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Grow your business & influence with video - Issue #13

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This past month, I interviewed the VP of Growth @ x.ai, the head of growth of onna, the CMO of Vanill
 

Growth tactics for B2B Services

February 3 · Issue #13 · View online
Every week, we test B2B growth tactics, share insights from webinars, and experiment with growth/sales coaches

This past month, I interviewed the VP of Growth @ x.ai, the head of growth of onna, the CMO of VanillaSoft, and the founders of Limecraft and Toucan.
I also hosted a virtual summit with experts on business development, branding, content marketing, and sales.
They all shared their best growth strategies: what works, what doesn’t, and what they’ll be doing in 2020.
The most common theme? Doubling down on video content. Because it’s the best way to connect with their audience in a way that truly adds value.
So in this New Year’s resolution issue we’re sharing our top ideas to help you get the most out of super streamlined and cost-effective video.
In this issue –
  1. How to streamline video production
  2. Sales enablement and storytelling with script writing platform
  3. Build your in-house video production team
  4. Scaling your “RFP win rate” video strategy
  5. Video Marketing 101 (mini course to get your team started)
And as always, hit reply with any questions! For the few remaining who are not doing video, I’m on a mission to help you get started #NoOneLeftBehind

1. How to streamline video production
It’s true: video content production takes a lot of time and money to do it right. But there ARE ways to make it less painful.
Traditional video content production costs $150k+ per year. Or you’ll need a studio and in-house team of 2-3 people, bringing the cost even higher. Whereas with a streamlined process, our clients execute their video strategy with budgets as low as $25-50k.
First, start with a strategy to map out your content: Who is your target audience, what information are they searching for? Look at your - and your competitors’ - most trafficked blog posts and white papers as a starting point. A typical SEO-keyword & competitive analysis can yield 50-100 topics easily.
Next, prepare to capture your video content. Pick the SMEs in your company (it can be the founder, or someone from marketing or sales - depending on your topics) and interview them on these topics.
The key is to batch produce video content.
Typically, my team will go on-site, or invite a client to our studio, or even work with them remotely. We interview them for a couple of hours and capture enough video for 10-15 pieces of content. Do that once a quarter or even in 1-2 days with different SMEs and you have all your content for the year!
Then, it’s all about editing, posting, and promoting. Video SEO and promotion are critical for the success of your video strategy, so don’t overlook this phase. You need a well-designed YouTube channel with playlists, upload natively on LinkedIn, and don’t forget to add subtitles.
2. Script writing platform
Every month, I probably talk to 30-40 companies who need video and really want to do it. Yet less than 20% end up doing it.
Is it because the rest don’t need video, changed their mind, or don’t think video is effective?
NOT AT ALL! In fact, they all say they wish they had started with video sooner.
So what’s holding them back? Invariably, the biggest hurdle is script writing.
If you’re using video to demonstrate your expertise, the best way - by far - is to script your content and come to a studio with a teleprompter.
If you’re leveraging video to win more RFPs - we typically deliver a 20-50% boost in win rates - you need a script that helps your client visualize the impact of your solution.
If you’re using video as sales collateral to communicate your value prop, or even for internal communications, it all starts with the script.
With 2,500+ videos under our belt, we’ve written A TON of scripts, and we’re creating a web app where you can:
  • quickly reference scripts from past videos,
  • get suggestions based on the use case,
  • or even narrate the base of a script for our experts to polish it up!
I’d love to hear from anyone who’s been stuck on a script before or missed a deadline and didn’t get a video for their meeting simply b/c they didn’t have time to get to the script.
We’re all but automating the entire process and would love your feedback on what we’re building!
3. Build your in-house video production team
Many of the companies we interview for The B2B Show to learn from their growth tactics tell me they already have an in-house video production team.
For companies with <50 employees, an in-house team may be overkill b/c you need to set up a studio space and hire 2-3 people (videographer, editor, video SEO & social sharing). That’s a big investment in the range of $200k+ per year!
But when you’re over that threshold, or if you plan to bring video marketing at the core of your client acquisition engine, then you may want to develop in-house expertise.
We help clients:
  • find & vet the right talent,
  • recruit them on a trial basis, and
  • provide ongoing training and support.
Now you can bring us in as a temporary solution while we help you recruit the right talent and build an effective in-house team!
4. Scaling your "RFP win rate" video strategy
If you’re bidding on RFPs, video can really help you stand out. With a video, you can:
  • get everyone on the same page,
  • make your value prop tangible so they really “get it,” and
  • show that you’re going above and beyond for their account.
But producing these types of videos - typically animations or stock footage edits - takes time and can be expensive.
To make the process scalable, we work with clients to create a handful of “master” videos with modular structures that represent a variety of key messages and use cases.
Then, we customize a video for every one of their clients. We pull the use cases & messaging that are relevant, make small adjustments, and we can have a video ready within a couple of days and at a fraction of the cost!
5. Video marketing 101 (mini course for your team)
We get a lot of questions around the nuances that go into a successful video marketing strategy so we put together a series of short videos that cover the basics.
You’ll learn why you should do video content, the easiest way to get started, tips on how to look good on camera, and more…
And if you have any questions, hit reply and I’ll be more than happy to help you figure out how to set up your company’s studio or how to do video SEO properly.
Video Marketing 101
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