The seven commandments of video
7 crucial rules to help your b2b marketing team win
You’ve got it all.
A great product, great team, glowing testimonials… but your videos? Crickets.
I’m here to help. We’ve seen this time and again at A2, which is why we built these 7 simple rules for video content that drives revenue.
1. Done is better than perfect
B2b marketing teams sometimes fall into the trap of too many stakeholders on the same project. You end up making 8 different versions of the same video, and by the time it’s live you can’t remember what the goal was in the first place.
Ship video content fast and learn as you go. Especially if you’re in the early stages. Learning what your audience responds to is way more important than flashy edits or perfect lighting.
2. Story over visuals
Optimize for visuals = get more views.
Optimize for story = get more customers.
Which one would you rather have?
3. Sound matters
Audio builds immersion and trust. I’ll take crisp audio and pixelated video over 4K video that sounds like it was shot underwater.
Remember, we want to optimize for telling the right stories. We need our customers to be able to actually hear those stories.
4. Trust the process
Similar to the first rule, high-performing teams don’t chase perfection off the start.
It takes time to figure out what resonates with your audience, and the best way to learn is to hit publish. Don’t get stuck in analysis paralysis, you’ll find the answers as you go.
You just have to get started, and stay consistent.
5. Consistency > virality
I’m sure you’ve heard the stat that only 5% of your audience is in market for your product at a time. The other 95% may get there at another time, but are not ready to buy yet.
Show up consistently for that 95%, and you can make sure you’re the first name they think of when they are ready to buy.
6. Clear beats clever
This is true in all marketing, but I think it’s especially important in b2b. You don’t need to make your customers laugh, you need to be useful.
Kill the jargon, stop trying to force that pun, and tell the viewers what they need to know.
7. Over-revisions kill good content
I’ve seen this happen so many times. Great content gets buried under a million little edits, and the spark goes out. It’s death by committee.
Set a hard limit for rounds of revision. Three at most, but ideally one or two. Also, try to keep the number of stakeholders as low as possible.
And there it is, seven simple rules to help guide your video content. I wish I’d known all this years ago, it would’ve saved me (and my team) a lot of time, effort, and money.
Keep these rules in mind as you build your video strategy and you’ll be on the road to making buttloads of dough with video.
Adios,
—Ademola