Hook people with a good, easy to understand story first, then dig into specifics with them later on sales calls. In fact, the exact opposite is true. Creating videos that are particularly funny, humorous or entertaining will help you stand out from the crowd. Take New Relic, for instance. Your video content strategy should also make room for useful, and educational, content.
Most enterprise B2B companies have been producing infographics for some time now. However, more marketing-savvy tech companies are taking things a step further by producing animated infographics. Animations are then added to help bring the statistics to life. This animated infographic about video marketing stats by Insivia, for instance, contains much of the same data and visual elements that a normal infographic would have.
Animated explainer videos take the product, service or solution you offer and illustrate it to prospects in a fun, digestible format. Take this animated explainer we created for Binary Defense. Rather than having to spend the time to scroll through a datasheet about what it is, the problem it solves, and how it works, viewers get a clear picture of what their vision product is in under two minutes. As a general guide, you should focus your videos on being between minutes in length.
Here are a couple more quick tips from 27 Video Stats For :. The point with video and animation is this: give prospects entertaining, bite-sized chunks they can consume to get to know your company, your technology and your customers. But companies today struggle just to be seen or heard amidst the constant noise of others trying market their product or service.
Tech buyers are also becoming increasingly smarter and more desensitized to the marketing they see receive daily. As such, they are increasingly relying on others whom they trust or admire to share their experiences with an enterprise solution, platform, product or service, before they consider it within their own organizations.
This leaves an incredible opportunity for companies to leverage influencers, who have built a loyal following and credibility within an industry, to market to enterprise decision makers. A critical part of influencer marketing in the enterprise technology space is establishing yourself as an independent thought leader.
The important things are to be knowledgeable, add value, and have a perspective. That puts them in a unique position to bridge the gap between your digital marketing efforts and live, physical interactions. You can then leverage that info to place those prospects into a marketing automation system for ongoing nurture campaigns.
Source: Tomoson Influencer Marketing Study. In addition to these steps, there are a number of tools that can help you build your network with influencers. Here are some perfect ones:. This lets you quickly find influencers on Twitter who you can follow and begin to engage with. Once engaged a little, don't be afraid to pick up the phone.
A great tool to find influencers, connect and manage your network of influencers. BuzzStream is a robust tool for influencer marketing and can help you build a real strategy for making the right connections count. Identify key influencers, engage them, and measure the results and impact of your influencer marketing activities.
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GroupHigh helps you find bloggers and other social influencers, manage those relationships and even measure the value of your content. MuckRack helps marketers find relevant journalists and bloggers, receive alerts, and build media lists.
It also helps journalists, bloggers, and editors showcase their work, track shares, and grow their following. A great tool for better Public Relations which is an impactful influencer strategy. These bloggers have specifically opted in to connect with brands like yours and help you achieve web-wide recognition.
Building your influencer network and leveraging them can be a full time job, but worth both the effort and investment. What smart enterprise tech companies of the future will do is stray away from this kind of short term thinking to simply generate click-throughs, but to develop a consistent program of high-value content that will foster long-term trust between your target buyers and your brand. But two things tech marketers need to realize apply when it comes to high-value content: The Rule of Reciprocity and the growing struggle for companies to be heard.
This may not happen right away. But eventually, the more value you provide, the more prospects will rely on you for high-value content and give you their time in return. And because so many other companies are striving for attention, getting past that initial point of entry makes high-value content even that much more necessary.
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Every article, blog, or piece of content tells a story even clickbait. They key is to tell better stories than your competitors. Remember, helping your audience is more important than helping yourself. Some of today's biggest brands tell great stories of how their solutions solve customer problems, impact customer lives or just provide an entertaining view on their business and culture.
Think about how you would want to consume information.
A B2B technology company can appeal to the humans they are selling to through powerful and even emotion-evoking content. Rethink how you are telling your current stories and if they could be redefined as a documentary of a customer's journey, a powerful interview or a day-in-the-life of an employee helping customers solve challenges. Again, your high-quality content strategy should flow from your buyer personas. It's important that when you create strategies and editorial calendar that you develop an Audience Matrix that defines each person at a company who could be involved in researching or deciding to use your product.
For each of those stakeholders, you can define their pains, goals and motivating factors - building a persona for each target customer is a must-do first step. This goes for your social media accounts, and video channels like YouTube as well. Building a platform for content delivery that is connected with increase prospect confidence with each new story they interact with and improve their knowledge during the sales process.
Built properly, these platforms can funnel leads through to conversion and into your overall marketing ecosystem. First, if the audience doesn't get value they will not convert to the next stage of your marketing process whether a signup, download or buy. Even if you can get a lot of people to find your content, a lack of value will repel them from moving further which is the ultimate goal. Second, when you deliver real value, it creates a positive brand impression. Your audience will lock in their minds that you are the expert subject matter and when they need help, you are the best resource to talk to.
A positive brand impression can last for when you reach them through other marketing channels and increase the likelihood of conversion there. So, what is real value, well, it isn't just the surface level info a visitor can get anywhere. The challenge here is to get over the fear of giving away too much - which many companies are afraid of. The best place to look is within your own company.
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What tools do you use, what questions do your customers have and what secret tactics or methods do you covet. Giving away a lot can ballon you over the competition and significantly increase prospect confidence. And lastly, make it unique in some way. Today, people are inundated with information and content because the tactic has significantly grown in popularity. Whether the information is unique or the delivery, it must stand out.
Consider different media such as video, animation or apps - maybe even consider past tactics such as direct mail. If you can make the information valuable and unique while delivering in an unexpected way, it will pay off in spades. If so, has it been done well? If the answer to both of those questions is yes, it gets rejected. Joe Lazauskas, Contently Editor in Chief. The company is relatable in what way?
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