Improving B2B Video Effectiveness — Daniel Glickman // Wave.video

Quotes

• “Let’s start with the front-end side of things. That has to do with social selling. If you are a salesperson or a marketer in a B2B company, nowadays, there is no question about it, people want to see the people in that company. They want that connection.” -Daniel“If you are in a Facebook group, you’re not going to get as much reach as much as if you are in a Facebook group with your friends. So friend them, same with LinkedIn. This means you have to have your own content and your own brand to be able to connect and be able to bring it in front of them.” -Daniel“You have to generate your own content that is relevant to them and somehow connect them to the company you work for or to the brand. You’re the bridge.” -Daniel“Essentially we are all influencers. We each have our own little brand and we each have some topic we specialize in that we present.” -Daniel“So social selling is an important aspect of using employee advocacy as another way to make your B2B marketing more effective.” -Ben“It can be complicated to manage that process. However, in a small organization, it is all about simply finding those employees that are willing to do it and empowering them and letting them do it in their own flavor and way, understanding that they have their own unique way to contribute and other things they don’t have to contribute and let others do it.” -Daniel“It is definitely a nuanced topic having an employee be your Content Creator from their personal accounts.” -Ben “Webinars are still a major tactic that B2B companies use. They are not seen as favorably as they used to. They are now kind of old-fashioned but they still work. Live shows are very similar but they are much more casual and they tend to be open to the public.” -Daniel“Live shows can be great to B2B because they are not as common and if you could show something that is relevant, a little more casual and in a humorous way, it is more inclusive in a sense that maybe a person is not ready to commit to a webinar right now, they don’t want to be sold to but they are interested in what your company is doing or about what the topic is like they are in the research phase.” -Daniel“If you’re good at it, what you’ll do is you will create a method where you do a lot of different live shows. Find the best parts of each live show and stitch them together into a great webinar.” -Daniel “The big value comes from repurposing those live shows. This is what I call the ‘video first’ approach. Remember how we switched to mobile-first, now wehave to think video-first.” -Daniel