3 Top Concerns Surrounding your B2B Video Marketing Strategy

By Paroma Sen

A robust video marketing strategy can enable better marketing output and drive faster ROI. Seeing how consumer trends and content consumption habits are rapidly evolving, brands that sport a strong video marketing process can actually achieve more while also ensuring they stand out from the competition.

Reports suggest that most consumers who watch a video about a product or brand end up purchasing it.

Videos can portray more than what a simple text email can and can be consumed by your target audience even while they’re on the go, thereby promoting an essence of convenience as well.

But when it comes to optimizing a video marketing strategy, there are still a lot of faux pas that are often observed among marketing teams. What are some of them? Let’s look at a few:

Poor Budgeting Processes

With the need for marketers to ensure that they are more performance-driven in today’s environment while being less of a cost center, there comes the need for better budgeting practices across marketing initiatives.

For brands to be able to create, repurpose and run regular and high quality video marketing initiatives and campaigns, it is important to assess and put aside the right budget while also setting in place a process to evaluate the ROI of the overall video initiative over a period of time.

This is where marketing teams need to cohesively identify how much to allocate to a yearly video creation and video marketing process while tying it into other marketing costs and objectives like new martech investments.

Poor quality videos that do not render across multiple devices and networks well or those that have been built without the right video fundamentals (causing a page to load slow, for instance) can negatively impact the overall goal. This is where better budgeting norms come into play, to help identify the kind of resources and tools needed to build out an integrated plan that aligns with other marketing goals and outreach.

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Lack of Optimization in Process and Technology

Like most other elements in day to day marketing, every area needs constant modernization and upgradation with regards to process and technology used. In today’s digital-first multi-channel business ecosystem, lack of modernization and poor use of latest video technologies can delay the creation process and overall output, while also affecting quality of media files.

Understanding more about the latest tools that can drive quicker video operations, allocating the right training and know-how to ensure marketing teams can build videos on par with market trends and with lesser delay while also picking up on latest social video trends are all crucial to optimizing the overall video marketing cycle and process.

Until a few years ago for instance, it was normal for marketers to outsource a large chunk of their video editing or video creation process. With the array of tools available today, creating high quality videos that showcase a product/service or new feature easily with more impact is far easier that before.

Inability to Personalize at Scale

Okay, so you have a strong video creation process in place, what next? The need for personalization has been the anthem of global B2B marketers and it’s already been proven time and again that improved personalization drives results.

A video marketing strategy that does not cater to quick edits or personalization of the file when it’s sent to prospects, for instance, can affect eventual engagement stats. This is where marketers need to better identify what tools can help them scale personalization efforts here while identifying newer ways to repurpose video files to drive more impact.

End Note

Video is here to stay. With consumers constantly inundated with marketing and sales emails, the need for audio-video experiences is more essential to drive cut through the noise. There are a lot of factors that come into play when creating a robust video marketing plan. From identifying what kind of video content has to be made, to driving use of those newly created video medias optimally across multiple channels, marketers need to know video process can work best for their brand.

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