Five top tips to help make online video work for the building industry

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Kate Woodford from MRA Marketing looks at how can you make the most of video for online B2B marketing and offer their 5 top tips to help you make video work better in B2B marketing.

Video is big business and a key tool for B2B marketing

• more than 20 million people in the UK are viewing at least one online video every week
• one billion unique visits to YouTube each month,
• over 60% of marketing experts say video will dominate their future strategies
• by 2018 nearly one million minutes of video content will be viewed every second.

So here are five top tips to help make video work for your B2B marketing

1. You dont need a big budget to make your own videos

Theres a lot of software out there now that is making it increasingly easy to make your own in-house videos without it costing you the earth. However, beware the hidden cost. Learning how to use it takes time and will quickly eat up precious staff resource. Getting in an expert to do it for you can be more cost-effective in the long-run. An outside provider will also bring a lot more to the table, including the right strategy, messaging and polish to reach and appeal to a B2B audience.

2. You dont need to make a Hollywood epic to engage your audience

In fact, anything longer than three minutes and youll have your audience dozing off. So keep it short and to the point. Make sure your content is relevant. Do your homework. Make sure you really know your audience and try to make your video story as relevant to them as you possibly can. For example, try writing your video from their point of view, not yours. It pays to really know and understand the audience you are aiming at. Again, bringing in an outside supplier to help you with your targeting and script can pay significant dividends.

3. Keep it simple

Avoid over-complicated messages, or meandering scripts. Dont try to cram everything in. Think carefully about the single most important thing you want to say and just say that.

4. Think sequel

One-offs are great but to really engage your audience and build relationships, consider making a series of videos that tell a different story, showing your audience a new and interesting aspect of your product or service. This is where an outside supplier can really add value.

5. Lots of ways to tell your story

Remember when it comes to B2B video marketing there are no hard and fast rules. In fact, there are lots of ways to tell your story and pretty much anything goes. Just recently a video of a cat folding paper went viral with 100,000 views on the first day it was uploaded.

MRA Marketing is one of the UKs leading PR and Marketing agencies serving the construction, building material and home improvement industries.

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