Videos are valuable tools nowadays for a company’s marketing. Thus, in this Expert Insight Interview, Guy Bauer discusses mistakes that B2B marketers make when creating their videos. Guy Bauer is a Founder and Creative Director of Umault, a B2B video marketing agency.
The interview discusses:
- Common mistakes
- Scripting element
- Creating a story
People usually rush into making a video and end up with a video that lacks strategy or creativity. Also, so many brands make fancy and expensive videos but still miss the message they are trying to get to their target audience. Since making videos is now easier than before, the rush to get them out as fast as possible trumps the strategic part. But with the rush also come low production value and low-quality content. Thus, brands have to overcome the “go fever” phenomenon, in which they overlook all potential barriers because of the huge rush to launch.
People remember the end results and not the effort that you put into getting there. Thus, if your video turns out to be a failure, your boss will not remember rushing you into it and how you did impossible to meet the deadline. Instead, what your boss will remember is that the video was not successful. The best thing to do is to slow down and prepare for the long journey of creating a high-quality video.
The Scripting Element
Scripting a business presentation does not give you enough knowledge and skills to script a video. A sales sheet with bullet points cannot become a video. The video is its own form of art with colors, sounds, music effects, etc. It takes an expert to make sure that the visual is in alignment with the audio part. An expert knows how to leverage all data streams available.
Many brands have videos that start great but finish badly. That is because writing a story is hard, and not everyone can do it. A video has to have a story that resonates with people. In this case, it is not about having much information but a significant few. People usually remember only around five percent of the content but 100 percent of how a video made them feel. Thus, do not try to communicate all the information about your product or service in a video but rather one or two main points. Then, shift the focus on creating a feeling for your audience. Allowing your audience to feel and connect with your video is the best differentiation strategy you can have.
And lastly, your video has to match your company’s voice and your values. You have to be brave and take the risk to be different, but it always makes an impact and brings you a win by default.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.