How Rethinking the Social Content Strategy Helped an Animated Video Marketing Company Drive More Demand on LinkedIn

How Rethinking the Social Content Strategy Helped an Animated Video Marketing Company Drive More Demand on LinkedIn. But because of the “marketing slow down” when enterprise IT technology companies shrank their marketing budgets, clients stopped investing in expensive animated videos. • 4 ways to help ensure your B2B content marketing videos create conversations • How to condense your product information and marketing messages Into a two-minute (or less) video • Why I don’t like storyboards for B2B videos What Was Wrong with This Content? Can you tell me how articles around video production creates the buying vision? How the Animated Video Explainer Firm Started to Create the Buying Vision and Demand In talking with our client, we found out that in many cases their animated explainer videos were just being put on the homepage or product page and used within their tradeshow efforts and that was it. So our client needed to put a social content marketing plan in place, where there were articles, podcasts, white papers and webinars on how the videos should be integrated with social media platforms like LinkedIn, webinars (how videos should be used before, during and after the event), email marketing, PR and other marketing initiatives. The firm also created a plan to focus on sales enablement and how sales and marketing leaders need to have a new thinking about explainer videos and design them for buying teams that not only involved IT but also operations, finance, sales and marketing and other departments. Community Building, Re-Engagement and Lead Nurturing with the Right Social Content Leads to More Revenue Using LinkedIn Once the animated video firm had the right content they were then able to create a LinkedIn community that was filled with discussions that focused on the unexpected video needs of IT sales, marketing and sales enablement leaders. Because their discussions introduced new ideas their prospects weren’t thinking about and because these discussions led prospects to content that created the buying vision, there was a quick demand for the video firm’s services. They were then able to nurture the prospects on and off LinkedIn.

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An animated video creation, production and marketing service
company for technology companies like Cisco, BMC Software,
Compuware, IBM, UPS, Brocade, Oracle, CA Technologies and many
others did not have the systems or processes in place to build and
leverage relationships. They relied on “word of mouth” and on
satisfied clients continually coming back without any urging. But
because of the “marketing slow down” when enterprise IT technology
companies shrank their marketing budgets, clients stopped investing
in expensive animated videos.

Because there was no “keep in touch” system in place, previous
clients forgot about the animated video firm as they were no longer
on “top of mind.” So we went to build a LinkedIn community to
re-engage clients and prospects and provide them with discussions
and content that moves relationships forward. But most of the
company’s content was around video production so it was later stage
content. For example, here are the blog articles the firm was
creating:

• Don’t forget sales when creating your explainer videos
• How can your video content address group dynamics
• Starting at the end: constructing videos around the call to
action
• Six questions to ask when planning a 2-Minute Explainer
• 3 things to understand in planning an enterprise explainer
solutions
• The must-have information to include in a two-minute B2B
video
• Five mistakes B2B organizations make when condensing information
into two minutes
• Why make your introductory B2B content marketing video two
minutes long?
• 4 ways to help ensure your B2B content marketing videos create
conversations
• How to condense your product information and marketing messages
Into a two-minute (or less) video
• Why I don’t like storyboards for B2B videos

What Was Wrong with This Content?

You see there was no content to drive demand. There was no
content to create an unconsidered need and an unexpected urgency
and demand for the company’s services. You see, the company was
only basing their content on what customers were saying what their
needs were. So, they were responding to those known needs with
commodity messaging that were very much like the information their
competitors were providing. They weren’t showing prospects a
pathway to change and giving them the urgency to do it now.

A recent Forrester study shows that 74% of committed executive
buyers will invest in the company that is able to create the buying
vision and turn it into a path to value. Can you tell me how
articles around video production creates the buying vision? It
doesn’t!

How the Animated Video Explainer Firm Started to Create the Buying
Vision and Demand

In talking with our client, we found out that in many cases
their animated explainer videos were just being put on the homepage
or product page and used within their tradeshow efforts and that
was it. Now as Content Marketing Institute shows, marketers are
using at least 13 different content marketing tactics.

So our client needed to put a social content marketing plan in
place, where there were articles, podcasts, white papers and
webinars on how the videos should be integrated with social media
platforms like LinkedIn, webinars (how videos should be used
before, during and after the event),…

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