By Julie Garcia
January 21st, 2011
Video marketing has played a key role in B2C marketing strategies for years and is now quickly finding its place in B2B. As one of the most powerful tools that accurately represent products and services, video allows you to engage your audience by delivering enhanced content in almost any environment. There is a place for video in b2b strategies and it can be leveraged in multiple tactics such as web, e-mail, mobile, social media, trade shows, internal communications, trainings, testimonials and now, even in dimensional mail.
Check out how salesforce.com partnered with YouTube to reach and engage new customers, quantifying the reach and engagement of a single video equating to the activity of 46 “hyper-efficient” sales reps in communicating their USP.
The Discovery Channel used a dimensional video mailer as a media kit that featured a video player to promote their new show to the press.
These are just a couple examples of how you can deliver your message using video. The Canyon team is currently producing a series of videos for a client that will be utilized across multiple platforms. We have the experience to create the content and develop a strategic video campaign that you can put to work to tell your story, promote your product and share your brand.
What videos have gotten your attention lately? How can Canyon help you add video to your strategic 2011 marketing plan?
By Julie Garcia
October 25th, 2010
White papers continue to be a strong tool in B2B marketing. Although the purpose of a white paper hasn’t changed over time, the way people consume online content has. People have less time, more distractions and more options.
I came across this interactive white paper from Level 3, a global telecommunications company. It provides clear and simple navigation, additional downloadable resources, links and video to not only keep prospects engaged, but to deliver content in a variety of ways for different consumption behaviors. For example, someone that has limited time can easily navigate to the executive summary and then flip directly to an area of interest. They can also listen to key findings through customer video testimonials which simultaneously provide Level 3 with third-party credibility.
A recent study released by Eccolo Media shows multimedia topping the list as one of the fastest growing mediums that decision makers are utilizing to make purchasing decisions.
To make your white paper most effective, make it easy for your audience to consume. If your company needs help putting your white paper to work for you, contact Canyon. We will develop a strategy that will engage all of your prospects.
By Julie Garcia
August 31st, 2010
The market place is getting more competitive and if you are searching for something that can differentiate you from your competitors, creating a compelling video may be your answer. Video has a place in every marketing and communications plan from testimonials and product launches to educational summits and demonstrations. And the best news is that it is now more affordable than ever. With evolving technology and the recent shift in distribution, video can play a key role in reaching your target audience and can be easily adapted to all platforms.
The release of products like the Canon EOS 5D Mark II and the NewTek Tricaster allow video to be produced at a fraction of the price that it used to be. For example, the Tricaster provides you with the opportunity to go live with a web broadcast for your next customer experience or sales training event. Because the editing is done live you save the money and the time you would have otherwise spent in an edit bay. You still need to be prepared to do the work on the front end with preproduction, but by taking advantage of new technology in the marketplace you can now afford to deliver your message through video.
How have you used video in your B2B communications?
