Before you start producing your B2B video, you need to identify a clear objective for your video content, what clients you’ll target, and what stage of the customer journey your video intends to go after.
As they say, “Failing to plan is planning to fail,” and this couldn’t hold more true when it comes to producing a video that’s compelling, attention-grabbing, and easy to understand. Throwing different ideas at the wall and “hoping” something sticks doesn’t cut it, especially if you have a strict budget, timeline, and resources to create a video for your company.
In this chapter, we’ll walk through the first steps your business needs to complete before you go any further, including ensuring your customer research is complete and determining the customer awareness stage your video content is intended to target.
This means defining your brand tone, identifying your target audience, polishing your messaging, and ensuring your video content will meet specific campaign goals.
Dive Into Customer Research
Customer research is critical to successful marketing, advertising, promotional, or educational campaigns. If you don’t know who your video is intended to sway or persuade, how will you ever be able to achieve your goals?
When doing market research for B2B, remember that your B2B prospects may need more convincing compared to standard consumers. Additionally, B2B customers will be more scarce, meaning you need to have a distinct competitive advantage that you clearly illustrate in your marketing.
To execute a solid B2B market research plan and understand your prospects better than they understand themselves, your business should:
- Identify the stakeholders – Who are the decision makers responsible for choosing whether or not to work with your company?
- Talk to those who’ll use your product or service – No matter what product or service your business is pitching to prospective B2B clients, it’s always worth asking the actual end-users (i.e., employees, workers, executives) what they think of your solution, and what it would take for them to pitch it to their management.
- Sort through the data – Look at data from research panels, surveys, or other industry trends that can help you identify what your clients want.
As we’ve previously mentioned, your ultimate goal in this stage is to understand your prospective clients better than they understand themselves. To get to this stage, you’ll have to do some digging, ask questions, and “pick up the floorboards” to find the true hidden gems underneath.
Determine Customer Awareness Stages and Video Goals
Every video you produce should have a specific goal, targeting a persona at a certain stage in the customer journey.
When creating compelling content that speaks to your target audience, the only way to create something that stands out from the crowd and resonates is by narrowing down your focus and creating a video that’s made specifically for that individual.
For example, say you identified what the executives in your industry are looking for in the product or service you provide. You know what they need to hear to allocate budget and resources to begin working with your company. Your business should leverage this understanding to create a video targeted to that particular executive and speak to what they are thinking and wanting to hear. It should be as if your solution fell in their lap, precisely what they’ve been looking for this entire time.
Similarly, suppose you’re targeting prospective customers who are “cold targets” and aren’t even aware your business exists. In that case, your first order of business is creating video content that educates them about the problem and informs them that there are solutions that exist.
Take some time to brainstorm your goals and narrow down the exact stage of the customer journey that your video targets. After you’ve completed your customer research and identified your primary video production goals, it’s time to move on to video pre-production.