This Industry Viewpoint was authored by Jon Mowat, founder of video strategy agency, Hurricane.
No matter how many articles you read about top marketing trends for 2017, video will always get a mention. The medium of moving pictures has become the dominant force for brands keen to catch the eye, and the proliferation of smartphones and 4G data has borne a renewed energy for video content, as mobile viewers hit play without fear of buffering.
So much so that Cisco’s Visual Networking Index forecasts video to account for 82% of all Internet traffic by 2021, up from 73% in 2016; a staggering rise that cements its billing as the king of content.
However, with increasing competition comes the age old conundrum of having to step up if you want to stand out, which means producing content that raises the bar. In a B2B context, video can be incredibly powerful for showcasing your brand and demonstrating your services, highlighting your strengths and convincing would-be clients of your credentials.
With that in mind, here are four telcos with video strategies that truly connect:
Telefónica Business Solutions
Case studies are essential for any business looking to prove their worth, and this effort from Telefónica does a great job of qualifying them as a team of experienced professionals capable of collaborating on innovative, high-tech projects.
The client from Bluesmart reveals the background of his product, and introduces the problem: finding a telecoms partner that could enable the ‘smart luggage’ to work worldwide.
The solution is then presented in the form of Telefónica’s startup-friendly approach and truly global reach, empowering the dream to become a reality - a ringing endorsement if ever there was one.
People buy from people, and we naturally trust reality over fiction, so if you don’t have video case studies on your site, you better start shooting.
Spirent use video to explain how their products can help service providers maintain network coverage, breaking down a complicated subject matter to succinctly clarify how they can relieve pain points for their clientele.
This type of content is in line with SEO best practice, as people commonly search for material to answer their queries. Thus, by making the title ‘What is GNSS?’, Spirent are ensuring users (potential clients) seeking out such information will see their video, nudging them down the sales funnel with a helpful hand.
Animation is perfect for distilling complex information, and this simple video from Solution IP does a neat job of illustrating the technical aspects of SIP trunking, before going on to explain the proposed business benefits.
Video has the inherent ability to show rather than tell, and outlining the process in this user-friendly manner aids the buyer journey. Salespeople can find it tough to clinch deals when so much high-tech jargon is involved, but breaking down the pitch to a simple video can really boost your bottom line, especially as video is said to boost landing page conversion rates by 80%.
This hilarious campaign from Connect in Lebanon has won many plaudits in advertising circles, using the message ‘Don’t be the last to get it’ to encourage both consumers and corporate clients to upgrade their data plans.
The hapless Fadi undertakes the ‘Ice Bucket Challenge’ some three years after the craze has died down, and a second ad sees the ‘Lebanon Harlem Shake’ take place some four years after the rest of the world.
Laughter is one of the best ways to connect with people, and harnessing emotion can pay dividends in B2B telecoms marketing (even if your product offering is incredibly dull!).
Knowing how to strike a balance between humour and being taken as a serious service provider can be a tough act for B2B operators, but a healthy mix of the four approaches detailed above should certainly see you generate leads and close sales.