Selling business products and services to other business comes with a unique set of challenges and requirements. Every industry has its own specific language and nuances that have to be carefully navigated. Truthfully, I’m more of a fan of speaking in terms of Human to Human marketing rather than Business to Business marketing. Businesses do not make buying decisions, people do! Real people who you interact with, talk to, and build relationships with — they are the ones making the decisions on what to buy. Here is a video I helped create in cooperation with the award-winning Eric Mower and Associates, positioning this products as a solution for loss and charging for any plant or retailer with any type of scanner. And here are some tips for you to follow when creating your product video in the B2B space.
1. Show the product in use. Show several movements around the product and several people interacting with it.
2. Show the problem being solved. Demonstrate how your products solves the problem being addressed.
3. Overcome the barriers to entry. “BS” meters are high, especially with the C-Suite, so quickly address how they can implement your products or solution, addressing the barriers they will most likely think of.
As you can see in this video, we position the product to solve an industry problem. Make your B2B marketing videos with authentic undertones and authority in the script voice. Making videos for your potential customers is critical. They absorb information through video and the same executive you can’t get a hold of is likely to watch a video on your products if it comes across his desk and it has been positioned right. Online, your videos take on a life of their own and are easily shared between industry leaders. Make great videos and your sales will grow. More and more buyers are depending on business videos to cut through the clutter. YouTube add revenue for video ads is going to cross the $1 Billion mark this year, 2014. And, is continued to grow in 2015. What digital video content do you have for you potential customers? I’d love to see your videos.
One of the most valuable things you can do is remove the doubt for people looking at your product – and your church is a product. Families shop, visitor dip in and out without you knowing, and people in the community drive by your building and wonder, “What’s going on in there?”. At 4Corners Church we set out to develop a video that did just that. We wanted to show people what to expect on a typical Sunday morning. Staff member Lisa wrote a killer script, other staff members weighed in, volunteer Katie did a great job on camera with her infectious personality and my boy Bill and I shot and edited. Mostly importantly, everyone in the church did what they always do every week to make 4 Corners a great place to visit and an even greater place to attend on a regular basis.
How do you convey what happens in your church to visitors before they get there? How easy is it for your church members to share with their friends? If you’ve shot one of these type of videos, post the link below. I would love to see it.
How are you transforming your space into something that turns people toward a posture of worship? Are you called to rebuild the creative walls of the Church? Man, that calling resonates with me. The Church largely has built spaces for function and less for definition, but what’s emerged is a canvas to play with. Bending light is a high calling. The journey of being creative with our spaces and using them for something other than a place to sit in, is a journey that is transformational and demands our interactions with others. Watch this video from my friend and someone I highly admire for his creativity and leadership, Luke McElroy of Salt Nashville for insight into his manifesto for the Salt movement.
Take my unsolicited recommendation to consider attending Salt Nashville this year.
This song, Oceans by Hillsong, kills it. The lyrics are on point. Watch the lyric video below and find the songs lyrics below.
Lyrics “Oceans (Where Feet May Fail)” by Hillsong United
You call me out upon the waters The great unknown where feet may fail And there I find You in the mystery In oceans deep My faith will stand
And I will call upon Your name And keep my eyes above the waves When oceans rise My soul will rest in Your embrace For I am Yours and You are mine
Your grace abounds in deepest waters Your sovereign hand Will be my guide Where feet may fail and fear surrounds me You’ve never failed and You won’t start now
So I will call upon Your name And keep my eyes above the waves When oceans rise My soul will rest in Your embrace For I am Yours and You are mine
Spirit lead me where my trust is without borders Let me walk upon the waters Wherever You would call me Take me deeper than my feet could ever wander And my faith will be made stronger In the presence of my Savior
I will call upon Your name Keep my eyes above the waves My soul will rest in Your embrace I am Yours and You are mine
I didn’t want the ALS Ice Bucket Challenge to come my way. But it did. Then I found this story. The story of the person with ALS who started it all. Warning, this video will wreck you.
I love this story of former Boston College captain Pete Frates, who has inspired the Ice Bucket Challenge. I did accept the ALS challenge and passed it on to a few close friends. But, I added a critical element I believe strongly in. I have a few friends who devote their lives to making sure people around the world have safe drinking water, so wasting a bucket of good water, even for a good cause, didn’t sit well with me. So, in addition to giving to ALSA.org I’ll be giving to TeamWorldVision and challenge you to do the same.
Not to devalue the cause, but the ALS Ice Bucket Challenge is a marketing phenomenon and all marketing teams can pick up a few great points from the campaign that has brought in millions of dollars to the ALS organization for research to cure the disease, Amyotrophic Lateral Sclerosis, also known as “Lou Gehrig’s Disease”.
If you’re putting a viral marketing campaign together for fundraising or product awareness, take note of these elements that make the ALS campaign great. 1. Be Authentic. This campaign started from a heartfelt story for change. Give participants in your campaign a relevant and real connection to your cause. 2. Give a tangible challenge. Simply challenging someone to donate to ALSA.org isn’t enough for a killer campaign. Challenging someone to do something tangible, has a strong effect, and putting an 24 hour time limit on it drives it forward. 3. Empower people. Give permission for people to own your campaign. The ALS #IceBucketChallenge is a sensational success because not only does it asks for me to do something short and fun, but it also asks that I grow the event 3 fold by challenging 3 of my close friends. The peer pressure is incredible but it’s healthy here.
You won’t duplicate this campaign. Find your own voice and your own story to share. Authentic campaigns need to revolve around your story.
I’m extremely proud to be part of the Don Moen management team and to have worked closely with him over the last decade on various projects and releases. We have a killer team that’s doing amazing things. I work closely on managing his digital marketing in social media and get to release information about the latest projects and efforts we are working on like this video of our recent coffee partnership. In a future post I’ll unpack how we’ve reached over 3 million, real and active, Facebook fans, and also share information on a new site for the ministry arm of the organization. For now, I want to share a video we put together to announce a new product we sell and what happens when Don Moen fans get this coffee.
Know your audience and understand how to associate complimentary products with key relationships. I think coffee and music go great together. Drink up!