Discovering the true power of personal B2B marketing videos.

Video seems to be popping up all over the place in my B2B marketing world these days.

First (as you can see from last week’s blog on “Why anyone can use video in B2B marketing & why they should“) I was told by my SEO provider that I needed to put a video on my Website, which I have done now.

Video Salesman 2Then, just days ago, I got a personal video with a message from a client that was just for me. He had used a service called Eyejot to record it. Being the first personal video email I’d ever gotten, I have to say I got pretty excited about it. So much so that I told a colleague what a great tool I thought it was for sales people to communicate with prospects and customers.

His response was, “I think it’s tacky.”

Not sure that a survey of one produces reliable B2B market data, so I posed the question on the B2B Video Marketing Group I belong to on LinkedIn. “Do you think that sending a personal message via video in business emails is great or do you think it’s tacky?”

What a wonderful education I got. Here are a few of the great responses:

Daniel Dorfman of Covideo Systems shared a terrific video that supports the importance of visuals and tone in effective communication:

“Susan, I work in the video email and marketing industry, and I agree with what most people have said thus far and have found that it is all about the context in which you use the technology. It will never replace email communication but it can give you that personal touch that you might be looking for. Video as a communication medium also takes out any chance of your message getting misunderstood. Here is a great video on ‘why email starts fights‘.”

Hugh Macfarlane, another group member, made a quick video to demonstrate how a sales person might use a video for a personal communication. I agreed with Caroline Leslie’s response:

“Great video, Hugh! An excellent example of not being naff, tacky or inappropriate and making it about them, not you. A useful strategy for cutting through to a qualified prospect. In a marketing (vs sales) context, the challenge is to make videos which are still about them (i.e., carefully segmenting your audience) while leveraging your database for one-to-many communication.”

Daniel agreed with what I take as a good response to my question and good advice:

“Great point Caroline. I use video daily throughout my communications and I have learned that when you directly communicate to a prospect or client it is best to keep the videos one-to-one or one-to-few. This allows you to really personalize and tailor the videos toward your audience and give them a direct call of action that really hits home. It’s amazing the response you get when the first thing the client or prospect hears is their own name.”

That was my response exactly. It’s good food for thought for any B2B marketer.

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3 Comments

  • By Music Revolution, January 30, 2013 @ 8:25 am

    That “How Email Starts Fights” video is awesome. Thanks for sharing.

    We recently used video email to apologize to a supplier. We needed to save the relationship, but didn’t have the bandwidth to make a special visit. An apologetic video email was the compromise and he’s still with us.

  • By Susan Fantle, January 30, 2013 @ 9:23 am

    MR –
    That’s a great story. It’s clear that video makes a much greater impact than just words. Thanks for sharing.
    Susan

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