As video continues to grow in popularity in B2B land, it’s likely that many businesses will start to get more ambitious with their B2B video marketing. That event in Los Angeles, that case study in Paris, or the new site you’re building in Abu Dhabi could all be great opportunities for video – but who do you send to capture the footage when filming abroad? A company local to you? Or one local to the filming site? To help you decide, here are some pros and cons of each:
Scenario 1: Send a crew local to you to shoot abroad
• The chances are it’s a company you’ve worked with before, and that’s worth a lot: in confidence about the preparation they’ll do, the quality of work they’ll produce and in ease of working with a team that knows you.
• Theoretically, it’s as easy to work with an overseas as a local team during pre- and post-production phases. In reality, many B2B marketers find they have better creative input and control when the video company is local to them, often because they can meet face to face or because time differences and cultural barriers aren’t an issue.
• It can be costly – especially if flights are involved.
• If you’re asking the crew to film in a country where they don’t speak the language (and the locals don’t speak the crew’s language well), logistics will be harder to manage.
Scenario 2: Use a crew based near your shooting location
• This is likely the least costly option, assuming you’re comparing two video agencies from different geographies that are otherwise similar in cost.
• There won’t be any language or cultural barriers on location, making it easier to coax the best performance from participants.
• If you’re shooting in a country where your language isn’t spoken well, you may still have communication problems – but this time between you and the video company.
• As mentioned before, many marketers find that a greater distance between them and their video team makes it harder to stay involved in the creative process and ensure the quality of the end result.
Which do you choose?
Only you can judge the relative importance of cost against factors such as known quality, ease of working with a company and language issues — which of course will differ for different projects.
In considering and balancing these factors, never forget that wherever the crew comes from, you’ve got to feel confident that the company you work with can get great footage that tells a killer story. A crew you trust to do that for you will make the whole process so much smoother – which may be more cost-effective for you in the long run than focusing (for example) on minimising travel costs. The last thing you need is to waste budget getting a result that doesn’t do the job you want it to.
So you may end up making decisions that on the face of it seem surprising. One new client chose us for a predominantly American shoot over a video partner they knew well, and over potential American options, because they were looking for a fresh, creative perspective they just didn’t feel the others could provide. In this case, familiarity with a partner and avoidance of large travel expenses weren’t big enough pros to override a greater certainty of achieving the core objective with somebody new.
We love a good story here at HN — whether it’s a novel you can’t put down, a TV drama that’s so gripping you won’t be watching it on catch-up, or the latest Hollywood blockbuster. This is the power of storytelling — it draws you in and makes you hunger for more.
Of course, storytelling isn’t a new idea when it comes to being persuasive. Ancient Greeks, notably Aristotle, understood the role of pathos and ethos — the modes of persuasion appealing to an audience’s emotions and their perception of the speaker’s moral character — in establishing a connection with the audience. More recently, it’s been proven that long copy — when it’s written to influence the cognitive and affective attitudes of an audience — can outsell short copy. That’s despite the trend to distil information into bite-sized nuggets to suit the time-poor society we live in.
We’re not arguing against brevity but in the pursuit of ‘concise’. The bombardment of messages, one fact after another, can sometimes be relentless and tiring for the reader — it takes the pleasure out of reading when it should be a welcome diversion. A swing towards a more engaging approach, where the reader derives enjoyment from reading your material, has to be the answer.
So whether you’re looking to create online or printed copy, the approach remains the same: engaging and thought-provoking copy that involves the reader — whether presented in a hundred words or a thousand — will be far more successful than reams of facts and figures.
There are many ways to make your B2B message more engaging — we’re certainly passionate about video and animations here. But the biggest change we are seeing at the moment is a return to good old-fashioned storytelling, meaning that case studies are taking a far more human angle to draw the reader in and show the personal gain as much as the business benefits. This is great to see, not least because it’s a proven way of creating an environment to sell in but also because it’s just as much fun to write as it is to read.
Customer reference programmes are a great way to promote your product or service to potential new customers and overcome any objections they may have. However, the amount of time your reference customers are willing budget for this may be limited.
If that’s the case, you can still deliver value for yourself, and them, without investing too much time. Ideally, you’ll offer them a range of options and allow them to choose the level of involvement that best suits them. For example:
Level 1: Logo and name only
Use of your customer’s name and/or logo on your website and in marketing collateral requires the least amount of commitment. But, remember, you still need their permission.
Level 2: Testimonial
Customer quotes that endorse your company’s work are valuable when you have to work that little bit harder to engage with your audience, such as when using direct mail or PR activity, for example.
Level 3: Text-based customer success story
In an ideal world, your customer will be willing to participate in a telephone or in-person interview and to review the copy before publication. This can take the form of a press release, newsletter article or printed case study.
Level 4: Video story
If your story is one of real human interest, why not exploit audio and video for your customer reference programme to show the emotion behind the words? A three-minute video interview can be used at conferences or seminars, published online and promoted through social media channels.
Level 5: Speaking engagement
If customers have a very high level of goodwill toward your company, they may be willing to speak at a conference, trade show, seminar or similar event. Get the most value you can from this commitment: such presentations can be recorded and broadcast on your website as a video or podcast.
Level 6: Reference visit or telephone reference
The highest level of commitment a customer can make to your company is to agree to be a reference site. The customer will agree to take telephone calls or host visits from your qualified potential customers to allow them to discuss their experience with you and see elements of the solution in action.