Digital video case studies

Transcription

1 Digital video case studies for B2B direct marketing web video marketing

2 B2B Video Case Studies make a difference 1

3 Client case studies are undoubtedly a very effective way of demonstrating your capability, track record and ability to deliver excellent service and can be a powerful way to attract prospect clients and convert them into new fee paying clients. Whilst traditional text based case studies on pdf documents are effective, very often they either don t get read, or end up in your client s bottom drawer, because 2 sides of predominantly text based information can take up to 15 minutes on average to read and absorb. The advent of video landing pages (or web video brochures), means you can create case studies that can work harder in a much more pro-active way as they are more likely to be viewed than traditional pdf case studies and can also give you a true end to end measurement of their effectiveness. What are digital video case studies? Digital case studies are typically created on self tracking video landing pages comprising a 1 minute overview video of the work you have undertaken for your client including project objectives, methodology, approach and results and key benefi ts delivered. The video will feature prominently on the landing page and can play as the landing page is opened or can be prompted by a video arrow on the screen. The VLP will also contain other rich media graphics, logos and text headers reiterating the benefi ts and key messages you wish to convey and you can also place call to action buttons adjacent to the video to induce response to offers, downloads, pricing information etc. Whilst you can repurpose existing video contentor create new bespoke content, it is also important to include music, graphics and a professional voice over artist to ensure the case study has authority and professional credibility. 2

4 Video Case Studies key benefits Digital video case studies offer all the benefi ts of a conventional case study but with much more impact as they communicate the key messages in an audio visual summary and which can offer the following clear advantages: can make abstract concepts easier to understand demonstrate technical product capabilities more concretely emphasise key messages that are more likely to be absorbed can enhance case study impact and meaning by including a client testimonial within the case study can include interactive call to action clickable response buttons to get the viewer to respond and generate leads can be distributed more widely through built in web distribution tools including SEO, , viral,blogs, web links and thumbnails responses can be measured by individual address in real time. Video case studies must always include a client testimonial The video case study must also include your client testimonial advocating and reinforcing the excellence of the work you have undertaken for them. Client testimonials enable customer success stories to become powerful, persuasive marketing tools when the customers themselves tell you how satisfi ed they are, rather than your salesman telling you how satisfi ed you are going to be. They are also benefi cial because they offer: less hype getting your customers to say positive things about you which are far more powerful than doing it yourself... use clients as referees can exploit the referral value of satisfi ed customers who are a B2B marketer s biggest asset video stories unlike data or fact sheets, testimonials can appeal to business buyers emotions and motivations, customer advocates can build your credibility by using your customers as advocates of your services lead generation can be an exceptionally powerful way to generate leads by forwarding to new prospect clients used as thumbnails they can be placed in strategic positions on websites at point of sale as thumbnails to induce response and click throughs. How your video case study is distributed There are a growing number of ways to distribute your video case studies on free and paid for video sharing sites and these should certainly be utilised to maximise coverage. However, to ensure you achieve maximum impact it is essential that your video case studies are distributed on a video landing page which have unique URLs and built in distribution tools for a variety of free and paid for channels including , video search, SEO, web links, thumbnails, blogs and viral marketing and can be embedded in your own web site, without any programming or redesign or embedded on any other web or social media site. 3

5 What are video landing pages (VLP s) Video landing pages (VLP s) are mini fl ash websites or video sites with unique URL s that contain interactive audiovisual and multimedia content that can be easily embedded into an HTML webpage. VLP s are typically used to engage a viewer with an audiovisual message that motivates the viewer to respond to specifi c calls to action that can be tracked and reported by analytics software by individual address, and giving end to end measurement of who has viewed in real time. Video Landing pages offer three key elements: 1. a front end design canvasse to enable anyone to create an audio-visual communication by using an easy drag and drop interface 2. built-in distribution tools for , search, web links, and blogs, thumbnails for use in s, social media sites and viral marketing 3. a campaign analytics dashboard to enable monitoring of campaign progress in real time by individual address. The diverse and comprehensive distribution options mean you are able to achieve a far wider reach through VLPs than conventional stand alone and enables much more precise targeting of relevant audiences. This, and the added impact of video, which Google research shows is up to 7 times more likely to be viewed than text and graphics, results in average response rates of up to 27%* And landing pages can also track and record all interaction by individual address giving you a real time campaign analysis on an online dashboard. You can then use the case study as a stand alone campaign to target clients, and it can also be used as a lead generation and prospecting tool by your sales force as they can remotely access your online account to send to individual clients free of charge. Because of the diverse number of built in distribution tools you get a much wider reach than conventional . Case studies distributed by a platform such as imp.net typically achieve up to 27% response rates* * achieved by fl imp media

6 Video Case Studies target your clients measure the response Video case studies offer real time measurement But the real power of the VLP is in the online analytical dashboard, where you can view in real time by individual address who has viewed, for how long, and if they responded to your calls to action, and if they have forwarded it to a friend or colleague. If they haven t responded you can take remedial action such as a follow up phone call or . So, for the fi rst time not only are you able to proactively target your successful case studies at prospect clients, you are also able to monitor and measure their response in real time. If you want to share with them the full case study, this can be downloadable from the VLP. The distribution is free and you can integrate the VLP with your existing ESP, or send to up to 250 prospect clients free of charge. Indeed, video case studies can cost from as little as 500 per annum including the costs of video, editing and hosting. Not bad when it gives you full end to end ROI measurement at the same time. For more information on video case studies visit: For more information on video landing pages visit: So what about the cost? It sounds expensive I hear you say well no actually!! Video case studies can be created by anyone using a drag and drop interface on an online screen, and you can repurpose existing video, use rich media graphics and logos from your existing web site and marketing collateral to construct your video case study. And if you haven t got any video content, this can be created using cost effective software tools and animations, or you can do it yourself for free, though do be careful that the quality of the video content is not sacrifi ced for the sake of costs saving for the sake of it. Poor quality video can have adverse brand impact so be careful. 5

7 Video Case Studies B2B rich media direct marketing end-to-end ROI 6

8 web video marketing For more information on how we can help you develop your digital case studies please call us on: / or sean@webvm.co.uk The Greenhouse, MediaCityUK, Salford, M50 2EQ