Once considered the domain of large consumer companies, video is rapidly finding its way into the B-to-B marketing mix. Given video's ability to engage customers and prospects, it has emerged as a valuable tool for savvy marketers seeking a competitive edge.

Video gives B-to-B marketers a new way to tell their story and at the same time humanize their company, brand and image.

In this age of YouTube, people are more likely to watch a short video about a company, product or service, than read a copy-dense web description. By infusing energy and personality into their stories, companies are establishing stronger connections with prospect and customers.

Here are some of the ways video can be used as a powerful marketing tool:

Testimonial Videos: What better way to convince your prospects to do business with you than word of mouth? Through the use of testimonial videos, your customers can speak for you and deliver a convincing peer-to-peer message that showcases the value your company delivers.

How-To Videos: Say you have a complex piece of equipment to demonstrate, or a unique process to convey. A step-by-step video "how-to" is a faster and more memorable way get your message across to your audience than any written document could ever be.

Corporate Capabilities Videos: If your company has a unique manufacturing process or possesses custom capabilities that no one else has, why not invite potential customers into your facility via a video tour? Not only will it be more interesting to viewers to actually see your products being made, it will create the type of visual impression that other tactics can't match.

Multiple Ways To Leverage Your Video Production

Once you produce your video, there are umpteen ways to leverage it and spread your message to the masses. You can stream it on your website (video happens to be a great way to add site content for optimization), feature it in e-marketing campaigns, link it to PDFs you distribute, present it at trade shows, post it on YouTube, and even make it a centerpiece of your online public relations efforts.

Video's popularity among B-to-B marketers will only grow in the coming year so now is the time to start embracing the medium. If you're not sure how to incorporate video into your marketing mix, we're happy to help you create an eyeball-grabbing video, AND develop the strategies to get it out to your target market.

Contact Janet at jlofurno@praxisagency.com.