2015 was widely touted as “the year of video marketing.” 96% of B2B firms used video in their content strategy and perhaps most notably, 73% believed it had a positive impact on their marketing results and ROI.

Whether you’ve started video marketing at your own firm or are considering it, the obstacle you’re likely facing is a lack of budget for video. What many don’t realize though is that video marketing can be implemented effectively on even the tightest budgets.

Here are a few things to keep in mind to help video marketing work for your B2B firm:

Create a plan

Pre-production planning is frequently overlooked. B2B firms that are new to video production often operate under the assumption that a loose outline is sufficient preparation. However, this often leads to a chaotic shoot and once you start editing, you realize you don’t have enough quality footage. This either results in a reshoot, wasting time and money, or a weak final product.

Your team should develop a clear, exhaustive plan well in advance that includes the bare minimum:

  • The objectives of the video
  • An outline – beginning, middle, and end
  • A detailed script
  • A list of the necessary equipment
  • A schedule for the shoot

If you start your planning in advance, you may even be able to gather the footage necessary to create multiple videos in just one shoot.

Do not move the camera

Nothing screams “amateur home video” like a shaky camera. Use a tripod whenever possible. You can find inexpensive options here. Keeping the shot steady and stable lets viewers focus on the content within the frame, allowing the subjects to communicate their messages more effectively.

Resist the temptation to zoom in and out within a shot. Unless you’re a seasoned camera operator with an extremely steady hand, it looks extremely unprofessional and weakens the quality of the footage. If you want to be closer or further from the subject, simply do so in another take do and you can determine which looks best in post-production.

Mix it up

B2B videos often tend to consist of businessmen and women dressed professionally in an office setting. Although this is sometimes the most appropriate and practical option, a video consisting only of a talking head can be very dull. This is where the pre-production planning we discussed earlier comes in. Make sure your plan incorporates multiple options for B-Roll to intercut with the your main footage to make your video more engaging.

After the Shoot

Incorporate graphics

Graphics can help liven up a mundane subject and communicate the message of the video in a more visually dynamic manner. For example, instead of showing your CEO explaining how your consulting firm helped one of its clients increase its profits, show this to your audience by adding an animated graph that illustrates the growth of the client’s numbers.

Seem too complex? If programs like Adobe AfterEffects or Presenter aren’t in your wheelhouse, try one of these free simple tools that will help you develop animated videos that you can insert into your video.

Include a call-to-action

If someone has watched your video in its entirety, they have just demonstrated interest in your content – don’t squander this opportunity to include a call-to-action to deepen the engagement. Some options you may consider are:

  • Other relevant content (i.e. a guide, book, or webinar that is related to the video)
  • Your social media profiles
  • Another video
  • Your website
  • “Contact Us” form
  • Blog or newsletter sign-up

Optimize for search

If you are hosting your video on your own website, carry out the same steps you would to optimize any web page. Ensure the user experience is seamless – the video loads quickly, it can be viewed on various devices, and it’s available in multiple formats. Include social sharing buttons so viewers can quickly share with their networks.

If you are hosting your video on a site like YouTube or Vimeo, use keywords in the title and description, and add the appropriate tags.

Video is a powerful tool in B2B marketing. Use these tips as a starting point for implementing this tactic into your firm’s strategy.