There’s a lot of noise out there about making video a part of your content marketing strategy. Here are five reasons why it’s a waste of time for you and your customers:
- Customers need to wait for the video to load and stream. B2B prospects lack the time for this.
- They need to sit through two, five, ten minutes or more of talking before they learn all the key points.
- To capture interesting points that aren’t in the accompanying PowerPoint, the customer must take notes and enter them into a database/tickler file (rather than just cutting or pasting as they can from text.)
- If the customer is interrupted or accidently closes their browser window, they have to go back, wait for the video to reload, find where they left off and resume taking notes.
- Producing quality video is difficult and takes time. Low-quality video is easier but can look amateurish, especially for complex, B2B sales.
I admit video IS great for:
- Adding credibility to B2B customer case studies IF the customer is articulate and enthused about what you did for them. (The same goes for showcasing the quality of your workforce or your facilities.)
- Explaining complicated concepts with pictures as well as words.
- Showing, rather than telling, how a product or process works.
My advice is NOT to throw a video up on your B2B site without adding a brief, but complete, written summary of it for those who lack the time or interest to sit through it. Video is a sequential learning tool, for those with the time and motivation to devote to it. A brief written summary is a random-access alternative for those time-pressed, B2B customers who want to scan quickly and pick out the key points.
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