Page 131 - SKU-000506274_TEXT.indd

Chapter 35—Video

I predict that within three years, every B2B website will utilize
video. Why? It’s partly because people are lazy and find it
easier to watch a video than to read. But mostly it’s because
video is versatile and can be used for many functions. Video
is especially useful for B2B companies, because it enables a
lot of technical information to be covered quickly.

Creating video for your website isn’t as difficult as it was ten
years ago. Today, by using the basic software and hardware
built into most standard computers, you can create simple,
informative videos. They don’t have to be fancy—just look into
the camera and talk.Alternatively, you can edit together footage
demonstrating your work or how you solved a problem.

You can worry less about production quality than in the past.
In most cases, all you need is a well-lit segment with a basic,
digital video camera and decent audio quality.

Keep videos short: staying around one to two minutes will help
keep your audiences’ attention and help you stay focused on
a single theme.

Using video to demonstrate B2B products is powerful. A short
product overview gives your customers and prospects a much
better understanding of your product, because they are able
to see it in its natural setting; it improves conversion rates,
because video is still considered impressive, and it saves
your business development and technical teams a lot of time
explaining, demonstrating, and reviewing your products to
prospects.

149

© 2012 Lisa Shepherd