{"id":4227,"date":"2016-04-28T16:52:00","date_gmt":"2023-10-18T16:52:42","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=4227"},"modified":"2023-10-18T17:35:57","modified_gmt":"2023-10-18T17:35:57","slug":"make-or-break-video-marketing-efforts","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/make-or-break-video-marketing-efforts\/","title":{"rendered":"What Will Make Or Break Your Video Marketing Efforts"},"content":{"rendered":"\n<p><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/video-marketing.jpg?strip=all&#038;quality=95\"><\/img><\/p>\n<p>Almost every day it seems like a new video pops up on YouTube or Facebook showing a funny animal, a cute baby or a clip from a TV show that generates millions of views. If you\u2019re trying to use video as a marketing tool in B2B, the time and resources that go into making a clip might sometimes seem like a lot more work compared to these more amateur efforts.<\/p>\n<p>These viral hits don\u2019t really have a lot in common with using video marketing, however. That\u2019s because engagement, in this case, should be thought of as more of a one-to-one concept than one-to-many. Video works well in marketing because it can convey a message quickly, with the personality and emotional intimacy of a real-life conversation, and because it reflects the way content is increasingly being consumed across a wide range of devices.<\/p>\n<p>On the other hand, creating videos for B2B customers doesn\u2019t have to have Hollywood-style production values (not that this could be within budget for most Canadian small and medium-sized businesses anyway). Just keep in mind the following before you hit \u201crecord\u201d \u2013 and especially as you prepare to hit \u201cplay.\u201d<\/p>\n<p><b>Aim For Theatre-Worthy Audio<\/b><\/p>\n<p>No one wants to watch a video that\u2019s poorly lit, or fuzzy, or features jagged camera angles because the filmmaker decided to use their hand instead of a tripod. Here\u2019s the thing, though: all those flaws are a lot more forgivable than a video you can\u2019t properly hear.<\/p>\n<p>These are a few tips to ensure your clips will have an audience that\u2019s able (and therefore more willing) to listen:<\/p>\n<ul>\n<li>Backup mics: If you\u2019re filming with a basic camera or even with a mobile phone, consider having a backup microphone using either an electronic recorder or something more advanced. Better to have a file that can be swapped in for the main audio rather than reshooting everything.<\/li>\n<li>Turn everything off: Mobile phones should be silenced when the cameras are rolling, but so should tablets and even PCs if they\u2019re not a part of what\u2019s being shot. Electromagnic sounds may only show up in playback.<\/li>\n<li>Do the \u201cstand up\/stand back\u201d test: In an ideal world, your customer or prospect will not only watch and share the video but invite people in to watch. Imagine a small office where this happens. Play the role of the boss or co-worker standing in the doorway of that office. Play the video at a regular volume. How much can you make out? If it\u2019s not crystal-clear, it\u2019s not going to engage.<\/li>\n<\/ul>\n<p><b>Cancel The Opening Credits<\/b><\/p>\n<p>Remember the good old days of TV, with the catch theme songs and the still shots of the main cast that took up the first minute or 30 seconds? Most of those don\u2019t exist anymore but have been replaced with a simple title card with the name of the show.<\/p>\n<p>Marketing videos should be treated the same way. You may have only seconds to grab the viewer\u2019s attention, so don\u2019t feel the need to create a \u201cbumper,\u201d which is production industry jargon for a sequence that introduces the video. Even if your clip is part of an ongoing series, you\u2019re better starting with that gets right to the heart of your main message. These are just some ideas:<\/p>\n<ul>\n<li>A subject matter expert who sums up the \u201cpitch\u201d by framing it based on what\u2019s known about the viewer\u2019s biggest business challenge.<\/li>\n<li>Testimonials repurposed from existing video case studies featuring other customers<\/li>\n<li>Stats that reflect industry trends towards investing in your product or service area<\/li>\n<\/ul>\n<p><b>Layer Value Into Your Lower Thirds<\/b><\/p>\n<p>Skipping the opening credits doesn\u2019t mean you shouldn\u2019t introduce people properly, however. In fact, what\u2019s often called the \u201clower thirds\u201d \u2013 the area where you tend to see someone\u2019s name, location or title mentioned when they\u2019re interviewed on the news \u2013 represents valuable real estate for video marketers.<\/p>\n<p>Besides making sure the viewer understands who the speaker is (assuming it\u2019s not their sales rep, use the lower thirds to offer additional stats or details about what\u2019s being discussed on camera. Make it easy to find other ways to learn more, whether it\u2019s short URLs, social media account names or an e-mail address. If you think of video marketing as a sort of conversation between you and your customer (which you should), the lower thirds should be a space where some of the most common follow-up questions can be addressed proactively.<\/p>\n<p><b>Back Up Your Points With B-Roll<\/b><\/p>\n<p>When you\u2019re sitting the same room with someone, it\u2019s not easy for them to look away, but people will only stare at a talking head on a screen for so long. That\u2019s why TV shows and films use multiple cameras to \u201cjump cut\u201d from one scene to another and keep viewers stimulated.<\/p>\n<p>Video marketing planning should not only cover what will be said or shown, but what other footage \u2013 otherwise known as B-roll \u2013 could be added to the mix. Some B-roll can be brand-new footage, or something recycled from other sources:<\/p>\n<ul>\n<li>Webinars \u2013 if you\u2019ve already ran an educational event online with a slide presentation or other visual elements, steal what might help your marketing clips.<\/li>\n<li>Conferences \u2013 If there\u2019s enough lead time, take a video camera of some kind along to the next industry event you attend (particularly if your firm is an exhibitor or speaker) to capture your involvement in marketing clips.<\/li>\n<li>Behind the scenes \u2013 some offices don\u2019t seem interesting, but consider filming your next team meeting, or show some of the faces in areas like customer service who aren\u2019t always visible but play an important part in making your products and service offerings successful.<\/li>\n<\/ul>\n<p>Not every marketing video you make will be a masterpiece, but that\u2019s okay. What\u2019s important is continuing to refine your production process so they become as solid and valuable as your products and services are.<\/p>\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/ca\/en\/authors\/\"><\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Creating videos for B2B customers doesn\u2019t have to have Hollywood-style production values (not that this could be within budget for most Canadian small and medium-sized businesses anyway). Just keep in mind the following before you hit \u201crecord\u201d \u2013 and especially as you prepare to hit \u201cplay.\u201d<\/p>\n","protected":false},"author":1,"featured_media":4226,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[112],"sf_content_type":[],"coauthors":[2],"class_list":["post-4227","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing-cloud"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What Will Make Or Break Your Video Marketing Efforts - Salesforce<\/title>\n<meta name=\"description\" content=\"Creating videos for B2B customers doesn\u2019t have to have Hollywood-style production values (not that this could be within budget for most Canadian small and medium-sized businesses anyway). Just keep in mind the following before you hit \u201crecord\u201d \u2013 and especially as you prepare to hit \u201cplay.\u201d\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/ca\/blog\/make-or-break-video-marketing-efforts\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Will Make Or Break Your Video Marketing Efforts\" \/>\n<meta property=\"og:description\" content=\"Creating videos for B2B customers doesn\u2019t have to have Hollywood-style production values (not that this could be within budget for most Canadian small and medium-sized businesses anyway). 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