Online video may be capturing more viewer eyeballs, but in the B2B marketing business it's all about capturing qualified leads. Bob Lipp, a longtime marketing exec, understands that ROI has little to do with potential and everything to do with results, which is why he and his team have taken online video to the next step. Called simply Direct Response or Purchase-Incentive Videos, marketers can now deliver their message via video and include an offer that triggers viewers to fill out a response form to find out more, thereby generating a qualified lead.
One example of a direct-response online video appears on the website titled [http://www.SteamBoilersForHospitals.com], an SEO site Bob and his Marcomm Group colleagues created that is Page One on the search engines for important keywords.
Visitors to the site see a hospital case study video and a button promoting a "free in-service efficiency study." By watching the video, they'll be instructed to click on the button, fill out the form, and receive immediate details on this special offer.
The steam boiler company will receive a qualified lead.
"Online video is an essential business-marketing tool," states Lipp, "but it's not just about providing information, it's about capturing qualified leads. Selling a B2B company on a video because it can reach the millions of people on Facebook, YouTube, LinkedIn, and other popular social media sites doesn't measure up to delivering a handful of qualified leads that the company's salespeople can contact."
Lipp goes on to make the point that everyone is caught up in the numbers, but they should be focused on the hard leads.
"New marketing tools - and in this case I'm talking about social media - have their place, but they need to be considered in the context of what's worked before," claims Lipp. "For B2B marketers, it's never been strictly about numbers. It's always been about identifying and being able to reach new prospects, as well as expanding sales to the current customer base. That hasn't changed, even though marketing tools have evolved."
Examples are included on the website that show how B2B companies can use video to deliver a wide range of content, from documenting trade show exhibits (to promote long after the show has ended), to presenting customer case studies, new product introductions, video FAQs, and much more.
The site also has an example of a Direct Response Online Video on the home page, and features some of the videos that appear on , another SEO site that appears on Page One of the search engines for such terms as "HD camera" and "best HD camera," as well as many branded and camera-model-specific searches.
This video-rich site also features another interactive video tool created by Lipp's team.
By clicking the button, "Ask This Speaker A Question," the viewer can interact with the speaker featured in the many product and Learning Center videos.
"Videos are great at delivering content online," adds Lipp. "We've just made them better by providing a value-added resource that makes sense for B2B marketers and provides easily measurable results."
One example of a direct-response online video appears on the website titled [http://www.SteamBoilersForHospitals.com], an SEO site Bob and his Marcomm Group colleagues created that is Page One on the search engines for important keywords.
Visitors to the site see a hospital case study video and a button promoting a "free in-service efficiency study." By watching the video, they'll be instructed to click on the button, fill out the form, and receive immediate details on this special offer.
The steam boiler company will receive a qualified lead.
"Online video is an essential business-marketing tool," states Lipp, "but it's not just about providing information, it's about capturing qualified leads. Selling a B2B company on a video because it can reach the millions of people on Facebook, YouTube, LinkedIn, and other popular social media sites doesn't measure up to delivering a handful of qualified leads that the company's salespeople can contact."
Lipp goes on to make the point that everyone is caught up in the numbers, but they should be focused on the hard leads.
"New marketing tools - and in this case I'm talking about social media - have their place, but they need to be considered in the context of what's worked before," claims Lipp. "For B2B marketers, it's never been strictly about numbers. It's always been about identifying and being able to reach new prospects, as well as expanding sales to the current customer base. That hasn't changed, even though marketing tools have evolved."
Examples are included on the website that show how B2B companies can use video to deliver a wide range of content, from documenting trade show exhibits (to promote long after the show has ended), to presenting customer case studies, new product introductions, video FAQs, and much more.
The site also has an example of a Direct Response Online Video on the home page, and features some of the videos that appear on , another SEO site that appears on Page One of the search engines for such terms as "HD camera" and "best HD camera," as well as many branded and camera-model-specific searches.
This video-rich site also features another interactive video tool created by Lipp's team.
By clicking the button, "Ask This Speaker A Question," the viewer can interact with the speaker featured in the many product and Learning Center videos.
"Videos are great at delivering content online," adds Lipp. "We've just made them better by providing a value-added resource that makes sense for B2B marketers and provides easily measurable results."
