Viral Strategies For Business to Business Video Marketing

October 12, 2012

There are slightly different markets in which businesses would like viral strategies to work online. There is the ‘business to consumer’ (B2C) space and the ‘business to business’ (B2B) space. With B2C video marketing, brands have already acknowledged that there is massive power to be harnessed in video marketing. The traditional marketing environment is seeing more success stories; even ad agencies are finally changing their ideas and grasping the fundamentals of viral strategies.

In as much as goals are being reached and measurables or return on investment are being established in the B2C content sharing space, businesses are now keen to raise an awareness of their products and services in the B2B space. However, unlike social media B2C viral video strategies where just about anything goes, businesses are approaching the potential for B2B promotion with just a little more caution. There is a slightly differently perceived gap with regards to going about this process.

Although businesses are made up of people, and it is people who watch and share videos, as well as read blogs and so on, a business (made up of people) does things differently. This indicates that a shift in focus is required, as far as viral strategy and production is concerned. Videos need to be seeded correctly to the right viewers and the same B2C creative does not cut the mustard completely. As the word ‘strategy’ suggests, there should be a B2B plan. This plan should or could consist of at least:

  • Establishing goals and objectives
  • Creative attitude
  • Viral marketing tactics – sharing in the B2B space
  • Search engine optimization (SEO)
  • Target market dissemination
  • Whatever else is believed to be important

The idea is that a scenario should still be created whereby videos are shared and they go from paid views to earned. When establishing goal objectives, end results may be better product awareness or more sales; objectives are generally short-term plans used to achieve goals.

Creative attitude should bear the end buyer in mind, so, what kind of content will inspire them? As with any marketing approach, a solution to a problem is generally successful. Humor is used to a great extent and with fabulous success in the B2C sphere, so, fun or funny may also be used, although we are looking for material which will also inspire sharing. Videos which relate to people and the problems they face, are acceptable to the wider population, and this includes businesses too. They should also be able to share these comfortably within and without the workplace, without any fear of embarrassment.

In terms of the marketing approach, this involves target audience, so, tangential and direct authorities need to be targeted; again this should swing toward the business end user. By the same token, Twitter, linkedIn, Facebook and other social group sharing is still considered to be par for the course.

SEO falls in line with video content, it addresses a problem or problems, possibly in a light-hearted way and researching what terms they will be likely used, is obviously good creative policy. Sub-titles, closed captions, searchable text, descriptions and tags, offer an SEO solution.

At the end of the day, when we get to target market dissemination – sharing is sharing – just like with B2C dissemination. In respect of viral strategies for B2B, the approach is very similar, the only difference being a more delineated focus which concentrates the effort. But it always pays to remember that despite the differently perceived gap in perceptions, business, are also people.

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