Online experiences have taken centre stage in the buying decisions your ideal clients make and the brands they trust. This means it’s become more important than ever for your firm to maintain a relevant and engaging online presence to compete, even in B2B industries.

For instance, one thing that’s taken the financial sector—along with many other professional services industries—by storm is the introduction of video content to B2B marketing. While video seems more suitable for a B2C audience, it has quickly become an effective marketing communication tool for all industries.

Nowadays, content only succeeds if it delivers on what consumers want, when and how they want it. Which means that if you want to capture the attention of your target audience, you need to tailor your content according to what they respond to best… in this case, video.

“Video marketing is becoming so popular it’s forecasted that by 2020 [it] will account for 75% of mobile traffic.” (Source: Cisco)

With video rapidly growing in popularity in the content marketing space, we’ve created a list of considerations to ensure your firm is getting the most from its efforts the first time around…

Things to consider when using video marketing:

Keep video to an optimum length of 30 seconds

Viewers’ attention spans are dwindling. Keep your content clear and to the point to maintain engagement and increase the chances of an action being off the back of your video.

Maintain engagement throughout

There’s an old advertising adage, “If you don’t grab your viewers’ attention in the first 5 seconds, you’ll lose them”. While that’s still true today, it comes with an added obstacle… just because they’ve made it past those first seemingly critical 5 seconds doesn’t mean they’re hooked. Include regular visual disruptions and content break-ups to maintain engagement throughout even the shortest clip.

Use subtitles

Surprisingly, silent films are getting a second wind. Today’s social media user often digests video content without stopping to click into the video itself. As they’re more likely to watch a video without sound, extra support is needed to get a topic across. Include subtitles to ensure your content is accessible and easy to digest in every situation.

Make content actionable or easy to takeaway

Include easy-to-digest next steps for the viewer to implement, or, statistics that are of interest to them that they can relay to a colleague. This will demonstrate the value of the content on show, help to spread the word and position your firm as an expert.

With these tips front of mind, now is the perfect time to implement a marketing strategy that includes video content to capitalise on its increasing popularity.

What often holds firms back from creating this kind of content is the time it takes to put together, and the fear of creating something without knowing for sure that it will generate the desired result. To invest in content that works, and more importantly, converts, speak to an expert.

Outsourcing means you can rest-assured that your content reaches your best-fit prospects to generate more promising enquiries for your firm. If creating a marketing strategy that includes a variety of content to attract new business is something you’re interested in, give us a call. Kelly, one of our account managers, will be happy to discuss your firm’s specific needs and how we can help you to achieve your revenue goals.

At Propero, we’re proud of the content we produce, whether it’s a promotional video, a primary research report or a weekly blog. Take a look at our video promoting our most recent report “UK INDUSTRY REPORT 2017: THE STATE OF DIGITAL MARKETING IN PROFESSIONAL SERVICES” below…

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