From Views to Leads: Effectively Using Video in B-to-B Marketing

Tired of all the “guru” advice that doesn’t work when using video in B-to-B marketing? Getting views and subscribers on YouTube, but not enough sales? Here’s a simple, effective approach to get viewers to respond to videos and become sales leads.

Tired of all the “guru” advice that doesn’t work when using video in B-to-B marketing? Getting views and subscribers on YouTube, but not enough sales? Here’s a simple, effective approach to get viewers to respond to videos and become sales leads.

Focus on How You Speak, Not What You Say
It’s natural to focus on what we’re saying in videos. Yet it’s an approach that will sabotage you every time. Instead, focus on how you’re presenting knowledge, not the information itself.

We’re very busy being transparent, honest, showing our personalities and giving away our best advice using videos. But the truth is you must do all those things and do it in a way that creates response.

Otherwise you’re wasting time.

In my experience using video in B-to-B marketing, there is one reason why people fail with it. They over-focus on WHAT to say rather than designing what to say to trigger response.

“The HOW” is what makes the difference when using video in B-to-B marketing. Here’s what to do

1) Don’t engage—fix, guide, compare, serve! Contrary to what ‘the experts’ say, buyers don’t care about your personality, your passion nor how often you offer free advice. They’re selfish. They care far more about solving their problem or reaching their goal faster.

Let this be your guiding rule. If you want to get passed around a lot on social media go ahead-be cute, funny “engaging” and such. If you want to generate leads serve a purpose.

2) Talk about what matters (and nothing else). Get started by asking yourself these questions when using video in B-to-B marketing

  • What pressing problem can I solve?
  • What pain can I remove?
  • What pleasure can I help create?

The idea is to focus your video on the pain customers need to get rid of, or the goals they need to achieve faster.

3) Provoke response. The best way to start is claiming you can change the success rate of prospects. Then do it.

Tell them you can actually move their needle. Then prove it by showing them exactly how to do something important to them.

Show them how to avoid a risk, solve a problem, learn a new skill … step-by-step in the video.

The idea is to create confidence in them … get them to take action and experience some success. Because if they do *this creates trust in you.*

Over to You
So remember the formula for structuring your videos when using video in B-to-B marketing.

  • Tell customers you can increase their success rate.
  • Then, without wasting time, prove to them you can move their needle … give them results.
  • Give them an even better way to start right now … in return for a deeper relationship (a lead).

Do this with a clear call to action that gets them to take action.

Need an example? Watch this video!

How to Create Content That Converts

It’s time to stop creating compelling content and start creating content that converts. The “create compelling content” mantra has failed us. We’re awash in a sea of ineffective, self-centered articles, videos, ebooks and whitepapers that fail to create leads. So follow these three handy success principles to create content that converts.

It’s time to stop creating compelling content and start creating content that converts. The “create compelling content” mantra has failed us. We’re awash in a sea of ineffective, self-centered articles, videos, ebooks and whitepapers that fail to create leads. So follow these three handy success principles to create content that converts.

3 Guiding Principles of Content That Converts
These are the three success principles powering today’s content marketing success stories like HubSpot and a handful of others. Now it’s time for you to apply them and create content that converts for you.

Content that converts does three things. It creates …

  1. Action: Customers cannot resist DOING stuff with it—including signing up to become a lead.
  2. Results: It doesn’t just impart knowledge; it increases the success rate of prospects (for free).
  3. Confidence: Buyers ultimately convert based on trust created by positive results.

Create Confidence
For years we’ve been told “create compelling content!” So we got busy. The goal was clear: get customers to consider, select and buy from us.

But for most of us, videos go unnoticed. Blogs aren’t shortening the sales cycle. Well, you’re not alone in taking your eye off of what works, and that’s confidence.

The difference between content that converts and all the other crap out there is simple: It gives prospects a free sample or “taste” of actual success. Real results.

Content that creates leads and sales uses results to manufacture confidence in buyers.

I know, I know. It isn’t very sexy. We’ve been engaging transparently, branding authentically, telling compelling stories … and let’s not forget the customer advocacy we’re fostering. But the truth is nothing works as well at creating leads as confidence.

Why Customers Will Ask You for the Sale
Let’s say you apply an idea from this blog post and have success with it. Maybe you take action on the three success principles and start getting more (and better) leads with your blog. Because of this experience, you sign up for my free training course where you learn more and experience more success.

Would those positive results be powerful enough to make you crave more? If I helped you change the way you’re blogging (to the degree you started getting more and better leads) would that be powerful enough to make you reach out to me?

Might you write an email to me saying, “Jeff, you’ve helped me see things differently and start to improve how I’m blogging. I’m actually getting leads now. Thanks, Jeff. This is so cool. How can I turn up the volume on this? What’s next?”

In other words, could I somehow convince you, through experiencing a steady stream of my content, to ask ME for the sale a few weeks from now?
Answer: Yes, a significant percentage of people who read this blog post will, likely, convert for me.

Move the Needle
My goal for you, right now, is for you to finish reading this post, apply my tips and experience an increase in success. Period. Forget about you liking me or even sharing my content. That’s not my goal. First I need to get you confident. I need to move your needle.

If I truly deliver results, you’ll share the good news (advocate for me). You’ll likely consider and possibly even buy from me. Why? Because I just proved myself.

This is how you use social media and content marketing to create leads. By creating a little bit of success in people’s lives through what you publish—helpful blogs, ebooks that guide, videos that teach, checklists that speed things up, whitepapers that create curiosity, tutorials that help people learn, etc.

Why Give Away ALL of Your Best Advice
Let’s get real. I’m not getting paid to give you my best tips and advice in this article. So why would I?

Answer: Because I don’t have time to worry about if you are actually my competitor, hoping to steal my material. I’m not losing sleep wondering if you’re going to take these instructions and do it yourself—without ever buying my coaching program. Neither should you.

You need to get customers’ success to increase—because of you. You need to get them confident. You need to get them doing something meaningful with knowledge that is truly new, insightful, powerful.

Because ultimately the knowledge WILL be given to them. They will discover the details of “how to do _______,” which you would prefer to sell them. Some customers will do it themselves because they can’t afford it otherwise.

Others will be able to afford to hire you, try it, fail and return to the market as a highly motivated buyer.

The only thing for you to decide on is who they will return to. Because the most likely selection they’ll make is the business or person who gave them the instructions.

So how did I do? Do you now feel an urge to DO something with what I shared? Because I now want you to do something that moves the needle. I don’t care if you see me as a thought leader or want to follow me. I want to sell something to you if it’s right for you. That’s why I gave you my very best tips and insights. Let me know how I did in comments or shoot me an email?