a campaign, they tend to think first of DVDs or viral videos. But there is a much broader role for video in marketing strategies. With careful planning, you can use video for generating leads, recruiting employees, product launches and product/brand awareness.

Creating “edutainment” videos for lead generation

White papers and other educational content are key elements of a lead generation campaign. But your prospects may be so overwhelmed with white paper offers that your content gets lost in the mix. Grab prospects’ attention with a video that places valuable educational content in an entertaining context.

Use webcasting and video on demand to complement live events

Conferences, seminars or other events don’t have to be done only in person. You can combine a real-world event with a streaming video component to reach a broader audience, generate leads, or support a product launch.
Invite prospects to watch a webcast of the keynote presentation from a sold-out customer conference.

Create recruiting videos to attract top job candidates

Turn to online video to achieve two important goals in your recruiting efforts. Give job candidates a clear, compelling representation of the company’s work environment. Create recruiting videos using real employees describing their jobs and the working environment. Videos can be unscripted, but edited to convey important messages about the opportunities at the company.

Provide video tours of product/services

A short online video often can give prospects a faster understanding of your product or service than written content, such as data sheets, promotional copy, or FAQs.

Assemble video library on content-sharing sites

You create a piece of video for a specific marketing campaign. Then consider adding that content to a branded channel on a video-sharing site, such as YouTube. Third-party sites can act as your video archive, and provide you with a valuable lead generation, brand marketing or search-engine optimization channel. Make the most of your investment in video by promoting them on multiple channels.